The most common way to get people to sign up for your email list is with a landing page. This is a single page on your website that will explain the benefits and what new subscribers can expect to get from signing up (and what freebie they’ll get). It will include a simple form where they can enter their name and email address.

Yes, this usually works really well, but it’s important not to overlook one of the other most effective ways to grow your email list: through your blog.

How to build your email list with content upgrades


Why your blog is perfect for growing your email list

The first of these things is that a blog is well-suited to gaining more traffic via Google. Google brings people to websites based on the content and SEO.

This is what people are searching for in the first place in most cases and it is what you use in order to provide value for your readers.

By blogging regularly, you can get more people to over to your website where your opt-in form will be and this is something that you wouldn’t have been able to accomplish as easily with a landing page – they only have a small amount of copy that focused on promoting the list.

The other big benefit of a blog is that it is perfect for growing more readers over time. The more you will attract people back to your site. They’ll eventually start checking your site regularly because they will know that it’s likely to provide information that is useful, interesting or just entertaining.

And if they read your blog posts enough and they become fully engaged, then eventually they might decide they want to get more information from you. Thus, they might choose to sign up for your email list when otherwise they might not have done. You’ve given yourself the time and the space to build interest and trust and this is what has eventually led to people signing up for your list.

For me personally, when I’m scrolling through Pinterest and click on a pin to read more, I worry that I’ll never be able to find them again so I jump on their email list to stay in contact with the blogger.

The rise of the ‘content upgrade’

One thing that is becoming more popular lately is having an opt-in box multiple times on every blog post.

If you have a side bar, put an opt-in box there. Put one in the middle of your post and again at the end of the post.

You will get more people to sign up if you give them a free ‘content upgrade‘ in exchange for their email.

A content upgrade is something like a PDF or a checklist that you will send them for FREE to entice them to sign up.

It needs to be relevant to the post so if you’re writing about 5 ways to reconnect with nature when you’re too busy, give them a beautiful PDF cheat sheet which summarises the 5 ways.

Or if you’re writing about how to pack suitcases for yourself and 4 kids without going crazy, give them a packing checklist they can print out and actually tick things off as they pack them.


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