Ecommerce MarketingAnatomy of an electronic mail advertising and marketing technique:...

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


Content material continues to show 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 hold their viewers , acquire their belief, and set up themselves as an authority of their subject.

Content material technique generally is a main a part of reaching enterprise targets – in keeping with Semrush’s 2022 State of Content material Advertising World Report, greater than three-quarters (78%) of manufacturers that achieved their enterprise targets have a documented content material advertising and marketing technique, whereas 81% of corporations that didn’t attain their targets don’t have one.

There’s a job for content material all through all the buyer lifecycle, although it has essentially the most influence when it’s delivered on the proper second, which is the place electronic mail is available in.

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

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

Step 1: Understanding the client and mapping their journey

As is the case with each advertising and marketing marketing campaign, the perfect 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.

Replicate on the prospect’s wants, challenges and considerations on every step of that journey. Then establish the factors at which they are going to be most receptive to content material from you and decide what that content material ought to appear to be.

An essential level to remember is that your electronic mail and content material technique have to be aligned with the corporate’s broader advertising and marketing targets. In accordance a 2019 survey from the Content material Advertising Institute, the 2 greatest advantages of a documented content material advertising and marketing technique are aligning groups round frequent missions or targets, and making it simpler to find out which varieties of content material to develop.

If your enterprise targets are nicely outlined, then targets for the content material technique will extra naturally comply with. It additionally means you’re much less prone to waste cash and energy on campaigns that don’t ship materials outcomes for the corporate.

Step 2: Bringing collectively the correct content material

By this level it is best to have a good suggestion of the content material you want, and fortuitously, 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 monitor 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 website, reminiscent of weblog posts, movies, guides, whitepapers and survey outcomes, noting what content material is performing nicely or tends to spur motion.

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

Step 3: Aligning content material with the client journey

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

With a bulk communication and advertising and marketing automation platform, like Everlytic, it’s attainable to arrange automated workflows that ship emails in response to sure behaviours, making certain the prospect receives the correct content material on the proper time. Additionally, you probably have segmentation in place, you’ll be able to adapt the e-mail and personalise the content material inside it to swimsuit their profile, rendering it much more beneficial.

For instance, when the Unbiased Institute of Training (IIE), South Africa’s largest non-public greater schooling establishment, wished to convert potential leads into candidates and finally registered college students, they used Everlytic to construct a sequence of emails to nurture these taken with additional examine.

A sequence of emails and texts had been despatched to contacts over time, which had 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 tutorial 12 months. This paced method additionally took a number of the pressure off their gross sales and advertising and marketing groups.

Some of the helpful options of electronic mail is that it’s a two-way avenue. Sure, you’re sending the prospect content material that’s most related to them, although you even have the chance to be taught extra about them primarily based on their behaviour – what emails they open and when, the hyperlinks they click on – in addition to what they inform you immediately (by way of surveys, for instance). Harnessing these insights all through the lifecycle provides you the chance to tweak your technique if it is advisable to.

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


At this level of the interplay, you have got the prospect’s consideration. It’s now your job to assist them make an knowledgeable determination. Instructional content material, reminiscent of guides, unique analysis or case research work nicely right here. Though the final word aim is for the prospect to transform, this content material shouldn’t be gross sales targeted – fairly, 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 objects they may discover helpful, laying the groundwork for an additional sale. You even have the chance to seek out out extra in regards to the buyer and their expertise by sending a survey, for instance.


Now is an effective time to reward the client for his or her enterprise and display your appreciation by persevering with to serve them beneficial content material. From a enterprise perspective, one other goal may be to make the client an advocate, which might begin with an invite to depart a evaluate.

The success of such electronic 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, signify the higher chamber, whereas post-purchase phases, together with retention and advocacy, are on the decrease chamber.

How does this work in follow? One technique is to make use of messaging to maintain your clients engaged and glad lengthy after they first purchase from you. For instance, when tyre retailer TiAuto Investments (Pty) Ltd sought to maintain their clients engaged after they visited considered one of their service centres, they used Everlytic to develop an automatic workflow that might ship messages – by way of electronic mail or textual content – asking them to feed again on their expertise or reminding them when it was time for an additional 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 might enhance their expertise.

Delivered on the proper second, content material might be the essential issue that transforms an undecided lead right into a glad buyer, or a one-time purchaser into an everyday consumer. With a responsive electronic mail technique and supply system, it’s attainable to create these moments at scale.

To seek out out extra about constructing automated electronic mail campaigns that hold prospects and clients engaged, contact Everlytic for a free session.


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