How To Grow Your Podcast With Email Marketing

By podcast | April 29, 2023

In this post, I’m diving into email marketing and how to use it to grow your podcast. I’ll be discussing how to grow your list, build genuine connections with your subscribers, strike the perfect balance in your email content, and leverage your email list to attract more loyal listeners and monetize.

As always, I’m here to help you take your podcast to the next level.

Let’s give it a go.

Why Email Lists are So Important for Podcasters

An email list is important for your podcast and your brand because it establishes a direct pipeline to your audience. Unlike social media platforms, which often have algorithms dictating how far your content can reach, an email list ensures that your message will be heard.

I see you, Zuckerberg, I see how you roll.

If you don’t have an email list for your podcast, you need to get one ASAP.

Here are a couple more reasons why an email list is a crucial part of your podcasting enterprise:

Building And Nurturing Relationships

Email marketing provides a platform to build and nurture relationships with your audience. By sharing valuable content, updates, resources, and a window into your world, you can create a sense of community and foster loyalty among your listeners.

Audience Segmentation And Personalization

You can segment your subscribers with an email list based on their interests, preferences, or demographics. This allows you to send targeted and personalized content, resulting in higher engagement and a better overall experience for your listeners.

Personally, I’m still working on this, but I see a lot of opportunity in breaking my list into chunks.

Increased Podcast Exposure

You can 100% grow your podcast through email marketing. However, this is an art to this, which I’ll cover further down the article.

You can promote new episodes, announce special events, or share exclusive content via your email list. This is key for driving traffic back to your podcast and keeping your show at the top of your listeners mind.

How To Build An Email List For Your Podcast

The best way to get people to sign up for your email list is by providing exclusive content, freebies, discounts, or giveaways. Offering something valuable will make people more inclined to sign up and trust you as an expert in your subject matter.

Create A Lead Magnet

A lead magnet is a compelling piece of content or offer you provide in exchange for your visitor’s email address.

Let’s be honest; nobody wants to signup for another newsletter. The idea of the lead magnet is that it encourages people to signup because they’ll get something of value for free.

Examples of lead magnets include e-books, checklists, templates, or access to a private Facebook group. Make sure your lead magnet is relevant to your podcast topic and provides value to your target audience.

I’ve set up a free e-book offer on the homepage of The Podcast Haven. When visitors land on the site, they get a free offer for my e-book, The Four Pillars of Podcasting, in exchange for signing up for my email list.

If you’d like to support me, you can purchase the e-book on Amazon. Or click on the Podcast Haven link above and get it for free by signing up for my list.

Check out Digital Podcaster for another excellent lead magnet example. When you signup for the Digital Podcast email list, you receive a free guide on “How To Host a Successful Podcast In Just 30 Days”.

Get the concept?

Be creative, experiment, and find a great offer that will encourage people to signup for your list.

Promote Your Lead Magnet

Share your lead magnet on your website, podcast show notes, social media channels, and anywhere else, people are likely to find it.

Use attention-grabbing headlines and visuals to make your lead magnet stand out and entice potential subscribers.

Unfortunately, this is the hardest part.

How To Get More Traffic To Promote Your Lead Magnet

In addition to a killer lead magnet, to get email signups, you need traffic, traffic to your website, social media, podcast, YouTube channel, etc…

Here are some tips to get more traffic to your ecosystem to build your email list.

Blogging To Increase Organic Web Traffic

My favorite way to increase website traffic is through blogging. When you continuously write high-quality articles covering topics in your niche, Google will begin to push your website to the top of searches.

The more web traffic, the more people you can get your lead magnet in front of.

The key to ranking your posts on Google is researching and writing about relevant keywords and topics within your niche. My favorite tool for this is Ahrefs.

Lastly, collaborate and network with other creators and brands in your industry. Contact influencers, bloggers, or other websites in your niche for guest posting opportunities or content collaborations.

These partnerships can result in valuable backlinks, increased brand exposure, and higher referral traffic to your website. This will get you more email list signups.

Leverage Social Media Platforms

Increasing social media traffic can strategically drive more people to your lead magnet and into your funnel.

Produce valuable, engaging, and shareable content that resonates with your audience. To do this, you need to create excellent content that stands out above the rest. Use visuals (images, videos, GIFs) to grab attention and increase engagement.

Video is king right now.

Not video savvy?

Try Veed.

With Veed you can edit video clips in minutes. I love Veed and in full transparency this is an affiliate link. If you sign up for Veed through my link I’ll receive a commission.

In addition to creating high-quality social media content, optimizing your profiles is critical. Ensure your profiles have a clear description, profile picture, and cover photo. In addition, you’ll need a call-to-action on your page to inform your audience about your lead magnet.

Lastly, be consistent. You’ve gotta post regularly and maintain a consistent voice and brand image.

Investing In Paid Advertising

You can invest in paid advertising if you can afford it and/or don’t have time to churn out blog posts and social media content.

Google Ads is the go-to platform for driving paid traffic to your site/the landing page of your lead magnet. If you want to advertise on social media, Facebook and Instagram have ad platforms that work well.

Sponsored content can reach a larger and more targeted audience, but it’s $$$.

Sharing Your Lead Magnet In Your Podcast Show Notes

By dropping a link to your lead magnet in your podcast show notes, your listeners can find your and signup for your offer with ease.

When you do this, include a clear call-to-action and a direct link to the lead magnet to make the process as seamless as possible. This strategy can help you attract more subscribers and grow your email list.

Driving Traffic To Your Offer

By focusing on these strategies, you can effectively direct more traffic to your lead magnet, increasing email list signups and a stronger podcast community.

Striking the Right Balance in Email Content

First things first, when it comes to email marketing for your podcast, it’s crucial to strike the right balance between promotional emails and valuable content.

I learned this the hard way with my podcast, Clipped.

The data showed that the more emails I sent that strictly promoted my podcast episodes were engaged with the least. I had to change up my strategy and start providing my list with a mix of educational and resource-focused emails. Then, pepper in emails promoting my episodes.

I still use this balance today.

Nobody wants you to push your podcast down their throats until you have your Superfans. It can lead to disengagement and a loss of trust and ultimately cause people to unsubscribe.

Instead, focus on providing valuable insights to enrich your subscribers’ experience and help them connect more deeply with your podcast. By incorporating promotional content sparingly and in the context of value-added emails, you’ll foster stronger relationships with your listeners, who will be more inclined to support your podcast and spread the word.

Ultimately, this balanced approach will help you build a loyal fanbase, strengthen your podcast’s brand, and increase the overall success of your show.

7 Tips For Crafting A Dynamic Content Mix

To begin with, focus on educational content by sharing articles, guides, tutorials, or how-to’s relevant to your niche or industry, which will provide value and foster trust with your subscribers.
Next, consider offering exclusive deals and promotions, such as special discounts or early access to products or services, to drive loyalty and conversions among your subscribers.
Additionally, keep your subscribers informed about your company and industry news, updates, new product launches, or any significant changes that may affect them.
Moreover, share personal stories, anecdotes, or behind-the-scenes insights to humanize your brand and help your subscribers connect with you on a deeper level.
Furthermore, curate valuable resources, articles, or tools from other sources and share them with your subscribers, providing a broader perspective on your industry or niche.
Also, announce upcoming events like webinars, workshops, or conferences, inviting your subscribers to engage further with your brand or learn more about your field.
Lastly, showcase testimonials and success stories from your customers or clients, which will help build credibility and demonstrate the impact of your products or services.

Ultimately, this balanced approach will help you build a loyal fanbase, strengthen your podcast’s brand, and increase the overall success of your show.

Effective Website Placements for Email Signups

Firstly, in the header, include an email signup link. Make it easily accessible and visible to visitors when they land on your page.
Secondly, place an email signup form in the sidebar of your website.
Additionally, strategically insert an email signup link or form within relevant blog posts. This encourages readers to subscribe while engaged with your content.
Then, implement a popup when visitors land on your site.
Finally, incorporate an email signup form or link on your About or Contact page.

Finding the Right Frequency

Aim for a minimum of once a week for your email blasts. Mix promotional content with valuable resources, behind-the-scenes content, and listener interactions. This will keep your subscribers engaged and looking forward to your emails.

My email strategy comprises of two emails a week. The first goes out on Wednesday and promotes my newest podcast episode, which I also release on Wednesdays.

The second goes out on Fridays and consists of 1-3 podcast production resources, which I want to introduce to my list.

Two emails a week work well for my audience. But this may be different for you. You may have to experiment with frequency and see how your list responds.

Best Email Marketing Services For Podcasters

Mailchimp – Mailchimp is a popular email platform for podcasters due to its user-friendly interface and robust features designed to streamline email marketing.

Its wide range of customizable templates and drag-and-drop editor make it easy for podcasters to create visually appealing emails.

Mailchimp offers powerful analytics and reporting tools that help podcasters track subscriber engagement and optimize their email campaigns for better performance, ultimately growing their podcast audience.

My Mailchimp dashboard. I created a campaign about email marketing for podcasters.

ConvertKit – ConvertKit is an excellent email platform for podcasters, offering a creator-focused approach and a suite of tools specifically designed to grow and engage their audience.

With its intuitive visual automation builder, podcasters can easily set up targeted email sequences and automations. Ensuring subscribers receive relevant and personalized content.

Monetizing Podcasts with Email Lists

Monetizing your podcast through an email list can be a highly effective way to generate income while engaging with your audience. Here are some strategies to help you monetize your email list:

Sponsored content: Partner with brands or businesses relevant to your podcast’s niche and create sponsored content in your email newsletters. You can promote their products or services through advertisements, affiliate marketing, or sponsored stories.
Affiliate marketing: Promote products or services from companies that offer an affiliate program. You earn a commission whenever a subscriber purchases the product or service through your unique affiliate link.
Sell your products or services: Create and sell your digital products, merchandise, or services related to your podcast niche. This can include ebooks, courses, consulting services, or even branded merchandise like t-shirts and mugs.
Premium content: Offer exclusive, premium content for subscribers willing to pay a monthly or annual fee. This can include ad-free episodes, bonus episodes, extended interviews, or access to a private community.
Events and workshops: Organize online or in-person events, workshops, or webinars related to your podcast’s topic. Charge a participation fee and promote these events through your email list.

Remember to always provide value to your email subscribers and respect their privacy. Be transparent about any sponsored content or affiliate links in your emails, and avoid spamming your list with too many promotional emails.

The Wrap Up

There you have it, fellow podcasters – the blueprint for harnessing the power of email marketing to grow your podcast. It’s time to build genuine connections, craft compelling content, and watch your loyal listener base soar.

So, let’s wave goodbye to mediocre email strategies and embrace a world where email marketing is our secret weapon for podcast success.