Email Marketing for Bloggers — Tips to Drive More Traffic and Bigger Revenues
With upwards of 3 million blog posts published on the WordPress blogging platform every single day, the competition for eyeballs on your content is nothing short of fierce. And that’s just one platform. Factor in the hundreds of millions of blogs on platforms like Tumblr, Blogger, Medium, and services like LinkedIn Pulse, and the number of published articles going online each day is staggering.
With so much going on in the blogosphere (Do people still use that term?), two of the biggest challenges facing bloggers are driving readers to their blog and getting them to return on a regular basis.
High volumes of repeat traffic are vital if you want to monetize your blog in any way (through any form of advertising, ecommerce or donations). So once readers have landed on your blog, you better do everything you can to encourage them to come back as often as possible. The best way to do this is through email marketing.
Capture New Email Subscribers
It is essential that your blog features a highly visible email subscription form with a prominent call to action (CTA) on every single page. Your CTA should offer real value. Let’s face facts: If you are just offering a vanilla subscription to a newsletter, you won’t be inundated with new subscribers. So offer something a little more exciting, like a free download, the promise of breaking news or some other vital information that your readers will not want to miss out on.
Many bloggers find success in building their email lists by utilizing Lightboxes (pop-up subscription forms). While some blog visitors might find this approach obtrusive, the benefits of quickly and efficiently adding new names to your list (in my opinion) outweigh any negatives.
5 Email Marketing Strategies for Bloggers
- Daily/Weekly/Monthly Updates: Simple updates highlighting new content on your blog can be your most effective method of driving repeat traffic. Remember to include as much detail about this new content in your subject line as possible. A subject line like “Weekly Update” isn’t very compelling.
- Breaking News: Sometimes, the news is so important, it shouldn’t wait for your regular updates. Don’t be afraid to use email to highlight breaking news stories.
- Subscriber Offers: Your list provides an excellent opportunity to target your subscribers with relevant offers. These can be your own products or services (ebooks, downloads, consultancy services, etc.) or third-party (affiliate) offers.
- Sponsorship Opportunities: Once your subscriber list has reached critical mass (remember that the quality of subscribers will always outweigh quantity), you have an excellent commercial platform to sell sponsorship. Because email marketing offers such a cost-effective solution to reach a targeted audience, sponsorship can very easily cover the costs of email activities and even add significantly to your bottom line.
- List Segmentation: The more segmented your lists, the better you will be able to engage your subscribers. Segment your lists according to the different areas on your blog where readers subscribe. For example, a food blog might have categories for vegetarian, vegan, kosher, halal, gluten-free and other specific diets. If you can cater to the needs of individual groups of subscribers, you will stand a greater chance of engaging them and building a lucrative community around your blog.
Bloggers, how do you use email marketing to engage your readers? Share your comments below:
This abridged post first appeared on the iContact Email Marketing Blog.