Consistent blogging just makes good business sense. It increases SEO, establishes thought leadership, moves leads through the sales funnel and helps consumers establish a connection with your brand. To make the most out of your brand’s blogging strategy, it’s crucial to email your blog posts to keep your audience engaged. If you don’t email your blog posts, you could lose your connections with eager consumers, and you may miss the perfect opportunity to establish thought leadership.
Many brands make the mistake of posting their blog posts on their website, sharing them on a onetime social media blast, and calling the job done. However, emailing these posts is the most effective way to get eyeballs on your content and nurture those leads and clients.
At the end of the day, you’re missing out on a lot of opportunities to position your brand as a thought leader if you’re not using the latest in email marketing technology. So, let’s explore why and how to ramp up your game when it comes to emailing your blog posts.
The Impact of a Blog
53% of marketers surveyed say that blogging is their top content marketing priority. This statistic tells us that blogging is key and there is plenty of room to reap the benefits of a blog. Here are just a few ways that a blog can power a brand:
- Establishes thought leadership
- Creates a trusting relationship with target consumers
- Produces valuable lead-nurturing content
- Has a dramatic impact with SEO
- Offers engaging and entertaining material to share on social media
- 61% of consumers have made a purchase decision based on a blog post
Email Statistics to Take Note of
Email marketing generates $38 for every $1 spent, making it an extremely powerful strategy when executed correctly. In case you’re not convinced that email is right for your brand, let’s look at a few statistics:
- 93% of B2B marketers use email to distribute their content
- 59% of consumers say email influences their purchase decisions
- 80% of businesses use email marketing to drive customer acquisition and retention
- 72% of consumers prefer email to be the medium that enables them to learn more about a brand
Combining Two Powerful Forces: Blog and Email
Now that we’ve established the impact of blogs and email marketing, let’s combine these forces to power each strategy. Emailing blog posts capitalizes on the benefits of a blog and caters to how consumers want to communicate with your brand.
By emailing posts, brands can have a reason to email clients and leads and offer thought leadership material to nurture them with. Consumers really do want to hear from your brand, especially when the correspondence offers educational material and resources (as opposed to self-promotional material). Emailing these types of blog posts bridges the gap between content and email marketing.
How to Build a Powerful Email List
The first step when setting up your strategy for any email marketing campaign is to build out a list. This will be an ongoing process, and, if executed well, will snowball and collect email addresses on an exponential basis. There are plenty of ways to build this list:
- Add current clients and leads to your email list
- Highlight an easy to use subscribe button on your blog
- Purchase email blasts to promote your blog posts, and ask them to opt in to receive digests of your posts
- Create a landing page for your blog on your website with a subscribe button
- Incorporate your blog feed on your home page with a subscribe button
- Share your posts on social with a CTA to subscribe to your blog
How Often Should Brands Email Their Blog Posts?
61% of consumers report that they enjoy weekly emails from brands, and 38% of those say they wish for more frequent emails. So, judging by this data and our own experience, we recommend that you send out an email every time you publish a new blog post. Whether your content calendar includes weekly or daily posts, it’s a smart idea to send them all out as you post them to keep your readers engaged.
If you find that your leads are unsubscribing, you can consider a weekly digest of your posts.
How to Make the Most Out of Your Blog Digests
Whether it’s a daily or weekly wrap up of your posts, you should create emails that present your readers with a teaser of what your posts are about, and how they’ll benefit from them.
You should always accompany your teaser content with an obvious link or button to read the post.
Try experimenting with different templates in your emails. A lot of brands report that sending a text only email increases open rates. You can A/B test the formats to see what works best for your readers.
In addition to A/B testing formats, you can experiment with subject lines as well. The main takeaway here is that you need to find what appeals most to your readers so you can build off of the best results.
Tools You’ll Need
To maximize the power of your blog and integrate emailing blog posts into your strategy, you’re going to have to navigate with a few tools and sync them up properly. Here are a few tools to consider:
- A CRM for your blog post list such as SalesForce
- A marketing automation tool like Marketo
- A tool to automate emails for your daily or weekly blog post emails such as FeedOtter
The combination of these types of tools can help you put your email/blog strategy on autopilot. This will make your job easier while ensuring that your readers get consistent emails for all of your posts.
Emailing blog posts is a powerful way to generate and nurture leads. Consumers want to hear from your brand in a way that educates and entertains them, as opposed to sending out blatant self-promotional material.
Now that you have a handle on such a powerful strategy, you can sync up the right tools and start emailing your blog posts today. Sit back and watch your work in action!
Do you want to put your strategy for emailing blog posts on autopilot? Check out how FeedOtter can help!