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The Blogger Genius Podcast with Jillian Leslie


Mar 13, 2024

Today I'm thrilled to share with you some invaluable insights from my recent conversation with Cassie Noyes, a leading expert in email solutions at the ad network, Raptive (previously AdThrive). But before we dive into the heart of email marketing, let me extend an invitation to you.

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The Critical Role of Email in Today's Blogging Landscape

In this episode, we're taking a detour from the usual topics like SEO and site optimization to focus on something that's becoming increasingly crucial for bloggers – email marketing. Cassie Noyes, who spearheads the email solutions team at Raptive, joins me to unravel why email is not just a tool but a vital asset in building a loyal audience and boosting ad revenue.

Show Notes:

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The Journey to Email Expertise

Cassie's journey into the world of email marketing began in the realm of traditional print magazine publishing, where she honed her skills in audience development. At Raptive, she now dedicates her expertise to helping creators grow their subscriber lists and engage their audience effectively, ensuring higher open and click rates, and ultimately, driving more views and engagement to their sites.

Why Email Matters More Than Ever

With the impending demise of cookies and the evolution of AI in search, owning your audience has never been more important. Cassie explains that while SEO remains a key driver of traffic, having a direct relationship with your audience through email can make you a go-to brand, encouraging direct site visits over incidental search engine discoveries.

The Identity Factor in Email Marketing

The shift away from cookies means advertisers are on the lookout for more reliable ways to identify and target audiences. Here's where your email list comes into play. Each time a subscriber visits your site, their identity can be captured, allowing advertisers to pay more for those visits. This direct identification translates into higher ad revenue for you as a publisher.

Best Practices for Engaging Your Audience

Cassie shares that the content of your emails should be actionable and immediately useful to your audience. Think recipes or tips that they can apply right away. A welcome series can be a powerful tool to introduce new subscribers to the breadth of your content.

Monetizing Through Email

Incorporating affiliate links or product recommendations in your emails can be a subtle yet effective way to monetize. The key is to ensure these inclusions add value to your subscribers' experience rather than feeling intrusive.

The Art of the Newsletter

Consistency is king when it comes to newsletters. Cassie recommends a regular cadence, ideally more than once a week, to keep your audience engaged. Keep your emails concise, visually appealing, and easy to navigate, with buttons for links and a moderate use of photos and emojis to draw the eye.

Crafting Compelling Subject Lines

Your subject line is your first impression. It should evoke emotion and curiosity while hinting at the content inside. A/B testing is your friend here, helping you discover what resonates best with your audience and improving open rates.

Maintaining a Healthy Email List

Periodically cleaning your email list is essential for maintaining its health. Re-engagement campaigns can help identify inactive subscribers, and if they remain unresponsive, it may be time to let them go.

Embracing AI in Email Marketing

Cassie sees AI as a promising tool for content creation and brainstorming, offering efficiency and a boost to creativity. However, it's important to balance AI use with a personal touch to ensure your emails remain authentic and engaging.

Final Thoughts

Email marketing is not just a strategy; it's a relationship-building journey with your audience. By leveraging the insights shared by Cassie Noyes, you can transform your email list into a thriving community and a profitable aspect of your business. Remember, the power of email lies in the personal connection you forge with each subscriber, turning them from casual readers into loyal fans and customers.

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