The Internet, along with having seen new and improved iterations of itself in the past thirty years, has also come to represent a huge means by which marketing is performed. With the ever-increasing amount of online traffic there is today there are also an increasing number of ways this marketing can be done.
Emails are one great way to suggest a product or service, while blog posts are another. But what if better results could be achieved through the combination of email and blog posts?
Email Effectiveness
Gibson (2018) researched the question, “What digital marketing strategies are most effective in maximizing business to perspective-client exposure?” (p. 13). He observed that, in the case of emails, Gaikwad & Kate (2016) defined email marketing by noting that “…every e-mail directed toward a prospective customer could be viewed as email marketing” (p. 13).
Blog Benefits
Gibson (2018) also stated that in the context of content marketing, Patruitiu Baltes (2016) indicated that “…blogs posted to an organization’s website [have] a significant part in expressing the company’s image” (p. 14).
Integrating Email and Blogs
Hayden (2024) noted that, by using a content marketing strategy which combines the use of blog posts and emails, a great symbiosis can be achieved between the two:
Because while your blog is the best avenue for getting attention online, establishing your authority, and getting found in the search engines … email communication helps you connect on a more intimate level, build trust with your audience, and gives you a tool for making relevant offers to your audience (paras. 2-3).
Hayden also noted the importance of having emails and blogs “be relevant and useful for your audience” while at the same time ensuring that both “your blog posts and emails are readable on all devices, including cell phones and tablets” (para. 11).
Recommended Strategies
Hayden suggested that in order to get people to read marketing emails actively, an ideal way to achieve this would be to couple email initiatives with blog themes, and offered the following ways to help do so:
- Use your email marketing tool to push your new blog posts out to your list automatically. Feedblitz, AWeber, and MailChimp all offer RSS campaign functionality that lets you handle this process. Just set it and forget it, then publish blog posts to your heart’s content.
- When you publish a new post, manually send an email broadcast to your list that includes a teaser sentence or two about your post. Always include a link back to the blog post on your site.
- Share the whole blog post via an individual email to your list, and link back to the post at the end. If you want to encourage conversation, ask people to comment by saying “Join the conversation on the blog” or something similar.
- Send out a weekly, bi-weekly, or monthly newsletter that includes links to your best blog posts. (paras. 13, 17)
A Final Thought on Email and Blogs
In summary, the combination of emails used in conjunction with blog posts has the potential for more impact than when each is employed separately. As Lei (2024) suggested,
“By driving email subscribers to your blog posts, you generate more traffic to your website. Increased traffic signals to search engines that your site is popular and relevant, potentially leading to higher search rankings.”
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References
Gaikwad, M. & Kate, P.H. (2016). E-marketing: A modern approach of business at the door of consumer clear. International Journal of Research in Commerce & Management, 7(9), 56-61.
Gibson, C. (2018, February). The most effective digital marketing strategies & approaches: A review of literature. International Journal of Scientific and Research Publications, 8(2), 12-16.
Hayden, B. (2024, January 8). 8 smart ways to combine blogging with email marketing for best-selling results. Copyblogger. https://copyblogger.com/smart-blogging-and-email/
Lei, L. (2024, April 30). Blog & email marketing benefits. Chase Digital Solutions. https://chasedigitalsolutions.com/2024/04/30/blog-and-email-marketing-benefits/
Patrutiu Baltes, L. (2016). Inbound marketing – the most important digital marketing strategy. Bulletin Of The Transilvania University Of Brasov. Series V: Economic Sciences, 9(2), 61-68.