#13: How to Increase Email Engagement Using Blogs and Build Trust

If you’ve ever wondered how to increase email engagement, here’s a hint: the answer might already be sitting on your website. Blogs aren’t just tools for SEO—they’re an incredibly effective way to drive clicks, build trust, and keep your audience coming back for more.

In this post, I’ll walk you through my 3-step system for using blogs to boost your email marketing strategy, increase click rates, and strengthen your connection with your audience.

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Here’s what you’ll learn:

• Why blogs are more than just SEO tools—they’re email marketing gold
• How to plan blog topics that align with your email strategy
• Ways to repurpose blogs into 30+ content pieces across platforms
• How to analyze email performance to refine your strategy

📌 Episode Chapters:

It’s packed with tools to plan your blog and email strategy, track campaign results, and brainstorm fresh ideas. Get it here.

Why Blogs Are Email Marketing Gold

When I started my first Shopify store, I constantly heard about how blogs could “boost SEO.” Back then, I honestly didn’t even know what SEO was. Fast forward six years, and while I’ve learned a lot about search engine optimization, I’ve also discovered something even more powerful: blogs are email marketing gold.

Here’s why blogs work so well for email engagement:

• They give your audience valuable content that goes beyond sales pitches.
• They create opportunities for connection by addressing your audience’s needs.
• They help you build trust, which is key to turning readers into loyal customers.

When you share helpful and relevant blogs consistently, your audience starts looking forward to hearing from you. For my business, Tuesdays became “blog day.” It wasn’t just a time to share content—it was a way to show my audience that I cared about more than just making sales.

But here’s the thing: just writing a blog isn’t enough. To truly see results, you need a system to tie your blogs into your email strategy. Let me show you how I do it.

Step 1: Plan Blogs That Align with Your Goals

Great blogs start with intentional planning. Using my E-commerce Email Marketing Planner, I map out my blog content for the entire year. Here’s how you can do it too:

1. Start with Product Launches and Sales Events

Take a look at your product launches and upcoming events for the year. Use AI to brainstorm questions your ideal customer might have about those products. Turn these into 3–4 blog topics and schedule them leading up to the launch. These blogs educate and prime your audience so that, by launch day, they’re ready to buy.

2. Address Buyer Objections

Think about the reasons someone might hesitate to purchase your products. For example, does your audience worry about quality, pricing, or fit? Write one blog every 6–8 weeks to tackle these objections and build trust.

3. Incorporate Seasonal or Trending Topics

Tie your blogs to seasonal events or trends that matter to your audience. For example, when I sold faith-based art, I created a blog about “How to Decorate the Perfect Easter Dinner Table.” This not only gave my audience practical tips but also positioned my products as part of the solution.

4. Sprinkle in Personal Stories and Behind-the-Scenes Content

Every few months, share stories about your brand, your process, or your team. These blogs humanize your business and create a deeper connection with your readers.

By following this strategy, you’ll have a clear roadmap of blog topics that align with your email and business goals while keeping your audience engaged all year long.

Step 2: Repurpose Blogs Into Multiple Formats

The magic of blogs doesn’t end when you hit “publish.” To maximize their value, repurpose your blog content across multiple platforms to reach your audience wherever they are.

Here’s how to do it:

• Email Teasers: Write 2–3 short paragraphs summarizing your blog. Use curiosity-piquing calls-to-action like: “Want to wow your guests with a simple napkin-folding hack? Check out the full blog here!”
• Social Media Posts: Use blog images and key points to create posts for Instagram, Facebook, and LinkedIn.
• Reels and Lives: Record a quick video or go live on social media to tease the blog’s content and direct viewers to your website.
• Pinterest Pins: Use AI to brainstorm 20 hooks related to your blog and create Pinterest pins for each one. Schedule them weekly to drive traffic for months.
• Video Clips: If your blog is based on a video, create short clips for YouTube, Instagram, and Facebook.

One blog can turn into 30+ pieces of content, and the best part? You can batch it all in one day.

Step 3: Analyze and Refine Your Strategy

Once your blogs are live and integrated into your emails, it’s time to dig into your data. Reviewing your email performance will help you understand what’s working and what needs improvement.

Every quarter, I use my email campaign tracker (a bonus included in my planner) to analyze:

• Open rates and click rates
• Subject lines and calls-to-action that performed well
• Patterns in engagement (e.g., short emails vs. long emails, buttons vs. inline links)

In 2024, I learned that my audience loves short emails with clear call-to-action buttons and practical “how I made it” stories. These insights led me to write a “how I made it” blog every month, which has become one of my most successful content strategies.

By analyzing your data, you can refine your blog and email strategy to keep delivering value your audience loves.

Ready to Increase Email Engagement?

Blogs aren’t just about driving traffic—they’re about building trust, creating connections, and boosting email engagement. By following this 3-step system, you can turn your blogs into an essential part of your email marketing strategy.

If you’re ready to plan your blog and email content with ease, grab my E-commerce Email Marketing Planner for just $7. This simple Google sheet is packed with:

• An email results tracker
• AI prompts to brainstorm content ideas
• A step-by-step system to map out your strategy

👉 Click here to grab your planner and make email marketing easier than ever!

Have questions or want to share your success? Drop a comment below—I’d love to hear from you!