• Kanoe Riedel

5 Simple Strategies for Using Your Blog to Grow Your Email List

Your business’ email list should be one of the most important elements of your marketing strategy. Email gives you the chance to send personalized and targeted communications to your ideal customers. And if you’re not sold on email marketing yet, consider this: It generates a whopping $38 for every $1 spent. That’s a 3,800% ROI!

Before you can start using your email list to engage with your target audience, you need to get people on it. Your blog provides a variety of ways for you to take interested readers and turn them into email subscribers. Today I’m sharing five simple strategies for using your business’ blog to grow your email list.

1. CTAs

Every blog post your business shares should feature a compelling call-to-action (CTA). A blog reader is already on your website. They’ve taken the time to skim or read your content. Build on the momentum and guide them to take the next step in engaging with your business. Ask them to sign up for your email list with a compelling CTA.

There are a variety of ways you can incorporate a motivating CTA into your blog posts. Ideally, you’ll include an email opt-in CTA that plays off your blog’s topic. For example, suppose your blog post describes proven benefits of using a product your business sells. In that case, you might write a CTA that emphasizes the product discounts you share in your email newsletters.

Popular locations for CTAs include the top or bottom of your blog, sidebars, pop-ups, or within the body of the post. Be sure to use attention-grabbing colors so that your CTAs stand out, and use brief but enticing copy.

Here is the attention-grabbing email list CTA Impact includes on their blog.

2. Gated Content

For blog posts that include ultra-valuable subject matter, consider collecting emails by creating gated content. Gated content is attractive content that readers can access in exchange for their email addresses. For blogs, it’s often a portion of the post that readers can only read by giving you their email.

Example of gated content from Backlinko

While gated content is an effective way to collect email addresses, it only works when the content readers unlock is extremely informative and useful. Save a gated content strategy for posts that have your best how-tos, lists, and fact-packed information.

3. Content Upgrades

Content upgrades for your blogs are pieces of bonus content that provide your readers with additional value related to a specific blog post. Your readers can get content upgrades by providing you their email address and, voila! They get useful resources, and you grow your list.

Content upgrades are very similar to lead magnets. What makes them different is that they are very audience-specific. Content upgrades on your business’ blog are intended for the readers of a specific blog topic.

Content upgrades can take a variety of forms. Here are a few ideas to get you started:

  • Checklists (great for how-to blogs)

  • Resource and tool lists

  • Free printables

  • Worksheets

4. Inline Forms

Inline forms catch your blog readers’ attention while they’re already engaged by your content. You can embed inline forms in the body of your blog post–at the beginning, end, or anywhere in between. They help you build your list without distracting readers from your blog.

A winning inline optin form from ElegantThemes.com
A winning inline optin form from ElegantThemes.com

Inline forms give you the flexibility to insert your email opt-in at a strategic spot in your text. They’re especially useful in long-form blogs (1,500+). There, you can grab an invested reader’s attention and ask that they sign up when they’ve already shown an interest in your content.

5. Pop-Ups

Pop-ups are a slightly controversial strategy for me to include on this list. On the one hand, they can be very effective at helping you grow your email list. On the other hand, if you use them in excess or inappropriately, they will turn off your readers. So, proceed with caution!

Timing is everything with pop-ups. Avoid setting them to appear when visitors first arrive at your blog, or you might risk losing that reader. Instead, wait until a visitor has spent a little while on your site. Nielsen Norman Group found that if a visitor stays on your page for longer than 10 seconds, they’re likely to stay for a bit longer after that. So, at minimum, time your opt-in pop-up for 10 seconds after someone has been on your site.

To customize your pop-up strategy specifically for your business’ website, look at your Google Analytics. Check into how long people are spending on your site on average, and time your email opt-in pop-ups to display halfway into that time.

These simple tips will help you turn your business’ blog readers into subscribers, and turn those subscribers into engaged and loyal customers. Let me know which strategies you add to your blog! I’d love to hear how it goes.