Introduction
Email marketing remains one of the most effective digital marketing tools. But what type of content works best in emails — evergreen or trending?
The right mix can increase open rates, improve click-throughs, and grow customer loyalty.
Let’s explore the difference and how to use each one effectively in your email campaigns.
🌱 Evergreen Content in Emails
Evergreen content provides timeless value and can be reused across multiple email campaigns. It works well for nurturing leads, welcoming new subscribers, and delivering educational value.
✅ Benefits:
Reliable performance over time
Helps automate email sequences
Builds authority and trust
Encourages long-term engagement
📌 Example:
Welcome email series:
Email 1: “Welcome to Our Community”
Email 2: “Top 5 Tools for Boosting Productivity”
Email 3: “Free Guide: How to Build a Website in 7 Days”
These emails don’t need constant updating — they work all year round.
🔥 Trending Content in Emails
Trending content creates urgency, excitement, and FOMO (fear of missing out). It’s perfect for short-term campaigns like product launches, promotions, or industry news.
✅ Benefits:
Encourages quick action
Increases short-term engagement
Makes your brand feel current and relevant
Good for flash sales and timely announcements
📌 Example:
Subject Line: “🔥 New AI Tool Just Dropped – Here’s What You Need to Know”
Content includes:
Key features
Limited-time offer
Link to full blog or landing page
This type of email works well immediately, but loses value fast.
📊 Performance Comparison in Email Marketing
| Feature | Evergreen Content | Trending Content |
|---|---|---|
| Lifespan | Long | Short |
| Automation Ready | Yes | No |
| Urgency/Excitement | Low to moderate | High |
| Opens & Clicks (Short-term) | Steady | Spikes |
| Best Used For | Nurturing, onboarding | Flash sales, breaking news |
📧 When to Use Evergreen Content
Onboarding series
Weekly tips and tutorials
Newsletters with consistent formats
Evergreen blog/article links
Re-engagement campaigns
✅ Pro Tip: Set up automated workflows with evergreen emails that deliver value on autopilot.
🧨 When to Use Trending Content
Product announcements
Industry news or policy changes
Seasonal promotions
Topical email blasts (e.g., Black Friday, AI updates, new features)
✅ Pro Tip: Use trending subject lines to boost open rates during peak moments.
🧠 How to Mix Both Effectively
For best results, combine evergreen and trending content in your email marketing strategy.
Example Campaign Structure:
Evergreen: “How to Optimize Your Workflow with Our Tool”
Trending: “This Week’s Productivity Hack from Elon Musk”
Evergreen: “Case Study: How Jane Increased ROI by 40%”
Trending: “Google’s New Update Could Affect Your SEO – Details Inside”
You’re nurturing long-term relationships while keeping your audience engaged with timely topics.
✨ Bonus Tips
Use personalization: Add the recipient’s name and relevant tags
Segment your audience: Send trending content to active users; evergreen to newer ones
A/B test subject lines for both content types
Track engagement: See which type your audience prefers over time
🧠 Final Thoughts
Both evergreen and trending content play essential roles in email marketing. Evergreen builds trust, while trending content drives excitement and action.
By blending both, you’ll create a balanced email strategy that attracts, engages, and converts subscribers — for the long haul and in the moment.