September 13th, 2017
Content Marketing, Email Marketing
As a marketer, there’s nothing better than getting into your audience’s inbox. An email newsletter is unobstructed by finicky algorithms, cheaper than advertising, and allows you direct, unfiltered communication with your audience. Whatever your brand’s industry or audience, one of your goals should be to grow your email list.
A recent Ascend2 study found content marketing is the second-most effective tactic to grow an email list — but it’s also the most difficult. That means that while your brand needs a solid content marketing strategy to boost its email subscriber list, that strategy has to be carefully developed.
Here are some content marketing strategies to help you grow your email list.
All the incremental changes you can make to your marketing emails — optimizing subject lines, or tweaking delivery schedules — won’t make a difference if you don’t have great content.
That’s a high bar: great content, not merely good or passable. There has never been more content out there. Consider, for instance, that the average person has around 380 unread emails in their inbox at any given moment. Your content simply won’t inspire someone to subscribe to your newsletter unless it stands out from the crowd.
So what is great content? It’s content that helps your audience do their jobs better or live a more rewarding life, presented in ways that appeal to them.
Think creatively about what kind of content you can create—there are tons of options beyond blog posts and whitepapers, such as:
An email marketing study conducted by DMA found that 42% of marketers say that at best, ‘some’ of their emails are relevant to their audience. Don’t let any irrelevant emails be from your brand—irrelevant content is ignored, and soon enough brands creating irrelevant content are ignored too.
Why are so many marketers creating irrelevant content? Probably two reasons—they feel pressure to produce content, and they’re not keeping their audience in mind.
Link your content to your buyer personas. Use your content to address their needs and pain points. Speak in their language.
Resist the temptation to develop content that you or your team find interesting—keep your audience in mind. Don’t haphazardly develop content just to fill a spot on your editorial calendar. Identify those for whom your content is not intended.
Spend some time developing a great tool or resource that will be very useful to your audience. This is often longer, more in-depth content or a practical tool, such as:
Simple, but not to be overlooked—promote your email newsletter. At the end of your blogs posts, include a call to action for people to subscribe. Do the same in your brand’s videos and social media. Make sure there’s a sign-up form on your website, and on your social media accounts.
With great content geared towards your audience and clear calls to action to direct them to your list, you’ll see your subscriber numbers rise in no time.
Want even more techniques on building your email marketing list? Download our ebook on how to build your email marketing list – the right way.
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