Introduction
Email marketing is still one of the most effective digital marketing tools—but only if your content keeps your audience engaged. A smart way to do this is by blending evergreen and trending content in your campaigns.
In this article, we’ll explore how these two content types can work together in email marketing to boost performance and maintain relevance.
📌 What Is Evergreen Content in Email?
Evergreen content in email refers to timeless topics that are always valuable and relevant to your audience.
Examples:
“Top 5 Tips for Growing Your Email List”
“Welcome to Our Newsletter – Here’s What to Expect”
“How to Craft a Compelling Call-to-Action”
These can be placed in:
Welcome series
Drip campaigns
Monthly newsletters
🟢 Benefits:
Saves time (can be reused)
Improves onboarding
Builds trust with consistent value
🔥 What Is Trending Content in Email?
Trending content refers to time-sensitive, popular, or current topics. These are used to grab attention or encourage quick action.
Examples:
“Google Just Released a New Update – Here’s What It Means for You”
“Black Friday Deals Inside – 48 Hours Only!”
“Hot Design Trends to Watch in 2025”
These are ideal for:
Limited-time offers
Industry news
Seasonal updates
🔴 Benefits:
Increases urgency
Higher open rates
Boosts click-throughs
⚖️ Why Combine Evergreen + Trending Content?
Using both types together can maximize your email marketing results.
Here’s how they complement each other:
| Evergreen Content | Trending Content |
|---|---|
| Builds long-term trust | Captures short-term attention |
| Educates consistently | Sparks curiosity and FOMO |
| Reusable across campaigns | Tailored to real-time events |
By pairing them, you get the best of both worlds: consistent engagement and timely excitement.
🧠 Strategy 1: Evergreen Foundations, Trending Highlights
Start with an evergreen base and sprinkle in trending news or offers.
🟩 Example Email Layout:
🟢 Header: “Welcome to Your Marketing Hub”
🟢 Main Body: “5 Email Copywriting Tips” (evergreen)
🔴 Sidebar/CTA: “New AI Tool Just Released – Try It Today” (trending)
This format delivers lasting value while keeping your message fresh.
🧠 Strategy 2: Segmented Sends
Segment your email list based on:
Interest (marketing tips, product news)
Behavior (clicked a trending link, opened last 3 emails)
Send evergreen guides to new users, and trending content to engaged readers. This increases relevance and personalization.
🧠 Strategy 3: Automated Sequences
Build automated email flows where:
Day 1: Evergreen intro
Day 3: Evergreen guide
Day 5: Trending update or promo
This gives subscribers a smooth flow of timeless value and fresh updates.
📈 Tools to Use
Use email marketing platforms that support both evergreen automation and trending broadcast sends:
Mailchimp – Great for automation and scheduled blasts
ConvertKit – Ideal for creators and evergreen funnels
Brevo (formerly Sendinblue) – Smart email rules and triggers
Moosend – Affordable option for blending sequences
Track performance with A/B testing and adjust your mix as needed.
🧠 Tips to Balance the Two
Don’t send too much trending content—it can feel spammy
Update evergreen emails every 6–12 months
Add links to evergreen blog posts inside trending emails
Create a content bank of both types for quick access
✅ Conclusion
When used strategically, evergreen and trending content can work together to supercharge your email marketing.
Evergreen builds relationships over time
Trending content grabs attention in the moment
So don’t treat them as separate tools—combine them to educate, engage, and excite your audience across every email you send.