How to reuse content for your email marketing campaigns


Reusing content for your email marketing campaigns is pretty much exactly what it sounds like. You take a blog post, Instagram story, or other marketing material, and repackage it into an email to send to your customers and subscribers as part of your email marketing strategy.

What are the benefits?

Why spend more time and money producing new content when you can use existing content in new and interesting ways? By doing this, you reduce the amount of money and time spent on content production.

You reuse perfectly good content and recycle (or maybe upcycle) that content by repackaging it into a new format. You want your brand’s digital experience to remain engaging without being overwhelming. Marie Kondo this thing.

Instead of continually trying to find catchy, new, and catchy content, you take a more mindfulness-based approach to savoring the moment (marketing).

Maximize the work you’ve already done rather than trying to recreate the wheel. You have built a really good wheel, you can continue to use it. When this wheel wears out, use it as a plant pot (metaphorically speaking). Keep track of your marketing results and determine when that wheel needs to be changed.

You’ll save a lot of energy and effort if you use the tools you already own, and the best part is that your customers will appreciate it – they also get tired of too many new things.

Now let’s see how to do it.

Make a plan


The first thing you want to do is create an email marketing plan. What is your goal? Do you want to make more sales? Generate more visits to your website? Reach a wider audience?

Determining what your primary focus is will be crucial in clarifying exactly what you want your emails to contain (and who to send them to).

As part of your plan, you should also define specific sub-goals and determine where your email marketing campaign fits in the context of your overall marketing strategy. For example, recycle your content as part of a SaaS retargeting strategy.

Refine your audience

Second, you want to know who you are targeting with these emails. Are these people who have already bought products from you? People who entered a competition? People who subscribe to your podcast or blog? There is a big reason you want to narrow your audience: you want to avoid spamming people.

Spamming can cause subscribers to click the “Unsubscribe” button, which you can largely avoid by targeting your hyper audience. It only means sending relevant material to the relevant audience. More is not always better. Having a good personalization strategy is the key.


Get your content down

Reduce, reuse, recycle. This way of working does not only apply to cardboard and plastic. It is absolutely an integral part of a sustainable marketing strategy. The continued production of all new content is not sustainable on any front. While it might sound ideal, the whole “new is always better” philosophy of yesteryear is well and truly out.

Your content inspiration can come from anywhere. You can include great customer reviews, podcast snippet link, user uploaded photo, contest, giveaway – the sky’s the limit!

User-generated content (for example, photos or videos uploaded to social networks where your business is tagged) can be truly engaging and act like authentic, personal advertising. As long as you have the correct permissions, you can re-share this content as part of your marketing strategy.

If you have a hashtag you want to feature, peddling it in your emails might be a good way to keep the momentum going. RPA in the cloud is one way to help you analyze your data and determine the direction in your marketing: what is working and what is not?

With nice graphics, you can share data and statistics with your audience in a user-friendly and eye-catching way. You can also take a photo from a video and use it to create an electronic poster or banner.

You can also take inspiration from the principles of enterprise search marketing: expertise, authority and reliability (or EAT). The key is to focus on high quality, valuable and relevant content that is easy to read.

Maximizing your social media resources is a great way to go. You can see your most popular posts on Instagram, you can even create polls and ask your audience directly what they want to see from you. Engaging your audience in this way and then recalling this information in emails shows that your business is paying attention and taking into account the opinions of its customers.

Keep it simple

You need to put in place simple and systematize your business to create seamless continuity between your different communication platforms when reusing your content for your email marketing campaigns; your emails and website should be consistent.

The messages you are trying to get across should also be kept simple and consistent. And why is this important? Well, simpler messages can be easier to remember in our hectic modern lives. They create simpler associations.

As a result, it helps establish your brand’s story or narrative. You can use the best whiteboard app to collaborate with colleagues in your organization to pull together your marketing strategies.

Your brand’s story depends on familiarity; keeping your message and style consistent across different platforms will create that familiarity and make it easier for your customers to remember who you are and what you stand for.


Carefully reusing your content in your emails also helps your customers remember that you and your services exist, so if they took the mental note to check on your service earlier in the week, it’s their little contextual reminder that could bring them back to you.

So basically you want to keep your content simple.

To summarize…

Don’t let this beautiful pun from last month’s social media campaign get lost or overlook your trending hashtag. Ride this pony at sunset and enjoy the lasting fruits of your labor for longer.


About Madeline Powers

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