When people talk about content marketing, others usually assume they’re referring to blogging, or are confusing it with social media marketing. This makes me cup my face in my hands and shake my head from side-to-side. What about email marketing? It’s used to engage contacts and move them through the buyer’s journey by created personalized and valuable content along with relevant and engaging calls-to-action. If that’s not content marketing, I don’t know what is.
I’ll be honest, optimized email marketing is just about my favorite channel of inbound marketing. Here are some reasons why:
- Unless you’re buying lists, email addresses you have in your database are intrinsically inbound triggers. Your contacts gave you their email addresses because they’re expecting to hear from you. It’s your job to impress them with your content, wisdom, and offers.
- These emails can be highly personalized. Through list segmentation of implicit and explicit data (more on those soon) and personalization tokens, no email can be marked off as irrelevant.
- It allows for research and tweaking. Using a/b testing you can optimize your email campaigns by testing what factors in an email create more engagement and adjust your future emails accordingly. This way you can create the best emails possible.
But that’s just the tip of the email marketing iceberg. Let’s go back and create a foundation of what email marketing is, how to build a personalized and action-oriented email marketing workflow, and optimize for the highest conversion rate.