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Owning and controlling your company’s content is key to any successful marketing plan. When you control your content, you can decide how your brand is seen, tailor your messages to your audience and keep things consistent everywhere.

Plus, you can reach your audience directly without relying on other platforms.

One powerful type of owned media is email marketing. In this article, I’ll explain why focusing on owned media is vital for your marketing plans and then cover the different aspects of creating great content for your email list.

Why Owned Media is Essential for Your Marketing Strategy

Owned media refers to the channels and assets you own and control, such as your website, blog or email list. Unlike paid or earned media, owned media gives you full control over your content’s message, look and timing. This control helps you build a stronger and more meaningful connection with your audience.

One of the main benefits of owned media is that it doesn’t depend on other platforms or their algorithms to reach your audience. Social media platforms often change their rules, making it harder for brands to reach their followers. For example, only about 1 to 5% of your followers on Facebook might see your posts. This makes it almost impossible to communicate effectively.

Investing in owned media, like your email list, ensures you can talk directly to your customers and prospects. The ability to speak directly to your audience and build a relationship is powerful, which is why owning your own media is so important.

Owned media allows you to show your expertise. By regularly creating valuable and informative content on your own channels, you can become a trusted source for your audience.

In a time of fake news and AI-generated content, being a reliable source of information is very important. Your content can help you gain credibility and authority, leading to more loyalty and long-term customers.

Understanding the Value of Email Marketing

Email marketing is a powerful tool for connecting with your audience on a personal level. It provides a unique opportunity to deliver tailored messages directly to your subscribers’ inboxes.

Unlike other forms of digital marketing, email marketing offers a more intimate and one-on-one experience, making it highly effective for building solid relationships and driving conversions.

A well-maintained email list is more than just a list of contacts – it’s a valuable asset with real monetary worth. Each subscriber represents a potential customer, making your list an essential part of your business’s value. Investing time and effort into growing and nurturing this list can pay dividends in terms of direct sales and long-term customer loyalty.

When executed correctly, email marketing can yield impressive results. According to a recent study, for every $1 spent on email marketing, the average return on investment (ROI) is $36 (Litmus)

Moreover, email is 40 times more effective at acquiring new customers than Facebook and X (Twitter) combined (McKinsey).

Open rates vary depending on the industry, but a benchmark of 20% is around average. My list, and the ones I run for my clients, consistently achieve a 50-60% open rate. However, the industry average is considerably better than a maximum of 5% on Facebook.

People sometimes claim that email marketing isn’t effective because emails don’t get delivered. However, the average bounce rate across four major email management platforms is very low, at 0.6% (Kinsta)

These statistics highlight the immense potential and power of email marketing as part of an owned media strategy.

Building a Strong Relationship with Your Subscribers

Building a strong relationship with your email subscribers is the cornerstone of successful email marketing. One key factor in creating this connection is providing value. Whether through informative content, exclusive offers or personalised recommendations, ensuring that your subscribers receive something valuable from your emails is essential if you want them to keep reading.

Suitable content could include industry insights, tips, how-to guides or relevant news. By positioning yourself as a reliable source of information, you will establish trust and credibility.

Compelling Content

Crafting compelling content for your email list is a skill. It involves understanding your audience’s needs and desires and creating content that speaks directly to them. Here are a few tips to help you create content that resonates:

  • Segment your email list based on demographics, interests or buying behaviour. Segmenting allows you to tailor your content to different groups, increasing its relevance and impact. The more relevant your content is to your readers, the more they will consume it.
  • Write personalised subject lines that grab attention and entice subscribers to open your emails. A compelling subject line sets the stage for the rest of your content.
  • Create a captivating introduction that hooks your readers from the start. Make it clear, concise and intriguing.
  • Provide valuable, actionable information in your emails. Whether it’s a step-by-step guide, expert tips or exclusive offers, ensure that your content adds value to your subscribers’ lives.
  • Use visuals to enhance your message. Incorporate eye-catching images that support your content and make it more engaging.
  • Include a clear call-to-action (CTA) that directs your subscribers to the next desired step. Whether it’s making a purchase, reading a blog post or sharing your content, guide your audience towards taking action.

Types of Email Marketing Content

Email marketing offers versatility in the types of content you can create. Here are a few popular types of email marketing content:

  • Welcome emails: Send a warm, personalised message to new subscribers, thanking them for joining your email list and introducing your brand.
  • Newsletters: Keep your subscribers updated with industry news, product updates, company updates and curated content.
  • Promotional emails: Share exclusive offers, discounts, or time-limited deals to drive sales and encourage conversions.
  • Automated drip campaigns and sequences: Nurture your leads or onboard new customers through a series of strategic automated emails. You can also turn long content into an automated email series, such as my 20 Ways to Stand Out Using Print.
  • Surveys or feedback emails: Ask your audience for feedback to understand their preferences, improve your offerings or gather valuable insights.

Personalisation: The Key to Effective Email Communication

Personalisation is very important for making your emails effective. You can increase engagement and conversions by using your subscribers’ names and tailoring your content to their interests or past actions.

Personalisation isn’t just about using merge tags or dynamic content – it’s about truly understanding your audience and giving them a unique experience. This includes thinking about when and how often you send your emails.

Pay attention to what your subscribers prefer and adjust your email timing and frequency to match their expectations. By respecting their boundaries and sending content when they are most likely to read it, you can boost engagement and improve their overall experience.

Best Practices for Growing and Maintaining Your Email List

Growing and maintaining your email list is an ongoing process that requires attention and dedication. Here are a few best practices to follow:

  • Add a sign-up form on your website or blog to capture new email subscribers.
  • Offer incentives, such as exclusive content, giveaways or discounts, in exchange for email sign-ups. I sometimes run prize draws at conferences and trade shows, where the cost of entry is to sign up for my mailing list.
  • Promote your email list on social media and other marketing channels to attract new subscribers. Adding a sign-up form to the end of your blog articles is a no-brainer.
  • Regularly clean and segment your email list to ensure it remains relevant and engaged. This will improve your open rates and save you money if you use email management software subscriptions, such as Mailchimp.
  • Monitor and analyse your email campaigns’ performance to identify areas for improvement.
  • Stay up-to-date with email marketing trends and industry best practices. For example, Google has recently tightened up on domain authentication, which could potentially affect your email delivery.

Write to Your Email List

Owned media, especially email marketing, is crucial to a modern marketing plan. Using email, brands can build strong relationships with their audience, send personalised and interesting content, and boost engagement and conversions.

By following best practices and constantly improving your email campaigns, you can fully utilise owned media and enhance your marketing efforts.

Want to Find Out More?

Interested in boosting your email marketing performance? Discover how my email and blog writing services can help you create compelling content that engages your audience and drives results. Contact me today to get started.

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author avatar
Keith Barker Designer & Marketing Consultant
I'm Keith, the driving force behind Keefomatic Marketing & Design. With a career spanning over 35 years in marketing, design and advertising, I offer a comprehensive, results-driven service tailored to the needs of small business owners.