Two truths and a lie. Remember that game? Select which statement you believe is a lie.
- You own your email list
- Email marketing is dead
- The return on investment for email marketing beats any other digital marketing platform
Which do you think is the lie?
Yep, you’re exactly right… email marketing is far from dead.
In fact, 81% of small to mid-sized businesses say email marketing is their number one platform to interact and retain customers.
This is because it’s no longer enough to simply upload your podcast episodes to Spotify. In fact, in order to market and monetize your podcast, you should be using the mother of all marketing tactics, email marketing. But how can you grow your podcast email list?
So, whether you’re a seasoned email marketer or a total newbie this guide will break down all the elements you need to tackle email marketing in order to start connecting with your audience in a more effective and meaningful way.
- What is email marketing?
- Why is growing your podcast email list important?
- How can you capture emails?
- Email Content
- Email Sequences
- Welcome email formula
- How can you monetize your podcast email list?
- Selecting Email Software
What is email marketing?
Back in the good ole days, pre- 2000’s, the famous “you’ve got mail” notification would buzz about on your desktop, signaling a new email. Nowadays, emails are not just messages sent to your friend through cyberspace but a way in which businesses can get their products or services served up on a golden platter to their audience.
The reason why email marketing is so powerful because 99% of consumers check their email every day.
Therefore, let’s be honest, you’ve probably already checked your email multiple times today, right?
Content overload is happening everywhere, however, emails have proven to influence consumer decisions more than other marketing tactics.
This is because, email marketing has completely transformed business-consumer relationships and continues to lead the way, bull-dozing its competitors in the digital space.
Now that you have a little taste, let’s delve further into why you should have a podcast email list a podcast host.
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Why is growing your podcast email list important?
Although there are tons of other digital marketing apps to use for your business email marketing is by far the best and here’s why. You can:
- Send automatic reminders to your audience to take a specific action
- Seamlessly have in-depth conversations expanding on what they thought of a certain podcast topic
- Gather, analyze, and interpret responses are easier to utilize via email
- Use intuitive platforms to personalize messaging based on customer responses and behavior on an email
- Send mass messages, reaching more people with one click
- Monetize your emails
Think about it. What if Facebook or Instagram changes their algorithm tomorrow? Well, you don’t have to imagine it because it happens almost every single year. Do you remember back in the day when Facebook decided to change its algorithm regarding Facebook Groups? Also known as Facebook Zero, the platform decided to shift away from organic reach and prioritize paid advertising. This meant that Facebook groups with hundreds of thousands of followers now had to pay in order to reach more than a small percentage of those followers. This doesn’t happen with email marketing, because at the end of the day the emails that you collect are yours, and no one else’s.
When it’s all said and done, email marketing is the perfect solution to continue cultivating relationships with your community.
Now that you’re all in, it’s time to consider how you’ll capture emails for your podcast email list.
How can you capture emails?
A landing page is a door that stands between you and your podcast audience. You can also think about it as the free sample of ice cream you get that entices you to get a 3-scoop cone.
A landing page is a single page that a consumer can land on for a specific purpose (typically selling something). Usually, the most successful landing pages have the following ingredients:
- A compelling headline
- High-quality mesmerizing images
- Persuasive and simple copy that explains what you offer
- An element of FOMO (fear of missing out) or a consumer pain point
- Social proof (a message screenshot/testimonial/video from a happy customer)
- CTA (call to action) to guide them to the next step
Depending on which email service provider you selected, yours might even offer landing page templates
As a result, let’s get into email content.
First off, if you want to have the only emails anyone likes anymore, like Laura Belgray’s from the Talking Shrimp, then you’ll need some awe-inspiring content ideas. It’s crucial to note that we as humans don’t like to be constantly told what to do or sold to (I’m sure you already know this), so curating a variety of content instead of constantly sending your latest episode will provoke deeper connections. As a result, we’ve compiled content ideas your audience will love.
However, you do know that if your subject line doesn’t scream, “HEY PAY ATTENTION TO ME!” then your email will sadly land in the trash bin. But, you might wonder, how do I grab attention? Here are some examples that have been proven to work:
- Want to be a better copywriter [insert service you prove]? Open this before midnight. This works because it creates urgency.
- [Insert red emojis] NAME – Stop ideating. Start implementing. This one prompts curiosity and self-interest.
- $95 today, $995 tomorrow. This line also creates scarcity, and lots of it! It also could spark curiosity too. Use this one if you’re selling a course, or coaching service in order to close more leads.
Therefore, whenever you can include the recipient’s name in the subject line to make them feel valued and thus they’ll open your emails.
To learn more about creating subject lines click here.
- List of your favorite [something pertaining to your podcast niche]
- Q&A- dive deeper into a question asked during a podcast episode or sift through your comments section to select a question that was never answered
- Compile your favorite resources that have helped you in your expert journey and explain why
- Free templates to use for [insert benefit for the audience]
- Record a quick video expanding on a topic from your podcast
- Share a behind-the-scenes picture of your recording studio
- Share a testimonial
- Get your audience engaged with a quiz or poll
- Insert a video/webinar/blog you recently were inspired by
- Tutorials on how to use your product (if you sell products)
- Behind the scenes with you and a guest
- The story behind how why you created your podcast
Hopefully, those twelve ideas have got your wheels turning.
As a result, let’s discuss more about how you can create consistency with email sequences.
Because we receive on average 147 emails per day, you must be strategic with what it is you send to your audience. The first and by far the most important email sequence is the welcome one. Why? Well, you only have one chance to make a good impression on your audience.
The typical open rate for emails is 15-25%, while a welcome email’s open rate is around 80%. Therefore, even if your listeners have heard your podcast, they’re now interacting with you on a different level so it’s important to craft this sequence with care. Consequently, let’s break down the formula for a successful welcome sequence. Open up your notes app, you don’t want to miss this.
Welcome email formula
As mentioned earlier, subject lines are the most crucial element to a welcome sequence. You can grab your reader’s attention by using social proof, incorporating news, scarcity, or even self-interest.
In the body of email number one you’ll need to include the following:
- Make a connection
- Set expectations
- Restate the benefits
- Ask them to make a “micro-commitment” (a small commitment)
- Capture their attention so they’re eager for more
Here’s an example,
My name is [ENTER YOUR NAME HERE] and I’m the [ENTER YOUR TITLE HERE] of [ENTER COMPANY NAME].
I just wanted to stop by to say hi and welcome you to the family! In reality, becoming a subscriber is the best first step you can take in your journey [INSERT TOPIC/DESIRED RESULT HERE – ex. “to becoming a world-class Wine seller…”]
In fact, now that you’re in our circle and are officially on your way to becoming [INSERT DESIRED RESULT HERE], we want to provide you with as many resources as possible.
But first, here’s what you can expect each week: [DESCRIBE WHAT THEY’LL GET…] [ALONG WITH EXPECTED FREQUENCY…]
Okay, here’s what you need to do NOW to get started:
Here’s a quick rundown [INSERT PODCAST INTRO EPISODE/INTRO BLOG PAGE] that explains my mission so you can make sure we’re on the same page. Over the next few days, you’ll be receiving a few “gifts” from
me, plus a [INSERT CURIOSITY PHRASE HERE – ex. “…plus an interesting photo of me in the next email.”]
I want to share our most valuable content with you, so please take a second to make sure my emails are getting delivered to the right inbox!
That’s all for now,
[ENTER YOUR NAME & WEBSITE HERE]
P.S. Let’s connect on the gram’! Double-tap that follow button so you don’t miss out on behind-the-scenes or important announcements! [LINK TO COMPANY OR PERSONAL INSTAGRAM]
You can tweak this template however you see fit for your brand.
In the second and third emails you should include:
- A picture of you and your brand that showcases your (and your brand’s) personality
- Gifts (ie. best blog/podcast episode/etc.)
- Reiteration of why your content is so awesome
- Upcoming events + promotions + giveaways you have going on
- A call-to-action to reply with some fun facts about them (or maybe what their favorite episode from your podcast has been so far and why)
Now that you have your podcast email sequences down, learn about the 4 other types of sequences here. I know what you’re thinking. How am I going to monetize my email list? We got your back, read on!
How can you monetize your podcast email list?
Here are some ways you can begin to make money through your podcast email list today:
- consultations and coaching
Let’s chat a bit more about each of these.
A great way to expand your business is to offer merchandise. Maybe you start a clothing line or create coffee mugs with your podcast logo on them. Sites like Teepublic and Redbubble are alternative options if you don’t know what type of products you want to try out yet. As a result, your listeners can select the item they want using your design to create a personalized product. This tactic is also another brilliant way to market your podcast to other potential fans.
You might consider curating exclusive podcast episodes or creating an online course with information your audience would drool over. In fact, this is a fantastic way to start earning passive income.
By offering a lower monthly subscription, the recurring value of your audience increases. For example, say you charge $4.99 per month for your audience to access hundreds of resources you created. Then, you find 525 loyal podcast audience members who are eager to get their hands on your toolbox. That’s $2,619.75 per month or 31,437 extra crispy dollars every year.
Imagine all the ways you could invest that back into your business and even take the dream vacation you’ve been putting off.
Onto another passive income idea, affiliate marketing.
Affiliate marketing is a win-win. You offer an exclusive discount and also take a commission on the product you’re advertising. Let’s say, you become an affiliate for the largest e-commerce platform out there, Amazon. You might link certain books or products that pertain to your podcast niche and explain how your audience would benefit.
To cultivate trust, it’s important to promote items you’ve actually used or believe in, providing examples of how this item helped you in your life.
Okay, onto the next one!
Coaching and Consultations
Coaching has blown-up in recent years, so whether you’re an expert or a total beginner in your field, you too have something unique to offer. Depending on what your purpose is you might consider coaching in the following areas:
- Relationship, marriage or family
- Health and wellness
Because of the pandemic, there has been a lot of life, career, and family shifts happening that need guidance. With that said, there’s no shortage of opportunities for you to help someone gain clarity. So, if you’re interested in starting this journey and offering it as a service to your podcast email list, you can start exploring here.
Consultations are similar to coaching in that you help the client get back on track but on the flip side, as a consultant you’d offer a clear cut solution based on observations and data.
For example, let’s say you’re a Facebook Ads expert and a company has come to you with specific questions they need answers for. As a result, you might charge X amount per hour to speak with them about how they should go about fixing their issues.
So, chances are if you have a podcast you already have some profound knowledge so why not give personalized advice to others and get paid? Learn more about becoming a consultant in 5 easy steps here.
A sponsor is similar to an affiliate partnership whereby a company or person will pay you to sell their product or raise their brand awareness. If you have a mid to large size audience this would be more appealing to sponsors. Why? Because, typically, a sponsor will pay you based on how many downloads your podcast gets or based on how many sales they earn from being on your podcast.
The key here is to find the right sponsor that would be beneficial for you, your audience, and of course, the brand.
Here are a couple of places you can start if you’re interested in going down the sponsor route:
There is an abundance of services you, as a connoisseur, can offer your podcast email list. This option might require you to put in more time. But, it can be extremely rewarding. And, whether you’re a fitness guru, or proficient in the German language– there’s a service you can provide. Nevertheless, you might be wondering, what service can a fitness guru provide? One-on-one nutrition coaching, virtual fitness classes, or even diet plans are some options for fitness experts.
Leverage your expertise and provide done-for-you digital services. If you’re in the non-digital service industry (restaurants/retail/hotels) think about how you could upsell a service you already provide to your podcast email list.
Hopefully, these options have sparked some ideas for you so let’s get into the different email software providers out there.
Selecting Email Software
Finally — choose a podcast email marketing provider. This can be a daunting task because there are so many options out there so let’s begin by exploring the free email software first.
This provider is terrific for beginners because it’s made to seamlessly craft beautiful email newsletters. It’s free for up to 2,500 subscribers and you can send up to 15,000 emails per month. If you have a WordPress website, for example, Sender easily integrates making it a smooth set-up process. Seamless newsletters and smooth integrations are the highlights on Sender.
With Sendinblue’s free version you’ll be able to send up to 300 emails per day. Additionally, it includes mobile-friendly email designers, unlimited contacts, and advanced segmentation for your podcast email list. Finally, there are at least over 70 diverse email templates to choose from and unlike Mailchimp, you can preview the emails for free to view the final version.
The free version of sendpulse advertises up to 500 subscribers and up to 15,000 emails. Unfortunately, there’s no segmentation, or separating the list into smaller groups, with this plan but the unique rating feature allows you to identify your most valuable subscribers. This is a game-changer!
To sum up, now that you’ve got the who, what, where, when, and why of podcast email marketing you’re fully equipped to level up and wow your audience. And, since your hands are full implementing email marketing, simplify podcasting with our Spreaker Studio feature, a way that you can create and publish your episodes all in one spot!