What is Aggregation in Email Marketing?
Aggregation in
email marketing refers to the practice of compiling and organizing content from various sources into a single, coherent email. This technique is often used to provide subscribers with a comprehensive overview of relevant information, ranging from industry news and blog posts to product updates and promotional offers.
Why is Aggregation Important?
Aggregation helps to streamline the content delivery process and enhances the value of your email campaigns. By presenting a well-rounded selection of content, you cater to the diverse interests of your audience. This increases
engagement rates and keeps your subscribers eagerly anticipating your emails.
How to Aggregate Content Effectively?
Effective content aggregation involves a few key steps: Identify Reputable Sources: Ensure that the content you aggregate comes from trustworthy and credible sources. This builds trust and authority with your audience.
Relevance: Choose content that is relevant to your audience’s interests and needs. Irrelevant content can lead to disengagement and higher unsubscribe rates.
Variety: Include a mix of different types of content such as articles, videos, infographics, and user-generated content to keep your emails interesting.
Summarize: Provide concise summaries or snippets of the aggregated content with links to the full articles, allowing your readers to delve deeper if they choose.
Time-Saving: Aggregation saves time for both you and your subscribers by curating the best content in one place.
Enhanced Value: Providing a variety of high-quality content enhances the perceived value of your emails.
Increased Engagement: Aggregated emails can lead to higher engagement rates as they cater to a broader range of interests.
Authority Building: Regularly sharing valuable and relevant content helps to establish your brand as an authority in your industry.
Common Pitfalls to Avoid
While aggregation can be highly effective, there are some common pitfalls to avoid: Overwhelming Content: Too much content can overwhelm your subscribers. Be selective and ensure that your emails are easy to digest.
Ignoring Original Content: Balance aggregated content with your original content to maintain a unique voice and perspective.
Lack of Personalization: Don’t make the mistake of sending the same content to everyone. Use segmentation and personalization techniques to tailor the content to different audience segments.
Tools and Platforms for Aggregation
There are several tools and platforms that can help you with content aggregation: Feedly: A content aggregator that helps you find and organize content from various sources.
Pocket: Save articles, videos, and stories from any publication, page, or app.
Curata: A content curation platform that helps you discover and share relevant content.
BuzzSumo: Discover trending content and key influencers in your industry.
Conclusion
Aggregation is a powerful technique in email marketing that can significantly enhance the value of your email campaigns. By curating relevant and high-quality content from various sources, you can deliver comprehensive and engaging emails that cater to the diverse interests of your audience. Remember to avoid common pitfalls and leverage the right tools to make the most out of your aggregation strategy.