What is Archive Email?

In its simplest form, Archive Email refers to the act of re-sending a popular content newsletter that has been previously sent to your email list.

The idea behind this tactic lies in its success rate; if the content has shown strong engagement and click-through rates in the past, likely it would do the same if sent again.

This tactic emerged as an ingenious method of capitalizing on older, successful content, especially in email marketing cycles where audience and subscriber growth is a constant process. It allows new subscribers, who weren't around during the original dispatch, a chance to engage with the valuable content. Furthermore, Archive Email leans heavily on the principle of retention, focussing on reigniting interest among existing subscribers, with the ultimate aim of nurturing customer loyalty.

Examples of Archive Email

1. Re-running Seasonal Promotions: Businesses often have seasonal promotions or special offers that perform incredibly well. These could be re-sent every year to reintroduce the excitement among new and existing subscribers.

2. Celebrating Milestones: A company can re-send its successful anniversary or milestone newsletters. This reminds the audience of the company's achievements and instills a sense of brand heritage.

3. Educational Content: If a business had educational articles or infographics that were highly popular, re-sending this content can ensure newcomers receive the information and older subscribers refresh their memory.

4. Successful Case Studies: Showcasing successful customer stories is a good tactic, and when such emails get high engagement, a re-send can attract a lot of attention.

5. Bestseller Products/Services: Businesses can re-send email newsletters highlighting their bestselling products or services from the previous year to spark interest among new subscribers.

Marketing Tactics Similar to Archive Email

• Evergreen Content: This is a type of content that remains relevant over time and can be re-used in different contexts.

• Content Repurposing: Repurposing involves altering a piece of content to make it fresh and relevant again. It functions similarly to Archive Email but involves more content reformation.

• Recycling User-Generated Content: This involves reusing content generated by users, such as reviews, photos, or stories, which can bring authenticity to the brand image and credibility to the products or services.

• Email Re-activation Campaign: These are special campaigns designed to re-engage inactive subscribers through targeted emails intended to spark their interest again.

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