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Anatomy of an e mail advertising and marketing technique: discovery to conversion

Content material continues to supply itself as a useful a part of a advertising and marketing technique, for B2Cs and B2Bs alike. Manufacturers that make it their enterprise to create and serve partaking, helpful content material can preserve their viewers , achieve their belief, and set up themselves as an authority of their discipline.

Content material technique could be a main a part of reaching enterprise goals – in response to Semrush’s 2022 State of Content material Advertising International Report, greater than three-quarters (78%) of manufacturers that achieved their enterprise objectives have a documented content material advertising and marketing technique, whereas 81% of firms that didn’t attain their objectives wouldn’t have one.

There is a position for content material all through the whole buyer lifecycle, although it has probably the most affect when it’s delivered on the proper second, which is the place e mail is available in.

Mapping the suitable content material with the suitable level within the buyer journey and delivering it by e mail could be extraordinarily efficient. With constant supply of high quality, related and invaluable content material, you get higher high quality leads and clients who’re extra possible to stick with you, in addition to the chance to study extra about your viewers and what they need, persevering with the virtuous cycle.

On this article, we’ll have a look at how one can successfully construct content material into your e mail technique in three steps: mapping the shopper journey, collating the suitable content material, and bringing the 2 collectively in an e mail programme.

Step 1: Understanding the shopper and mapping their journey

As is the case with each advertising and marketing marketing campaign, the most effective place to start out is with an understanding of your viewers. As a primary step, draw upon any insights you have got about your present clients to develop completely different personas, earlier than plotting the journey they take with you from consciousness to conversion and past.

Mirror on the prospect’s wants, challenges and issues on every step of that journey. Then determine the factors at which they are going to be most receptive to content material from you and decide what that content material ought to seem like.

An necessary level to remember is that your e mail and content material technique have to be aligned with the corporate’s broader advertising and marketing objectives. Based on a 2019 survey from the Content material Advertising Institute, the 2 largest advantages of a documented content material advertising and marketing technique are aligning groups round frequent missions or objectives, and making it simpler to find out which forms of content material to develop.

If what you are promoting goals are properly outlined, then objectives for the content material technique will extra naturally observe. It additionally means you are much less prone to waste cash and energy on campaigns that do not ship materials outcomes for the corporate.

Step 2: Bringing collectively the suitable content material

By this level it’s best to have a good suggestion of ​​the content material you want, and thankfully, there could also be no must create it from scratch. It might be way more environment friendly to replace or repurpose content material that already exists within the firm, which you’ll be able to observe down with a content material audit. That is the place you are taking inventory of all of the content material you have got in your web site, equivalent to weblog posts, movies, guides, whitepapers and survey outcomes, noting what content material is performing properly or tends to spur motion.

Whether it is obligatory so that you can make new content material, make sure you’re excited about who your viewers are as people – the place they work, their life stage, their challenges, what they worth, the place they get their info – in addition to the place they’re on the shopper journey, to information what you create.

Step 3: Align content material with the shopper journey

After you have got an understanding of the possible journey the prospect will take with you and the content material to which they’re going to be most receptive, it is time to deliver the 2 collectively along with your e mail technique.

With a bulk communication and advertising and marketing automation platform, like Everlytic, it is doable to arrange automated workflows that ship emails in response to sure behaviours, guaranteeing the prospect receives the suitable content material on the proper time. Additionally, when you have segmentation in place, you’ll be able to adapt the e-mail and personalize the content material inside it to go well with their profile, rendering it much more invaluable.

For instance, when the Impartial Institute of Schooling (IIE), South Africa’s largest non-public larger schooling establishment, wished to transform potential leads into candidates and in the end registered college students, they used Everlytic to construct a collection of emails to nurture these involved in additional research.

A collection of emails and texts have been despatched to contacts over time, which have been triggered by their behaviour. The content material of the messages, of which there have been 5 variations, would mirror the place the recipient was within the onboarding lifecycle. IIE attributed the marketing campaign as an element within the 20% progress in pupil numbers the next educational yr. This paced method additionally took a few of the pressure off their gross sales and advertising and marketing groups.

One of the crucial helpful options of e mail is that it is a two-way avenue. Sure, you are sending the prospect content material that is most related to them, although you even have the chance to study extra about them based mostly on their habits – what emails they open and when, the hyperlinks they click on – in addition to what they let you know immediately (through surveys, for instance). Harnessing these insights all through the lifecycle offers you the chance to tweak your technique if you might want to.

Some examples of the forms of content material that work greatest at every step of the shopper journey are given beneath, allowing for that any profitable marketing campaign – content material or in any other case – should steadiness the wants of the shopper with these of the enterprise.


At this level of the interplay, you have got the prospect’s consideration. It is now your job to assist them make an knowledgeable choice. Instructional content material, equivalent to guides, unique analysis or case research work properly right here. Though the final word aim is for the prospect to transform, this content material should not be gross sales targeted – moderately, it ought to supply worth to the recipient whereas establishing your experience.


The prospect is now a buyer. At this level, you would possibly contemplate sending additional details about the services or products they’ve simply purchased and associated gadgets they could discover helpful, laying the groundwork for one more sale. You even have the chance to search out out extra concerning the buyer and their expertise of it by sending a survey, for instance.


Now is an efficient time to reward the shopper for his or her enterprise and reveal your appreciation by persevering with to serve them invaluable content material. From a enterprise perspective, one other goal is likely to be to make the shopper an advocate, which may begin with an invite to depart a overview.

The success of such e mail campaigns requires taking the lengthy view. This implies paying as a lot consideration to what occurs after the sale as earlier than it. At Everlytic, we image the digital advertising and marketing funnel as an hourglass, the place pre-purchase phases, together with engagement and analysis, symbolize the higher chamber, whereas post-purchase phases, together with retention and advocacy, are on the decrease chamber.

How does this work in apply? One technique is to make use of messaging to maintain your clients engaged and happy lengthy after they first purchase from you. For instance, when tire retailer TiAuto Investments (Pty) Ltd sought to maintain their clients engaged after they visited one among their service centres, they used Everlytic to develop an automatic workflow that may ship messages – through e mail or textual content – asking them to feed again on their expertise or reminding them when it was time for one more service.

Since implementing the workflow, the corporate has seen a rise in service supply throughout its retail shops. The method additionally helped them higher handle their workload and perceive the way it may enhance their expertise.

Delivered on the proper second, content material could be the essential issue that transforms an undecided lead right into a happy buyer, or a one-time purchaser into a daily shopper. With a responsive e mail technique and supply system, it is doable to create these moments at scale.

To seek out out extra about constructing automated e mail campaigns that preserve prospects and clients engaged, Contact Everlytic for a free session.

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