It is hard, if not impossible, for a marketer to finish their first cup of coffee in the morning before they either send out an email campaign or work on a content piece.
And when you combine email and content marketing strategies, you are guaranteed to have a great morning! Email and content marketing is the perfect combination, like peanut butter and jelly, Batman and Robin, hamburgers and fries, and Han Solo and Chewbacca. Like any great combination, you could have just one, but why?
A recent Ascend2 research study, Email-Driven Content Marketing, examines how marketing professionals are combining email and content marketing, to determine what an effective email-driven content marketing strategy looks like. The survey was fielded the week of August 27, 2018, and a total of 224 marketing professionals participated.
Grab a cup of coffee and review the following research findings and consider how you can adjust your strategy to optimize results.
Channel Effectiveness: Email Leads the Parade
Email is clearly considered a most effective channel for marketing content to prospective customers by 82% of marketing professionals. The next most effective channels are social media and a company’s website or blog for 54% and 51% of marketing professionals, respectively. The importance of email is consistent in various Ascend2 research studies on content, email, data, and technology.
Defining Your Content and Email Priorities
Improving the quality of leads is a top email-driven content marketing strategy priority for a 54% majority of marketing professionals. Increasing conversion rates and the number of leads or subscribers generated are also top priorities for 49%.
When considering your content & email priorities, you should examine your content.
- If you want to improve the quality of your leads and increase conversions, you need high-quality content.
- Your content needs to be laser-focused on your audience. Determine the various segments you want to reach. Just like you segment your email list, segment and personalize your content.
- What content types should you create? Here is what the research study revealed that works best for marketing professionals.
Digital Content Types That Are Most Effective for Email
Videos or motion graphics are considered the most effective types of digital content used for marketing purposes by 44% of marketing professionals. Nearly as effective are webinars or events, and research or eBooks for 43% and 41% of marketing professionals respectively.
Creating high-quality content is difficult, so when you create an awesome piece, make sure to optimize your results by generating a variety of content types. For example, a research study could produce the following content types:
- Report: Create a report that is easy to scan and helps the reader answer questions that are important to them.
- Video: Many people would rather watch a video than read a report. So give them what they want with a video format of your research.
- Webinar: Your research is an ideal tool to set the stage for the topic of your webinar. Use your research to identify a problem or opportunity and your speakers can provide expert advice on that topic.
- Blog posts: A quick review of a research chart will inspire a blog post. If you have eight research charts, that is eight blog posts.
- Infographic: A picture is worth a thousand words. Use your research to tell a story visually.
You do the math:
1 research study = 1 report + 1 video + 1 webinar + 8 blog posts + 1 infographic
Good News! Marketing Professionals are Achieving Priorities
More than half (54%) of marketing professionals consider an email-driven content marketing strategy to be very successful at achieving priorities. So keep combining email and content marketing–it is a great combination!
You can review the entire Email-Driven Content Marketing Survey Summary Report for guidance on creating your email and content marketing strategy.
Marketing Effectively with Email
Like any type of marketing, email marketing involves a great deal of time and effort to ensure the marketing campaign is effective. This is important because an ineffective marketing campaign of any type is a waste of money and resources. Spending a great deal of time, energy and money into an email marketing campaign which is not reaching the members of the target audience and is not convincing recipients of the email to make a purchase or visit your website is not worthwhile. This article will discuss how to implement an effective email marketing strategy to ensure your business, financial and personal goals are being met.
Minimize traditional email marketing activities during the holidays. Customers are preoccupied with family and friends, are less likely to be paying attention to business email. Your odds of ending up in the spam box are considerably higher, which could have longer term implications for your bottom line. The major exception to this would be a business directly related to the holiday activities. Otherwise, give yourself a break and enjoy some downtime yourself. Business will be back on track in a day or two.
One of the most important aspects of marketing effectively with email is to ensure your marketing efforts are reaching the members of your target audience. One way to do this is to ask former customers as well as potential customers to join your email distribution list. This will help to ensure the majority of members on your email distribution list have an actual interest in your products or services. This is important because you are much more likely to generate sales when you are marketing to this type of an audience than you would if you were marketing to a much larger audience without an interest in your products.
Another aspect of marketing effectively is to hire an experienced professional writer to draft the content for your emails, e-newsletters, email courses or any other methods you are using to email your message to potential customers. Having your content written can give you a significant edge over the competition if they are drafting their content themselves. The quality of your content is a reflection on your business and poorly written content with no substance will reflect poorly on your business.
Before using email marketing, create a test email and send it to a friend or family member. Your loved one can see how the email looks and give you feedback. This way, if any changes need to be made, you can do it before sending the emails out to customers.
Effective email marketing should also be written in a manner which will appeal to the target audience. If necessary, you should conduct market research to determine demographical information for your target audience. This research may also determine preferences the target audience may have for receiving marketing information. This may include the type of language used, the format of the emails, the layout of the emails and even aesthetic appearance of the emails. Paying attention to these details can make the email marketing campaign significantly more effective.
Finally, effective email marketing should not be viewed as spam. This is a difficult situation. In many cases an email marketing campaign will involve distributing mass emails, but care should be taken in these endeavors to avoid having these emails construed as spam. This is important because many Internet service providers include spam filters which apply algorithms to each email account to determine which messages are spam and which ones are legitimate. Emails which are deemed to be spam may never reach the intended recipients. Emails which may it through the spam filters may also be automatically deleted if the Internet user believes it looks like spam. For this reason, care should be taken to ensure all marketing emails provide quality content, advertise only subtly and ideally are only sent to email recipients who have specifically requested information about your products or services. This will give you the best opportunity possible to reach your target audience and have a positive impression on them and hopefully entice them to make a purchase or visit your website.
On – 18 Sep, 2018 By Todd Lebo