Email Subscribers

How to Create a Blog that Grows Email Subscribers

Lori Ely

Well, I guess I really should name this blog: How I am Trying to Create a Blog that Grows Email Subscribers…

You see, about 7 years ago we had no blog, no marketing team, no email marketing (and yes, we were an email company!) and I took on the task of starting our first marketing department. Now a lot has happened over the years but to keep it focused on the blog, I knew that in order to build a successful marketing strategy we needed content – good content and lots of it. So, one of the first things we did was start a blog. And boy, have we learned a lot over the years.

I feel we’ve done a decent job growing our email subscriber base from just our clients to now 24,500. But at the end of 2016, I took the time to reflect as I prepared my strategy for 2017. How could we revamp the blog to grow our email subscriber base at the same rate we did when we first started out? How could we double our subscriber base?

I knew the answer was that we needed to make it relevant and truly helpful.

I looked at my team in a recent marketing meeting and I said, we are all doing the same thing our readers are doing every day. We are facing the same challenges and have many of the same goals. Why not share our story? We are very proud of the level of sophistication we’ve accomplished while being a small marketing team. Let’s share the lessons we have learned and our journey – the good, the bad, and the ugly.

As I looked around the room, there was silence.

I was asking people that normally don’t write as part of their job to step outside their comfort zone and contribute regularly to the blog. I was asking people that typically write specific how-to articles to throw out everything they know and craft personal stories that share their true-life lessons-learned.

Then my team asked, do you want us to be honest? To really share the bad and the ugly too?

I said, yes! If we want this to be real then we have to share it all. So, that is what we are going to do.

Starting today we are pulling back the curtain and you are going to get a look inside the Informz marketing team as we share our journey to doubling our email subscribers.

Each member of the team will be posting regularly to share personal stories from the projects they work on. Everything from creating marketing automation programs and email campaigns to driving event attendance and planning for tradeshows. There will be something for everyone! And I will be sharing lessons learned in building a sales and marketing team and updates on our progress towards doubling subscribers.

So, if you have tips for me, let me know. If you have topics you would like covered, let me know. We are considering this a blog for the people! (Ok, now I’m going over the top, but you’ll come to find out that’s how I get when I am excited about something!)

And now that I’ve so publicly stated our goal, we’ve really got to do this!

So, to do my title justice, let me share some tips that I’ve learned along the way and that you will see us starting to follow in our blog for this year:

Make the blog all about your reader.

Don’t make the blog another place for you to post about webinars and events. Truly make your blog about the content your reader will find helpful – and keep it an absolutely sales-free zone! Your blog needs to be a trusted source of helpful, relevant content.

Craft a clear, effective title.

This isn’t the time for clever “marketing” titles. Use direct titles that directly relate to what the reader will get out of the blog. This will help you on the SEO front too.

Make it personal and easy to read.

Going back to the roots of blogging, you need to keep a personal voice on the blog. This isn’t the place for long, stuffy corporate speak and jargon. Remember, to be successful in blogging people have to want to read your content.

Reach out to influencers to grow your blog.

This is something we have honestly only done a little but are committed to doing more of this year. Reach out to influencers in your industry, connect with them and share your blog. This needs to be personal, 1:1 outreach not an email blast.

Quality over quantity!

Last year, I started to hear us focus more on number of blog posts instead of topics of blog posts and I knew we needed a change. If you are focused on quantity, the content will suffer. Always remember, the content needs to be GREAT for people to want to read it!

I hope you will join us on this journey to double our email subscribers. I’m sure we will learn a lot along the way – and so will you.

About the Author
Lori Ely

Lori is the VP of Sales and Marketing at Informz. Outside of work you can find Lori chasing around her young sons.