Within digital marketing we can find different strategies that complement each other, thus achieving an improvement in the achievement of the established objectives. If a company carries out a content marketing strategy and, in turn, an email marketing strategy. Do you know how the two blend together to improve results?
What does an email marketing campaign entail?
Email marketing is a strategy by which companies establish a communication link with their subscribers through the sending of emails. By carrying out a mailing campaign it is possible to strengthen the existing bond with the subscribers of the newsletter. It must be taken into account that the databases of this type of campaign are configured voluntarily, it is individuals who register in the form of a website or fill out a paper giving their authorization to receive these communications framed within email marketing.
This is what is called Permission Marketing, it is the user who gives his consent to receive commercial emails. Many times this is achieved by offering a lead magnet. Gone is the time when mass mailings were made without any criteria. The effectiveness of these practices was very doubtful and the annoyance of the recipients of the very common newsletter, they barely saw those newsletters in which they had no interest.
The importance of disseminating content
The creation of content of value for the audience is a very effective way of reaching people and being able to settle in their minds as a professional in a certain sector. Starting from the premise that articles are powerful, the other relevant aspect in a content marketing strategy has to do with their dissemination. It is useless to have the best content if it does not reach anyone.
To achieve the correct dissemination of the contents, one must begin with a studied configuration of the editorial calendar. This is often neglected, but the seasonal component has an important influence. We will see it more clearly with an example: if we have a gift company, the articles on the best gifts for Christmas would have to be scheduled for the end of November. In addition to the seasonal component, the variety of topics scheduled in the editorial calendar also influences.
The topics to be dealt with, despite having to be related to economic activity, must be fresh and different. If an auditing company makes publications in the same line for 3 consecutive weeks: ‘What is environmental regulation?’ ‘The advantages of environmental regulation’ and ‘Adapt your company to environmental regulation’, it will not be able to maintain the interest of the audience. When reading one, it seems that they are all read. Surely it would be appreciated if a different topic was inserted that also touches a company of this type, such as occupational risks or management systems.
Advantages of email marketing
Emailing has many fans and some detractors who believe that, over time, it has lost its effectiveness. Actually, there are several advantages of email marketing for which it is always worth doing a campaign of this type. Low investment: launching a mass mailing campaign is not a significant expense. Other types of campaigns require a much higher investment and it is not guaranteed that they have a better impact, so it is always advisable to try, there is even email marketing software with which to make a free newsletter.
- Email marketing tools: there are a wide variety of tools on the market that simplify the work of a campaign of this type. One can forget, for example, to create the database, to manage withdrawals from it or to develop templates.
- It is not intrusive: an email is not like a call that has to be answered on the spot. The newsletter can wait patiently in the inbox until the subscriber thinks it is the right time to read it.
- Immediacy: it is an instantaneous method very in keeping with the times. Today, users demand information or appreciate the promotions that their favorite brands send them by email.
- Unstoppable: with this adjective we refer to the fact that there are no borders for mass mail campaigns. Any subscriber can be reached quickly regardless of where they are.
Benefits of content email marketing
Newsletters can be of different types, companies can use them as a method of promoting cross-selling and up-selling to encourage purchases of complementary services, as a reminder to a user who has left the web shopping cart half or with promotions for dates designated as birthdays or company anniversary.
They are a very flexible mode of communication depending on the needs of each moment. In the case of the electronic newsletter that includes articles from the company, in addition to enhancing the content marketing strategy that is carried out, it also brings other benefits. An email with content seeks to bring the blog information closer to the subscriber. As we have already mentioned, in email marketing campaigns, companies have the prior interest of subscribers, so the communication is welcomed.
In addition, as it does not involve any intrusion into the subscriber’s tasks, it can be viewed at the time that best suits them. This means that when you read it, you are going to do so slowly, synthesizing the information and paying attention. Hence the effectiveness of mass email campaigns. It is very convenient to have an email in your inbox with the latest blog news or the most prominent articles of the week. With a simple click they are accessible, the subscriber will be able to access the reading of the company’s contents without having to navigate the web page to enter the blog or log in to a social network.
Fast and easy. The links to the contents from the newsletter constitute an important source of web traffic, which is why the number of visits to the portal increases. These visits are qualified, they already know what they are entering and their time spent on the website will be relevant. It is at this point where the value of the content is crucial, if mediocre content is found, they will leave the page and run the risk of being removed from the database.
The traffic that is generated from the newsletter to the blog favors the improvement in the organic positioning of these articles, therefore, greater web visibility will be achieved on the search engine results page. With this, it is possible that people who do not know us find us by simply doing a search with a keyword related to the business.
Promoting and disseminating your content in an email marketing campaign is necessary, but the real challenge of these strategies is to satisfy the needs of your subscriber and know how to match the interest that he has already shown to avoid requesting the cancellation of the database. And you? How do you enhance your content in the newsletter?