Using email marketing as your strategy to promote your blog content is one of the best moves that you can do to get more exposure for your page and reach a wider targeted community for your brand.
There are many posts out there that discuss the basics of email marketing, but I know that there’s still room for innovations to make this marketing strategy really work for any brand.
In this post, I’d like to share a few actionable tips that you can apply to promote your content through email marketing (in a non-aggressive way).
Let’s get started.
Get as many email subscribers as you can
Capturing emails through opt-in forms or landing pages is the first move in email marketing. Remember that if there’s no subscriber, there’s no email marketing strategy to execute.
How to collect emails both from new and existing visitors?
- Do a content upgrade in your most visited pages by adding bonuses to them, wherein your visitor will only get access to those freebies after they subscribed to your blog.
- Provide brief and honest benefit to your call to action. Let your potential subscribers know the value in your newsletters.
- Choose email-capturing tools or plugins like ManyContacts that are responsive on mobile devices. The more responsive your page/content in mobile devices, the easier for your followers to subscribe to your blog.
- Incentives are the best way to entice people to join your email list but be careful with how you create and present your incentive.
- Fix an opt-in box in your sidebar to increase daily email signups.
- Link to your landing page (with optin-boxes) from your content contribution (e.g. guest posts).
- Invest in building a community around your brand by participating in online forums, Q&A sites and blog communities.
- Use micro-survey tools (e.g. Qeryz) to ask a few questions then direct your respondents to your landing page.
Consistently providing to your audience can easily help your brand to collect emails from engaged visitors.
Decide which type of newsletter you will provide to your subscribers
Different industries and different brands have their own way of creating content format for their newsletters. Some are happy with sending product reviews/updates to their subscribers while others would start off with sending informative articles that are relevant to the industry.
The best way to find what newsletter format (content) could best benefit your audience is simply by learning from your competitors.
Subscribe first to their newsletters and identify the following things that will best help you create your own newsletter format:
- Email frequency (do they send weekly or daily emails?)
- Content (are they giving out industry updates or plain self-promotional emails?)
- Length of emails (500 words or more?)
- Format (text plus images?)
Once you determine the types of emails your competitors are sending to their users, you can now think of how you outperform their work.
Here are a few things you need to consider to create your own brand identity for your email marketing campaign:
- If two are three of your competitors have the same email frequency, you would want to do the same for your campaign.
- Use the Pareto Principle (80/20) when sending newsletters to your followers (i.e. 80% informative content, 20% for branded content – product updates, news, etc..)
- Make your emails conversational and personal to encourage discussions/feedbacks even in the email platform itself.
- Use responsive emails in you newsletters to improve readability and increase click through rates. GetResponse does a great job in this responsive email feature.
Test your emails
Improvements happen when you start to test your emails and get results from your experiment.
Don’t just allow knowledge from email marketing posts to come into your mind and get acquainted with it. But rather start learning from your own experience.
A few things you need to experiment to yield better results for your blog’s email marketing campaign:
- Full text or with variations of text and images
- Placement of links (intro, body or end of the email).
- Call to actions near the link.
There are a lot more experiments you can do aside from the things mentioned above. The only thing that matters is the result (data) you can get from every experiment and decisions you will make out of it.
You may want to check out this post on Digital Philippines about 25 content promotion strategies.
Start executing a solid marketing campaign for your blog to help your content/page gets its traction in your industry. Apply every tip I mentioned above to improve your email marketing process.