Growing Your Podcast Audience Through Email Marketing
Here is a fun fact for you! Did you know that email marketing has the better return on investment against all available marketing channels? Yip, you read that right! The good ol 'email comes out on top, even beating the hugely popular social media platforms of Instagram and Twitter! And this is true for several […]

Here is a fun fact for you! Did you know that email marketing has the better return on investment against all available marketing channels? Yip, you read that right! The good ol 'email comes out on top, even beating the hugely popular social media platforms of Instagram and Twitter! And this is true for several reasons. First of all, email remains the most direct way we have to reach people. But emails are also surpassing social media channels, as emails allow you to deliver personalized content that is richer in value to your readers.

But I know you don't just want to take my word for it! So if you stare at your screen yelling, "Show me the facts and figures!" (If you haven't read this like Jerry Maguire's Cuba Gooding Jr. character, then you misread it!) Hold your horses and let's take a look at the data. According to This article From Medium, email marketing is at least four times more effective at reaching your target audience than Facebook. And if you consider this in light of the fact that there is almost four billion email users in the world, it's pretty impressive in my book!

The data shows that email marketing works statistically. But email marketing is about more than cold hard numbers. Email marketing is an essential part of a successful marketing strategy because emails are a really effective way to build and strengthen your relationships with your readers. And for podcasters, an effective email marketing strategy is another great way for you to connect with your loyal listeners, strengthen your podcast community, and of course grow your podcast audience.

If that catches your eye, let's take a look at our top 6 reasons why you should definitely consider email marketing an effective method of growing your podcast audience.

1. Expand your reach

Simple and clear, using email marketing and sending email newsletters will help you expand the reach of your podcast. You can have many users on your database who have signed up for your newsletter through your blog or website. And many may have no idea that you also have an amazing podcast with all kinds of valuable content. By sharing your podcast news through your email newsletter, you have the ability to reach everyone on your mailing list and convert them into loyal podcast listeners. Your email newsletters are also a great way to generate interest in your show by sharing just enough podcast details to pique the curiosity and amplify the intrigue of your readers, and allow them to head to your podcast. .

Bonus tip: Anytime you share something about your podcast through your email newsletter, be sure to add your podcast link! This will make it easier for your readers to become subscribed to the podcast on the spot!

2. Strengthen the relationship between you and your listeners

One of the reasons podcasts are so interesting and a big factor in the industry's overall success is that there is a unique bond that forms between the host of a beloved podcast and its audience. This is often related to the intimate nature of podcasts, as it feels like the host is talking to you "directly" to you alone, allowing all listeners to feel connected to the hosts of their favorite shows. But as intimate as it may sound, a podcast is really a one-sided conversation. But thanks to the email newsletter, you can create a space for a two-way conversation. Use your emails to ask questions, get information, or allow your listeners to give you feedback. All of this can help create a dialogue between you and your listeners, strengthen your relationships, and build your podcast community.

Related reading: How to build a strong podcast community

3. Connect more regularly with your listeners

The third reason to use email marketing to help grow your podcast audience is the freedom that emails give you to connect with your audience more regularly. While your podcast episodes will likely (and in all honesty, should!) Have a fixed release schedule, maybe once a week or even once a month, having access to a mailing list will allow you to connect with your audience whenever the need arises, but specifically around that time between the release of our new podcast episodes. This allows you to continually strengthen your relationship with your audience as you connect with them outside of your podcast, as well as in a different format.

For example, if your show posts new content every Thursday, part of your email marketing strategy might include sending out a quick “Good Vibes Only” email every Monday morning to help. to put your subscribers in a good mood for the week ahead. Of course, you can include promos or previews of your next podcast episode, but by submitting other content you are integrating into another aspect of your listener's life and so the special relationship is fostered and strengthened. And since this type of content is not specifically podcast related, you can use it to reach those who are not yet connected to your show, and so your audience has another opportunity to grow.

4. Convert subscribers to listeners

As a podcast host, as well as an avid podcast listener, you're probably very aware of the power of a well-placed and well-executed call to action in a podcast episode. But another way to grow your podcast audience through email marketing is to include a call to action in your newsletters. First of all, this should motivate your readers to subscribe to your podcast, but you can also consider changing your call to action by asking people on your mailing list, especially those who like your show, to leave reviews or ratings of your podcast on the different platforms that make this feature available, such as Stitcher, Apple podcasts, or Podchaser.

Podcast reviews serve two main functions. First of all, these reviews indirectly help you grow your podcast audience by letting others know what they are missing by not listening to your podcast. Second, while there is no solid data showing a direct link between positive podcast reviews and podcast rankings on podcast directories, especially Apple podcasts, more positive reviews and ratings for your podcast can only help you grow your podcast audience and thus build the community around your show. .

Related reading: How to rack up podcast reviews

5. Share additional content with your followers

Another reason we think email newsletters are a great channel for podcasters is that they provide an outlet for all of your ideas. Sometimes you'll get a really amazing idea ... but it just doesn't work on the podcast. Maybe there isn't enough content to flesh out the idea into a full-fledged episode, the idea just doesn't translate well via audio media, or maybe, even if it does. is a fantastic idea in and of itself, there is no way to align with your podcast's niche. Rather than rejecting the brain wave, it just might be something that will make an email totally awesome! It could also be a great way to get people to subscribe to your mailing list, as they will receive content from you that is not available on the podcast or even on your blog.

Bonus tip: Remember, not all of your emails have to be podcast-only. While your overall goal is to use email newsletters to grow your podcast audience, if your emails are filled with valuable content, podcast-related or not, you will always be of service to your community, which will indirectly serve to grow your podcast audience as your subscribers start to trust your voice and see you as an expert in your niche.

6. Earn sponsorship opportunities

Our final reason to use email marketing to grow your podcast audience is that it can help create podcast sponsorship opportunities. The more content you share through your email newsletters, and as this increases your reach and audience, your credibility will be consolidated and your authority in your niche strengthened. When this happens, then you will be able to attract and find sponsors for the show. And while we'll be the first to advise you not to get into podcasting if your only goal is to make it rich, there is a lot of potential for getting sponsorship opportunities for your show. Yes This article is something to say, the estimated ad spend for programmatic podcast ads alone could reach $ 106.5 million by 2022! And if you are able to position yourself as an expert in your niche, posting great email newsletters as well as your amazing podcast episodes, you are creating two platforms that you can tap into for marketing opportunities. sponsor. And these opportunities will then allow you to continue to expand your audience as you can invest more money in your show, collaborate on bigger projects, or venture into new frontiers of podcasting. It all then works together to grow your podcast audience and significantly expand your reach.

Related reading: Host Read Ads and Affiliate Marketing: Strategies to Monetize Your Podcast

Your current mailing list might currently consist of your loyal podcast listeners, but it might also have those occasional listeners to your show, as well as those who just signed up when they stumbled upon your blog or website. But now that you've got them on your mailing list, you have the opportunity to grow your podcast audience by turning them into loyal listeners to your show through the use of an email marketing strategy. Email marketing is a powerful weapon in your marketing arsenal, not only because statistics show that it generates such a high return, but, perhaps more importantly from a podcast host's perspective, because that email newsletters create yet another space for cultivating a deeply personal experience. connection with your listeners. And while your podcast episodes certainly lay the foundation for that relationship, sending your emails regularly allows you to continue fostering that relationship even when the mic is off. This makes email marketing a really effective way to keep your podcast front and center in the minds of those in your database as well as your listeners, and to keep them engaged with your content between episodes. By sending out email newsletters, you are able to continuously attract your subscribers to your show and convert them into loyal listeners to your podcast, making email marketing a great channel to help you grow your business. podcast audience.

According to recent research from The Infinite Dial report, conducted by Edison Research, 67 million Americans listen to podcasts monthly ( more than practice Catholicism ) and quarante deux million listen weekly ( more than a precious trip to the movies ).

I don’t think anyone truly predicted the insane rise in popularity of podcasts, but I love podcasts, so I’m certainly not complaining !

The beauty of podcasts is that you can listen to them while you’re doing other things, like course, cleaning the house, doing laundry, and driving to work. They’re a passive form of media, and they allow you to get lost in a story.

I host my own podcast, and my team produces many, many popular podcasts, so we’ve seen our fair share of successes and failures in podcast preparation, both from the hosts and the guests. I wanted to share a few best practices to make your podcasting life easier, whether you’re an ongoing host or a frequent guest.

You can’t host a successful interview without being clear about how you want the interview to run. And look, I’m not saying you have to run the same kind of show or host the same variétés of adequately as everyone else out there.

But when you’re clear about the variétés of questions you’re going to ask, the cadence and length of the show, and perhaps one or two questions that you’ll ask every guest, it helps you be more prepared and also gives your listeners an easier time binging because they’ll know what to expect.

Decide what kind of show you want to have, make sure you’re consistent, and if you do want to make changes, that’s okay. Just make sure you’re communicating them with your guests and your audience.

Even if you think you know your guest really well, sending over a pre-show form for your guests to fill out is helpful for everyone. It allows your guest to get a feel for the genres of questions you like to ask, and it helps you gather the information that directly relates to your show, as opposed to public information you can find on the web or through casual conversations.

In addition to requiring the pre-show form, do some research of your own. Google is your friend here. If it’s a professional podcast, LinkedIn can also provide a lot of interesting work information. But don’t overlook old blog posts, other podcast interviews, social media updates, and personal news that you can connect upon ( new babies, puppies, or houses are common ! ).

Many podcast guests are looking to get their message out there because they’ve released something new, like a book. And especially in the world, having penned your very own book boosts your credibility in the industry, which is why so many people are turning to book-writing these days. But remember, if a guest is coming on your show with the goal of promoting the book and its message, you’ve got to read, or at least skim, their book. You’ll be able to ask more interesting questions, and your guest will feel welcome and appreciate your attention to their exercices.

You wouldn’t believe the amount of noise I’ve had to edit out of podcast recordings… or at least I’ve attempted to. Some can’t be saved. But distractions don’t just come in the form of courier notifications and phone calls. They’re social media messages, dogs barking, mail men and women… the list goes on. If you’re scheduling recordings, try to do them when your baby is usually sleeping, or the email has already arrived, or people aren’t popping into the kitchen next to you to microwave their leftovers.

Also, be sure to put your phone on airplane mode, close your mail programs and Facebook, put the dog in the other room, and wait to eat your lunch until after your recording wraps. No one wants a post-lunch belch to show up in their interview.

This seems self-explanatory, but I’m always surprised to hear the number of guests who ask me what the format of the podcast is, or what kind of show it is, etc. If you’re being invited to join the show as a guest, you’re being promoted by the podcast and you’re being put in front of new audiences. That’s an honor ! Do yourself a favor, and prepare by listening to the other kinds of guests the host has had on the show, what kinds of questions the host normally asks, and how you might be able to differentiate yourself.

Consider your pitch. What’s your unique value proposition ? Why does this host even want to have you on their show, using a precious 30 minutes to an hour of their life talking to you ?

Sometimes, if you’re lucky, the host will have asked YOU to join their show. What an honor ! In that case, the host will likely have an idea of what they want you to cover and how it will affect their audience.

If, on the other hand, you’re out there hustlin’ and bustlin’, pitching yourself for podcast appearances ( as most professionals are ), you’ll need to make that thing that you are uniquely qualified to do very clear.

I am looking forward to explaining the power that virtual assistants can have on growing a and getting out of your own way. I’m excited to share some ideas about how your audience can find, hire, and train a VA quickly and efficiently… without losing their minds. Not only will this impress your host, but it will help them develop questions that you can effectively answer. No one wants to be stumped on a podcast interview !

Whether we like it or not, not all podcast hosts will have read this site post ( hehe ) and be completely prepared to have you on their show. Or, they won’t have stellar research skills and won’t be able to find your latest headshot and . to avoid any confusion or any outdated information, do your host a favor and offer up your latest headshot and a bermuda . It will help them introduce you, can be included in show notes, and will save everyone any embarrassment of sharing information that’s no longer accurate.

You’d think this one would be a no-brainer, but again, you’d be surprised at how many people are like, “I want to be on your podcast ! ” And then are like, “Wait, how does the internet work ? ”Look, podcasting is generally all done with VOIP tools like Skype or Zencastr, which require a ne change pas internet connection ( wired if possible ) and a good quality input. Producers like me can only do so much if you sound muffled, staticky, or if you’re blowing out your microphone.

Your best way to be an amazingly prepared podcast guest might just be to ask what your host needs. Maybe there are some special recording informations or tools, or perhaps there are a few questions that they always like to ask ( which, frankly, you should know about if you’ve listened to a few episodes of the podcast ), or maybe the host needs you to prepare a bermuda blog post to go in the show notes. As a guest, it’s your travail to make the host’s life easier. It’s your travail to do everything you can to make the interview freakin’ awesome. You can’t help a bad host—that’s just sad and always hard to listen to—but you can do your part to make sure you’re not to blame for a dramatiques podcast episode.


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