As a marketer you are juggling a long list of tasks, and producing fresh content for every email campaign adds to that load. The good news is that you are probably already sitting on more usable material than you think.
Your company generates content constantly, blogs, case studies, social posts, videos, infographics. All of it can be repurposed for email. The key is to stop treating each channel as separate and start seeing your content library as shared.
Generating content from your social media posts
Use your social media images as email headers Why design new visuals when you already have them? Images you created for social media work just as well as email banners. They give readers an immediate feel for the message and lift engagement without any extra design work.
For example, we have reused our own social media images as newsletter banners, the turnaround is quick and the results hold up.
Look at your top-performing social posts Posts that landed well on social will likely resonate in email too. Link the email content back to the original post and you drive engagement across both channels at once.
Include user-generated content Customer feedback, reviews, and testimonials are ready-made content. Dropping them into your campaigns adds credibility and gives subscribers a reason to trust what you are saying.
Carry your competitions into email If you are running a competition on social media, include it in your email campaign too. It gives subscribers something to act on and pushes traffic back to your social platforms.
Other content worth repurposing
Infographics An infographic packs a lot of information into a single visual, which makes it ideal for email. Readers get real value without having to work through a long block of text.
Blogs and case studies Your email campaigns should do more than push a sale. Not every subscriber is ready to buy right now, so give them something worth reading. Links to relevant blog posts and case studies keep your list engaged between purchase decisions and position you as a useful resource.
Videos Video content drives clicks. You cannot autoplay a video inside most email clients, but there are a few practical ways to reference your video content:
- Screenshot a frame from the video, drop it into the email, and link it through to the full video.
- Convert a short clip to a GIF and link it to the video so readers get a sense of motion before they click.
- Add an animated play button over a still image to prompt the click-through.
Before you push back your next campaign because you have nothing to send, go through the content you have already created. Chances are your next email is closer than you think.
Frequently asked questions
- What types of content can I repurpose for email marketing?
- Social media images, top-performing posts, user-generated content such as reviews and testimonials, infographics, blog posts, case studies, and video content can all be adapted for use in email campaigns.
- How do I include video content in an email campaign?
- Most email clients do not support autoplay video. Instead, use a screenshot of a frame linked to the video, convert a short clip to a GIF and link it through, or place an animated play button over a still image to encourage clicks.
- Why should I include blogs and case studies in my email campaigns?
- Not every subscriber is ready to buy at the time they receive your email. Blog posts and case studies give those readers something valuable, keep them engaged with your brand, and build the trust that eventually leads to a purchase.