A primary focus of every blog, no matter what the niche, no matter what the ultimate goal, should be email list growth.
Let's think about this for a second…
As a blogger, we spend our entire day doing one of two things:
- Creating Content
- Trying to get people to read our content
The first one is easy, it's our purpose in life as bloggers to create content. Â If you struggle with creating content then blogging might not be the best occupation for you…
However, getting people to read our content… That's the tough one.  That's where the professional bloggers really separate themselves from the amateurs…  That “T” word we all try so hard to act like we don't care about but desperately yearn for every second of every day… TRAFFIC.
We all want more traffic.
So we Tweet and we post on Facebook and start discussions on Google+ and add comments in LinkedIn Groups and pin things to Pinterest and add our posts to StumbleUpon and Digg and BlogEngage and BizSugar.
Then we start guest posting wherever we can and do blog commenting campaigns all over the Internet.
Next we doing video tutorials of tips and tricks we learn and post them on YouTube.
Finally… We start a Podcast and give everything we know away for free 30 minutes at a time.
And traffic rolls in.
It's nice to see your traffic numbers increase… But with all this activity you'd think the numbers would be higher?
You're working so hard, you're Pat Flynn Everywhere and it just doesn't seem like you're gaining traction.
The problem is… You AREN'T gaining traction because you have NO EMAIL LIST!
The Importance of Email List Growth
You work so hard to get new traffic… But what about the people who've already been to your website?
To grow traffic quickly and consistently the traffic you've already gotten to visit your website must be returning for more in addition to all the new traffic you generate.
Does that make sense? Â Here's an example:
Say I'm the very first person to visit your website and I like what I see. Â I subscribe by email. Â Then the next article you write I'm notified by email and I come back.
Now you write a second article that attracts one new person.
Traffic post #1 = 1 (just me)
Traffic post #2 = 2 (me and a new person)
Let's say the new person likes what they see and subscribes by email as well.
Now your post #3 will have me, the new person from post #2 and any new traffic you get on post #3…
Do you see the snowball effect when you make email list growth a priority?
As your email list grows… so grows your blog traffic!
If you don't get me to subscribe to your email list (or some other subscription like RSS) then there is no guarantee, even though I enjoyed your content, that I'm ever going to return to your blog…
So you continually have to work hard to get the same amount of traffic.
Free eBooks Drive Huge Email List Growth
Giving away information (Think FREE) is a great way to get the attention of potential blog subscribers…
Your blog readers are lazy.
They might be interested in subscribing but the simple act of entering their email address prevents them. Â However, throw in a reasonably well designed eBook with some good solid information and the barrier comes crashing down.
Email list growth becomes almost guaranteed.
I just did this with my new free eBook the No BS Guide to a Successful Blog.
I created this eBook using the Anthologize plugin for WordPress and Fiverr.com.
Total cost $5.
The eBook itself is a collection of blog posts that I am very proud of and tell a no nonsense story about the mental side of blogging success.
The title is a little vulgar, (actually Ms. Ileane edited the real title just in case your little sister is reading this blog post) it's a little raw and very to the point… Meaning, it attracts attention.
There was a time when I didn't think giving away a free eBook in exchange for subscribing to an email list was a good idea. Â After a few months I can tell you that I didn't know what the heck I was talking about when I wrote that blog post.
Email list growth is crucial to your success as a blogger and giving away a free eBook is probably the easiest and most secure way of growing that list.
The Rub
Think of the free eBook you give away in exchange for an email list subscription as the reader's introduction to your material…
You want huge email list growth? Sure you do…
Introduce your audience to how awesome you are with a Free eBook. Â If they like the eBook, they'll stay on the email list… And keep coming back to your content over and over again.
Then your traffic with explode and money will rain from the sky…
And you will be happy.
Thank you and Good luck!
Hey Ryan,
Not very long ago I had no idea who you were, then all of a sudden you’re spreading great content everywhere! Good stuff!
I always recommend building an email list as it’s been a major way to grow traffic and income for me, even before I started blogging.
“Then your traffic with explode and money will rain from the sky…”
As funny as this sounds, it is true. The more subscribers I gain, the faster my list grows. There is a technique to this involving social media and a snowball effect.
Instead of an ebook, I created a 4 day video training course instead. I find that easier to create and much more helpful, but I do create a lot more video than most bloggers I’ve seen. Since my visitors are used to video, it would make sense to offer more video.
In the future, I will definitely split test the video course with an ebook to really see what generates more subscribers. Either way, awesome stuff!
Thanks,
-Gabe
Gabe,
Thank you for the props… I appreciate that.
I 100% agree with your decision to use Video instead of an eBook. If you audience is used to consuming your content through a Video than it only makes sense that additional material would be in Video form.
Great stuff and I’d love to see the results of Split Test.
Thanks!
Ryan H.
Absolutely, and for the split test I am going to get it going when I actually have the ebook completed and when I have more traffic so that it wouldn’t have to be such a long term test.
1000 visits usually gives a test enough to make a decision although some say 10k. Seeing as I just hit 1000 on my new site, it might take a while.
Thanks,
-Gabe
That’s awesome that you find video easier to create. I’m trying to get there myself, because that too is something that I want to test against free reports. So far free reports seem to be doing well for me, but I’m always up for higher conversions! lol.
I’ve been doing video since 2003 and more consistently since 2007 so it’s a developed skill, that’s for sure.
As far as conversions go, the tests NEVER end. It can be tricky to test blog offers, but using a URL rotator to track squeeze pages is much easier. I currently have 4 pages being tested for my offer and funny enough, the best converting one was designed and hosted completely in Aweber converting at just over 60%.
Your blog sidebar probably does well since it pops! It’s the first thing I noticed, but probably since I always gravitate there first then to content when I check out a site.
Thanks,
-Gabe
Yes I have seen lot of people use ebooks to create a good emailing list through pop ups and other subscription widgets 🙂
Thanks for your insight Ryan
I still have to work on my eBook
Wondering is it good idea to create an eBook using best of my contents in a single topic ?
Harsh,
I think using your current content would be a fantastic idea…
I had not realised the importance of creating email lists, in fact, I cannot believe that I had not thought of this before. Now I need to work out how to do this on blogger! Thank you, this job will now move up as top priority!
The word free seems attractive to people , but i would suggest two free campaign at a same time and do a/b testing for them , one because you will get to know which one is performing well and secondly your readers will not get bored watching 2 different optin forms lol.
But even thought when running free ebook campaign , i have faced few difficulties but my skill seems to improve in it.
Cant believe blogging is just not about writing posts as i thought so before , people are make full use of youtube , email , facebook . hard for one person to handle all this specially when he/she cant give it full time.
Thanks for the great post Ryan
Saad,
There is so much more to blogging than just the writing… I 100% agree with you there!
Appreciate your thoughts!
Ryan H.
Just checked Anthologize plugin and it looks good, looks like an easy way to curate our best content and convert it into subscriber magnet, thanks for that plugin…I am already offering one ebook to my subscribers but going to create few more…
Sanjeev,
Anthologize is so easy… Once you get into it you’ll love it for packaging content together.
Thanks!!
This post is about “Why Free eBooks Drive Huge Email List Growth” but you are linking to
“Why Offering a Free eBook Can Destroy Your Email List”
as a blogger i would always make my mind to do one thing and dont keep my readers confused , what are your thought on it ?
Saad,
If you read that sentence the link is saying that I didn’t always believe in giving away a free eBook (I had actually wrote a post about it) but now I obviously do.
Thanks!!
I have found the e-books I have gotten from subscribing to blogs haven’t been that valuable. Anyone have a list of some great free ebooks?
http://www.ryanhanley.com/2011/12/21/10-free-ebooks-that-will-help-the-blogger-in-your-life-kick-ass/
Here is a list I put together…
Hi Ryan,
Ebooks establish your authority. Pen a helpful ebook. Use as link bait. Prosper. Keen tips here.
What better way to boost your list? People see your name connected with an ebook – especially interested prospects – and want to learn more. So post to your blog, associate with a form or squeeze page, and boost your numbers.
Thanks!
RB
Right on Ryan!
The key is the eBook needs to be valuable… Otherwise people will become disconnected with the quality of your brand.
Thanks!!
Ebooks in conjugation with other bloggers can be a great way to grow your subscriber list.
It is very important to grow your list. They sure do help with sales and traffic.
Thanks Samuel… I agree!
All the best things in life are perceived free. I am willing to bet a donut hole covered with honey that you missed a third bullet: make money. Right?
Have a good one!
Morris,
Making money is the Goal but not how we spend our time…
However… Spending more time on making money and less on creating content… That’s where the successful live.
Thanks!
Free reports have always been my best list builder, better than anything else. It’s also a good idea to offer multiple ebooks in order to reach more people. At the end of the day, it’s all about testing and tracking various components to see what works best.
Ben,
Testing and tracking are huge… I couldn’t agree more!
Ryan awesome article.
I recently got very interested in collecting my own email list as I hear more an more talking about it. Just as you mentioned Pay Flynn in your article, I also heard him talking about the importance and the benefits of having a top quality email list. One question that I have for you: It seems to me pretty easy to set up the whole opt in thing, but taking care, sending right type of emails and actually doing the “right” thing so to say after you got the peoples emails must be a whole different story.
I am looking into signing up for a course and learn more about how to use your list effectively. Can you recommend me someone that you know is good?
Tim
Tim,
That is a really, really good question. If I were you looking for that information I would contact Pat Flynn directly and ask him.
I bet he has a great resource. I don’t have one for you… But now I’m going find one.
Thanks!
I probably just gave a a tips for your next post haha!
Thanks mate appreciated.
Tim
Great post and right to the point. Creating a free e-book to drive more traffic and getting more subscribers to your blog is a great idea. I have been procrastinating with it, but I think it’s about time for me to do it after I read your article. Thanks for sharing! It’s greatly appreciated!
Good luck Elena! You’re making the right decision for sure!!
Hey Ryan!
Certainly, email list growth has great importance in internet marketing campaigns and I agree with you that e-mail list basically gives you assure that someone will get the updation by once he subscribed to your blog again when you post new blog post.
Very good read, I like the way how you stated your insights on this article on how you can achieve a huge number of email list by using ebooks as a bait. Indeed its very true.
I totally agree.BUT, I think it is very important that the e-book is short and with lots of professional graphics. At least my audience loves it.
Check out my e-books (www.responsibleprocurement.dk/knowledge) and get inspired.
Alis…
Graphics all depend on the audience but if you’re going to use them they certainly should be well done.
Thanks
Free e-books definitely sounds a great idea, but is time consuming as well. I am such a lazy person, that i hardly get time to blog and then writing a free e-book is what i really detest. However ur article has encouraged me a lot to write one. I’ll definitely do something about it in future!!
Hi Ryan,
Some really good points (as always), and that plugin you mentioned is a great tool (I’ve already downloaded it).
But before everyone runs out to write their ebook and build their email lists, I want to point out a few issues as a subscriber to some of these lists:
-Make sure your ebook is interesting and useful. Just because it’s there doesn’t mean that people will want it- *even* if it is for free.
-You should have some system in place to validate email addresses. (Some people may give you a fake one, or one they use exclusively for downloads like this because they are afraid of getting spammed)
-You have to make your subscriber emails compelling enough so people will actually click through to your site or visit that affiliate link you’re promoting. Realize that many, many sites are trying to build up their email lists these days, and that means there will be some really full inboxes out there. A “personalized,” introductory email will certainly help as well as properly timed messages. (I have a recent post on this topic for those interested:
http://frugalentrepreneur.com/2012/07/dont-spam-your-customers-how-often-should-you-send-marketing-emails/
Those are all very good points Adam.
Your emails need to give the people on your email list a reason to stay there!
Thanks!
this is the great way to increase traffic, i am downloading your e book, so i can understand how to grow email list of visitor. any way great post, thank you for sharing with us
i am searching on internet about this. i have a blog about fashion and i want to build email list of visitors. this article is very informative for me
Thanks for the info……going to start working for the Email list and eBook very soon!
Excellent post. What email management system do you recommend?
What do you feel about mobile direct phone marketing? The text whatever number for this offer stuff?
Freedom I think it works for certain products and with a certain demographic. Definitely not a one size fits all option…
Thanks
This is a very good way to increase traffic. I think it makes perfect sense to utilise the tool that you have mentioned and to covert it into ebooks and giving it away in exchange of emails. I think I will get that tool.
Hey that is so true- it’s a struggle at times to get the audience growth! I’m a bit curious to hear about your personal experience with the email list, as well as a free ebook. I love numbers, something like “my audience grew 9% after the first week of free ebooks..” Would you say it’s an almost instant growth? or is it a slow and over time growth transition that is nearly unstoppable?
Glad for the suggestion of a plug in that helps to format the book, but isn’t making an ebook from content on your blog, kind of devaluing it? I ask because I sign up for so many ebooks who promise to reveal secrets and then I discover exactly the same content is on the site and I feel a bit cheated.
That “snowball effect” way to explain the importance of the mailing list was great. The plugin you pointed out was something new and I am planning to use it. Not just ebooks, but free downloads (like tools, apps and themes) also work wonders. I can say this because I have subscribed to numerous blogs that offered either free software, wordpress themes or plugins (or even access to forums).
Sergio,
Let me know what you think of Anthologize…
Thanks
Definitely mate 🙂
I do believe in creating a long list of email to be able to promote new articles better. But what I don’t agree as to what is going on today is email list swapping where one blogger swaps his list to another and send out emails to people who did not actually sign up for a subscription. As a recipient of too many spammy emails everyday (and I bet you are too), I don’t like receiving emails in which I don’t really find interesting and wonder where the H do they get my email.
Glen,
That is a horrid practice that I would never condone. But you’re right it does happen.
Thanks!
Read that “strategy” in one of the blogs I hop to.. It’s really terrible how they abuse email marketing these days. When I subscribe into something, I really do read those emails and even mark them when some tags in Outlook. But getting email subscriptions and seeing them unfiltered as spam.. come on…who wants them. i hope some bloggers would just stop doing that kind of practice but yes you’re right…it happens.
Certainly offering free ebooks and free stuffs as a gift for signup can lure a good amount of signups as I have noticed. I too just started with list building and have been doing thing. Another thing one could do is add popups or good looking optin boxes in the sidebar or below articles which says that you are offering free stuff for signing up and it will increase the signups even more.
Shiva,
There is no doubt it increases sign-ups… The trick is to create a good product so people stay subscribed…
The project for my next month is to generate a cool ebook for my visitors on my blogging journet so far 🙂 wish me luck 🙂
The list is everything 🙂
I put out a short, sweet eBook and it doubled my list in a week! I’ll soon be working on a second, much more detailed, actionable piece.
There really is no better way. Well, maybe a Webinar, huh?
This is why I keep reading you, Man!
And now I’ll be checking out Ms. Ileane more often 😉
Craig,
I know that a lot of the Blogging Big-Guns have taken to webinars… If you can get a 100 people that’s potentially 100 new emails…
Then you continue to provide value.
Thanks buddy!
Hanley
Hey Ryan,
Free eBooks will attract the readers to give their email addresses. But placing the email optins in the most visible places also plays a vital role.
One should also provide QUALITY content in their eBooks, that gives more branding which leads to grow email list really faster.
Building an email list from day 1 is very crucial for every blogger/internet marketer. Since e-books are quite popular in attracting subscribers, they also act as an obstacle in getting a list set up. Why? Because it takes time and commitment to write an ebook. And this is a kind of a task that is most likely to be procrastinated.
Negative stuff aside, yes ebooks are a great way to entice people to get on your list. Coz they are instant and unlike e-courses, people have all the material immediately so that they can read it any time.
Thanks for the wonderful post Ryan!
Great tips Ryan! You mentioned it in your post, but for people who don’t think they can “write” an Ebook – if you are already blogging then you may have already written enough content to fill your own Ebook! Thanks for the tip on the WordPress plugin you used to create it as well, I am sure that will help some bloggers organize and publish their own!
Great post…I have always had success in giving things away! Especially when it comes to building a list.
Great post, Ryan. Yes, free ebooks will definitely encourage people to sign up for your email list. After all, who doesn’t like to get free stuff. But of course, that is not the end of it. Once you get them into your email list, it is also important to make sure that you provide them with really good and useful information. Otherwise, they will opt out from your email list after they downloaded your free ebook, report, or whatever you have offered them.
Adeline,
The job is certainly not done once you get them signed up. It’s all about continuing to provide value.
Thanks!
Your blog sidebar probably does well since it pops! It’s the first thing I noticed, but probably since I always gravitate there first then to content when I check out a site.
I don’t like receiving emails in which I don’t really find interesting and wonder where the H do they get my email.
Thanks for the great information Ryan! I am working on my e-book. Maybe this could help!
I started my list about a month ago. I also created a free report to go with it. Now I am working on Ebook ideas. I don’t have a ton of subscribers yet but it is growing. I can really see all the benefits of having a list.
Julie,
Offering an eBook as well will certainly help!
Thanks!
Ryan H.
Hey Ryan fantastic post and well put together. You’re absolutely right mate an eBook can give every incentive to subscribe to an email list, something I’ve done from day one of starting my blog some years ago and I can vouch that it works. The more subscribers the more traffic you can get and at anytime you need traffic too.
Hi Ryan,
That’s a good strategy to grow ones list. Most bloggers are using this with success. You know people like free stuff.
It’s one thing to grow a list and another not to burn it. Maybe in your next guest post here, tell readers what to do in order not to kick their subscribers off their lists.
I generally use popups and subscription widgets and also Awber services to improve email list.
Hi Ryan, thought you may be interested in our platform that’s helping clients grow their databases by 8%-15% per campaign. Some of our clients include; Expedia, STA Travel and Dealfind. Our model is purely performance based and all our clients are repeat customers. Happy to take you through the platform if you’re interested.
Had a few more thoughts… I’m going to avoid freebies from now on because now I know that the givers feel entitled to my becoming a paying customer. They can spam me daily and if I ever unsubscribe I’m a selfish jerk. I should be grateful for the digital download that the site pushed on me with aggressive tactics, regardless of the download’s use to me, even though I almost felt like taking it was doing the site a favor, and I should feel obligated to become a paying fan.
We know you want to make money, but you can’t expect miracles because you have given away an ebook.