10 steps for turning a piece of website content into an exciting email

May 31
9 min read
How to use your great existing content to build a strong email marketing campaign.
An cheerful woman in front of her computer - Photo by Andrea Piacquadio Pexels

The pressure to constantly create fresh, new content is intense. It seems like every day, there’s a new blog post, article, or white paper to write, and if you don’t keep up, you can fall behind fast.

With a little creativity, you can repurpose content you already have and give it new life in the form of an email.

As the saying goes, "Work smarter, not harder." But, also stop using that saying because it's so cliche.

If you have a website (you DO have a website, right?) and maybe even a blog or rich content on your Facebook page then you've already got the makings of some content that would go great in an email.

Here are ten steps to using that content to build a strong email marketing campaign.

Step 1 - Decide the purpose of the email

Before sending an email, it's important to decide what the purpose of the email is. Is it to provide information? To ask a question? To request something? Or to sell your product or service?

Once you've decided on the purpose, you can craft your message with that goal in mind. This will help you determine which pieces of site content to use and how to change it slightly if you need to. Without a purpose, you run the risk of your message being misinterpreted or simply ignored.

Step 2 - Find a piece of content that you can turn into an email

Now that you have a purpose, you can dig around your site to identify the content you want to use. 

Find everything available, including:

  • About Us/Me page
  • Blog articles
  • White papers
  • Case studies
  • Customer testimonials
  • Products or services you provide
  • Anything else you can find!

Copy and paste your chosen content into a plain text file. This will make it easier to use in your emails.

Step 3 - Build or choose an email template

If you're not a design expert, don't worry - there are plenty of great email templates out there that you can use for free (including Cakemail!). Simply browse through the options and find one that suits your needs.

Once you've found a template you like, it's important to customize it to fit your own style and brand. This means adding your own logo, photos, and branding colors. If you're not sure how to do this yourself, there are plenty of tutorials at Cakemail.com that can walk you through the process step-by-step.

Once you've chosen and updated your template, start placing your site content into the email. Think through the introduction, the body copy, any images, and a call-to-action at the end.

Step 4 - Clean up/customize your content

Remember when we asked you to figure out the purpose of your email before collecting content? Well, now you'll be really glad you did. You need to make sure that the content you copied and pasted makes sense!

For example, if the goal of your email is to introduce your company and its services to your email list, then you may want to take the About Us page and use it to tell a story about your company. You can include how it got started or speak to your mission. You can introduce yourself or the company owner.

Then, you can include the products and services you offer and what they solve for.

Just be sure to include links back to your site or wherever you'd like the reader to visit.

Step 5 - Create a catchy subject line for the email

People are bombarded with emails every day. In order to make sure that your email stands out amongst the rest, it is important to have a catchy subject line. This will entice the reader to open your email and learn more about what you have to say. On the flip side, if you don't have a decent subject line, then you run the risk of your email never being opened. And you should never do bad email marketing.

Even if you're not a copywriter, you can create great subject lines. How? 

Consider these tips:

  • Make subject lines short and punchy, something that reads well and sounds interesting when it's read aloud.
  • Be clear about what the email contains.
  • Use keywords–words that resonate with your audience.
  • Avoid jargon or complicated sentences–don't try to be overly clever.
  • Try emojis or strong emotions.

Step 6 - Punch up the copy

Regardless of whether it's for a subject line, headline, or copy in general, you can consider using a tried and true copywriting formula to punch up your copy and make your email more engaging:

Before - After - Bridge

The before is the problem or challenge that your product or service addresses. The after is the solution that your product or service provides. And the bridge is the link between the two, explaining how your product or service goes from before to after.

The BAB formula is a great way to organize your thoughts and make sure that you're covering all of the important elements of your pitch. However, it's also important to keep in mind that not every piece of copy needs to follow this formula rigidly. Sometimes, it can be more effective to start with the solution and then work backward to the problem. Other times, you might want to mix things up and start with the bridge. The important thing is to experiment and find what works best for you and your audience.

Here's an example:

Before: I couldn't believe how dry my hands were.

After: My hands feel soft and silky after using your soap.

Bridge: The aloe vera in your soap helps to lock in moisture.

Put it Together: Dry hands? Sounds like you need better soap. Tina's all-natural soap products utilize aloe vera to lock moisture in and ensure your hands stay smooth and silky.

Problem - Agitate - Solve

Another great way to address the needs of the reader is to follow the problem-agitate-solve formula. First, you need to identify the problem that your reader is facing. Then, you need to agitate that problem, making it clear how it's impacting their life. Finally, you need to offer a solution that will help them to overcome the problem. By following this simple formula, you can be sure that your copy will resonate with your readers and encourage them to take action.


Problem: Most businesses don't have the time or knowledge to market themselves online effectively.

Agitate: Without a good online marketing strategy, businesses are missing out on potential customers and sales.

Solve: Our team of experts can develop a customized online marketing plan for your business that will help you to reach more customers and increase your sales

Put it Together: Need help with marketing? You could hire expensive full-time staff. Or you could outsource all of your marketing needs to us for a fraction of the price!

The 4 C's - Clear, Concise, Compelling, Credible

When it comes to using the 4 C's, there are four key elements that you should always keep in mind: clarity, conciseness, compulsion, and credibility. First and foremost, your copy should be clear and easy to understand. Secondly, it should be concise and get to the point quickly. Third, it should be compelling and persuasive. And lastly, it should be credible and believable. If you can keep all of these elements in mind, then you'll be well on your way to creating effective copy that will convert.

An example using the 4 C's:

Looking for a relaxing and rejuvenating massage? Look no further than our team of certified professionals. We utilize the latest techniques and equipment to help you melt away your stress and tension. Schedule an appointment today and see what a difference we can make.

Step 7 - Add images or videos to break up the text

Adding images or videos to an email can help to break up the monotony of text and add a visual element that can capture the reader's attention. In addition, images and videos can often convey a message more effectively than text alone. For example, a short video clip demonstrating how to use a new software application can be much more helpful than a long block of text explaining the same information. As a result, including images or videos in an email can be a great way to improve the overall message and make it more engaging for the reader.

Since this is also true for website content, you should already have those videos or images ready! Simply reformat them and add them to the email.

Break up image... ;-) Photo by RODNAE Productions
Here is our break up image! ;-)

Step 8 - Format the content for easy reading on mobile devices

A lot of people read emails with their phones or mobile device. In fact, four out of every ten emails are opened through mobile applications, and more than 40% of email campaigns were viewed on mobile in 2021.

Because of this, it's essential to make sure your emails can be read on multiple devices. If you have an account with Cakemail, that's a piece of...cake. If you don't, then you'll need to figure out how your formatting works and test it to see how it responds when read on a phone versus a computer.

Tips for optimizing your mobile campaigns include:

  • Keep subject lines short and sweet.
  • Use short paragraphs and bullet points to make your content easy to scan.
  • Use mobile-friendly images.
  • Don't use funky or weird fonts – Helvetica is considered one of the best for email marketing.
  • Make sure your call to action is prominent and easy to tap on a small screen.
  • Ensure the file isn't too large and can load quickly.

Step 9 - Use a strong call to action to encourage recipients to take action

A strong call to action is essential if you want people to do something with your email (visit your page, buy a product, read more, etc.). It's the difference between a recipient taking a couple of seconds to read your message and delete it or taking the time to read and respond to it. The best calls to action are clear, concise, and direct. They tell the reader exactly what you want them to do and why they should do it.

For example, if you're emailing a friend about an upcoming party, your call to action might be "RSVP Now!" If you're campaigning for a political candidate, your call to action might be "Vote on Election Day!"

Step 10 - Test, test, test!

As anyone who's ever sent an email knows, there's a lot that can go wrong. Typos, broken links, and HTML errors can all lead to problems with your campaign. That's why it's so important to test your emails before you hit send.

By taking the time to test your design, content, and links, you can avoid potential issues and ensure that your campaign will be successful. Plus, testing can help you to identify any areas that need improvement. So don't skip this crucial step - make sure to test your email campaigns before you launch them!


In order to create an effective email campaign, you need to take into account a variety of different factors. By following the ten steps we've outlined in this article, you can create emails that are sure to capture your reader's attention and encourage them to take action. And, you can do it all without a lot of extra work.

Out of curiosity–what will you do with all that extra time?

Maybe one option is to sign up for a free account with us and make all your email marketing dreams come true!

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