“Congratulations – you have a new subscriber to your blog.”
It’s a good feeling, isn’t it? A sure sign that you’re doing something right with your content. But do you have a strategy to take advantage of your reader’s interest? Because there are simple things you can do to turn new subscribers into loyal readers. Readers who digest your content, share it with their network and then come back for more. But you need to be fast out of the blocks.
In this post, we’ll look at simple email strategies to turn your email subscribers into bonafide blog addicts.
“Email is my favourite blog marketing tool”
We recently asked some of the UK’s leading digital marketing experts for their top tips. (See what the gurus told us in this short infographic.) This week we’re expanding on the thoughts of Henneke Duistermaat, Founder of Enchanting Marketing – who considers email the very best way to market a blog.
Email is my favourite blog marketing tool. Once blog readers allow you into their inbox, you have an opportunity to build a long-lasting relationship. What’s more, email allows you to build a strong relationship quickly, when blog subscribers are new and most excited to hear from you.
Take advantage of this “honeymoon” period by creating an autoresponder series to share your best tips. As long as you provide valuable information, they’ll be delighted to hear from you.
The great thing about automated responses is that once you have created them, they require no additional effort to send. You just set and forget.
Automated response #1: Send a thank you email
Once your reader has confirmed their subscription, thank them personally. And do it while they’re hot. Your message will kind of lose its impact if you thank them a week later. Make sure the title of your blog is either in the sender name or in the send title of your email.
Automated response #2: Send an email with links to your most popular content
Another thing to consider in your thank you email is adding links to your most popular content. (Or anything you want to direct your reader’s attention to.) It gives your reader a great primer on what they can expect from your content – and it directs traffic towards your website.
James Clear is a lifestyle writer who has built a 100,000 strong email list on the strength of his content and marketing strategies. He doesn’t do anything radical, but he does the basics amazingly well.
Don’t bombard your reader
Email is a permission -based channel of communication. Take a look at what Henneke said in her quote: “Once readers allow you into their inbox…”. When your reader has subscribed, you have a direct ‘in’ to their world. Their inbox is a personal space and you are privileged to be there. Don’t take liberties. Respect their time (or lack of it). Be clear and concise.
Updates of every post or a weekly summary?
On the subject of not bombarding your reader, let’s talk about how often you should alert your readers to new content. Now, there are no hard and fast rules here, but you need to keep in mind that – although your reader has asked to hear more from you – your reader is busy. Their attention is being pulled in different directions by dozens of other emails vying for attention.
If you update your blog once a week, an email alert to each piece of new content is fine. But if you post three times a week or more it might be prescient to consider sending a weekly email summary of new blog content instead. Jamming up your reader’s inbox is a sure-fire way to draw them towards the unsubscribe link.
Your content has to be good. Really good.
Obviously, we can talk about email subscribers until we are blue in the baubles, but the cornerstone of any successful blog is great content. In her quote Henneke draws a parallel between new subscribers and their desire to digest your posts:
“When blog subscribers are new and most excited to hear from you…”
Yet if your content is straight-up awesome, your reader’s engagement will mature over time like the finest of wine. You have to do what you do in an engaging way, whether your aim is to inform, educate or entertain your audience. Instead of recycling the same content that your reader can find on a thousand other industry blogs, be a black sheep. Don’t be afraid to do things your way, with your own spin and your own style. Your reader will come along for the ride.
Like Henneke says, “as long as you provide valuable information, they’ll be delighted to hear from you.” You have to keep things on-point to grow your community over time. Amazing content + prominent call to action = email subscriptions. And what do you know? “Email allows you to build a strong relationship quickly.”
We couldn’t put it better.