Your strategy for email marketing needs to relate back to your business goals.
"Your email marketing goals should relate back to core business objectives."
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What you’re trying to accomplish for your business over the next couple of weeks or months should really dictate what you’re doing in your email campaigns and newsletters.
As Van Houten explains: “Some of the goals you could be trying to hit with your email strategy could be brand awareness, awareness about your products, loyalty to your company and your brand, as well as driving people to your website to consume your content.”
What Content Should Your Emails Include?
The content you’re creating for your blog is a b2b email lists poland place to start with what you could send to your email subscriber list.
Van Houten suggests taking that content and using parts of it to create email campaigns that’ll drive people back to your blog to read the rest of your post, watch the full video or listen to the entire podcast episode.
This is exactly what I do with my own weekly (sometimes twice weekly) email newsletter. Here’s a screenshot from last week.
Content Marketing Strategy Blog Post Email Update
I push out a preview of the week’s new podcast episode and new blog posts when they’re published, so that my subscribers can dig into the full piece of content (if it’s a match for what they need at the moment).
What Types of Emails Should I Send?
There are 3 main types of emails you can send to your list, in a way that supports your content marketing strategy:
General campaigns and newsletters: These are sent to your full list. They’re great when you’re just starting out and your list isn’t really huge (as you know that pretty much everyone on the list wants to hear about your company and the content you’re releasing).
Communication that gets sent to targeted segments on your list: As you grow, you’ll want to make sure you’re sending the right messages to the right groups of people on your list. Your ESP should let you select segments based on demographic information or what links they’ve clicked on in the past, so you can send more targeted campaigns.
Automated messaging: These are messages you’re going to send out to multiple people over time. Think welcome emails, delivering an e-course, or lists of your top content.