NLCoined the "golden ticket to growth" it's a timeless marketing strategy you can use for...͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ Greetings DTC Enthusiasts! What if I told you there is a timeless marketing strategy that you can use... for years. You can recycle it. Repurpose it. And it will still get customers signing up for your email list. No, I'm not selling snake oil out of the back of my car. I am talking about evergreen content. Evergreen content will still be as useful to your audience today as it was when it was created—even if you wrote it three years ago. It's probably why Forbes called evergreen content the golden ticket to growth. 💸 Before we delve into the details and all things retention and email marketing, I’ve got a few extra goodies for you... 👇 Introducing the A-Team: Meet Our DTC Expert Lineup! Commerce Roundtable San Diego is just around the corner, and it's bigger and better than ever! Grab your ticket right here for September 23rd & 24th! In the meantime, here’s a sneak peek at our impressive lineup of speakers Johnathan Solorzano - CTO,YEEZY Katy Mimari - CEO & Designer, Caden Lane Bryan Cano - VP of Marketing, Nood Camron Collard - CGO, MicroPerfumes Bryan Starck - Founder, 100 Celsius Chris Lang - Owner, Fresh Chile Bryan MacDonald - Director of eCommerce, Oma's Pride Aaron Nosbisch - Founder & CEO, BRĒZ Matthew Bertulli - CEO, Pela Dylan Jones - CMO, Podium Hans P. Harris - Director of Growth, BrüMate Sean Frank - CEO, Ridge Whitney Gram - Director of Customer Experience, Ridge Mike Beckham - Co-Founder & CEO, Simple Modern Jason Panzer - President, HexClad Cookware Ronak Shah - CEO & Co-Founder, Obvi Brandon Fishman - CEO, VitaCup Isaac Medeiros - Founder, Mini Katana Nate Lagos - VP of Marketing, Original Grain John Roman - CEO, BattlBox Andrew Silberstein - Founder & CEO, Solawave Ben Yahalom - President, True Classic Greg Dalby - SVP Omnichannel, Milkbar Jimmy Kim - CIO & Founder, Sendlane Nick Shackelford - CRO & Co-Founder, Structured Lauren Bonfig - Sr. Director of Partnerships & Paid Social, Divi Jen Gray - SVP of Marketing, Recharge Chase Dimond - eCom Email Nerd, Structured Melanie Balke - CEO & Co-Founder, The Email Marketers Elery Pfeffer - CEO & Founder, Nift Noah Tucker - Founder & CEO, Social Snowball CR Page - CRO, Aventus Matthew Martorano- Founder & CEO, Checkout Champ Michael Epstein - Co-Founder & Co-CEO, PostPilot Amit RG - CEO, Richpanel Register Cracking the Code: Scalable Retention Strategies to Combat Rising CAC Join us for an expert-packed webinar, hosted by yours truly, filled with valuable insights! ✨ Rising CAC has presented significant challenges for businesses. The solution is clear: retention is crucial for sustainable growth. Reserve your spot for Tuesday, July 16th @ 9 AM PT and join Sendlane, Gorgias, Digioh, Malomo, and Aplo Group. Together, we’ll explore strategies and tactics to tackle the challenges of rising CAC while boosting customer retention and LTV. Register ASOM Pod EP06: Ugh, Seasonal Lull - Beating the Seasonal Slump: Creative Tips for Business Growth In this most recent episode of the ASOM Pod, hosts Jimmy Kim (Sendlane) , John Roman (BattlBox), Amer Grozdanic (Parella) and Byan MacDonald (Oma’s Pride) share a wealth of strategies to navigate the summer lull in business while balancing personal pursuits. Watch How to Create Evergreen Content to Warm Up Customers Automated email marketing campaigns are a great way to nurture customers and build trust in your brand. But if you have to constantly check each email in the campaign to ensure the content pieces inside are relevant, it can suck up a lot of your time. That's why we love evergreen content. It's timeless, so it can be integrated into existing campaigns and used for months (or years!) without the need to micromanage it. This content can be taken from your blog or customer case studies and repurposed for email sequences indefinitely without needing updating. That's because evergreen content is not: ❌ Time-bound. It shouldn't be tied to a specific time, date, or something that's only relevant for a short time. ❌ News or current affairs. These events have a short shelf life. A couple of days—a week, tops. It's the opposite of evergreen content. ❌ Promotions. For marketing? Yes. For evergreen content? A big no. Evergreen content isn't a sales pitch or campaign—especially one with a time stamp. ❌ Static content. Although evergreen content remains valuable over time, it should always be relevant and up to date. You must refresh content periodically so it stays relevant and includes any updates or changes. Remember this checklist when you create your next piece of marketing content. If it does fit into the categories above, it doesn't mean you can't use it in a campaign. But it's probably best to leave it out of historical email sequences or linking it in a blog post! So, what does quality evergreen content look like? Let's take a look 👇 The Best Types of Evergreen Content (That Get Results) Evergreen content comes in many shapes and sizes. Like many marketing strategies, the type of content you produce should make sense for your target audience. Reviews are perfect for customers who are at the final stages of a buying decision and just need a little convincing, while how-to guides are ideal for building trust with newbies who are just getting to know your brand. Let's explore the best types of evergreen content that get results 👇 How-to Guides How-to guides give helpful, step-by-step instructions on a specific topic. These evergreen content goldmines are usually placed in emails to start earning trust with your target audience. If a customer can use your guide to solve a problem or learn something, there's a (pretty good!) chance they will look to your brand for other solutions, including your products. Just look at how Adidas uses how-to guides to help customers find a Winter jacket that fits: This listicle won’t age. Adidas can add it to automated email outreach campaigns and social channels to help customers find a perfect jacket—and build trust in the process. Rinse & repeat. How-to guides are the oldest (and still arguably the most successful) way to get customers in your funnel 👌 Frequently Asked Questions (FAQs) / Knowledge Bases FAQs are a great way to answer common queries and give your audience quick, no-fluff answers to their questions. A list of frequently asked questions provides detailed answers to not only help your audience, but also improve your website's search engine visibility. Amazon’s knowledge base is a masterclass for eCommerce brands to follow: These FAQs (and longer answers) help customers answer almost any question they have without contacting support. The more knowledge you share, the more trust you build with your customers. And the best part about FAQs like package tracking or unknown charges is the answer rarely changes… So it's ideal for an evergreen content strategy. Listicles Otherwise known as list articles, these are scannable, easy-to-read lists of suggestions or round-ups for the reader. They are usually recommendations of tools, software, or strategies for your target audience and give actionable information to help them make a decision. For example, we love this Winter perfume wrap-up by Marie Claire: The reader can then quickly scan the suggestions to see if there is a product that sounds like their style, or if there is a recommendation from an editor they love. Listicles like this are unlikely to date, as pop-up boxes, discount codes, and rewards programs are still killer strategies. eCommerce vendors and magazines can use evergreen content like this all year across socials and automated email campaigns to position themselves as a knowledge powerhouse 👌 Thought-leadership interviews Thought-leadership interviews feature industry experts and influencers sharing their insights and experiences. These interviews not only provide valuable information but also help establish credibility for your brand. Brands like Patagonia use expert interviews to project its message about sustainability and climate change. These interviews with major news and magazine outlets are turned into content which is distributed across social media and gives the brand some major publicity: Some of these thought-leadership interviews also live on the brand's blog, Patagonia Stories, and are repurposed into email and social media content to start a conversation around sustainability. It’s these first-hand, expert interviews that made Patagonia a leading voice on sustainability and climate change. And it worked for the brand’s target audience—69% of Patagonia customers look at where products are made or grown before buying them. The reason all of this type of evergreen content works so well for email campaigns is it's helpful to the reader, no matter what stage of the marketing funnel they are in. And helpful content won't just win you points from your audience—it'll help with your reputation with email service providers as well. Here's what we mean 👇 Why You Need Evergreen Content For Email Warming and Sending Reputation Repair Evergreen content ​​is timeless, enduring, and valuable content that is useful to your audience—indefinitely. It's search-optimized material that isn't tied to current events or a specific moment, but covers bread-and-butter topics in your industry. This type of content helps you establish your expertise, attract organic traffic, and build trust in your target audience. All of these are key to building a solid sending reputation, which is the score given to a domain or IP address based on the quality of your email practices. This is crucial because:ESPs and ISPs use this reputation score to determine whether your emails should be delivered to recipients' inboxes or diverted to spam folders. Maintaining a good sending reputation is the (technical) backbone for any successful email marketing strategy. It ensures that your emails have a higher chance of reaching your audience and encourages better engagement. If your sending reputation is damaged, your emails may be blocked or filtered out, drastically reducing the effectiveness of your email campaigns. Remember, evergreen content isn't just valuable to your audience. It can save you time, resources and yes—a big chunk of your marketing budget. Instead of your marketers and content writers spending weeks creating new content, you can use it to optimize existing evergreen content. The best part about evergreen content is it can slot into existing marketing campaigns, like email sequences or landing pages, without a lot of maintenance. Plus it doesn't have a use-by date so it has value to your audience for months (possibly years) after you publish it, which makes it perfect for strategies like email warming. Wait—What is Email Warming? 🤔 Email warming is when you increase the volume and frequency of email sends to your audience to build a positive reputation with email service providers (ESPs) and internet service providers (ISPs). To see what email warming can really bring to the table, you should introduce it into any existing marketing strategy gradually. This helps prevent your emails from being flagged as spam or ending up in your customer's junk folder. Slowly upping the number of emails you send also gives ESPs and ISPs a signal that your email list is full of engaged readers who are invested in your content. Use Evergreen Content to Build Trust (and Cut Your Marketing Spend) There you have it folks. Everything about evergreen content makes sense. It can cut your marketing budget, as you spend less on creating new content. It can save time, as it can be added to existing email and social strategies without constant updates. And it can help build trust with customers, as it shows you know your stuff through expert interviews and in-depth guides. Evergreen content is also the perfect companion for email marketing strategies. It can slot into automated outreach campaigns and save your marketing team a bunch of time nurturing and following up with potential marketing leads. Take today’s words of wisdom and start creating and leveraging evergreen content today. Hope you all enjoyed this weeks DTC Rundown. Terms & Conditions SupportBlog Sendlane 10620 Treena Street, Suite 150, San Diego, CA, United States, 92131 To update or remove your contact information please Manage Your Subscription.