How to repurpose email content for new goals: Strategies and examples

How about the idea that content created for one channel can and should be reused for other platforms? For example, the results obtained from a blog post can be turned into successful email campaigns, and the email blocks that converted the most can be used for new emails.

Whether we are talking about using content across channels or reusing email blocks for different campaigns, we are discussing a phenomenon known as content repurposing. This article will look at what content is best suited for this use and how to accomplish it with minimal effort.

What is content repurposing in email marketing?

Email production takes a lot of time and resources. These are spent on finding ideas, conducting research, creating all the elements of the email, and delivering the email to your audience. At the same time, not every topic or format finds a response.

Sometimes, at the end of the road, a fiasco or something near one is waiting for us — low open rates, depressing engagement, and zero conversion. After that, the cycle repeats itself, starting with the search for new ideas.

Therefore, reusing successful content in email marketing can save time, money, and resources. This tactic will also allow you to use formats and topics that have already been proven to elicit a good response.

The key goal is to reuse content in a way that solves new goals or appeals to a new segment of the target audience. Content marketing, which involves repurposing existing materials, costs 62% less than traditional marketing methods while generating three times as many leads.

Why content repurposing is important

Content repurposing in email marketing provides the following benefits:

1. Saving time and resources: You don’t have to start creating content from scratch — you can use existing materials. 65% of marketers agree that repurposing content is cost-effective, and 48% prefer this method for generating impressive results with minimal time investment.
2. Improving email campaign results: If an old campaign was successful, repurposing it for new goals or reusing individual elements will increase your chances of repeat success. 42% of marketers report that updating and reusing existing content leads to successful marketing campaigns.
3. Getting leads from a new audience or solving new problems: Over time, the target audience or focus may change, and repurposing helps in meeting these changes. 60% of marketers find that repurposed content generates more leads than original content.

Two key approaches to email marketing recycling are repurposing content formats from other channels for use in emails and using elements of old emails or campaigns for new audiences.

Repurposing content from other channels for email marketing

Repurposing content from other channels for use in an email campaign involves more than just a quick article teaser and a blog post link. Repurposing means taking key ideas and insights from old content and molding them into one or more emails that will engage your subscribers — with short lists, infographics, relevant images, and call-to-action buttons.

Turning blog posts into an engaging email series

Repurposing blog posts for an email series is a strategic way to extend the value of your content while keeping your audience engaged. Here’s how to do it effectively:

1. Select key content: Focus on comprehensive, high-value blog posts that resonate with your audience. Break these up into smaller, more digestible segments for each email. For example, a guide on sustainable living can become a series, with emails covering topics like waste reduction, water conservation, and ethical shopping.
2. Create a narrative flow: Structure the series like a story, starting with an introduction, diving into detailed insights, and concluding with actionable steps. For instance, a post about “Top SEO strategies” could unfold as a series covering basics, specific techniques, and a case study illustrating success.
3. Add value and interactivity: Adapt the content to an email format by including personal stories or client examples. Enhance engagement with interactive content, like polls or progress trackers. For example, a post on healthy eating could be transformed into an interactive email journey in which readers can track their habits and receive tailored advice.
4. Call to action: Each email should inspire readers to take the next step. For example, if your blog post covers “Mastering the art of French cooking,” your emails could invite subscribers to join a live recipe demonstration, access an exclusive video tutorial, or claim a discount on your cookbook. Make each call to action clear, enticing, and directly tied to the content’s value.

By repackaging blog content into a compelling email series, you can create a fresh, immersive experience that will build stronger connections with your audience. You can also apply this approach to transform large-scale content in any other format — guides and white papers, video interviews on a YouTube channel, training webinars, or analytical reports.

For example, in this Father’s Day-themed email, we pulled together insights from a blog post, previewed email design tips, and provided template examples.

(Source: Email from Stripo)

For short formats, such as social media posts, you can use the opposite tactic: keep the key message and visuals but expand on the meaning by adding important information. The take-home point here is that a post that has received a response on social media will likely interest your subscribers.

Repurposing content that was previously used in email campaigns

Repurposing email content is like refreshing a classic dish with new ingredients — familiar yet exciting and tailored to different tastes. You can recycle the following content:

• old emails, such as welcome emails, which can be updated by taking into account new trends, as well as promotional newsletters with high click-through rates;
• automation series, such as abandoned cart emails, which can be updated by adding personalization or new offers;
• any campaigns with good metrics that can be adapted for new audience segments.

To make old email campaigns resonate again, focus on strategic segmentation and thoughtful personalization:

1. Segment by engagement: Look at how subscribers interacted with past emails. Did they click a link, sign up for a webinar, or download a file? Build your strategy on these actions. For example, if someone explored tips for organic gardening, follow up with emails repurposed from related content, such as guides on composting or choosing heirloom seeds.
2. Leverage purchase data: Past purchases can drive repurposed content. For example, a customer who bought a fitness tracker might receive emails combining the workout tips or beginner-friendly exercise routines you previously shared in your welcome email series.
3. Personalize based on data: Use subscriber details, like location or interests, to add a personal touch. For instance, turn old content into a curated “Summer travel tips” email series for adventure-loving subscribers or a “Winter survival guide” for subscribers in colder regions.
4. Celebrate subscribers’ journeys: Highlight important events or anniversaries. For example, create a “Year in review” email series featuring the most effective tips, tools, or guides you’ve shared throughout the year based on subscribers’ previous interactions.
5. Tailor by preference: Let subscribers control the content they receive. Self-segmentation forms help repurpose content with high precision. A subscriber who loves tech might receive a digest of your best gadget reviews, while a foodie might receive recipe reviews from previous campaigns.

Practical ways to recycle old content

Think of all content as a construction set consisting of many blocks, from which you can assemble new and new objects by simply swapping the blocks. These blocks can be information, visual elements, or program code.

Updating data in an old email template or part of one

Outdated numbers, studies, or examples in an email can be replaced with current versions. If the last email talked about 2022 trends, update the new one for 2025 with current statistics.

You can also use an old visual or GIF animation for recurring campaigns, updating the information it contains. For example, creating a blinking Christmas tree in an email requires resources, but you can use the same animation for yearly congratulations by updating the text.

(Source: Email from Stripo)

Changing the target audience

If you initially used a newsletter for a B2C audience, rework it for the B2B segment by changing the presentation and offer. For example, a promotional campaign for retail buyers can be adapted for small businesses by emphasizing wholesale discounts. The same approach to recycled content can be applied if you wish to use an old email for a new geographic audience segment, for which you must change the content with localization in mind — you can replace the currency, images, and general presentation but leave the offer unchanged.

Changing the content format

If you notice that the email subject is of interest to your audience (high open rate) but further interaction leaves much to be desired, use this approach to repurposing as a change in the content format. Turn a text email into a visual newsletter with infographics, and try showing a product comparison in a table as a dynamic GIF animation.

Using modules from successful emails to create new campaigns

The Stripo email template builder allows you to use modular email design. This involves creating the structures of your emails from modules and then saving them along with the content and code. When an email or part of one receives a good response in the form of high click rates or conversions, you can return to the template of this email and save any necessary modules to your library.

Each module will save everything in the structure, container, or stripe — background images, regular images, text, and so on. You can find all saved modules in the “Structures & Modules” section or under the “My modules” tab in the editor.

Then, you can use these modules to create new email campaigns in either of the following ways:

• keep the content, but change some module settings to suit your needs;
• change the content, but keep the code — for example, by employing interactivity, gamification mechanics, a survey form, a block that automatically adds content when replacing a link, and much more.

To maintain consistency, when a module is dragged into another email, it applies the settings specified in the “General Settings” email. These can include font size, header size, or button size.

Using repurposed gamification mechanic 

Here's a great example of repurposed gamification mechanics. You can create a game module in your email using our interactive module generator, customize it, and save it to your library. Then, based on it, you can easily create any number of the same mechanics but with completely different designs and content while relying on the saved structure.

The two games below have the same base but have different implementations.

(Source: Email from Stripo)

(Source: Yakaboo)

Best practices for content repurposing in email marketing

If, after reading this article, you’ve already rushed to your email builder to implement content repurposing ideas, stop for just 30 seconds. Here are some key actions that will help make your content repurposing strategy for email marketing successful:

1. Analyze metrics: Choose emails with high open and click rates for repurposing. Give preference to evergreen content. Repurposed high-performing content can have a chance of success the second time around and can also help attract a new audience.
2. Be creative and boldly add new elements: Use current trends, such as interactive buttons, videos, or GIFs. You can improve these elements by adding new information, images, numbers, or statistical graphs — anything that makes them more informative and understandable may be valuable to your subscribers.
3. Test: Check the new version of the email through A/B testing to ensure that it’s effective.
4. Integrate content repurposing into your overall marketing strategy: To make this approach truly time- and resource-saving, make it strategic. Use modular email design so you don’t have to create successful email elements from scratch. Think about content for other channels that can be used for email marketing later. Schedule content repurposing as a regular activity.

Wrapping up

Content repurposing is a powerful tool that helps marketers save resources, improve engagement, and increase ROI. Use this strategy to adapt already successful campaigns to the new reality, and the results will not be long in coming.