What is email marketing in digital marketing? | How the Skimm Makes Email Marketing Look Easy

If you’re here because you’re looking into details about “what is email marketing in digital marketing?” Well, then I just have the perfect example of a successful email marketing strategy.

What is email marketing in digital marketing the Skimm Case study summary


TheSkimm is a daily email newsletter that provides a quick and easy summary of the day’s news. It’s perfect for busy people who want to stay up-to-date without having to read long articles or watch hours of news programming.

Launched in 2012 by two friends, TheSkimm has become one of the most popular news sources in the United States. With over four million subscribers, TheSkimm has managed to create a product that is both highly useful and incredibly addictive.

In this post, we’ll take a look at what makes the Skimm so successful and how other companies can learn from its example. We’ll also explore some of the challenges that the Skimm faces as it continues to grow.

What Makes the Skimm So Successful?

What is email marketing in digital marketing featured image

The Skimm is successful because it has mastered the art of email marketing. Every morning, millions of people open their inboxes to find a concise summary of the day’s news waiting for them. From there, they can click through to read more if they’re interested in a particular story. 

First, the newsletter is extremely well-organized. It concisely summarizes the most important news stories of the day and provides links to read more if desired. This format makes it easy for readers to quickly catch up on the news without feeling overwhelmed.

Second, The Skimm is constantly updated. New stories are added throughout the day, so readers can be sure they’re getting the latest news.

Third, The Skimm is well-written. The newsletters are light and engaging, making it easy for readers to get through them even when they’re busy.

Finally, The Skimm is fun. The founders have done a great job of creating a brand that people enjoy following.

From their funny Twitter account to their tongue-in-cheek merchandise, TheSkimm is constantly poking fun at itself and its users. This lightheartedness is refreshing and helps keep subscribers engaged.

The key to the Skimm’s success is its tone and style. The newsletter is lighthearted and fun, making it an enjoyable read even for people who don’t normally follow the news.

And because the Skimm is so concise, it’s perfect for people who are short on time. In other words, the Skimm has found a way to make email marketing both interesting and efficient, which is no easy feat.

The Challenges Ahead 

As the Skimm continues to grow, it will face some new challenges. For example, it will need to find ways to keep its content fresh without losing the voice that has made it so popular in the first place.

Additionally, Skimm will need to be careful not to oversell its product or alienate its audience with too much self-promotion. 

The Skimm is a daily email newsletter that provides a quick and easy summary of the day’s news. It’s perfect for busy people who want to stay up-to-date without having to read long articles or watch hours of news programming.

In this post, we’ve looked at what makes theSkimm so successful and how other companies can learn from its example. We’ve also explored some of the challenges that theSkimm faces as it continues to grow. Despite these challenges, however, there’s no doubt that theSkimm is here to stay.

So how does TheSkimm make money?

TheSkimm has the following sources of revenue: advertising and subscriptions. The newsletter offers the publishing/creation of branded content for companies that want to reach their highly engaged audience.

And since subscribers pay for TheSkimm App, they don’t have to rely on third-party platforms like Facebook or Google for traffic (which can be unreliable). This allows TheSkimm to keep its focus on creating quality content rather than worrying about clicks and shares.

What is email marketing in digital marketing the skimm content types
What is email marketing in digital marketing how the skimm earns

Plus they also have their Loyalty Program for web users that encourages content engagement on their social media and main website thus further strengthening the awareness of their brand.

TheSkimm has been very successful in building a large and engaged audience. Its daily email newsletter is well-organized, constantly updated, and entertainingly written.

This combination has made it one of the most popular news sources in the United States.

What we can learn from the Skimm

Here are some of the things that we can learn from the Skimm.

What is email marketing in digital marketing what we can learn from the skimm

A content strategy can work over time if it’s consistent and would realign and consider expansion.

These days you may find that most businesses create a content marketing strategy that involves a lot of different content types.

Reason? Different platforms have different content requirements and creating a strategic content plan for these platforms can help maximize your reach.

When the Skimm started they only focused on one main strategy, but as the years go by they have managed to keep up with the times. Imagine, they now even serve short content over Tiktok too!

As they have gained authority and created a following they used that to their advantage and now have monetized their traffic and email list by partnering with brands.

A clear buyer person is important when you are starting.

The Skimm started with the following buyer persona:

Gender: Women

Background and work: “Educated professional”

Pain points:
No time to read lengthy news content/watch news
Needs overview of events for work or conversation

Solution:
Serve bite-sized news for quick reading.

As time passed, they expanded their persona to people who use an app, people that were likely to engage or share their posts.

Even as they also now cater to other genders they kept their content women-focused (when you look at their website, you may find that most pictures there are women, and most topics about health and wellness are relatable for women).

This buyer persona has helped them create a focused service that offered the solution to the persona’s pain points

Consistent branding is vital

The Skimm has consistently used its brand color on its emails, website, and customized images for its posts. They also lived up to their brand of serving brief news content throughout the years from their newsletters, to their website and their app.

Wrap -Up

Email marketing alone can work if you have a clear goal on what you want for your business. But in this era of social media consumption, I hope you won’t just fully focus on creating email content, because you can always maximize your reach for your target audience if you use the current platforms they are using.

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