Not feeling very creative when it comes to your email list? Sending out emails on a regular basis sometimes sends B2B marketers scrambling for fresh content ideas.
But there’s no need to panic. Here are three new ways you can engage with your email subscribers.
If your list has grown significantly over time, check out the early emails that recent subscribers wouldn’t have received. Also, take a look at which of your past emails generated the most leads or sales—or locate quality content that received less attention and might have been overlooked. Is there a fresh perspective or new content to add? Is the information still useful? Consider sending it in an updated format or as a “best of” piece—but be sure to communicate that the content was previously published in part or in full, so you don’t turn off any long-term subscribers.
Most likely, many of your previous emails fall into a few different categories. Build a new email that includes content from your top five past newsletters on one specific topic. Or create a “resource guide” by highlighting previous emails that cover each of your most important categories—either include links to each corresponding landing page or compile the content directly into the new email. By constructing “roundup” emails, you’ll give subscribers easy access to actionable information all in one email.
While emails are often sent from marketers to subscribers, that’s only tapping into one side of the email equation. Encourage readers to respond by posing a question, including a poll, or serving up an exclusive offer. Igniting a conversation helps you gain valuable information about your subscribers and what’s important to them—which in turn, can give you ideas for future content.
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