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Email & Content Marketing: The Divine Duo

Category : Email Marketing

Every day we are bombarded with a huge amount of content on the internet, to be precise, more than 27 million pieces of content are shared on the web every day and about 191.4 billion emails are sent daily around the world. Some of this content sticks around with us while, the rest of it goes unnoticed. Yet, almost 93% of B2B marketers use content marketing for customer engagement and spend 33% of their funds on content marketing.

Why is it that everyone wants to ride the content marketing bandwagon when the cart is already overloaded? The answer is simple, content that is quality and engaging works for businesses and leads to conversions. And among this ocean of content, email is considered the most popular form of communication, so, why not earn some brownie points by integrating all forms of content into emails? This way you could use the content you have generated in various formats to produce emails that can be sent to your subscribers. This will help increase brand salience and will make your subscribers more aware about the diverse forms of content that you have in store for them, and you won’t even have to maintain a separate content bank for your emails. Stunning isn’t it!

Here is a list the monks have prepared on a few forms which, you can easily incorporate into your emails to give them an edge.

1. Customer Testimonials

Customer testimonials provide users the space to share their experiences and also absorb other users’ perceptions about your offerings. For instance, you could have an automated work flow where in, subscribers who have abandoned their cart can be sent customer testimonials and ratings of the product they left in the cart, this will invoke conversions based on credibility and will also put user generated content to great use.

2. Infographics

Easy to understand, image rich and a fantastic way of representing facts and stats, infographics are the perfect device to grab and retain attention. You could also incorporate infographics into your emails in the form of teasers, i.e. you could show a portion of the infographic in the email and for viewing the entire infographic your subscribers could be redirected to your website or social pages. You must also embed social media buttons to make the infographic shareable, this will up your social media presence.   

3. Case studies

Case studies are like success stories that will help you shine through when your prospect customers are hesitant in opting your products and services. In such a scenario sending them a proof of your capabilities can reinforce trust. For instance, if you are an investment consultancy and a prospect customer is unsure as to how well you’ll help him get better returns on his investments, you could send him a case study of a previous customer who has successfully earned higher investment returns based on your advice. While, sharing user case studies do insure that you do not reveal your customer’s identity or other private details, or take permission from the customer before sharing any such information.

4. White papers

White papers serve as a great thought leadership tool and also help establish your brand’s expertise and credibility among prospect and current consumers. They help sharing knowledge and make your consumers feel genuinely valued, as they are able to avail some great industrial insights by being associated with you. For instance if you are an e-commerce consultancy and you email your subscribers, a whitepaper on the current trends in email marketing and predict the trends to follow, your subscribers would be truly elated to know such useful insights.


Videos show the products and services in a more realistic and tangible form making buying decisions easier. But you need to be very careful while using these, as a heavy video file or one that takes eons to render will end up wasting a lot of valuable time of your subscribers. To solve this issue, instead of attaching the video to play directly on the email, you could place a static image which on being clicked would redirect the subscriber to the video. For getting video emails spot on you could view our infographic on video emails –


Content marketing is trending for a reason and you can use different forms of content to integrate with your emails, but you need to decide what content forms will work out best for your target group. The most important element is not just knowing, but predicting your customers’ needs when developing any content, so that the customer can relate to it. If you crack this code, your costumers will welcome you with open arms and inboxes.

Got some other forms of content that can be integrated with emails? Enlighten us by dropping a line in our comment box.

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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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