How to Build (and Grow) an Email List as a Blogger or YouTuber
Building and growing an email list is one of the important business decisions you can make as a blogger or YouTuber. Not only does it provide a way for you to communicate directly with your audience, it becomes an asset you own.
Having a mailing list of people who have given you permission to contact them through email has all sorts of unique advantages:
- Email subscribers are typically your most engaged subscribers.
- You can drive traffic to new blog posts and videos you create.
- It’s easier to sell products as you’re building a relationship with people.
- You can leverage affiliate marketing to make a substantial income.
- Emails can be automated if you like, making it a hands off promotion and revenue stream long term.
Email marketing does not for all niches of course, it’s best used where you’re positioning yourself as an expert or influencer. People want to get emails from people, not companies. So start an email list once you have a proven topic and are getting good engagement from your audience however small.
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Email marketing processes explained
You have an email list and people signing up…uhhhh now what?
In general, you want to create a 4-7 day auto-responder series for anyone who signs up to your list so you can provide value. Set it up so people get an email everyday or every other day for a week. Be really helpful and build a solid relationship with people who subscribe.
After the initial 4-7 day email series, I would then setup a longer 3 month or more long email series that subscribers get on auto-pilot twice a week or so.
This is obvious a lot of work, but the goal is to turn your email list into a revenue stream which you can do through careful testing an monitoring of the performance of your emails and making changes as needed.
The email sign-up process
No one wants “updates” or to be the “first to know” about deals. You have to have a compelling lead magnet to get people to subscribe. This does not need to be anything overly complicated. The value of the email list itself can be enough of a selling point when done right.
1 – The opt-in form has some call to action. Free course, free ebook, 20% discount code, free chapter, private video, something.
2 -Once your user subscribes, direct to another page that tells you to check your email. This is the “thank you” page. You could even leverage a video here that quickly thans the user and tells them what to expect in their email in the future.
3 – .Deliver on the lead magnet immediately.
4 – If you setup double opt-in, then emphasis to your subscribers check your email and confirm your email.
5 – When they click the link to confirm, you then send them to a page that verifies you’ve signed up.
6 – They should now be on some time of email sequence. Monitor open rates and improve.
Up-sell a product or service
When someone signs up to your list and you redirect them to that “thank you for signing up – check your email” page, why not have a product up-sell? Something like an ebook or a coupon code for a massive discount. Discount like 50% off the purchase price?
This is an effective way to start making money from your email marketing and it helps to cover the costs of running paid ads and collecting leads.
Email Marketing Customization
Just like creating an about page and contact page, you’re going to have to create a few basic pages as part of your on-boarding process for your email marketing efforts.
Check your email
First off, that page telling you to “check your email” can either be a custom page you make in WordPress OR it can be a page from your mailing list management company. The way it works is that when you’re logged into your list management service account you have the option to make your list:
- Double opt-in
- Single opt-in
Double means the person needs to confirm their email again after submitting it the first time to actually be on your list. Single means they submit their email once and that’s it.
In general, you as a new email marketer will need to use double opt-in to protect the quality of service from your email list provider. Once you’ve proven you’re trustworthy you can the use single opt-in. Double opt-in however it not that bad and it does has some advantages:
- List size does not matter, really.
- List quality and responsiveness is what matters.
- You want people who actually want to be on your list.
- The bigger your list the more money it costs. So keep it to people who want to be on it
Once you’ve select double opt-in you must set a confirmation page. You can either make one yourself and plug in the URL when logged into your list management account or you can use a confirmation page from your list management company.
Thank you page
Once someone confirms their email, you have the option to direct that confirmation link to either a custom “thank you” page you make in WordPress or to a page from your list management company. Obviously, the thank you page is a wonderful opportunity for another call to action:
- Link to your Facebook, Twitter account or YouTube page.
- Promote any products or services you offer (probably the best – particularly if you offer a discount!)
- Offer a surprise bonus or discount on something.
- Link to your most popular content.
- Set expectations for your list.
- Say thanks for subscribing.
This is the end of the process so direct people to do something.
Delivering on the lead magnet
The bonus is delivered automatically in an autoresponder you set up in your service provider. So no worries about doing it manually. You can set a follow up autoresponder with a link to a page where they can download the ebook, audio or video.
You can also instead set it to send the ebook or materials directly in that email with no link to any page. It depends on how you wish to deliver your bonus and what your bonus even is.
In this follow-up email that contains a link or the actual bonus itself, it’s important to do more than just say “thanks here’s your stuff.” Just like how you did on the thank-you page in that you set expectations, do the same with this second email because it’s the first genuine email anyone receives from you:
- Remind people that you will be sending more emails in the future.
- Talk about what the emails contain and how they will benefit the subscriber if they stay on the list.
- The frequency of the emails. If it’s twice a week, let them know.
- Give them an opportunity to unsubscribe.
Yes, unsubscribe. People use emails they don’t check frequently for email lists. They also set up separate emails only for lists. Additionally, people sometimes only subscribe to get the free bonus and that’s it.
People are free to do what they want, but these leads suck and you don’t want to pay for them to be on your list. You want them to unsubscribe because you want to truly focus on having a responsive list. That means when you send an email to your list, the majority open it.
The third email (most important)
This is the most important email you send. After they confirm, after they get your bonus, after they read your follow-up. This is the first real content driven email from you. Your bonus should have wowed them, now it’s time to make them feel glad they stuck around and signed up.
You do this by setting out to make the greatest most helpful and amazing email ever written. That should be your mindset for this email. Do your best work. Make it actionable and exclusive. You could even send a second product, for free.
Your best work + the unexpected = fan for life
Wait, how the heck do I design an email opt-in form?
Glad you asked! All service providers provide an email opt-in form design editor to allow you to create beautiful, high converting forms you can easily add to your website and blog. Great spots for email forms are in blog posts, at the bottom of a blog post, right above the footer and used as an exit intent pop up.
Light box form
A light box is a box that pops up when you click a button. Sort of like a pop-up, well a pop-up is a light box too – but this sort of light box is only triggered when a person hit’s a subscribe button.
So instead of having two fields where a user can input their name and email, you instead have a single button. When the click the button, a light box pops up that allows the end user to input their email address.
Which is best? Test both out and see which one converts best. Each audience is different so it will be a case by case basis.
Where To Put Email Opt-in Forms
Having a single button in the whole footer area is one of the best spots. The bottom of blog posts work too as well as having a lead page where you drive traffic to after they click a button. Let’s get into it a bit more.
Surprisingly, the bottom of a post or page – the area after the content but before the footer (or comments if it’s a blog post) works extremely well. It’s an appropriate place for an email opt-in because it directs a visitor to do something next after reading.
Sidenote: This spot also works well for advertising. Particularly the leaderboard size for the same reasons.
In the footer
This is a fairly obvious, but often overlooked page for mailing list forms. If someone is reading your about page they’re interested enough to learn what the purpose of your website is.
1) Always make your about page about your website and what it’s unique selling point is (no one cares about you until after they have some sort of relationship established with you). Include information about you, but only what is relevant like your credentials and why you founded the site in the first place.
2) Put the opt-in forms in the content itself and again at the bottom of the about page.
Top of the Sidebar
While sidebars are a dated design choice, having an email-opt in form at the top right is still an optimally converting spot to build your list.
Pop-ups work, but now are generally frowned upon by Google as it provides a poor user experience. If you want to use popups fair enough, I would read this article to optimize your your pop up form.
Generally though, I would stay away from pop-ups particularly if your goal to to rank specific blog posts for specific keywords. Otherwise, use pop-ups on your homepage and as an exit intent popup.
Dedicated an email opt-in landing page
Another great design choice is to create a mini-sales page for your email list. This landing page can be leveraged on social media websites and the YouTube video description.
For example, James Clear email list is called the 3-2-1 Newsletter found at JameClear.com/3-2-1. He uses this page on Instagram, Facebook and in video descriptions.
Email Marketing Strategies
Autoresponders are emails you write that are automatically sent to people who sign-up for your email list. It’s a best practice to take the time to set up an autoreponder series. How long the series is totally up to you.
Ideally it’s best to make a 6 month to 1 year autoresponder series where by each and every week (or twice or three times a week) your list gets an email from you.
These email should be related to your websites content. They should always provide value, and they should not be too long or too short. It’s fine to send a massive high quality email, but people are also OK with a quality 500 word email. Span out your massive emails as to keep your lists attention.
In addition or an alternative too setting up automated autoresponders is to simply send out broadcast emails to your list. Broadcasts are emails you want to send in real time.
This is ideal if you’re comfortable with doing the work required to write and send out emails each and every week. This allows for a more organic experience for your subscribers but does require a lot of work on your end.
The Internet marketers strategy
Content -Content -> Promotion -> Content -> Content -> Promotion
This is an extremely old school stereotypical strategy for email lists. You provide high quality content with not strings attached, no expectations and then perhaps once or twice a month you send out a promotion for a product or service where you get a percentage of the sale.
If you can figure this one out and do it properly without annoying your list, you can create a fairly profitable and predictable sales funnel. To the point where you can determine how much each sign-up is worth. Once have this information, the sky’s the limit.
If you determine that for every sign-up brings you bring in $7 USD, you can then take that information and go to Facebook ads or Google and promote a landing page for your free give-away and list. You can then bid on keywords and pay for clicks.
If your landing page converts at 30% and you’re paying 100$ for every 100 clicks, that’s 30 sign-ups for 100$. If each sign-up is worth 7$ as in this example you’re spending 100$ to make 210$ (30 X 7). A nice profit that can scale.
The guru name dropping strategy
Promotion -> Promotion -> Promotion -> Promotion
Some list owners blast their list with promotion after promotion. Most do it wrong as they constantly send out lame short emails with the sole intention of promoting a product:
“Hey guys! My friend Mike Richard Stevens release the most powerful game changing product that will blow your mind into another dimension. It’s called Thunder Shock Email List Control Mastery Power 90″. Guys YOU NEED this product if you want to compete with the pros”.
Note: Any references to real people are coincidental.
To do this right each email needs to be of very high quality. What exactly does that mean? Eben Pagan has numerous products and lists. Almost every email he sends is a link to a high quality video series for a product he owns or is a lengthy 30 minute+ interview he did with a guru with the purpose of building awareness and sales for the product.
It’s product after product BUT it’s not promoted in a lazy way. To do this right it takes time, money, and connections all of which you won’t have when starting out.
The “keep in touch” strategy
Content -> Content -> Content -> Content -> Content -> Promotion
This type of list building strategy simply revolves around providing helpful emails to your list and asking for nothing in return. Maybe once every 6 months you’ll send out a promotional email and that one ask is enough to make your email marketing efforts profitable.
The strategy is ideal for bloggers who want to share updates, new videos, new blog posts and more.
Content -> Content -> Content -> Content -> Content (but with ads!)
Some build their business strictly around their email list. They focus on making enormous lists of thousands and thousands of subscribers and from this they are able to advertise in their emails as well as tie in any related products and services. They treat their list like a private blog and business.
However, the focus is on building these lists into proper business and this is done by using high quality content. Examples:
HungryGirl.com – This website started simply as a small two or three page website with a focus on building the email list.
HerMoney.com – Another email list based business providing personal finance advice for women.
TheMogulMom.com – Business advice for women who are also moms.
Email subscribers over any other type will ALWAYS be your most engaged. This makes them simply the best type of subscriber to have. So treat them right.
Cool, but what do I write when I send emails?
The best emails are personable. People again want to get emails from people. As such, write your emails in a way you would if talking to a friend. Use a simple design, minimal amount of links and make sure your emails are to the point.
The Subject Line
“Clearer and more specific subject lines convert better.” – Bob Kemper
This is the sentence people will see in their email. It needs to be compelling. It needs to make people want to click and read.
Write like you’re writing to your brother or sister (or a friend). Avoid marketing language, be clear and concise and avoid cutesy language too. While a title like “27 reasons why you should never have a job” is a fantastic title for a blog post – they fall flat when it comes to email.
Why? Because they’re generic. People want personable, particularly people who have subscribed to you and want to hear from you. Instead, take a template and adjust it with your own words.
2 – Story telling
If someone asks you what you do for work, how do you answer? While you could just list out your job and your duties, it’s better to find a way to connect what you do to your audiences real life experience.
Instead of saying “I make websites and do SEO” which is a pretty mediocre description, tell a better story:
“You know when you search for an answer to a question like ‘what’s the difference between a 2 stroke engine and a 4 stroke engine’ I make websites that rank on Google to answer questions like that.”
This is a good conversation starter too because then people always ask interesting follow up questions. Your emails are a form of conversation. People subscribed because they want to hear from you, a cool interesting person who can solve their problems –not a faceless company.
How to get subscribers
So by now yo should understand the usefulness of email marketing, so how do you actually get subscribers and grow a list? There are a few best practices to follow
Grow a free traffic source first
Before you begin email marketing, you’ll ideally want to prove your topic and concept first. That means growing a blog and/or a YouTube channel first to get free traffic. If you’re unable to build an audience with engagement and growth then it’s a sign you should quit and pursue a different topic.
Once you have a base level of free traffic, it’s easy to get a steady flow of subscribers each and everyday.
Create an account that is related to your website. In the bio link to your landing page for your email list like James Clear. Next, you’ll need to grow your Instagram following. This is difficult obviously as Instagram is saturated.
Focus on any new features and leverage that as a way to grow organically or just pay to run ads to your account and convert people that way.
Simple, join relevant groups. Help people. Link to your landing page BUT don’t tell them it’s your website. Just say something like “this helped me, maybe it can help you” – FB groups are cautious about links to other websites so just use common sense. You can apply this technique to forums and Reddit as well.
YouTube paid ads
The YouTube video description is a great spot to drive traffic from to a landing page. You could even run paid ads to a specific video with the key focus on growing your email list.
With YouTube drive traffic to your homepage if it’s well designed around capturing emails or send your visitors to a dedicated landing page for your email list.
Last thing you need to know is that you can and should scrub your email list. What email scrubbing is the act of simply deleting emails that are unresponsive. Say you have a list of 1000 people but 200 of those emails have not opened anything from you in the last 3 months.
These sorts of emails are proverbially dead weight. Costing you money but not actually opening and engaging with your emails. Scrubbing is a quick and easy process to delete such emails in bulk.
You should scrub your email list once every 6 months in order to save costs and to keep a targeted list that is interested and responsive to your emails.
Build and grow an email list
By now you should have a good understanding of how email marketing works and why it is so important for helping to grow your online business. If you’re a blogger or YouTuber it’s one of the most effective ways to increase your income and engagement.
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