If there‘s one thing every successful blogger agrees on, it‘s the importance of building an email list. Your email list is the most valuable asset you can develop as a blogger or online business owner. Here‘s why:
- Email allows you direct access to your audience‘s inboxes. No worrying about social media algorithms.
- Email converts better than any other marketing channel, with an average ROI of $36 for every $1 spent.
- An email list is an asset you own and control. Your social media accounts could disappear tomorrow but your list remains yours.
But how exactly do you get started building an email list? What are the most effective ways to get more high-quality subscribers in 2024?
In this comprehensive guide, I‘ll walk you through a proven step-by-step process for growing your email list as a blogger. We‘ll cover everything from the technical setup to high-impact list building strategies you can implement starting today.
But first, let‘s make sure you have the fundamentals in place to build your list the right way.
Essential Components of an Email List Building Machine
Before you start trying to get email signups, you need a few key pieces set up first:
- An Email Service Provider (ESP)
Your ESP is the software that allows you to store email addresses and send messages to your list.
Top ESPs for bloggers include:
- ConvertKit
- Mailchimp
- Constant Contact
- AWeber
- ActiveCampaign
I personally recommend ConvertKit for its robust features and ease of use, but any of the major ESPs will work. Avoid free plans as you‘ll quickly outgrow them.
- High-Converting Opt-In Forms
To get people to join your list, you need to ask! That means placing signup forms in strategic locations across your website.
At a minimum, you should have opt-in forms in these spots:
- Header bar
- Sidebar
- Below blog posts
- Pop-ups and slide-ins
- Dedicated landing pages
Tools like Thrive Leads, OptinMonster, and ConvertBox make it easy to create and manage opt-in forms without coding.
- A Compelling Lead Magnet
People need a compelling reason to hand over their email address. A generic "sign up for updates" isn‘t enough anymore.
That‘s where a lead magnet comes in. Also called an opt-in bribe or freebie, a lead magnet is something of value you give away for free in exchange for an email.
Effective lead magnets include:
- Checklists or cheat sheets
- Templates or worksheets
- Ebooks or whitepapers
- Email courses or boot camps
- Discount codes or free trials
- Quizzes or assessments
- Webinars or video training
The key is to offer something hyper-relevant to your ideal reader and where they are in their journey. A food blogger‘s audience would respond to different lead magnets than a marketing blogger‘s, for instance.
On-Site Email List Building Strategies
With the technical pieces in place, it‘s time to optimize your website for collecting subscribers. Here are some key on-site tactics for building your list in 2024:
- Offer Multiple, Targeted Lead Magnets
One generic ebook won‘t cut it anymore. The more closely your lead magnet relates to the content people are already consuming, the better it will convert.
I recommend creating 3-5 unique lead magnets tailored to your core topics or categories. Then offer them contextually across your site.
For example, place ebook sign-up forms within relevant blog posts. Gate topic-specific checklists behind pop-up forms on category pages. Promote webinar registrations via exit-intent forms.
- Create High-Converting Landing Pages
Landing pages are standalone web pages designed to convert visitors into email subscribers. Unlike your blog or homepage, they contain no navigation links or distractions – just a persuasive offer.
To maximize landing page sign ups:
- Write irresistible headlines
- Focus the copy on benefits
- Use engaging visuals
- Include strong calls-to-action
- Remove all outward links
- Add urgency (limited time or quantity)
- Display social proof
Tools like Leadpages, Unbounce, and Instapage make building high-converting landing pages easy.
- Leverage the Power of Content Upgrades
A content upgrade is a post-specific lead magnet offered within the content of a blog post. It‘s typically something that enhances the value of the post itself.
For example, in a post on "10 Healthy Smoothie Recipes" you could offer a free shopping list and blender buying guide as a content upgrade.
Because content upgrades are so specific, they tend to convert 5-10x better than generic opt-ins.
To implement content upgrades yourself:
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Identify your most popular posts
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Brainstorm upgrade ideas for each post
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Create the upgrade content
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Set up a 2-step opt-in using a tool like ConvertBox or Thrive Leads
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Write call-to-action copy within the post
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Drive traffic to the upgraded posts
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Use Exit-Intent Pop-Ups
Exit-intent pop-ups are forms that appear when a visitor is about to leave your site. When used tastefully, they are one of the highest-converting types of opt-in forms.
The best exit-intent pop-ups include:
- A compelling, benefit-focused headline
- Simple, clear call-to-action
- Engaging visuals
- A skip or close option
- Mobile-responsive design
Just be mindful of user experience and don‘t overdo it. One or two exit-intent pops per session are plenty.
- Launch an Email Course
Email courses, also called email boot camps or challenges, are a series of automated emails that deliver bite-sized lessons over a set period of time.
They work well because they promise transformation ("Learn to _____ in X Days!") and are delivered straight to the inbox, requiring no extra effort from subscribers.
To get the most from an email course:
- Focus on a specific, in-demand topic
- Break it down into 5-7 digestible lessons
- Provide real value, not just fluff
- Tease the next lesson to boost consumption
- Sell something relevant at the end of the series
- Run a Giveaway
A contest is a great way to quickly boost email sign ups by offering a prize your audience really wants. This could be one of your own products/services or something you purchase to give away.
The key to an effective giveaway is to:
- Choose a prize that attracts your ideal audience (not freebie seekers)
- Make entering as simple as possible (email opt-in and one-click sharing options)
- Promote across multiple channels
- Follow up and engage new subscribers after the contest ends
Just be sure to set clear rules and abide by the regulations in your country and state.
External List Building Strategies
While optimizing your own site is critical, you need to get in front of new audiences to really grow your email list. Here are some of the best ways to drive email signups from external sources:
- Partner Up for a Joint Venture
Find a business with a similar audience to yours and propose a joint venture. You promote their lead magnet to your list and they promote yours to theirs.
This could be as simple as swapping solo emails or something more complex like a joint webinar or product bundle.
- Increase Reach via Guest Blogging
Write guest posts for popular blogs that your ideal subscribers read. In your guest post byline, link to a relevant landing page for your lead magnet.
The key is to choose sites that have an engaged audience and will drive clicks back to your site. Aim for 2-3 guest posts per month on high-quality sites.
- Create Content Upgrades for Old Guest Posts
Go back to previous guest posts you‘ve written (that are still getting traffic) and add content upgrade offers to them. Even just a few sentences promoting your lead magnet and linking to your landing page can drive a substantial number of new subscribers each month.
- Run Facebook Lead Ads
Facebook Lead Ads are a type of ad designed specifically for capturing email sign ups within the Facebook platform. Users can opt-in to your list without ever leaving their newsfeed.
To get the most from Facebook Lead Ads:
- Target people who have engaged with you before
- Use eye-catching visuals
- Write compelling ad copy focused on the lead magnet benefits
- Remove unnecessary form fields
- Deliver your lead magnet via email immediately after opt-in
- Leverage the Power of Quizzes
People love quizzes, especially ones that promise to tell them something about themselves. You can use this natural curiosity to encourage email signups.
Create a short quiz related to your niche using a tool like Interact or Outgrow. At the end of the quiz, ask for an email to see results. Then follow up with relevant content and offers based on each person‘s responses.
- Expand with Paid Ads and Affiliates
Paid ads and affiliate partnerships can be a great way to scale your list building efforts once you know your conversion numbers.
Some options to test include:
- Google Ads
- YouTube ads
- Podcast sponsorships
- Instagram ads
- Influencer promotions
- Affiliate promos to other lists
Start small and track your metrics closely. Double down on what works and cut what doesn‘t. The goal is to get your cost per new subscriber below your average subscriber value.
Best Practices for Optimizing Email List Growth
Building an email list is not a "set it and forget it" project. You need to continually test and optimize your opt-in offers and subscriber experience.
Here are a few best practices to keep in mind:
- A/B Test Your Opt-In Forms
Use A/B testing to try out different lead magnets, copy, designs, and placements for your sign up forms. Sometimes a small tweak can make a big impact.
- Segment Your List for Better Results
Not all subscribers are the same. Segment your list based on interests, behavior, and demographics. Then tailor your messages and offers accordingly. Segmentation is proven to increase opens, clicks, and sales.
- Prioritize the First 24 Hours Post-Opt-In
The first 24 hours after someone joins your list is critical. This is when their interest is highest. Wow them with your welcome email and first few messages to increase engagement and reduce unsubscribes.
- Create an Engaging Onboarding Sequence
Beyond the first impression, craft an intentional first week/month experience for new subscribers. Provide your best content and start guiding them towards your paid offers.
- Prune Inactive Subscribers Regularly
Having a big list is meaningless if only a small percentage engage with your emails. Regularly remove inactive subscribers to improve deliverability and maintain list health. Most ESPs charge based on list size, so pruning can also reduce costs.
- Deliver on Your Promises
The best way to grow a list of loyal subscribers is to simply deliver amazing value. Make your emails something people look forward to receiving and you‘ll generate not only subscribers but true fans.
Go Build Your Email List!
With active email accounts projected to hit 4.6 billion in 2024, having your own slice of the inbox pie has never been more important. Use the strategies and tactics in this guide to start building your email list today.
Remember, a small list of engaged subscribers always beats a huge list of people who never open your emails. Focus on serving your audience and you‘ll be well on your way to email marketing success.
