How You Can Use Content To Complement Email Marketing (including examples)

Well-written content is the backbone of a successful email marketing strategy. It’s an essential element that supports your marketing efforts and offers the best approach to build a strong subscriber base – which is critical for any business success.

In fact, 81% of leaders and 87% of visionaries place content at the center of their marketing efforts – according to a recent study from Skyword. In brief, professional email marketers see the benefits of content. By offering relevant information people want to read in their email, you can spontaneously generate a favorable spot to sell your products.

With these data in mind, consider how beneficial it is to send content your subscribers look forward to reading. To help you out, we’ve listed some of the practical ways to give your email marketing a boost with the great content strategy.

1. Build an Email List

You might have spent a lot of time on crafting a compelling email content. However, it doesn’t do any good for your business if you are unable to reach the right audience or reaching enough of them to promote your brand. Fortunately, there are plenty of techniques at your disposal to help you out in this area. One such method is to build an accurate email list consisting of all the essential contact details of prospects.

The process of building an email list can be broken down into three types:

  • Options: It includes the usage of exclusive content offers, short and long forms, and various kinds of button ads to lure site visitors into opting in for your subscriber’s list. 
  • On-site: Here, the pop-ups, scroll boxes, landing pages, and different sign-up forms are utilized to alert the visitors to get into your subscriber box.
  • Off-site: Social media followers on Twitter, Facebook, or Medium, can subscribe to your newsletter without having to intrude on their social experience.

Have a look at this sign-up form by Ripped Body. Their landing page greets visitors with this newsletter form. By proving their email addresses, visitors can freely avail their nutrition setup book, macro calculator, as well as an email course.

Image Source: Ripped Body

2. Segment Your Subscribers List

It is essential to craft email content that targets a specific individual. And, you can do so by segmenting the email list. By segmenting your subscribed audience by their interests, communication preferences, gender, age, or location, you can deliver an excellent email experience that’s more relevant to what they want. 

Undoubtedly, these segmented emails will increase the likelihood of recipient sharing your content with their family and friends. According to a research conducted by Campaign Monitor, segmented emails are capable of delivering 760% more revenue than any of the traditional approaches. Besides, it comes with an excellent open rate of 26%.

Image Source: Campaign Monitor

Adidas segments its email list based on gender. It has two main target audience – Men and Women who are interested in different types and colors of shoes. Therefore, rather than sending a generic email consisting of all shoes to all its subscribers, Adidas sections their list based on gender. 

Using this segmented data, it sends out an email highlighting new women’s shoes to their female customers and men’s shoes to their male customers.

Image Source: Adidas

3. Know Your Subscribers Content Preference

Now, you know that personalized emails are the sure-fire way to enhance your brand growth. But, how do you gather the insights required to characterize or categorize your subscribers accurately? The answer is to ask the subscribers about their content preferences.

That is, ask all your subscribers about:

  • How often would they like to receive your emails? Is it daily, weekly, or monthly?
  • What topics would they be interested in consuming?
  • Which content typethey like the most? Is it a simple text, Infographic, or a video? 

Knowing the answers for the above questions will help you gauge their priorities and thereby reduces the number of unsubscribes. Moreover, it also helps your readers feel in control of their relationship with your brand and aids you in providing relevant material.

It’s totally delightful to see eROI offering an awesome preference center to the subscribers. The information used in this form is relatively simple – contact details, email clients, and their specific topic interests. 

Image Source: Really Good Emails

Interestingly, for every detail a user enters on the form, they can see the preview on the right showing how their personalized email will look like. 

4. Craft Compelling and Relevant Message

Email marketing is all about relevancy. And, if you have followed steps 1, 2, and 3 mentioned above, creating a compelling and relevant message will no more be a tedious task. Because you already know what your subscribers want from you, and now it’s your turn to provide them the content that interests them and build their trust. 

In case, if your content doesn’t impact your reader, your email has higher chances of being relegated to the trash or spam box. So, go beyond just personalizing the “to” name and subject line. Personalize every element of your message, including the email copy, call-to-action (CTA), images, and the “from” address. 

The below copy by Spotify leverages a user’s interests and offers a relevant, value-packed message. 

Image Source: Spotify

This email content is effective because it builds the relevancy in a way that makes the subscriber feel like they’re being rewarded for using their application. Usage of phrases like “being a top listener” and “be the first to get access to tickets” frames a sense of exclusivity, making every recipient feel treasured.

5. Delight Your Subscribers Frequently

Make your subscribers happy by adjusting your content in all ways such that it speaks their current stage in the buying process. In simple terms, get your messages to stand out from the other messages in thesubscriber’sinbox.

Here are some of the tips to identify the current stage of an audience: 

  • Stage 1: Your recipient is in phase one if he is asking some generic questions. For instance, if they receive an email from an eCommerce vendor, they only know that the particular message is from a marketer. In this stage, avoid using your brand name or keywords.
  • Stage 2: Here, the prospect is trying to get some social proof to support their research. To engage the audience in this stage, you have to use a specific subject line that acts as right tool to obtain othersbacking. In the email copy, you can use the brand name or a keyword, but not a mishmash of both.
  • Stage 3: In the final stage, the audience wants to be confident about their research on viable purchase option. In this email, try to use both your brand name and a keyword.

Consider Xerox’s Get Optimistic email newsletter. This email was targeted to CIOs, providing them a look at the latest technology, business, and the world with an optimistic lens. 

Image Source: Chief Optimist Magazine

This e-newsletter was soon converted into a full-fledged print, and a digital content initiative called Chief Optimist Magazine. Within 12 months of following the launch, it has reportedly generated over 1,000 new sales appointments and beyond $1 billion in revenue.

The two lessons to be learned from Xerox – Firstly, produce content that appeals to the subscribers. Secondly, make sure it has the highest quality.

6. Nurture Your Subscribers Regularly

Well, you’ve done it. You offered some of the great email content to your subscribers, and they’ve converted into leads. Now, it’s time to nurture them to improve the sales rate. That’s where these email nurture campaigns come in. It will not only help you communicate with your target audience but also foster their relationship with your brand. 

An email nurture campaign consists of a series of emails that are sent out to the subscribers based on their behavior to help them guide through the buying process. Every behavioral data of your lead matters in your content, such as:

  • How often they visited your site
  • What event they’ve registered for
  • Which article they’ve read, and many more

The goal of nurturing your subscribers is to deliver educational value to them and encourage engagement with your brand. It should be noted that – not all lead nurturing contents are promotional. Your lead nurturing email can do nothing but engage your recipients such that they want to open and read. 

Framebridge has done something similar to this. Their email teaches some amazing skills to the readers and thereby providing value in exchange for their email address. 

Image Source: Framebridge

It’s worth mentioning that Framebridge has used only one clear CTA called “Educate Me.” According to Ellie Mirman, VP of Marketing at Toast, using a single CTA in an email increases click-through rate by 371% and sales by 1617%.

Some of the standard sequences for email nurture campaign includes:

  • New Customer Campaigns: The brand has to make itself known to prospects without any hint of promotion.
  • Post-Purchase Campaigns: Get reviews on your product after a customer purchases from you. It is an excellent way to showcase your care for them. 
  • Repeat Customer Campaigns: This email is targeted to the high-value customers that are likely to buy from you again. 
  • Re-Engagement Campaigns: Use this email to get back those customers who aren’t displaying any interest in your brand or left a few of their items in the cart.

To Sum It Up

Great content in your email offers a successful and cost-effective way to attract and retain clients. In fact, email marketing does not reap the desired benefit without good content. So, without delay, go the extra mile to enhance the impact and performance of your email efforts by crafting a compelling and relevant message.


Cover photo by Adam Solomon on Unsplash