Promote your content via email

1. Choose an email marketing platform with features that meet your business needs, such as segmentation, automation, testing, and analytics.

Many email marketing platforms offer email list segmentation, customized email templates, automated workflows, and email campaign analytics. Compare various platforms to determine which one works within your budget and has all the features you need. Some examples of email marketing services include: Constant Contact. Mailchimp. Sendinblue. GetResponse. HubSpot.

2. Get new email subscribers with a lead magnet and offer a free downloadable piece of content in exchange for an email address.

Several types of free content you can offer are ebooks, white papers, guides, templates, or workbooks. Be sure to include an opt-in notice on your lead generation form that describes the frequency and type of emails your subscribers can expect to receive. For example, your opt-in message may say, Join our subscriber list to receive weekly updates and valuable new content in your inbox.

3. Segment your email list based on subscriber interests, interactions with your emails, and position in your sales funnel.

Review your analytics to identify where your email subscribers are in the buyer’s journey. Consider creating different email segments to deliver the right type of content to readers. For example, the content you send to new subscribers who are in the awareness stage may be blog posts that help educate them about a specific topic or help identify a problem they’re unaware of.  For the segment of subscribers who are in the consideration or decision stage, it would be more effective to send content that points to specific solutions, such as one of your products or services.

4. Create an email template with a mobile-responsive layout, engaging images, a concise message, and a CTA button that links to the content you're promoting.

Most email marketing platforms include customizable elements and pre-made templates that are mobile optimized. Keep your emails free of unnecessary elements. They should be easy for readers to scan. The focus of the email should be clear and subscribers should know what action you want them to take. For example, your email may include: Large header text that’s easy to read on mobile devices. A compelling image or graphic that illustrates the topic of the content you’re promoting. A short message that highlights an interesting concept or statistic that’s included in the content you’re promoting.  A persuasive call-to-action that directs users to click the link to access the full piece of content, or a bold CTA action button that leads to the content. A branded email signature that includes your business name, logo, location, website, and social media links.

5. Align each piece of content with the appropriate customer segment. Schedule your campaigns ahead of time to automate the content delivery process.

Consider integrating your email marketing and editorial calendars to sync content creation and email campaigns. Segmenting your emails ensures that you’re delivering the most helpful content to your audience at the right time.

6. Consider other ways to promote content, such as automated workflows or drip campaigns. Link relevant content if they provide a useful experience for the reader.

For example, if you have an automated welcome email that’s sent to new subscribers, you can include a few links to your top performing blog posts. Because they subscribed, you can assume that they like your content and want to see more. So, be sure to point new subscribers to some of your most popular content.

7. Use your email marketing analytics to continue optimizing your strategy over time.

Some valuable email marketing KPIs to track include: Open rate. Click-through rate. Conversion rate. ROI. Bounce rate. Unsubscribe rate. By tracking and analyzing these metrics, you can determine what’s working and what needs improving. Consider reviewing your email marketing data monthly to see how successful your campaigns are in increasing conversions.