Share Related Content in Your Email Campaigns

by | Mar 29, 2021

Boost your email campaign with valuable original content, and useful related content. To help you with the daunting task of content creation we have come up with the Email Campaign Creation Guide, which you can get here – for FREE!

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At SalesNexus, we’ve helped thousands of businesses succeed with email marketing.  Over the past 16 years we’ve learned a lot about what works and what doesn’t. Here are some of the tips and tricks to crafting effective email campaigns

Identify Related Content

Remember, this is NOT your product or service. 

This is something your audience will benefit from even if they don’t do business with you or sign up for your event.

The most effective options depend on where you are in the relationship with your customer.

Transition to remote work

If the customer has never heard of you, use resources from recognized experts that HAVE heard of.

Better Meetings

If it’s a long time customer that has already purchased a product from you, then a free instruction manual could work.


Keep in mind that in general, video gets 2x the response that written material gets.

This step is where new email marketers often get stuck because it can seem so overwhelming. You’ve identified some compelling “pains” and you have LOTS of great advice about how to address those pains. However, you may not have great looking videos or PDFs or web pages that communicate those solutions.

And you’re probably not a copywriter or graphic designer.


Slowing or stopping the process in order to create some beautiful content that you’re going to love for the next 3 years is completely counterproductive.

Sure, it would be great to have that beautiful content, but what you THINK customers want and what they ACTUALLY want are usually two different things.

Remember that our initial goal is to send our first email or two and let the results tell us where to invest our time and resources.

Easy Content Ideas

Make a chart of Customer Pains, Solutions to each Pain, Content Related to the Solution.

Start with content you already have.  Don’t worry about whether it’s perfect.  Just inventory what you’ve got available.  Include pages on your website, blog posts, PDFs, videos, surveys, reports, statistics, case studies, customer stories, etc.

Now do some research to find high quality content available from other sources.
Youtube is a great place to look. Industry associations, technical journals, major media websites, even recommended books can all be great.

You can use other people’s content in your email marketing!

Impact Sales Teams

More on finding content for your email campaigns here.

Don’t Let “Perfect” be the Enemy of “Good”

Our goal is to offer helpful content to your audience and build trust and to start testing and measuring ASAP. Creating awesome content takes a lot of time and money. Plus, often connecting yourself with industry experts only adds to the credibility of your brand and your messages.

Remember, you’re not violating any copyrights, etc. 

Your email is going to point to this material wherever it is already published. Just try to avoid content offered by your competitors.

Don’t worry that your emails are not directing readers to your website. Just getting the reader to click on the email identifies them in SalesNexus so that you can follow up with calls or additional emails.

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Download the Email Campaign Creation Guide for FREE for more information on how to create effective email campaigns!

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