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The Constant Contact Guide to Email Marketing by Eric Groves

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14
Getting Beyond the Inbox
The return on the investment you make in writing great email marketing content does not have to end when your email hits your recipients’ inbox. In fact, you can keep this content alive and working on your behalf well into the future if you create an archive of your content. An archive is nothing more than an online library of your content linked together by an index of all of your campaigns. The great thing about creating an online library is that you can direct prospective customers there to actually see the value you provide to your readers as an additional motivator for getting them to join your list. Provided your archive is set up correctly, it can also be indexed by search engines like Google. By archiving each campaign you can use the articles you have created to attract new potential customers, and demonstrate to interested potential readers the value that you deliver to people on your list. It enables your content can stay alive forever and become a go-to resource for customers and prospects alike.
This chapter covers how to create and manage an email archive and how to maximize its impact.

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