— August 28, 2018
You spend a lot of time creating valuable content for your audience, but the value doesn’t have to stop on your blog or website.
You can reuse this content in your email marketing to reach more of your audience and educate more of your supporters.
Here are five ways you can repurpose existing content in your emails without feeling like you’re repeating yourself.
Reuse and refocus
1. Email newsletter
The main purpose of an email newsletter is to connect with your audience on what’s new and important at your organization. Upcoming events, recent events, publicity, successful campaigns, volunteer stories, articles, and more.
Pick the four most popular pieces of content or announcements that month to include in your email newsletter. Many of these pieces probably exist on your website or blog already, so it’s easy to write a quick blurb or intro and include a “Read more” link to the full content.
2. Quarterly blog roundup
If you post recent and relevant information regarding your organization on a blog, then you’re already ahead of the game! A great way to repurpose blog posts is to pick your top three to five posts a quarter, and combine them into an email to your subscriber base.
You can pick which posts to use based on popularity, relevance, or the publish date. The subscribers that may have missed those posts will be happy you curated them into a single email.
3. Video email
If your nonprofit is using video to capture how you’re working on your cause, start featuring those videos in your emails. Videos are great for your website and social sites, but using video in your emails can increase click-through-rates by up to 300 percent. You’ve already spent the time creating and publishing the videos, so start sharing them with your supporters.
Tip: Include the word “video” in your subject line to boost open rates.
4. Social highlights
If you’re active on social media, it’s easy to tell which posts are getting the most hits and shares, or sparking meaningful conversations. If you have posts that really made an impact, use email to share that content with a wider audience.
For example, after you posted a picture and bio of a cat, Catsanova, who is up for adoption, social media engagement skyrocketed. He may be sassy and overweight, but as one of your most popular posts you know the value is there. Highlighting the content in an email will make sure you’re reaching the right person, and can help the furry stud muffin get adopted.
5. Welcome email
One of the best ways to repurpose content is to leverage it into a welcome email. This email can set the tone for the relationship you plan to build with your new supporters and help engage them with your mission. When done correctly, a welcome email makes recipients more interested in supporting your cause.
Do you have a piece of content that you put a ton of effort and work into? This could be a video, annual report, photo gallery, etc. Include this content in a welcome email to make a great first impression.
Use what you have and make it work harder
It’s great to fill your website and blog with updated, relevant content, but if your audience isn’t looking for it, they may not be seeing it. There is no reason to create brand new content each time you want to send an email. Bring your content straight to your supporters with email marketing and shine a light on what you have worked so hard to develop.