I had an open discussion about the future of social media with a colleague last week. It got us thinking about all the different platforms out there and how much energy it takes to constantly create new content without ever being sure that the right people will see it.
And we both agreed that there is one platform (not usually called social, but in a way, it is just that!), and that’s our emails.
Building an email list allows you to reach people genuinely interested in what you have to say and offer. If you post on Instagram (or any other platform), only a tiny percentage of your followers will see your post. But when you have an email list, in theory, all of your email community members should get your email. I’m saying this because deliverability is usually not 100%, but still, a number close to that.
You can see the big difference between an Instagram post and an email reach.
The people who get on your email list are there because they took the time to type in their name and email address, which takes much more time and effort than most people will give you on Instagram, TikTok, or any other social media platform. Which is why you will know that these are your people. And it is much easier and often more rewarding to speak to them than to write a post on Instagram. It feels more personal and will also be for our subscribers.
And that’s what we want to build our engaged communities.
Does this mean you don’t need social media and should only focus on email?
Definitely not. Social media gives you exposure to new people who would otherwise have a harder time finding you AND GETTING ON YOUR EMAIL LIST. Both of these together can be magical. So let’s see how you can leverage your current audience to build an email list.
How can you start an email list?
Simply put, an email list is only a list of email addresses you own (unlike your social media followers).
Everything you need to gather emails is a landing page or a form on your website, which is why email newsletter providers are super handy, and they let you send emails to all your subscribers at once.
Besides, you need to incentivize people to subscribe to your email. A promise of what they get – an opt-in. This could be a PDF, an ebook, exclusive content, free courses and webinars, checklists, guides, and whatnot. Get creative with what you have to offer.
I’ve been using ConvertKit for three years now, and I love how simple it is to use and how time-saving all the automation features are. I can’t recommend it enough.
How can you grow your email list?
I’ve been building my email list since I started my blog in 2015, and it took a lot of work before I realized how to do it properly.
Unfortunately, once you’ve created an email list, you can leave it there. Instead, you need to find ways for people to see it.
Here are a few ways you can market your opt-in:
- Adding forms to relevant posts and other places on your blog
- Sharing the landing page link to Pinterest, Instagram, YouTube… or any other platform you are using and do so regularly, not just once
- Add the link in your bio on Instagram and your description on Pinterest.
- Share it on Facebook groups when relevant.
- Ask people you speak online and feel would benefit from your opt-in if you can send them the link (You won’t believe how effective that is!)
- Be creative and constantly search for new places to share your opt-in!
What to include in your newsletters?
People sign up for your newsletter to not miss anything new you create. So share your latest blog posts, Youtube videos, podcasts, or any content you create. Let them know you have something new.
The good thing is that you can include whatever you are already sharing on social media. Not everyone sees those posts (as we already discussed!), and they definitely want to make sure to see them, so repurpose your Instagram content, especially when it resonates with your IG audience. That’s content your email community will want to see.
An email is also a place where you can be more personal, share stories you don’t share with others, and let your community be a little closer to you.
You can also tell them about your new books, courses, workshops, or whatever you offer that your community will find helpful.
ConvertKit also offers a paid newsletter, which is super helpful when you want to add even more content to your fans and have it delivered straight into their inboxes.
It’s easy for bloggers and educators to share an opt-in. But what if you’re a food photographer?
You can still have an email list even if your audience is food brands, restaurants, and other food-related businesses.
You will also need a very useful opt-in that will help their business and is somewhat related to food photography.
Those are businesses, so make sure to respect their time. It’s enough to send a newsletter to brands only a few times a year. Just enough to keep your name on top of mind in case they need a photographer and not think of you as spammy.
If this is you, I’m giving you a task today.
Think of three topics you can write to your food brand email list. What would they benefit from? What do you have to offer? Do you provide a new service, and how does it help brands? Can you share a photoshoot story to build authority or a behind-the-scenes that they’d enjoy? Or anything else they’d benefit from!
I hope this was helpful!
I’d love to hear your thoughts or worries about building an email list. Let me know in the comments!
And if you’re searching for a great newsletter provider, I can’t recommend ConvertKit enough. I moved from Mailchimp to ConvertKit three years ago, and it was such an easy move and an enjoyable experience to use the app. That said, choosing which provider is not as important as starting your email list today!
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