Email is one of the most widely used communication channels today by digital marketing companies, but there are still plenty of opportunities to make it even more effective for your business.
In this article, we'll explain how a digital marketing company can take their email content and repurpose it in new ways that can lead to additional revenue and increased engagement. But at first, to gain new customers and communicate with existing ones through email marketing, it’s vital to identify, prevent, and deal with any security issues with email. Enforce strict security standards like DMARC to strengthen your digital marketing reputation.
What Email Content Should I Use? The Importance Of The Right Metrics
There are two important metrics that can't be ignored in any business when it comes to emails. These metrics are considered to be part of email marketing 101: open rates and click-through rates.
By understanding these two metrics, you’ll be able to choose which emails should be repurposed and which ones should not.
Let’s have a close look at each of these two metrics.
Open rates of your emails
Open rates are one of the most important metrics you need to track, as it is the main way that you measure your audience's interest in your content. It's also important to track the open rate of your emails and how it differs depending on who has received your emails.
For example, if you run a blog and publish an email newsletter that features one or two articles from your blog in each edition, then you're likely going to see higher subscription rates than when people subscribe just for the publication's main topic.
People often subscribe based on their interests, so make sure that when they subscribe to any of your email newsletters they see content relevant to them.
More importantly, understanding which emails had the highest open rates leaves clues as to which content can be purposed for other media.
Click through rates of your emails
Another important metric is click-through rate (CTR), which lets you see how many people are clicking on the content you're sharing in your email messages. This takes us back to what your subscribers want to see.
If we consider social media, then consider that if you plan on sharing items from your emails on these networks, digging into the emails that have a high CTR can help you find the best pieces of content to repurpose.
What happens if you use the wrong email content?
If you use the wrong content in your email marketing messages (and therefore when repurposing your content), then it can lead to negative business results.
Low open rates will often mean that people don't find value in what you're sharing with them. If your CTRs are low, that means that most of the people who did see your content didn't find it interesting enough to warrant clicking on it and reading more about it.
By digging into how your subscribers interact with certain pieces of content (this can be easily accomplished using A/B testing tools), you can determine what kind of content works best for your audience and which doesn't.
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Repurpose Your Email Content For Other Media
Let's now look into how you can repurpose your email marketing content into six different forms that will allow you to publish such content on different media.
1)Turn email content into social media posts
Going back to the idea of CTRs, you can use posts that have high click-through rates in your email marketing messages and share them on social media.
You have most likely already seen this strategy being used by digital marketing companies when they promote their best-performing content on various social platforms.
For example, let's say that your blog post about email marketing strategies has an incredibly high CTR in one of your email newsletters. Your social media manager could then take that single article from your mailing software, create a short description with some images, and repost it as a Facebook update or even a Tweet.
Over 3.6 billion people use social media around the world and this figure is projected to increase up to 4.41 billion in a few years' time. Ensuring you're repurposing your email content for social media is key if you want to reach the biggest audience possible.
If it makes sense to repurpose an email newsletter so that it can be posted as a social media update, then do just that.
2) Turn email content into a blog post
The most straightforward way to repurpose your email content is to turn it into a blog post.
If you have an extensive library of email newsletters that contain useful information then you can simply select the best ones and package them up for use as blog posts.
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Building a blog from scratch can be tough work. To put it simply, repurposing your email content into blog posts is more time-efficient for you as a marketer since most of the hard work has already been done for you.
This means that you could have a blog post published in just a few hours, depending on how much content you need to edit.
Email marketing platforms sometimes also have built-in integration with popular blogging systems. You can take an email newsletter and easily turn it into a blog post without the need for any technical knowledge or developer support.
This way, you'll make sure you're reaching subscribers who may not be aware of what you share in your emails, while also increasing the exposure of your business by sharing content on multiple channels.
3) Turn email content into infographics
Creating an infographic from your email content can be a great way to share it on different media. It is very common for blogs to share infographics because they attract a lot of attention and social shares, which helps drive traffic to a website.
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They also tend to get a lot of views on Pinterest and Instagram - two other channels you should spend more time focusing on if you haven't already.
Turning email content into infographics can be a smart move since it doesn't require a complicated design process and you can choose the best data to present to your readers.
It's been said that people remember 65% of the information they see in a visual (compared to 10% of auditory information) which means it's the perfect way to get your message across if you want it to be remembered.
If you already have the content in the form of emails, then it's pretty straightforward to turn that into a shareable infographic - either by using an online design tool or by hiring a designer.
4) Turn email content into eBooks
You can take your email newsletters and use them as a starting point for an eBook. If you have the time, go back to the beginning of your newsletter library and see if there's information that would be useful in writing an eBook on a given topic.
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From here, it's as simple as pulling out those articles from old emails and grouping them into one publication. You can then even repurpose those newly created eBooks into multiple blog posts or social media updates - whatever works best for you and your audience at the moment.
eBooks work great when you are creating a lead magnet and can be a great way to establish your authority in a given field. They can also get you quite a bit of attention - provided they're well-written and useful, of course.
The more authority you establish, the more likely you'll get people to purchase your other products or services. By using content that you know works with your target audience, you have a good opportunity to put out something that they are sure to love.
5) Turn email content into checklists
Did you know that checklists often generate significantly higher CTRs than blog posts and infographics?
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By creating a list of actions with a clear call to action, then you'll likely see more people click on your content and take the desired next step. Also, checklists tend to be shared more than almost any other content on social media so you'll likely see a lot of engagement here.
As with eBooks, the right checklist can also go a long way in building trust and authority with your readers.
As you probably know, people like to take information from experienced individuals and this is yet another great opportunity for you to showcase your expertise.
From here it's as simple as creating an outline and coming up with the items that should be included (most likely based on what you see improving conversion rates).
You could even rely on suggestions from those who frequently engage with your newsletter content to build up the list.
6) Turn email content into engaging quizzes
Your email subscribers are already engaged with your content, so why not find ways to get more engagement?
One way to do this is by creating quizzes. You can then share these quizzes using different media which will help you reach new audiences and further increase the exposure of your business.
Quizzes are great when it comes to generating more traffic and leads from social media. They're also likely to rank high in search engine results, which is always a good thing if you want to get more people to your business website.
Why not try different types of quiz campaigns ranging from simple engagement quizzes like 'Which superhero are you?' (adapt this to your niche) to completely unique questions about topics covered in your emails? The possibilities here are endless!
If you’d like to learn more about email marketing, here’s how various strategies can help you grow your email list for an eCommerce business.
Repurposing email marketing campaigns - FAQ
What is the purpose of an email marketing campaign?
The purpose of an email marketing campaign might vary. However, in most cases, two important goals are to build up personal brand loyalty or awareness and increase customer retention.
Email marketing allows a business to establish a two-way communication channel with customers while catering directly to their needs and interests. Businesses can share news on new products, send special offers and invitations for events, announce promotions, etc.
How do I start an email marketing campaign?
The first step in an email marketing campaign is to create a template that you can use for your different messages. You'll want to focus on creating compelling titles and adding CTA buttons which will help the entire next step in the sales process.
Once you have a template ready, then it's time to start mailing. The most important part of any email campaign is to have a strong strategy for building an audience. You can then test different types of emails that you think would be the most useful to your subscribers.
Why is it important to repurpose content?
Repurposing content is important because it allows companies to maximize the impact of their content. The same content can be used on different platforms, reaching a wider audience and gaining more exposure for your business.
The cost to repurpose content is much lower than creating original materials that are tailored towards each platform, so you'll see an increase in ROI when you take this approach.
How do you repurpose content effectively?
There are many ways to repurpose email marketing campaigns to get the most mileage out of them.
You can turn email newsletters into blog posts or infographics, use lists as checklists, etc., to extend the life of your emails and reach new audiences at the same time.
How do I measure results from my email marketing campaign?
It's important to track your email marketing metrics to measure which types of emails are working best.
You'll want to pay attention to click-through rates, open rates, and any other engagement metrics that will help you determine which type of content is resonating most with your audience. In fact, here are 7 customer acquisition metrics you should be tracking.
What makes a good email newsletter?
A good email marketing newsletter should be short and concise while containing a clear call to action button. Managing your email list is made easier when the people that opt in do so because they understand the type of content that they will be getting.
Giving value to each of the email newsletters that you send out is key to standing out from the crowd (where inferior quality is the standard).
Getting the most out of email marketing campaigns is a great way to increase engagement and generate more revenue for your business. The key is to find ways to repurpose and reuse your content so that you can get the most mileage out of it while also reaching new audiences.
As you can see, you should consider repurposing content to grow your business and expand your customer base. It's relatively easy to create new material from existing one, so try this tactic next time you want to get more exposure within your industry or target a new demographic.