Email marketing remains one of the most direct and reliable ways to share your blog content because it lands right in your audience’s inbox, encouraging higher engagement. If you don’t think strategically about how to promote your blog, you’re simply creating content for the void, not for your audience.

Ross Simmonds, CEO of Foundation Inc , advises marketers to create content once and distribute it forever. The reason is simple: the more people who see your content, the more leads it generates. While there are many ways to get your content in front of your audience, email marketing is often underutilized.

This guide will show you how to leverage email marketing as an effective content distribution channel to drive more traffic and generate leads. We’ll show you examples of drip campaigns you can use to give your content more eyeballs, as well as discuss how to leverage newsletters to promote blog posts and improve traffic to your website

Using drip campaigns to promote blog posts

Drip campaigns serve different purposes – from nurturing leads to re-engaging inactive subscribers. Here are some drip email campaigns and how to use them to promote your blog posts effectively:

1. Lead nurturing series

Leads who show interest in your product and subscribers who join your email list want to learn more about your product before making a purchase decision. Don’t neglect these engaged audience members after the welcome email. Create an email series, also known as an email drip campaign, that doles out information in digestible chunks. Feautre links to blog posts that answer common questions about your product in your emails. As the series progresses, it’s prudent to send emails with links to blog posts that explain how your product differentiates you from your competitors. Some of the blog post types to share in a lead nurturing email series include:

• Key features of your product, including any new releases
• Case studies that showcase happy customers
• Comparison posts, such as your product vs. your top competitor

2. Retargeting campaign

A retargeting drip series works best for prospects who have engaged with your content meaningfully in the past but have yet to convert. You’ll have information about the content the prospects engaged with, such as the specific product page they visited or the resource ( whitepaper or eBook) they downloaded.

If a prospect has visited your pricing page multiple times, you could send them a pricing comparison blog post. Follow this up with a testimonial about a customer who was worried about the pricing and ended up choosing your product for its value for money. Studies have shown that testimonials sway the buying decision of 95% of consumers .

3. Post-demo campaign

This is for you if you sell a product that can be demonstrated live, such as SaaS and other tech solutions. When you provide a product demo, you can’t go silent and cling to the mere possibility that the prospect will choose your product.

Instead, add the prospect to your post-demo campaign and send an email that re-emphasizes your product’s value. Share blog posts about your product’s unique selling proposition (USP) to keep it top of the prospect’s mind and improve the chances of converting these prospects.

Using your email newsletter to promote blog posts

Recent studies show that 81% of brands use email newsletters . If you’re not already using email newsletters, you risk losing leads to your competitors. An email newsletter offers a great channel to distribute your content: you can share blog posts that highlight a new product, announce new features or a pricing model, reveal the latest product update, and more.

However, with the prevalence of newsletters, you can’t create one for the sake of it. It takes meticulous planning to get the most out of email newsletters. Here’s how you use email newsletters to promote blog posts:

1. Build a subscriber list

Building your email list is arguably the most challenging part of running your email newsletter, but you can’t do without a list. Your email newsletter will achieve the intended results if you have a substantial list. If you’re just starting out, our comprehensive guide on growing your subscriber list provides the step-by-step strategies you need.

2. Segment your list

List segmentation is essential for successful email marketing today. To build a loyal following around your newsletter, you must deliver curated content experiences. Segmentation drives proper personalization. based on subscribers’ interests or other identifying factors, such as the blog posts they click on when they visit your website, the resources they download, the products they buy, the region they live in, or the industry they’re in.

3. Curate your content

When it comes to driving readers to your content, you need an email that quickly summarizes the main points they’ll learn. Consider sharing a teaser snippet or a short excerpt to pique interest, or incorporate a brief newsletter format to feature multiple blog highlights at once. This variety can keep subscribers engaged and build ongoing interest in your new content. Then, provide them with a link to keep reading.

To encourage more clicks, craft clear and compelling calls to action that motivate subscribers to visit your blog. Track key metrics such as open rates, click-through rates, and social shares for each email type—whether it’s a simple welcome email or a more detailed newsletter. If your engagement falls, reevaluate your subject lines, timing, or the relevance of your content. Over time, these insights will help you refine your strategy and boost your blog readership.

4. Choose the right time to send newsletters

Avoid overwhelming subscribers with too many newsletters. Remember, your audience has limited time and attention.

When it comes to sending time, the latest Litmus report found that sending emails between 10:00 a.m. and 11:00 a.m. achieves the highest open rate. However, the time that is best for your audience could differ. For that reason, monitor your newsletter performance to determine the best times to send out your emails.

Implement these email strategies and monitor your website analytics to measure the increased traffic and engagement your blog receives.

Frequently Asked Questions

How can I use email marketing to promote my blog posts?

Share your latest blog content with your subscribers by including links and engaging summaries in your email campaigns or newsletters. Segment your audience and personalize recommendations to boost engagement and drive traffic to your blog.

What types of email campaigns work best for content distribution?

Drip campaigns, newsletters, and targeted updates are effective ways to distribute blog content. Consider nurturing series, retargeting flows, and post-demo campaigns to keep your audience informed and engaged.

How often should I email my subscribers about new blog posts?

The ideal frequency depends on your audience’s preferences and your content schedule. Monitor engagement metrics and test different sending times to find what works best for your subscribers.