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Last updated on 2024年8月16日

How do you optimize your content repurposing for different email formats and devices?

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Content repurposing is a smart way to maximize the value of your existing content and reach new audiences. But when it comes to email marketing, you need to consider how your content will look and perform on different email formats and devices. In this article, you will learn how to optimize your content repurposing for email marketing with six practical tips.

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Emily Levin

VP of Marketing at The Daily Beast

1 Know your audience

The first step to optimize your content repurposing for email marketing is to know your audience and their preferences. What kind of content do they like to consume? What email format do they prefer: plain text, HTML, or rich media? What devices do they use to access their emails: desktop, mobile, or tablet? By understanding your audience, you can tailor your content repurposing to their needs and expectations.

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2 Choose the right content format

The next step is to choose the right content format for your email marketing. Depending on your goals, you can repurpose your content into different formats, such as blog posts, infographics, videos, podcasts, ebooks, webinars, or case studies. However, not all formats are suitable for email marketing. You need to consider the size, quality, and compatibility of your content format with your email platform and your audience's devices.

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Karel Mergl

Your business deserves a high-converting website! ?? Let's talk! ??
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In email marketing it is good to keep it simple. File sizes above 5MB are not going to pass the vast majority of email servers. When it comes to linking to content, here again, I try to stick to one or two links at most. Too many links is a way to get your email message marked as spam. Email is intended maily for text, with maybe some branding graphics. A small video included in the body is OK, but if compressed too much, can make your email feel spammy to the intended recipient.

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Zeeshan Munawar

Full Stack Digital Marketer | Multi-Channel Campaign Management | PPC, SEM, SEO, Paid Media | AI & Marketing Automation
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I use responsive design to ensure the email adapts well to mobile and desktop devices when repurposing content. I use modular content blocks for flexibility, optimise images for faster load times, and always include a plain text version. Regular A/B testing and using email preview tools help ensure the content is visually appealing and functional across all devices.

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3 Optimize your content for readability

Another important step is to optimize your content for readability. This means making your content easy to scan, understand, and act on. You can do this by using clear and concise language, breaking up your content into short paragraphs and bullet points, adding relevant images and visuals, using headings and subheadings, highlighting key points and calls to action, and adding links to your original content or landing pages.

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Emily Levin

VP of Marketing at The Daily Beast
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Make sure visuals don't contain vital information – there are several reasons your pictures might get blocked from appearing in a reader's inbox. Always use alt text to make sure no necessary context is lost.

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Erin Brenner

Builder of editing teams for small and growing businesses. ?? Advocate for conscious language. ?? Lover of ??, ?, ?.
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Put your key ideas in the headings and subheads. If your audience only reads the "big text," they'll get your message, loud and clear.

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Dr Yekemi Otaru

Charity CEO | Entrepreneur | Chancellor | Personal Branding, Sales, Marketing, AI + Customer Insights | Business Education for Startups + Scaleups | Women in STEM | Author, Speaker, Mentor
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Tools like Grammarly and Hemmingway app are helpful for assessing readability of written content. Also, repurpose content for skimming so that if your content can be put into presentation format and a short form video. The full long form article can be on your website, a presentation style version on LinkedIn and a short video explaining the ket points on Instagram.

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4 Test your content on different email platforms and devices

Before you send out your email campaign, you need to test your content on different email platforms and devices. This will help you ensure that your content looks good and works well on various email clients, browsers, and screen sizes. You can use tools like Litmus or Email on Acid to test your email design and functionality across multiple platforms and devices.

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Erin Brenner

Builder of editing teams for small and growing businesses. ?? Advocate for conscious language. ?? Lover of ??, ?, ?.
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Make sure you click on the all the links in your test email to ensure: * They work * They go to the intended page * The intended page is still available and appropriate

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5 Track and measure your email performance

The final step is to track and measure your email performance. This will help you evaluate the effectiveness of your content repurposing and email marketing strategy. You can use metrics like open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and revenue to measure your email results. You can also use tools like Google Analytics or HubSpot to track your email traffic and conversions.

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Erin Brenner

Builder of editing teams for small and growing businesses. ?? Advocate for conscious language. ?? Lover of ??, ?, ?.
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If you multiple links going to the same URL, check to see which receives more clicks. Do your readers click more frequently on images than buttons, for example? Make sure to put your important URLs on those images!

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6 Improve and iterate your content repurposing

The last tip is to improve and iterate your content repurposing based on your email performance and feedback. You can use data and insights from your email analytics and surveys to identify what works and what doesn't for your email audience. You can then tweak your content format, design, copy, and delivery to optimize your email marketing results.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you optimize your content repurposing for different email formats and devices?

1

2

3

4

5

6

7

1 Know your audience

2 Choose the right content format

3 Optimize your content for readability

4 Test your content on different email platforms and devices

5 Track and measure your email performance

6 Improve and iterate your content repurposing

7 Here’s what else to consider

Content Development

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How do you optimize your content repurposing for different email formats and devices?

1

2

3

4

5

6

7

1 Know your audience

2 Choose the right content format

3 Optimize your content for readability

4 Test your content on different email platforms and devices

5 Track and measure your email performance

6 Improve and iterate your content repurposing

7 Here’s what else to consider

Content Development

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感谢您的反馈

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