How can email marketing help your content marketing strategy? – WAU

Email marketing is currently the most powerful way to build and develop an audience engaged with your business or brand. After all, it allows direct and long-term contact with your prospects, leads and customers. So you can work at any stage of the funnel and have results without much complexity. once you […]

Email marketing is currently the most powerful way to build and develop an audience engaged with your business or brand.

After all, it allows direct and long-term contact with your prospects, leads and customers.

So you can work at any stage of the funnel and have results without much complexity. Once you get the email of someone interested, just work on the content at the right time and it will have results in your strategy.

It is by combining a content marketing strategy with a well designed sales funnel and this magnificent tool we will convert leads into their respective stages.

What to understand how? Continue reading:

First of all: what is Content Marketing?

Looking back quickly, Content Marketing can be understood as a way of engaging with your target audience or persona and attracting them even more through relevant content, generating value and a positive view of your brand. When this process occurs, the opportunity to generate more business is created.

The content strategy involves several media, such as social networks, blogs, vlogs or email marketing, our focus in this text.

The means in which you will act will depend on your persona. After all, it is from understanding your behavior that you will understand your online behavior, the most accessed means and in which it will interact with you.

How does email marketing fit into a content strategy?

Once the visitor has entered your blog and made a subscription, email marketing becomes your primary means of contacting the lead. To keep you engaged and create a greater relationship, it is essential to continue your nutrition flow with relevant content based on your interactions.

This action will cause the lead to return to the blog more times and see the suggested content and more.

At this time it is important to pay attention to call to action and work on segmentation when necessary, be it by region, demographic aspects or even by type of service.

Advantages of email marketing

According to the E-mail Marketing Trends survey, 77.2% of companies use e-mail daily and 96.2% believe in the effectiveness of using an e-mail marketing strategy.

These numbers can be understood when we take into account the various advantages of email marketing, such as:

  • it’s quick as a phone call;
  • provides open, click and error metrics;
  • does not interrupt the user;
  • low cost;
  • liability for segmentation and personalization.

This is also demonstrated by its reach, which will only depend on the size of its lead and subscriber base.

Creating an engaged lead base

Remembering that no email must be registered separately and all emails must be signed consciously by their own users.

With that in mind, email lists should not be acquired via other means since the user did not allow such an action.

Another important element is: whenever you send an email marketing, make it available to remove the email from the list.

This action helps to clear your disengaged user base and avoids being classified as spam, which would damage your domain and email, as well as users who are really interested in your company or your product.

In addition to having a base of interested in your service or product, the use of email provides a series of analyzes that can be consulted in real time, such as:

  • total shipments or deliverability;
  • opening rate;
  • CTR or click-through rate;
  • numbers of people who requested removal when appropriate;
  • engagement.

With all this, it is possible to calculate the ROI of every strategy and check if it is reaching the objective or not, making it a powerful tool for everyday life.

Combining a powerful tool with a well-designed strategy

After understanding a little more about the subject, we can enter the topic of marketing automation. Much more than automated emails, they can be worked out in a very strategic way to send the right content at the right time.

To do this, combine the content strategy and feed your subscribers with useful information at all stages of the funnel. This will increase engagement, openness and CTR, which allows the contact to continue with new emails about content related to those with greater interaction.

This flow of nutrition can be done through email marketing tools. Good examples are:

  • Mailchimp;
  • RD Station;
  • Infusion;
  • Soft;
  • E-goi;
  • Mautic;
  • MediaPost.

They make the process scalable and efficient, keeping all the reports needed to assess the strategy’s effectiveness and advancing the lead through the sales funnel stages.

E-mail marketing tools are indispensable for digital campaigns and it is something that allows us to test variations of calls, texts, subjects so that we can achieve the results.

Always abuse segmentation, well-structured contact lists and measure everything that is important.

If you want more information about the importance of email marketing and how it works, be sure to check out our complete ebook on the topic:

ebook email marketing