Definition
An email content pillar is a broad topic or theme that forms the foundation of your email content strategy. Each pillar represents a subject area that your audience cares about and that you can consistently create content around.
Content pillars prevent the common problem of running out of email topics. When you have defined pillars, every email can be mapped to one of your core themes.
Content Pillar Examples
| Industry | Pillar 1 | Pillar 2 | Pillar 3 | Pillar 4 |
|---|---|---|---|---|
| Email marketing | Deliverability | Engagement | Conversion | Automation |
| SaaS | Product tips | Industry insights | Customer stories | Best practices |
| Ecommerce | Product guides | Style advice | Customer stories | Seasonal trends |
| Fitness | Workouts | Nutrition | Mindset | Community |
How to Define Content Pillars
| Step | Activity | Example |
|---|---|---|
| 1. Understand your audience | What topics do they care about? | Email marketers care about open rates |
| 2. Identify your expertise | What can you authentically cover? | We understand deliverability deeply |
| 3. Find the intersection | Topics that interest them AND we can cover | Deliverability optimisation |
| 4. Define 3-5 pillars | Broad enough for ongoing content | Pillar: Deliverability, Engagement, Strategy |
| 5. Map sub-topics | What specific topics fit each pillar? | Authentication, list hygiene, sender reputation |
Content Pillars in Email Planning
| Campaign Calendar Entry | Pillar | Topic |
|---|---|---|
| Newsletter, Week 1 | Deliverability | How to set up DMARC |
| Newsletter, Week 2 | Engagement | Subject line testing tactics |
| Newsletter, Week 3 | Strategy | Building a content calendar |
| Newsletter, Week 4 | Deliverability | List cleaning best practices |
Content Pillar Benefits
- Prevents topic exhaustion: With defined pillars, you always know what to write about.
- Ensures content diversity: Pillars prevent over-focusing on one topic.
- Supports segment targeting: Different segments can receive content from different pillars.
- Builds comprehensive authority: Covering a topic from multiple angles positions you as thorough and knowledgeable.
Content Pillar Best Practices
- Limit to 3-5 pillars: Fewer than 3 is not enough variety. More than 5 dilutes focus.
- Review annually: Audience interests evolve. Review whether your pillars still resonate each year.
- Track pillar performance: Measure engagement by pillar to identify which topics resonate most.
- Allow some flexibility: Leave room for timely content outside your pillars (breaking news, company announcements).
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
A content pillar is a strategic theme for planning content. A tag is a labelling system for organising content by topic. Pillars guide what you create. Tags help subscribers find what exists.
3-5 pillars is the standard range. This provides enough variety for regular sending without spreading content too thin.
Yes. Audience interests, market conditions, and your own expertise evolve. Review content pillars annually and adjust as needed.
Rotate through pillars to provide variety. Prioritise pillars based on performance data (which pillars drive highest engagement) and business priorities (which pillars support current goals).
Double down on the high-performing pillar while maintaining a minimum presence on other pillars. The underperforming pillars may need better content or may not resonate with your audience.