Not to be all doom and gloom, but it’s a thought worth considering – what happens if another Google update hits your site?
Or if Instagram and Pinterest no longer bring you enough sales?
Or if you stop getting new readers from Facebook?
The Google Helpful Content Update (HCU) in August 2024 had a huge impact on blogging websites, particularly those that relied heavily on SEO-centric content strategies.
It was a harsh wake-up call for hundreds of bloggers and business owners who had put countless hours of effort into being ‘Google-friendly’, only for Google to completely pull the rug out from under them.
Since then, bloggers have become more creative in building traffic sources.
From experimenting with new ways to find readers, like Flipboard and Reddit, to doubling down on platforms like Pinterest, which have always been traffic pillar OGs.
But let’s get real—depending solely on any third-party platform is like playing Russian roulette with your traffic.
As much as we worship at the Pinterest altar, we’d never say that it can carry your website’s traffic indefinitely. That’s just not realistic!
The idea here is not to freak you out but to help avoid another potential traffic dip like the one so many blogging businesses saw this year.
So, let’s talk about what you should invest your time in, to future-proof your traffic.
Email Lists: Own 👏Your 👏Distribution👏
You know what they say – Email is the New Email.
Unlike social media platforms that change their algorithms overnight or are impacted by company politics, your email list is a direct line to your followers. It’s like being invited into your audience’s inner circle.
You control the content, the timing, and the delivery.
When someone subscribes to your email list, they’ve already chosen you—they’re saying
“Yes, I want to hear from you!”
“I want to try your recipes and tips!”
“I want your ebook!!”
This is powerful.
Let’s break it down into numbers:
- According to HubSpot, email generates $36 for every $1 spent, making it one of the most cost-effective marketing channels.
- With an average open rate of 20-25%, your emails are far more likely to be seen than social media posts, which often struggle to reach 2% of your followers.
- And the kicker: 99% of consumers check their email daily.
So, if you’re not focusing on email marketing, you’re leaving money on the table. Own your distribution, and keep that direct line to your audience strong and active!
Pro Tips on How to Make Your Email List an Evergreen Traffic Source
To make sure you’re making the most of email, let’s talk about the basics.
What’s Your Bait?
The first step to growing your email list is offering something irresistible.
Think of a lead magnet as the bait that hooks your audience.
This could be a free eBook, a valuable checklist, or an exclusive webinar.
The key is to provide something that solves a problem or adds value to your audience’s life.
For example, a well-crafted eBook on “10 Printables To Organize Your Life Today” can entice your audience to sign up and stay tuned for more.
You don’t have to create an eBook or a checklist you can create your lead magnet off a series of expert insider tips that you’ll send over the course of a week.
Such as – “5 Quick Dinner Recipes Under $30”
Each of these are examples of lead magnets where you know your audience well and can provide them with a no-strings attached offer that builds loyalty and engagement.
Bonus: This podcast by Alex Hormozi is a great crash course in lead magnet 101!
Opt-in Placements
It should be easy to find your lead magnet and join your email list!
Don’t make potential subscribers have to look too hard.
Integrate your sign-up form on your website, in multiple spots.
- Footers and sidebars are always a good option.
- Make sure there is an evergreen opt-in on your homepage too.
- Add a pop-up option
- Share the link in your socials from time to time, reminding your audience where they can connect with you.
Don’t Forget To Welcome Them!
A welcome sequence is a must.
It’s a set of automated emails to welcome your new subscribers after they join your list.
What to send
Ideally, your welcome sequence should be built around the lead magnet that your subscriber signed up for. That’s why they are here – for the free value you are providing and to hear from YOU.
Not only should you give them amazing value, but do it in your own style.
Our favorite email copywriting tip? Write the way you talk.
It’s the best way to showcase your personality and build trust with a reader.
They get enough automated emails from businesses who don’t know them. This is your opportunity to stand out! A welcome sequence is your opportunity to make an impression and become someone they are excited to see in their inbox.
When to send it
Your sequence should have at least 2 emails, up to 5-6 – depending on your lead magnet.
Send every email in your welcome sequence 24-48 hours apart.
If you wait much longer, your new subscriber could lose interest or forget about you. segue
Email Your List Regularly
We’ve probably all experienced this before: you sign up for a free download and excitedly read it. Then, crickets.
You never hear from the business again until…they’re promoting something.
Don’t ghost your new leads—make sure to keep in contact.
Now that you have people signing onto your list, and getting an introduction into what you offer – keep the conversation going.
Whether it’s sending a weekly newsletter packed with industry updates, 2 new recipes a week, an update on each of your new blog posts, etc.
Email your list at least once a month. Any less, and you run the risk of them forgetting why they even signed up to hear from you, don’t click on your emails or even unsubscribe.
Now not only do you potentially lose a subscriber who at one point wanted to support you, but also run the risk of getting spam flagged.
Internet Service Providers monitor every account sending out emails and track their activity. If you are sending regular, well-opened emails – your sender reputation can keep you out of the dreaded spam folder.
Once you pick your pace, stick to it. Consistency is key!
With these in place
- A good quality lead magnet, that your audience can easily sign up for
- A welcome sequence that sets the tone for what you can offer them
- Regular emails that provide value and build your relationship with the reader
You have all of the basics you need to start building an email list of loyal readers, who are primed to support you.
These are the people who are ready to click over to try recipes you send to their inbox, avail discounts you promote, etc.
An email list done right, will ensure that no matter what is going on in the world of Google and social media – you always have your community of people.
If you need help in:
- Making the perfect lead magnet to build your email list
- Writing a STELLAR welcome sequence
- Sending out weekly newsletters
Let’s talk! You can learn more about our email marketing services here, or sign up for a Discovery Call here.
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