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Does this sound familiar? You’re aware that the smart thing to do is start an email list but…
- It’s just one more thing on a never-ending to-do list
- You’re not sure what you’d write to your list anyway
- You have no idea what freebie you could offer to encourage people to sign up…
- Or how to create it…
I get it! I was there once, finding every excuse not to start an email list! But, these days, I understand just how important an email list is – in fact, it might be your most important blog asset, second to your actual blog of course!
Let me explain why…
Reasons why you need to start an email list
An email list can help you build your authority within your niche.
Want to create a name for yourself as the go-to girl or guy in your niche? In which case, you need an email list. For you to build your reputation, people need to hear of you more than once. They need to see evidence that you know your topic inside and out.
When they start associating your name with your niche, they will start recommending your blog to their friends. If they are in the same niche, they might reach out to collaborate with you.
An email list is a great way to build trust and loyalty with your audience.
If you are monetising your blog then trust is essential. If you want people to engage with your sponsored articles, use your affiliate links or buy your own products then you need your audience to know, like and trust you.
One of the fastest ways to build this relationship is to appear in someone’s email box providing value regularly. Imagine if you had a loyal community of readers who can’t wait to read your newsletter, click through to your latest blog article or purchase the products you recommend.
You can use it to learn about your audience
You have a captive opportunity and a golden opportunity to learn more about your ideal reader.
You can run surveys to gather useful information to guide the direction you take your blog and the products you promote.
In some email services, such as Convertkit which I use, you can tag your audience whenever they click on a link allowing you to work out who’s interested in what.
Say you click on a link in one of my emails about affiliate marketing, yep you get tagged with an affiliate marketing tag. Click on a link about growing your email list? Yep, you’re on my email marketing list.
This means that next time I send an email with tips about affiliate marketing, I only send it to people who are actually interested.
I wouldn’t want to send an email with list growth tips to someone who has no interest in building an email list. All that’s going to achieve is a super high unsubscribe rate!
Grow your blog traffic
But the traffic which comes from your email list is likely to be super engaged with your content. Remember they already know, like and trust you so they’re going to be more invested in reading your content.
That means more social shares, longer time spent on your page (which Google loves to see) and more clicks on those all-important affiliate links.
Grow your bank balance
You may have heard it said before, ‘the money is in the list.’
And it’s so true. Email marketing is one of the most powerful forms of marketing full stop.
That relationship and trust we’ve talked about goes a long way. It doesn’t matter if you are selling your own products or someone else’s as an affiliate. A subscriber is a lot more likely to buy from you if they trust your experience and expertise.
Your email list is the only audience you own.
This one’s a biggie.
You may have 100,000 followers on Instagram or 10,000 likes on your Facebook group but you own neither list. Instagram or Facebook could go under or they could just change the algorithm meaning that your posts barely get seen even by those who opted in to see them!
Think back a few years ago when MySpace was the big thing. Now MySpace is just a distant memory. Imagine if you had relied on the platform and all your followers were there?
However, your email list is yours. Even if you have to move email providers one day, you can take your list with you. Your email list will stand the test of time.
So now I hope you have come to the conclusion you NEED an email list so how should you go about starting one?
In this email marketing beginners guide, I will cover
- How to start an email list
- Which email platform to choose
- How to get your first subscribers 1000 subscribers
- How to create and deliver lead magnets
- 8 lead magnets you can create today
- How you can monetise your email list from day one
- How to write a welcome sequence
- What to send your email list
- How often to contact your subscribers
- What is a normal opt-in, open-rate and click-through rate?
- How to organise your email list
Right let’s get started teaching you everything you need to know about email marketing for bloggers…
How to start an email list – Email Marketing for Bloggers
How to start an email list
First you need to understand who you are writing for.
Let’s set one thing straight. You cannot please every man and his dog with the content you write. As soon as you try, your email list will start to struggle. More people will unsubscribe, fewer people will open your emails or click through to your content and as such, Gmail will start sending your emails to the promo tabs or, worse, the spam folder.
Instead, pick one person to write for – your ideal reader. Every single email you write, think of them when you are writing it, as though you were writing to a best friend.
That’s the way to connect with your audience. If you try to please too many people and keep it too broad, too generic, then you lose the connection.
So what if you have a lifestyle blog with lots of different categories?
Well, I would encourage you to pick one category to start with. You can add more later and segment your email list, sending different emails to different segments and audiences but that’s WAY down the line. Let’s just keep it simple when you are just starting an email list.
So if you write about recipes, gardening and raising children, pick just one of those topics.
It might be the topic you are most passionate or knowledgable about 0r it could be the topic with the most potential to monetise.
Once you have decided on a subject to focus on, think about what you’d like to send your list and what your emails might look like.
How can you provide value? How can you showcase your expertise? What stories can you tell which will resonate with your ideal reader? What products would you like to promote to your reader and what problems do those products solve?
Next, you need an email platform.
Choosing an email platform
Choosing an email platform can be a bit of a minefield when you first start out and it’s something you really need to get right.
It’s not that you can’t change your email provider later on but, trust me, it’s a complete faff! I’ve just moved from Mailerlite to Convertkit and it was a total headache.
I had to comb my website for embedded opt-in boxes and links leading to Mailerlite and the more blog posts and pages you have, the longer this will take. You’re also bound to miss a few!
So if you can get it right from day one, then I would urge you to do so.
And if you are planning to move, I’d recommend doing it sooner rather than later when you have fewer articles to comb and less lead magnet links to swap.
In my opinion there are 3 options worth considering. But first, please do NOT use Mailchimp. For some reason, they do not allow affiliate links inside your emails. Affiliate links are one of the easiest ways to monetise an email list so to choosing a platform which prevents you from using them is clipping your wings.
Okay so here are the three options I think are worth considering!
Option 1: Mailerlite
It’s cheaper than other options and it’s got everything you need. You can set up automations and customise your emails. There are options for adding simple pop-ups and landing pages.
Many people like the fact that you can customise your emails and make them look pretty. However, this is actually not advisable.
Emails which are too complex with lots of images and/or videos tend to be flagged as spam more often. Instead, you want to keep your email looking like the sort of email a friend would send. Keep it simple and you’ll get more people opening your emails!
If you’re on my email list, you may have noticed that my emails are super simple. There’s a small logo at the top but that’s pretty much it for frills. I don’t even use buttons any more.
Instead, I make links stand out by using a bright colour, making them bold and increasing the text size. I will add the occasional image or gif but only if it truly supplements the content. I never add images for the sake of it.
Pro’s for Mailerlite
- Free for your 1st 1000 subscribers
- Cheaper in general
- More email templates which some people prefer (but I caution against!)
- Allows automated funnels even on the free plan
- You can use affiliate links
Con’s for Mailerlite
- It’s over-complicated and not very user friendly. The amount of times I’ve set an automation up only for it to malfunction even though it looks like it should work fine. Eventually after playing around with triggers, I get my automations working but it never seems particularly intuitive and each time, I seem to do it differently!
- The tagging system is nowhere near as helpful as Convertkits.
- Deliverability appears to be better on Convertkit. My open rates doubled when I switched over!
- It’s fine for super simple email systems but as soon as you start selling your own products or running affiliate products, you will fast outgrow Mailerlite and need something more powerful and user friendly.
Who should get Mailerlite?
Get Mailerlite if you’re on a very tight budget, plan to keep things simple but still want to run funnels and don’t mind the hassle of moving if you outgrow their service. You also need a little patience. It’s a more advanced affordable option than Convertkit’s free plan.
Option 2: Convertkit free plan
It used to be that beginners went for Mailerlite and advanced bloggers used Convertkit but Convertkit have changed things up recently by introducing their free plan which is free for 1000 subscribers.
Whilst you get access to most of Convertkit’s features, the main downside is that you can’t run automated email funnels on the free plan. So if you want to deliver a 5-day email challenge or you want to send someone through an affiliate funnel when they opt-in for a related freebie, then you’ll have to pay to upgrade and it’s slightly more pricey than Mailerlite. That said, I think it is easier to monetise your email list effectively with Convertkit so this for me, outweighs the cost difference.
Pro’s for Convertkits free plan
- It is seriously easy to use.
- When you’re ready to upgrade to Convertkits more advanced features, you won’t have the hassle of transferring email providers and this one is a biggie!
- You can make use of the brilliant tagging system and you can send emails to certain groups by including or excluding tags from individual newsletters.
- They also provide a lot of education for their subscribers with a blog and frequent educational webinars.
- If you sell your own products, it is much easier to tag someone when they purchase from you so that you can exclude them from further promotional emails.
Cons of Convertkit free plan
- The only con I can think of is the lack of automated funnel options but most beginners don’t need these when they first start. You can still automate the delivery of a freebie and 1st welcome email.
Who should get Convertkit’s free plan?
Any bloggers who are on a budget but are happy to start out with a simple newsletter. They can see themselves needing something more sophisticated and powerful further down the line.
Option 3: Convertkit paid plan
Whilst this is the most expensive option of the three, don’t instantly discount it! In my opinion, the powerful and user-friendly automation sequences are worth the money many, many times over.
They allow you to create funnels which should easily pay for the cost of your email plan and more besides!
For example, if I had an article about SEO and offered a free SEO checklist as a lead magnet, I can guide that new subscriber through a welcome series, an educational series (to establish authority and trust) and then send them through an affiliate funnel where I promote essential tools for SEO such as Keysearch.
Without this funnel option, the person would go straight onto my neswletter and whilst I can promote affiliate products, it won’t be tailored to the readers interests and needs and therefore I’d expect to see lower conversions.
These funnels work across every niche. Here’s a few examples;
A person signs up to get a workbook to teach their 6 year old maths skills. They then enter a funnel which promotes a homeschool online course.
A person signs up for a vegan recipe PDF and enters a funnel to promote a ‘go vegan’ cooking course.
A person signs up for a London bucket list PDF guide and they enter a funnel where they learn about hotels and day trips in London.
See how powerful this can be?
You can, in theory, do something similar on Mailerlite but it’s a heck of a lot more complicated!
Pro’s of Convertkit
- It’s so easy to stay organised
- Fantastic email deliverability
- It’s a powerful tool which is going to help you easily juggle various automations.
- Much easier to monetise your list
- They only charge for each subscriber once unlike some platforms which charge for each subscriber more than once if they end up in. more than one group (e.g. if they sign up more than once to get your other freebies!)
Cons of paid Convertkit plans
- So far the only con I’ve found is the price. It’s not extortionate but it is more than Mailerlite. I do feel you can earn this money back quickly if you’re savvy with your automations.
Who should get the paid Convertkit plan?
Anyone who is ready to start using automated email funnels who wants to monetise their list with a lot less hassle than Mailerlite and doesn’t mind paying slightly more for the convenience and additional features.
Start with the free version of Convertkit and keep it simple with a newsletter until you gain some confidence. Then switch to the paid plan when you’re ready to start adding some automated sequences. You won’t have to faff around moving email platforms!
I started with Mailerlite and moved to Convertkit when I outgrew Mailerlite and its faffy automation system but had there been a free version of Convertkit back then, this is what I would have done!
That said, Mailerlite’s fees are very attractive. It’s certainly not a bad option but I personally haven’t looked back since making the switch!
How to get your first 1000 subscribers.
I hear bloggers saying all the time that no one is subscribing to get their newsletter. But here’s the thing; people don’t subscribe to get newsletters, they subscribe to get freebies and then stay on the newsletter when they realise how valuable it can be.
If there is one take home message from this article let it be this!
Most people’s email inboxes are full to bursting and the last thing they want is another email cluttering their inbox. So you’re going to need to give them a blumin’ good reason to part with that precious email address.
That is why you need a lead magnet.
You may also hear this called a freebie, a content upgrade or an opt-in. Essentially it’s a digital product (like a checklist or printable) or content which is only accessible to those who join the email list. It is usually delivered in a welcome email.
Once you have a lead magnet, you need to promote it EVERYWHERE!
Create a landing page
I recommend making a landing page for it so that you can promote it directly on social media or via pins on Pinterest.
My landing page is where most of my subscribers sign up.
Your landing page needs to address the pain points your freebie resolves.
You can ask questions like
- Fed up of ….?
- Do you feel like…?
Then offer your solution as the solution and present a picture of how much easier life will be with your freebie in it.
You can create landing pages from within your email platform like Convertkit offers landing page templates which you can use. Alternatively, you can create them on your website and use the free plugin Elementor to create beautiful, enticing pages. It’s drag-and-drop and easy for beginners.
Once you have a landing page, talk about it A LOT!
Have a podcast or Youtube channel? Casually mention it often!
Have. a Facebook group? Pin it to the top of the newsfeed.
You can even scour Facebook groups within your niche for opportunities to promote it just like you would a Facebook post.
Say you’ve created a hospital birth packing list for expectant Mums. Scour Facebook groups for Mums asking for recommendations for a stress-free delivery. Then you might comment ‘the number one thing which helped me was… You might also find this checklist helpful!’
Here’s a snapshot of what a landing page might look like…
Create opt-in forms to embed in your articles
You can also create opt-in forms in Mailerlite or Convertkit which you can embed inside your articles. Simply select the HTML block in Gutenberg.
You can still address and solve pain points with an opt-in form but you need to keep it concise and address and solve a problem in one simple sentence.
These opt-in forms can be created within your email platform or you can use a 3rd party tool like Thrive Leads. Using the form templates your email platform offers is fine when you first start out.
Once you have a form, do a search on your published pages and blog posts and find places where your freebie might be well received. For example if you have a fitness blog and run a 30 day running challenge as a freebie, I would search all previous blog posts and pages for the word running.
There is little point including a signup form for a running challenge on an article about the benefits of Zumba. So for your non-relevant posts you might want to consider another highly relevant freebie. Like for your Zumba article, it might be a PDF guide for ’10 zumba moves you can do at home.’
You can also consider using these sign up forms in other places on your website such as your home page, side bar, about me, resources page and category pages.
Here’s an example of an opt-in form:
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Create some pop-ups
Now be careful with these…You don’t want to annoy your audience!
Pop-ups are essentially like opt-in forms which are a hell of a lot less subtle! They usually need to be minimised for the reader to continue reading so they are hard to ignore.
Please DO NOT have a pop-up which shows as soon as someone lands on your page!
I personally use them on exit. So when someone is showing signs of leaving my website a little pop-up reminds them to get my freebie before they leave. I also only use them on highly relevant pages.
Used carefully, they can be effective. But used badly, they can be a total turn-off for your audience.
Consider collaborating with other bloggers to cross promote your freebies.
Say I was promoting my SEO checklist. I might collaborate with someone with a free PDF guide to setting up a Pinterest profile. Both of our audiences are similar as they are wanting to grow their blog traffic but we are providing different solutions to the problem and chances are, our audiences will be interested in both.
How to create and deliver lead magnets
This is the roadblock for most bloggers. They have no idea what to create and how to make it look professional and polished.
After all, whatever you deliver as the lead magnet is a direct reflection of your brand.
But the good news is that it is as easy and quick as you want it to be!
Firstly, I’d recommend using Canva. It’s a super easy drag-and-drop tool which can help you create beautiful products super quickly. You can create checklists, challenges, workbooks, ebooks and much more.
If you’re not very design-minded then use a template. There are some free templates you can use in Canva, especially for Canva Pro subscribers.
Not a Canva pro user? Get a 30 day free trial here which you can use whilst you create your freebies!
However, please note that the templates Canva offers cannot be used to create products which you plan to sell!
If you think you might want to sell digital products or use tripwires (see below) you will need to purchase a template which allows you to sell your finished product.
I sell a huge bundle of 50 lead magnet templates which you can get here. By using templates like this designed with growing your email list in mind, you can just switch up brand colours, images, swaps some text and you’re done in minutes! Ta-dah!
I also sell a 30-page ebook template. Ebooks are easy to sell for passive income and all you need is enough knowledge to write a few blog posts. Most of my ebooks are around 8-12,000 words and my blog posts are usually 2-4000 words.
Once you have created your lead magnet, you will want to download it then upload it to your Google Drive and put it in a folder of lead magnets.
From there you can grab a shareable link so that anyone with the link can see and download the freebie.
You can then use this link inside your welcome email, deliver it to them directly to download or let them download it from a hidden Thank-you page on your website.
Need some more help creating digital products and lead magnets? Then you need my ebook ‘Digital Products Made easy!’ Its free!
8 lead magnet ideas to get you started
- A checklist – possibly the easiest and least time-consuming!
- A packing list
- A cheatsheet
- A PDF guide – like a blog post but they can save it and access it any time
- An ebook – essentially a longer PDF more time consuming but easy to sell. If it’s long enough to require chapters, it’s an ebook!
- A multi-day challenge
- A quiz where results are delivered in an email.
- A mini-course or challenge delivered by email
Try to create one freebie for every category you intend on talking about to your email list.
How to monetise your list from day one
Once you have an email list, you can monetise it be selling your own products or by selling affiliate products.
But there is also a way to monetise it from the very minute someone joins your email list.
I’m talking about tripwires!
Tripwires are a one-time too-good-to-miss offers which are available for a very short window after someone joins your mailing list.
They are usually priced crazy low. For example, an ebook you normally sell at $40 might be offered for $15 – less than half price.
Why offer it so cheap? Well because you are more likely to sell more volume if it’s clearly a brilliant deal.
It’s really important that you never offer a deal as low ever again otherwise it makes your offer less sincere. When you tell people it’s a one-time-only offer, you need to follow through with that.
In Convertkit and Mailerlite, you have the option to divert people to a thank you page once they have confirmed their subscription.
To create a tripwire, you will create a simple thank-you page where you offer you deal using a tool like Elementor. You can then use a plugin like Evergreen Countdown Timer to create a shortcode which you add to your page.
This will create a timer which counts down over a set time period (usually 15-30 minutes.) Once the countdown ends, the page expires and they will be redirected to a deal expired page. They can no longer access your special offer.
Not everyone who takes you up on your offer will purchase your deal but those who don’t are now aware of your products and contemplating if they should have taken you up on it. If you then promote it in your emails, they are more likely to buy it later.
Many people use the income from their tripwires to put aside for paying for promoted pins and Facebook ads that promote their lead magnets. This means you can essentially get paid ads for free as the tripwire offsets your paid ad fees.
I would only attempt running paid ads if your tripwire converts well AND the perceived value of your freebie is high.
So for example, I pay for ads to promote my free 5-day affiliate course. Many people charge a lot of money for what I give away for free which makes it a popular freebie. I then offer my affiliate toolkit as a tripwire. It’s valued at $55 but I offer it at $19 which is a steal for all the additional value it offers!
But I don’t mind giving it away so cheap as I know that money will help me pay for ads to grow my email list and reach even more people!
If you’re not ready to try paid ads, that’s fine. Just enjoy the extra pocket money. Or save it up to justify investing in your blogging education or purchase tools which will help you grow your blog further!
As well as creating tripwires you can also make money by selling your own digital products (think ebooks, printable planners, templates and online courses.)
You can also promote your affiliate products but make sure you check with your programme’s terms and conditions. Amazon, for example, do not allow links in emails.
If you want to learn some strategies for creating affiliate email funnels, then check out my advanced affiliate marketing course ‘Affiliate Marketing Superstars,’ where we explore this in-depth.
How to write a welcome sequence
How to stop someone from signing up to your email list for your freebie then unsubscribing?! You have to make a BIG impression with your first email.
Enter the welcome sequence.
If you’re just getting started, this might be a single email which gets sent after the sign up. When you’re getting a little more confident, it may be a short email sequence designed to warm up your email list.
I would advise that a single welcome email should contain:
- A thank you for joining and create some energy and excitement. Welcome them to your community and tell them why it’s so great they joined.
- Deliver the freebie.
- Tell them what to expect. How often do you email? What will you be emailing about? What are the special perks for being part of this newsletter?
- What will you help them do with the content of your emails? Perhaps you’ll help them plan amazing trips on a tight budget? Or maybe you’ll help someone learn to cook from the basics up? Or perhaps you’ll help new Mums thrive throughout the early years? You get the idea…
- Tell them a little more about you and your personal story. Why are you the person to teach them about that niche.
- Ask them to whitelist your email address and follow you on social media
- Give them a useful tip in your niche which allows them a quick win.
If you have a multi-email welcome sequence, I would recommend using the next few emails to add a lot of value by giving lots of tips, ideas and resources. You could deliver another unexpected freebie.
You could also start to introduce some of your favourite resources as an opportunity to earn some affiliate income but don’t be too salesy at this point.
Your goal from your welcome series is to
- Showcase your knowledge and authority in your niche
- Build trust
- Get your subscribers to like you and look forward to reading your emails.
Don’t be afraid to inject some personality into your emails. If people don’t like it and unsubscribe then they weren’t your ideal readers in the first place!
What to send your email list
Your email doesn’t have to follow the same format every time. In fact, I think variety is the spice of life!
Here are a few ideas for types of emails to send
Story emails that
- Motivate and inspire
- Help your audience understand you better
- Help your audience connect with you.
- Quick wins
- Mistakes to avoid
- Case studies
- FAQ emails
- How to guides – a great way to shine a light on your affiliate products as solutions.
- Resource guides
- Emails promoting affiliate products
- Emails promoting your own products
- Sales roundups (Christmas, January, Black Friday, Cyber Monday etc)
- Get vulnerable tell them about your mistakes and how yoi turned them around
- Tell them what causes you stress about your topic and how you get around it.
How often should you email your list?
Personally I think the sweet spot is once a week. It’s often enough that your audience will get to know you and look forward to your emails but not so often that it gets annoying.
But there’s no set rules. No time to write weekly emails? Make it fortnightly or monthly. The important thing is that you try to stay consistent.
The occasional missed email is fine but if you go 2 months without emailing, when you do get back in touch, fewer people will open your emails or engage with them and you’ll find more people unsubscribe.
You also run the risk that they will mark your email as spam because they can’t remember signing up!
There may be times where you need to email more often for example when you are promoting a time-limited product or offer.
That’s okay but if that’s the case, always offer an ‘opt-out of these sales emails’ option so that people can leave that particular funnel but stay on your list.
With Convertkit you can tag anyone that clicks a link and then exclude them from future emails on that topic!
How many people should be signing up and opening their emails?
According to Sumo.com 1.95% is a normal sign up rate. The top 10% achieve an average of 4.77% conversion rates.
So if you get 5000 unique visits a month to your blog, you would expect to get 100 sign-ups. If you get 250 sign-ups, you are doing really well.
Obviously, this is based on an active list-building approach where you have opt-in forms on most pages.
According to Active Campaign, a normal open rate is between 15-25% per email and the average click-through rate should be around 2.5%.
That doesn’t mean you shouldn’t aim higher!
I think if you are consistent and provide genuine value, you can achieve much higher. For example, my own open rates usually hover between 35-45% with open rates for newer subscribers between 50 and 80%. My click-through rate is currently averaging at 7%.
To keep your email open rate high, try these following things
- Keep your emails simple so they don’t end up in the spam folder.
- Make your email titles enticing and add an element of curiosity.
- Make sure value emails outweigh sales emails
- Offer unexpected freebies
- Keep your emails super niche. Try to segment your list so you can get even more targeted with your emails and only send them to people who will want to open them.
- Occasionally scrub your email list and get rid of anyone who hasn’t opened your emails for 3 months or more. (As long as they’ve been on your list at least 30 days.)
Remember the more people who open your emails, click the links, add you to their address books and reply to or forward your emails, the more often your emails will appear in the primary inbox instead of the promo inbox or worse, the spam folder!
Organising your email list
Convertkit offers the most user-friendly organisational system with the ability to tag users whenever they complete a sequence, click a link or sign up to a form.
I tag people based on the type of lead magnet they signed up through, which topics they show interest in by clicking on links, which products they have purchased and what additional freebies they download.
I then have broader segments which I add people to from tags.
So for example, I might have 2 SEO lead magnets but both groups of people are interested in SEO so I have an SEO segment which is a much broader list.
I also organise my sequences into collections.
So for every topic, I have welcome, educational, inspirational and sales sequences and I can set up automations where new subscribers move systematically through each sequence. At the end of the automation, they get tagged with my newsletter tag.
This means they don’t get overwhelmed with emails when they are still inside a sequence.
If the talk of tags, segments, sequences and automations makes you feel a little panicked, just keep it simple. The most important thing is to get started and you can learn all of this as time goes on!
I hope you’ve found this email marketing guide helpful and understand how to build an email list as well as monetise it!
What holds you back from starting, growing or monetising your email list? Let us know in the comments!
Don’t forget to get my free ebook ‘Digital Products Made Easy’ so that you can learn all my tricks to create lead magnets, tripwires and how to promote them effectively to grow your email list!
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