How to turn blog posts into email content

Turning blog posts into email content is a fantastic strategy for repurposing existing material, keeping subscribers engaged, and driving traffic back to your site. Let’s dive into some effective ways to transform your blog posts into compelling email content.

1. Select High-Impact Blog Posts

Begin by identifying blog posts that resonate with your audience or align with the goals of your email campaign. Look for:

Evergreen topics that remain relevant over time.
Posts with high engagement metrics (comments, shares).
Content that addresses common questions or pain points in your audience.

Aim to prioritize posts that will add value to your subscribers’ inboxes. This can help build trust and establish authority, making your emails something subscribers look forward to.

2. Summarize Key Takeaways

Rather than sending the entire blog post, pull out the main points to create a brief, impactful summary. Use this as the primary content for your email. Here’s how:

Hook: Start with a captivating introduction. Explain why the topic is relevant or share an interesting fact.
Main Points: Highlight 3–5 key takeaways from the post. Use bullet points or numbered lists to make it easy to skim.
CTA: Encourage readers to read the full post for more details. A clear call-to-action (CTA) like “Read the full article” or “Learn more” should link directly to the blog.

This approach respects your subscribers’ time while piquing their interest, prompting them to click through if they want to dive deeper.

3. Create a Series of Emails from One Blog Post

If your blog post is in-depth or part of a broader topic, consider splitting it into a mini email series. This technique works well for topics like guides, tutorials, or lists. For example:

Week 1: Intro to the topic and Part 1.
Week 2: Part 2 with additional insights or tips.
Week 3: Final installment, along with a CTA to check out more related posts or resources.

This builds anticipation and keeps readers engaged over several emails, offering bite-sized content they can easily absorb.

4. Create a Teaser with a “Read More” Link

A short, enticing teaser can work wonders for driving traffic back to your blog. Instead of summarizing the entire post, try:

Writing a few compelling sentences that introduce the blog post’s topic.
Asking a question to spark curiosity or address a common pain point.
Including a “Read more” link that directs them to the full post.

This approach not only keeps emails concise but also encourages recipients to visit your blog, where they might explore more of your content.

5. Highlight Practical Tips and Actionable Insights

If the blog post contains actionable tips or steps, focus on these in your email content. Here’s how:

Summarize the practical advice in a bulleted format, making it easy for readers to scan.
Add a call-to-action that encourages them to take a specific action or read the full post for more in-depth guidance.

Subscribers love actionable tips they can implement immediately, making this an effective way to repurpose content and provide value.

6. Add Personalization for Greater Impact

Personalizing your email content can enhance engagement. For example:

Reference the subscriber’s previous engagement if possible, such as related topics they’ve read about.
Use dynamic content fields to insert their name or company.
Tailor your CTA based on their needs, which you can infer from their past interactions with your emails or site.

This personalized touch can make the content feel more relevant, increasing the likelihood of a click-through.

7. Repurpose Long-Form Blog Posts into Quick Tips or Snippets

If you have a long-form blog post, pick out a single “tip of the day” or “weekly insight” for your email. A quick snippet might cover:

A tip, strategy, or data point from the blog post.
A question that provokes thought or encourages engagement.
A statistic or surprising fact that’s easy to digest.

This keeps your email short and to the point, while also creating interest in reading more on the topic if they’re intrigued.

8. Use Visuals to Enhance Engagement

Visual content can help convey your message quickly and add appeal. Consider:

Including images, infographics, or charts from your blog post.
Creating a custom graphic for the email that visually represents the key points.
Adding clickable images that link back to the blog post for easy access.

Visual elements break up text and can help capture attention, especially if they reinforce the blog’s main themes.

9. Make It Interactive with Embedded Polls or Questions

Engaging subscribers with a poll or question related to the blog post topic adds interactivity and provides valuable insights. For example:

Ask a question that relates to the post and allows subscribers to click an answer (many email platforms offer this).
Include a quick poll, then follow up in the next email with insights or answers based on the results.
Encourage them to reply with their thoughts or feedback on the topic.

This type of engagement can deepen the relationship with your audience and make them feel heard.

10. Incorporate Testimonials or Success Stories

If your blog post features testimonials, case studies, or success stories, highlight one in your email. Showcase how real people or businesses have benefited from following the advice in the blog. You could include:

A short story or testimonial as a sneak peek.
A compelling CTA inviting them to read the full story on your blog.
A link to related resources or posts to further inspire them.

Real-world examples can build credibility and encourage readers to engage more deeply with your content.

11. Repurpose for Different Subscriber Segments

Segmenting your email list by interest, demographic, or behavior lets you tailor the email version of your blog content even more. You can adjust the message, focus, or CTA for each group. For instance:

For beginners: Summarize the basics and link to a “beginner’s guide” blog post.
For advanced readers: Offer advanced tips and link to a deeper dive on the blog.
For specific industries: Use language and examples that resonate with their field.

Segmented emails with relevant content tend to achieve higher open and click-through rates.

12. Create Seasonal or Trend-Based Content

You can also capitalize on seasonal or trending topics by revisiting old blog posts that are relevant to current events. For example:

Around the New Year: Resurface “goal-setting” or “new trends” posts.
During Industry Events: Share posts that relate to the topics being covered at a specific event or conference.

Use this strategy to keep your email content timely and to remind readers of your blog as a valuable resource on trending topics.

13. Build a Roundup Newsletter Featuring Several Blog Posts

A curated email that links to several blog posts on a related theme can make for a robust, value-packed newsletter. This strategy works well for:

Monthly or weekly roundups, highlighting your top-performing or recent posts.
Themed emails, where you focus on a single topic and provide links to 3–5 relevant blog posts.
Seasonal compilations, such as “Top Posts of the Year” or “Popular Guides for [Topic].”

This offers subscribers multiple options for further reading and can drive traffic to various parts of your blog.

14. Test and Optimize for Continuous Improvement

Finally, treat each email as an experiment to understand what your audience likes best. Track metrics like:

Open rates: Check which subject lines get the most attention.
Click-through rates: Identify which CTAs and blog topics prompt the most engagement.
Unsubscribe rates: Monitor for any patterns that suggest certain types of content are less popular.

By continuously testing and tweaking, you’ll learn how to make the most of your blog-to-email repurposing strategy.

Conclusion

By repurposing blog posts into email content, you can maximize your blog’s reach, nurture subscriber relationships, and boost traffic to your website. The key is to craft emails that are clear, concise, and tailored to the needs and interests of your audience. With these strategies in hand, you can create email content that both engages subscribers and drives meaningful results for your brand.