How to Create Evergreen Content to Warm Up Customers

26 Jan
How to Create Evergreen Content to Warm Up Customers

What if I told you there is a marketing strategy that you can use… for years. You can recycle it. Repurpose it. And it will still get customers signing up for your email list. 

No, I'm not selling snake oil out of the back of my car. I am talking about evergreen content. 

It's content that centers around key topics that interest your audience and doesn't age, no matter what news or events happen. Evergreen content will still be as useful to your audience today as it was when it was created—even if you wrote it three years ago. 

Backlinko conducted a mega study that looked at 3.6 billion articles and found content formats like listicles and how-to posts are the most likely to end up as evergreen content. And evergreen content leads to more shares, more backlinks—and more eyes on your website.  

It's probably why Forbes called evergreen content the golden ticket to growth 💸

Let's take a look at how to create an evergreen content strategy of your own 👇


Evergreen Content is a Gamechanger for Email Marketing Strategies

Automated email marketing campaigns are a great way to nurture customers and build trust in your brand. 

But if you have to constantly check each email in the campaign to ensure the content pieces inside are relevant, it can suck up a lot of your time. That's why we love evergreen content. It's timeless, so it can be integrated into existing campaigns and used for months (or years!) without the need to micromanage it. 

This content can be taken from your blog or customer case studies and repurposed for email sequences indefinitely without needing updating. That's because evergreen content is not: 

Time-bound. It shouldn't be tied to a specific time, date, or something that's only relevant for a short time. 

❌ News or current affairs. These events have a short shelf life. A couple of days—a week, tops. It's the opposite of evergreen content.

❌ Promotions. For marketing? Yes. For evergreen content? A big no. Evergreen content isn't a sales pitch or campaign—especially one with a time stamp. 

❌ Static content. Although evergreen content remains valuable over time, it should always be relevant and up to date. You must refresh content periodically so it stays relevant and includes any updates or changes. 

Remember this checklist when you create your next piece of marketing content. If it does fit into the categories above, it doesn't mean you can't use it in a campaign. But it's probably best to leave it out of historical email sequences or linking it in a blog post!

So, what does quality evergreen content look like? 

Let's take a look 👇

The Best Types of Evergreen Content (That Get Results)

Evergreen content comes in many shapes and sizes. 

Like many marketing strategies, the type of content you produce should make sense for your target audience. Reviews are perfect for customers who are at the final stages of a buying decision and just need a little convincing, while how-to guides are ideal for building trust with newbies who are just getting to know your brand. 

Let's explore the best types of evergreen content that get results 👇

How-to Guides

How-to guides give helpful, step-by-step instructions on a specific topic. 

These evergreen content goldmines are usually placed in emails to start earning trust with your target audience. If a customer can use your guide to solve a problem or learn something, there's a (pretty good!) chance they will look to your brand for other solutions, including your products. 

Just look at how Adidas uses how-to guides to help customers find a Winter jacket that fits: 

Adidas how to guide

This listicle won’t age. Adidas can add it to automated email outreach campaigns and social channels to help customers find a perfect jacket—and build trust in the process.  

Rinse & repeat. How-to guides are the oldest (and still arguably the most successful) way to get customers in your funnel 👌

Frequently Asked Questions (FAQs) / Knowledge Bases

FAQs are a great way to answer common queries and give your audience quick, no-fluff answers to their questions.

A list of frequently asked questions provides detailed answers to not only help your audience, but also improve your website's search engine visibility. Amazon’s knowledge base is a masterclass for eCommerce brands to follow: 

Amazon FAQ

These FAQs (and longer answers) in the knowledge base help customers answer almost any question they have without contacting support. They can also be used in blog posts, across social, and in email campaigns to help Amazon’s target audience answer tricky questions. 

The more knowledge Amazon shares, the more trust it builds with customers. And the best part about FAQs like package tracking or unknown charges is the answer rarely changes… so it's ideal for an evergreen content strategy. 


Otherwise known as list articles, these are scannable, easy-to-read lists of suggestions or round-ups for the reader. 

They are usually product recommendations for your target audience and give actionable information to help them make a decision. For example, we love this Winter perfume wrap-up by Marie Claire

Winter perfume wrap-up by Marie Claire

The reader can then quickly scan the suggestions to see if there is a bottle that sounds like their style, or if there is a recommendation from an editor they love. 

Listicles like this are unlikely to date, as pop-up boxes, discount codes, and rewards programs are still killer strategies. eCommerce vendors and magazines can use evergreen content like this all year across socials and automated email campaigns to position themselves as a knowledge powerhouse 👌

Thought-leadership interviews

Thought-leadership interviews feature industry experts and influencers sharing their insights and experiences. 

These interviews not only provide valuable information but also help establish credibility for your brand. Again, this type of content can be repurposed across a bunch of channels to save time and, of course, your marketing budget. 

Brands like Patagonia use expert interviews to project its message about sustainability and climate change. These interviews with major news and magazine outlets are turned into content which is distributed across social media and gives the brand some major publicity: 

Vogue magazine interviews

Some of these thought-leadership interviews also live on the brand's blog, Patagonia Stories, and are repurposed into email and social media content to start a conversation around sustainability.  

Patagonia stories

It’s these first-hand, expert interviews that made Patagonia a leading voice on sustainability and climate change. And it worked for the brand’s target audience—69% of Patagonia customers look at where products are made or grown before buying them. 

The reason all of these types of evergreen content works so well for email campaigns is it's helpful to the reader, no matter what stage of the marketing funnel they are in. Evergreen content can target complete beginners with how-to guides, or more experienced folks in your industry with expert interviews and FAQs. 

And helpful content won't just win you points from your audience—it'll help with your reputation with email service providers as well. Here's what we mean 👇

Why You Need Evergreen Content For Email Warming and Sending Reputation Repair 

Evergreen content ​​is timeless, enduring, and valuable content that is useful to your audience—indefinitely. 

It's search-optimized material that isn't tied to current events or a specific moment, but covers bread-and-butter topics in your industry. This type of content helps you establish your expertise, attract organic traffic, and build trust in your target audience. 

All of these are key to building a solid sending reputation, which is the score given to a domain or IP address based on the quality of your email practices. This is crucial because: 

  • ESPs and ISPs use this reputation score to determine whether your emails should be delivered to recipients' inboxes or diverted to spam folders. Maintaining a good sending reputation is the (technical) backbone for any successful email marketing strategy. 
  • It ensures that your emails have a higher chance of reaching your audience and encourages better engagement. If your sending reputation is damaged, your emails may be blocked or filtered out, drastically reducing the effectiveness of your email campaigns.

Remember, evergreen content isn't just valuable to your audience. It can save you time, resources and yes—a big chunk of your marketing budget. Instead of your marketers and content writers spending weeks creating new content, you can use it to optimize existing evergreen content and make it even more valuable to your audience. 

The best part about evergreen content is it can slot into existing marketing campaigns, like email sequences or landing pages, without a lot of maintenance. As evergreen content doesn't have a use-by date, it has value to your audience for months (possibly years) after you publish it, which makes it perfect for marketing strategies like email warming. 

Wait—What is Email Warming? 🤔

Email warming is when you increase the volume and frequency of email sends to your audience to build a positive reputation with email service providers (ESPs) and internet service providers (ISPs). 

To see what email warming can really bring to the table, you should introduce it into any existing marketing strategy gradually. This helps prevent your emails from being flagged as spam or ending up in your customer's junk folder. Slowly upping the number of emails you send also gives ESPs and ISPs a signal that your email list is full of engaged readers who are invested in your content. 

4 Expert Tips To Create Evergreen Content That Converts

Creating evergreen content is essential for attracting and engaging your audience over the long term. 

However, that doesn't mean evergreen content is a set-it-and-forget-it strategy. You should still check a couple of boxes before you incorporate a piece of content into an email sequence or social media strategy. 

Here are four ways to make sure your evergreen content helps your overall marketing strategy👇

1. Choose Timeless Topics

When creating evergreen content, only select topics that have enduring relevance. 

Focus on subjects that your target audience will always be interested in, regardless of trends or current events. 

Covering topics like Google's latest algorithm updates will get a lot of short-term attention, but it will also hurt your brand if this content is added to an existing automated email sequence. Sooner or later, the content will become outdated. And if you forget to remove it from the sequence—it will dent your reputation with your audience. 

Timeless topics will always win the organic traffic race. 

2. Optimize Every Piece of Evergreen Content for SEO

To maximize the reach and visibility of your evergreen content, you must think about the main G… Google. 

Optimize evergreen content for search engines so it can be found. Use relevant keywords in your title, headers, and meta tags along with detailed meta descriptions to draw your target audience in. Here's an example of how we did this with a blog post on email marketing best practices for pet brands

Email marketing best practices for pet brands

We targeted the right keyword and produced valuable content for our target audience (in this case, vendors in the pet space) to build better email campaigns. And Google rewarded us by putting us at #1 🥳

The lesson here?

Evergreen content serves as a valuable asset for your business, attracting organic traffic and establishing your authority in the industry. Invest the time and effort to craft compelling and timeless content that will stand the test of time.

But it all starts with the right keywords…

3. Do Your (Keyword) Homework

Keyword research is key for evergreen content. 

Understand what terms and phrases your audience is searching for along with their search intent. To do this, you must think like your customer. For example, the example we just used showed a customer searching for "email marketing best practices for pet brands". It's safe to assume they want to read about best practices and some examples to use for their email marketing strategy. 

Use tools like Google Keyword Planner or, if you have the budget, Ahrefs or Moz Keyword Explorer to find relevant keywords for your audience. Then, place these keywords into your evergreen content so its visibility and rankings on search engines increase over time. 

Pro-tip: Keyword research is a whooooole other skill set for marketers to learn. Take a look at this super helpful guide from Ahrefs to help get you started 👩💻

4. Focus on Quality and Relevance to Your Audience

Evergreen content should always focus on your target audience and what their pain points or goals are. 

We sell email marketing software, so it doesn't make sense for us to create evergreen content based on telemarketing or CRMs. Instead, we dig deep into content our target audience will actually find helpful like topics around improved deliverability, automated sequences, and email strategies. 

The actionable tips and practical advice help position Sendlane as a trusted authority in the email marketing industry. 

Don't overthink this tip. Just make sure every piece of evergreen content your team creates will be useful to your target audience. Easy 👌


Use Evergreen Content to Build Trust (and Cut Your Marketing Spend)

There you have it folks. Everything about evergreen content makes sense. 

It can cut your marketing budget, as you spend less on creating new content. It can save time, as it can be added to existing email and social strategies without constant updates. And it can help build trust with customers, as it shows you know your stuff through expert interviews and in-depth guides. 

Evergreen content is also the perfect companion for email marketing strategies. It can slot into automated outreach campaigns and save your marketing team a bunch of time nurturing and following up with potential marketing leads. 

So, what are you waiting for? 🤔

Turn your best-performing pieces of content into an automated email sequence and start building trust with customers today. 

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