Email has become one of the most powerful channels to reach consumers. It has the highest rate of return among digital marketing channels. It’s also the channel that consumers prefer the most for brand communications. This is because emails are no longer solely text-based.
With HTML and CSS, they can have colors, buttons, images, and more. Today, email marketing is more powerful than ever and is the most effective platform for brands to distribute middle and bottom-of-the-funnel content. Here are some tips for effectively distributing your content via email and refining your B2B (Business-to-business) email performance:
Provide Frequency Options
Your subscribers represent individual people – people with different needs, wants, and expectations. By providing different subscription options, potential subscribers will feel more in control of the emails they’ll receive and are more likely to sign up.
Offer Content Options
One way to provide subscribers with relevant content and inspire potential subscribers to sign up for your emails is by offering several content options. For example, if someone only wants to receive communications about email design techniques but not email marketing strategies, they can subscribe to a niche newsletter that focuses on their interests.
Send an Engaging welcome Email
Please don’t make your subscribers wait for your following newsletter or campaign after they opt in. Onboard your subscribers or send them a welcome email thanking them for subscribing, and include some of your best evergreen content. By immediately demonstrating the value of your emails, you’ll excite your subscribers for future sends.
Keep it Valuable, Not Promotional
When writing your email copy, put yourself in your subscribers’ shoes and ask, “What’s in it for me?” Don’t focus on your wants and needs. Focus on theirs.
Optimize Your Inbox View
Before your subscribers can read the content in your email, they must first decide to open the campaign. This decision to open occurs in the inbox, where the subscriber will frequently see a few critical pieces of influential information – you’re from the name, subject line, and (sometimes) preview text.
Share Third-party Articles
Your subscribers crave education and motivation. However, producing great content is complex and time-consuming. So, instead, look to others in your industry for helpful, actionable content and curate those articles in your emails. You’ll be sharing great content and building trust with your subscribers, and it’s minimal work for you. Plus, sharing content with your partners can help strengthen those relationships.
Utilize Brand Partnerships
Utilize your brand partnerships to expand your content’s reach. For example, work with others on content initiatives, like webinars, eBooks, and blog posts. Then, when it’s time for the campaign, you can leverage your email subscribers to reach a superior audience.
Make it Easily Shareable
Send great content that your subscribers will want to share. Use your current subscribers as an avenue to reach new ones. By encouraging your subscribers to forward and share your emails, you’re meaningfully expanding the reach of your content and increasing the possibility of additional subscribers.
Measure and Improve
If it’s not measurable, it’s not worth doing; even email isn’t an exception to that rule. There are plenty of different analytics that you can measure with email distribution platforms that will give you insights into your database’s health. When measuring the efficiency of your content via email as a distribution channel, the three key metrics you should keep an eye on include Click-through Rate (CTR), Open Rate, and Unsubscribes.
Conclusion
Email is the perfect medium to distribute your content initiatives. Since email is a permission-based marketing channel, those signing up to receive your emails explicitly request more information. Your campaigns on your valuable content can help them do just that. If you’re segmenting when distributing content and executing campaigns, your content will be far more successful in moving your leads through the buyer’s journey.
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