If you really believe that content curation is not just a buzzword but a marketing staple, you can also implement this idea in email marketing. Undoubtedly, a well planned email campaign can result in better conversions and generate repeat sales. It’s also an excellent way of collecting useful feedback and suggestions from your visitors or customers. In addition to all of these, email marketing can also do a great job to boost your offline purchases.
Email marketing works best only when it suits the needs of subscribers. But it’s sad to see emails that are nothing more than ‘pure promotion’. You might also have deleted a lot of emails delivered to your inbox simply because they sound like a self-interested bore.
Do we (the email marketers), therefore, need to change?
Of course! The word change points to a change in the mindset, the way we look at our email subscribers, the way we try to convince them to make a buying decision. The current situation of the internet marketing industry makes one thing very clear – ‘The more you sell, the less you sell’.
That’s exactly where the role of a ‘curated email campaign’ steps in. It’s really a powerful way of providing your email subscribers with something they don’t usually expect. It’s an idea to keep them well-informed, educated and entertained so that they start looking at you as a ‘niche expert’. It’s all about winning the trust and gaining the confidence of your email subscribers.
Aweber Communications (a popular email marketing company) published a comprehensive article on this topic on their blog. A curated email campaign creates ‘loyal subscribers’. Let’s find out how you can use this powerful technique to make your email campaigns come alive and keep your subscribers happy.
Start to work like a content curator. That means, you need to look for blog posts, articles, industry reports, case studies, videos and images that you think your email subscribers would love to read. You can find anything that’s relevant to your niche, interesting, entertaining and unique.
Once you’ve gathered all these nuggets, it’s time to piece them together to compile your weekly newsletter. Since subscribers are already pissed off with tons of marketing and promotional emails, a curated email campaign will work like a ‘freshner’. It will provide them with highly valuable content that they can actually use to their benefits. Though it’s an indirect technique of marketing, it works like magic to showcase your niche expertise and set yourself apart from your competitors pretty quickly.
Curated Content Has a ‘Narrow’ Focus
Curated email campaigns will work best for those who cater to a specific niche or type of business. If you serve a broader market or industry, content curation may not bring you the best results. If you focus on a particular aspect of your industry, you can discover all the most useful resources and compose them in the form of an email or weekly newsletter.
Small businesses can get the maximum out of a curated email campaign. In fact, any small business or home-based business or bloggers with a narrow focus can use this email marketing technique.
Whether you’re a small business owner or a blogger, you should start with curated email campaigns right away. Find out blogs that you read regularly to remain inspired. Search for current events that relate to your niche industry. Look for articles and videos that entertained you this week. Give your email subscribers something they weren’t expecting until now. Educate your audience. Keep them entertained. And be ready to see the magic!
Did you try the concept of curated content in your email campaigns yet? Please feel free to talk back in comments.