5 New Sources to Mine Email Content
4. Repackage evergreen content/concepts. This content doesn’t expire and is consistently engaging. Similar to a "greatest hits" collection, these topics are perennial winners which generate substantial opens, clicks, comments and conversions every time they're rolled out. Maybe you're tired of some topics, but perhaps your readers aren't.
5. Play off of current events. While tougher to do if there are long lead times in your publishing cycle, leveraging current events related to your business is a great way to catch the interest of a reader. For example, my financial institution recently sent me an email with the following subject line: "Tax Cuts Clarified." Upon opening the email, I was confronted by the lead article, "What the New Tax Law Means for You." Keep abreast of events that have meaning to your readers, and use them to your advantage.
Notice a common theme amongst all of these approaches? They're all rooted in using data that your audience is expressing an interest in. That helps remove one of the hardest elements of coming up with a topic: Will my readers care?