In this blog post you will learn why email marketing is an integral part of content marketing and your content marketing is in complete without email marketing.
Although there are many reputable email marketing services, including MailChimp which I use, an average person relates email marketing to spamming.
Even those who want to use email marketing think that it means sending promotional and marketing messages to a bunch of email ids hoping that some of the recipients would purchase.
Since this approach rarely works, people conclude that email marketing doesn’t work.
For whom email marketing works, they know how to do it.
They know that email marketing is not about promotion, it is about nurturing relationships and providing valuable content in people’s inboxes.
These people understand that content marketing and email marketing are inseparable.
Why you can’t ignore email marketing for your content marketing to be successful?
Because it is one of the most potent content distribution tools.
According to this Radicati report, by 2020 (this is January 2019) 3 billion people will be using email.
Do you think everybody is on Facebook and hence, people aren’t quite crazy about hearing from you via email?
According to this Forrester report, people are twice as likely to sign up for your email list as staying in touch with you via Facebook.
This Smart Insights report reveals that the email marketing conversion rate is higher than conversion rate from search engine traffic and social media marketing, combined.
Anyway the purpose of these links is not to throw numbers at your face, it is just to prove that there is a reason why businesses use email marketing even when everyone seems to be crazy about social media and social networking.
Coming back to the topic of the relevance of email marketing for successful content marketing.
Have a look at these statistics from Emarketer:
As you can see, the ROI of email marketing is far greater than the combined ROI of social media, direct mail, paid search and online display advertising.
One of the biggest challenges of content marketing (aside from creating high-quality content on an ongoing basis) is delivering your content to your target audience.
No matter how awesome your content is, unless it reaches its target audience, it isn’t much effective.
Hence, content publishing and content distribution go hand-in-hand. One doesn’t exist without the other.
People won’t come to your website on their own.
One way is to make it possible for people to find your content on various platforms including search engines and social media and social networking websites.
The other way, more effective way, is broadcasting your content using email marketing, the mailing list that you have created.
The key phrase here is “the mailing list that you have created”. This is very important. Unless you build your own mailing list, there isn’t much content marketing success to be experienced through email marketing.
Now, you may think, how are you going to build your own mailing list unless you get traffic and for traffic, you need your content marketing to succeed, and here I am writing that for successful content marketing, you need to depend on email marketing.
Yup, I know, it sounds like a vicious loop.
How to build your mailing list for content marketing success
These days lots of start-up companies approach me for quality content writing and content marketing.
I tell them that they should start gathering email ids from their website as soon as possible and for that, they must open up an account with one of the renowned email marketing services as soon as possible.
As goes a Chinese proverb, “the best time to plant a tree was 20 years ago and the second best time is now,” if you haven’t already put up a sign up form on your website or blog, now is the time to do so.
As you persistently publish high-quality content on your website and you use the available channels with you – search engine optimization, social media marketing – other forms of promotion – you will draw people to your website.
These people would like to subscribe to your updates in case they don’t want to miss out on the wonderful information you are publishing.
They can’t be tracking your website all the time. They would like to receive an update from you whenever you publish valuable content.
For example, if you want to keep a tab on what I am publishing on my blog or website, you must subscribe to my updates because whenever I publish something new, I use my mailing list to broadcast it.
This is how your mailing list grows. People come to your website. They see what a wonderful job you’re doing with your content. They don’t want to miss your content. They subscribe. You build your mailing list.
Why email marketing is the most effective content distribution tool?
When you check your email in the morning, you are in the right frame of mind. You are expecting to receive emails and this is why you are checking emails.
Of course, some emails are annoying, especially when you’re expecting business related messages and your inbox is full of promotional messages.
This is why, it is highly advised that you refrain from sending promotional messages unless they are very specific (an offer you wouldn’t like people to miss).
Content marketing means publishing and distributing valuable content – content that helps people. Hence, automatically, when you use email marketing for content marketing, the content that you broadcast through your emails, must also be content that helps people.
When you broadcast helpful content (or content desired by the recipients), naturally they are pleased to get your messages in their inboxes.
Are you using email marketing for experiencing content marketing success?
If you are, well done.
If you’re not, you should start right now.
It is not very difficult.
And forget about spamming people. Spammers are totally a different breed.
As long as you are broadcasting quality content, content that helps people, nobody is going to mind hearing from you.
Besides, you will be sending your messages to only those people who have opted to receive messages from you. Remember your mailing list, above?
Even if you don’t want to use any email marketing service, there are many add-ons even in Gmail that allow you to broadcast your messages using regular email.
For collecting email ids, you can use a normal form and put it on your website.
The success of your content marketing depends on ensuring your content reaches your target audience, and using email marketing is the best way of doing it.