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Beginners Guide to Blogging with Email Marketing Strategy

Blogging has evolved from just being sharing the personal experiences to an marketing opportunity. In modern times, a blogger is required to have a lot of marketing knowledge to make a mark and earn the reputation in his/her niche. There are lot of marketing strategies you can use and email marketing is one of them.

Email Marketing


So, are you excited to increase your reach and grow your audience?

How Email marketing is different from social media marketing?


Social Media Marketing mainly targets audience on social platforms such as Facebook, Instagram or YouTube. Most of the bloggers find it easier to share the content on the social media and no doubt it increases the reach. There are lot of examples where bloggers have succeeded with social media marketing.

Email marketing is a different approach where you build a personal connect with your audience through emails. Here blogger is required to possess some writing skills. Even if you don't have great writing skills, there are many resources on the web which can help with email marketing. 

Email marketing is little bit difficult than Social Media Marketing. However, the benefit it offers are mostly long lasting. And that is the most important thing. 
In Social Media Marketing, the algorithm employed by the platform can change anytime and you may immediately start to lose the reach. Here, email marketing has distinct benefits to grow the relationship with audience and also gain more reach by collecting new email addresses. You can personally reach your audience any time without any limitations like the one that social media platform imposes through their algorithms. You can also attract new visitors to your blog and increase traffic gradually.


First Step: Choosing the right Email Marketing Tool


To start email marketing, you will have to choose email marketing tool. There are many of them available online. You should never use Outlook or Gmail for this purpose. Outlook is good for office use but not for email marketing. It has disadvantage of altering the look of the email as it modifies the code to optimize it. The mail composed using outlook will look different on other platforms. Also some images such as GIFs may not work well and may even appear broken. Gmail also should not be used as it severely restricts mass emailing and may consider you as spammer and block your account all together. The best email marketing tool I could recommend is Mailchimp. It has a free plan which is just right for any blogger who is starting his email marketing and you can upgrade later when you feel. It has a lot of features such as automated email series and you can use look of the emails to attract the interest of your audience. The emails looks great on mobile devices too.


Building Email List


Once you have selected the right Email marketing tool, the next step is to start building your email list.
This step usually takes time as you must create awareness and motivate blog readers to subscribe. Once you gain the subscribers they will stay with you, for the interesting content you create. Don't forget the content is something that drives the interest of your audience. If the content is good you will definitely grow and make a space for yourself in blogging.

Email marketing tools allow you to create signup forms that you can place on your blog so that your users can subscribe. Be sure to place this forms strategically on your blog where it can grab the user's attention. Other than this, the signup forms can also be integrated on Facebook or you can use it as a redirect link in your Instagram bio. You can also link it to your Medium profile or show it as a pop-up on your Pinterest landing page. I would suggest you to link up the signup form on social media to increase its exposure. Once you activate the signup forms in the email marketing tool, you can start tracking the new subscribers. 
You can also allow freebie opt-ins like a free e-book / guide or a service to entice users into subscribing to your blog using the signup forms. It does not have to be complicated one as long it makes the reader to want it. Think about something like knowledge you possess that your readers will love. Such things can be given away as freebie. 

Freebie Opt-in Example


It is also important to note that what we refer as freebie or incentive cannot be treated as such under GDPR law. As per GDPR, when reader avails an incentive the subscriber technically pays with his/her data.

With the opt-in technique, the chances that the reader will signup increases substantially.


Start with your first email to your subscribers


Your email marketing tool will easily allow you to create a professional looking welcome email to send out to your audience. Be sure to include your logo. Select the right color scheme for the emails that goes along with your blog color scheme. As far as possible, make sure the email fits within the screen horizontally. Use attractive titles which can describe the content or the article. If possible include a brief snippet of the content below the title. If you make this part interesting, the reader will surely follow the link to your blog to read the whole content.

You could also include pictures in the email. So, if you include a picture, make sure your email has the right balance between the text and the picture. For example: Email full of pictures can make it appear messy. It is important that email you send has the vibe which can positively influence the readers.

Depending on the goal of your email marketing strategy you should try and experiment with further emails. Like you may want to:
  • Send out blog updates daily or weekly.
  • Promote blog articles or products.
  • 'Email series' for a course through email.
  • Send the content giving glimpse of things you did or learned or personal essay or to start a conversation.
  • Content that your readers might be interested in.
  • Host a contest or survey to engage your audience.
Your email marketing tool will help you with all these including personalizing it for your audience. For example, you can use the reader's first name in the emails. It can have content that is relevant to the users or something that they are interested in based on the segmenting or tagging you have specified. Segmenting your audience is necessary as not all readers will be interested in all the content you put up on your blog. For example, some might be interested in health and wellness section and some might be looking for motivation.

Email Newsletter

Measuring the success of your email marketing campaigns


It is very important to measure the success without which you will not know whether your campaigns are benefiting you. There are few indicators which will help you measure success of your campaigns.

Open rate


This actually tells you how many people opened your mail. During initial days this might be low and its better you analyse this indicator after some days have elapsed after you have sent the emails. Also, don't expect it to be very high. After all, how many of us open all the marketing mails that we receive in our inboxes. Ideally it should be around 10 to 20 percent.

Click Rate


If you have any call-to-action setup in your campaign email then this indicator will tell you how many people have clicked on the CTA link. Like Open rate, click rate also will be very low. Nothing to get disappointed. If it is less than 1%, it is better to evaluate your strategy by making your CTA more motivating to the readers.

Unsubscribe Rate


It tells the percentage of users that unsubscribed your blog. It might be your content that did not appeal to them or they did not find your content interesting. This indicator should be less than 1%. If it is more than 1%, that means you must make your blog content more helpful and campaigns more interesting to the subscribers.


How to drive traffic to your blog with email marketing?


Once you have gathered a decent amount of subscriber base and sent couple of engaging emails to them. Its time to engage with them more. Most of the subscribers would just read your content. To make them share your content with their friends and other people, you will have to hold giveaways, contests and surveys. 

Email marketing is two way approach so make sure you ask questions to your audience about what type of content they like. You can tweak your email marketing strategy after analyzing the response you get. 

Next, you must setup automated emails to your audience. Your email marketing tool can automate most of this part as it may not be possible for you to keep sending emails all the time. For example: Sending emails to readers on their birthdays is a good gesture. You can also set some triggers that you can further automate your email marketing when somebody clicks a link in your previous emails.

Landing pages are another way you can use to personalize content for your readers. Instead of linking to your homepage, create a landing page to link with all the relevant content for readers.


Here you go...

By now, you must be having lots of thoughts in your mind which is cooking up some strategy for your email marketing stride. Now, that you know the basics, you are free to use your strategy and experiment with many ways to grow your audience and drive more traffic. More importantly, tips in this article should help you to grow as a blogger. All the best!

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