Email Marketing Best Practices: Save Time and Money by Re-Using Content
Saving time and money is a best practice in any industry and endeavor including email marketing best practices.
One email marketing best practice involves your email copywriting. I like to call it repurposing content. Write once, use many times.
Two big reasons to repurpose your email marketing and other content:
1. Consisteny messaging across marketing channels
2. Save time (and therefore money) by re-using the same message
And seven ways to re-use your email marketing content, or to re-use other content for email:
1. If for a specific campaign, your email should be repurposed for your landing page.
2. Add a new page to your website, say for a new product or service, then repurpose that content for an email.
3. Shorten a press release to use as an email.
4. Get an article published, on your website or another, then shorten it to use as an email.
5. Most definitely repurpose your email newsletters as archived web content, with keywords and a keyword-rich Title tag added for SEO.
6. Drastically shorten an email message for posting on Facebook, and even shorter, on Twitter.
7. Repurpose email content as blog content or vice versa.
Don’t worry that you’re saying the same thing over and over. For one thing, in marketing, saying the same thing over and over is a best practice because people aren’t always paying attention. (Think how many times an ad has to run before it gets noticed and remembered.)
And if you follow this email marketing best practice, you’ll free up time and funds for another email marketing best practice that will increase your email marketing ROI, like maybe a higher level ESP?
