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Grow Blog Audience Using Email Marketing

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The document discusses how to grow a blog's audience using email marketing. It provides case studies of Brian Casel's blog, casjam.com, and his company Restaurant Engine's website and how implementing email newsletters increased their traffic and return visitors over time. Some key tips for email marketing include sending emails regularly, writing them personally, incentivizing subscribers with valuable content, using a minimal mobile-friendly format, and having a single clear call-to-action in each email. The document also outlines Brian's setup using Gravity Forms and MailChimp for email collection and delivery in WordPress.

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Brian Casel · WordCamp Connecticut 2014 Audience Building With Email How to grow your blog’s audience using the web’s oldest technology. 1
Brian Casel · WordCamp Connecticut 2014 2 Hi. I’m Brian Casel Designer. Founder. Writer. New Dad. ! ! Twitter @casjam
 Email brian@casjam.com
Brian Casel · WordCamp Connecticut 2014 3 Restaurant Engine •Streamlined website design for Restaurants. •Built on WordPress Multisite. Hosted, managed service. •Our blog and email strategy drives 95% of our traffic and sales. ! RestaurantEngine.com RestaurantEngine.com/blog What I do
Brian Casel · WordCamp Connecticut 2014 4 My blog, casjam.com •Articles & Email Newsletter •Podcast, Bootstrapped Web •Book, Design For Conversions •Course, Content Marketing Automation ! casjam.com casjam.com/course What I do
Brian Casel · WordCamp Connecticut 2014 5 Why Email?
Brian Casel · WordCamp Connecticut 2014 6 Email > Social
Brian Casel · WordCamp Connecticut 2014 7 Email > RSS
Brian Casel · WordCamp Connecticut 2014 8 Email > SEO
Brian Casel · WordCamp Connecticut 2014 9 Email is…
Brian Casel · WordCamp Connecticut 2014 10 Email is… Attention
Brian Casel · WordCamp Connecticut 2014 11 Email is… Attention Trust
Brian Casel · WordCamp Connecticut 2014 12 Email is… Attention Trust Engagement
Brian Casel · WordCamp Connecticut 2014 13 Email is… Attention Trust Engagement Here to stay
Brian Casel · WordCamp Connecticut 2014 14 Email is… Attention Trust Engagement Here to stay Universal
Brian Casel · WordCamp Connecticut 2014 15 Email is… Attention Trust Engagement Here to stay Universal Yours
Brian Casel · WordCamp Connecticut 2014 16 Blog = Email
Brian Casel · WordCamp Connecticut 2014 17 ! Results
Brian Casel · WordCamp Connecticut 2014 18 Case Study casjam.com •Blogging since 2008
 •Audience of my peers
 •Case studies & lessons learned
Brian Casel · WordCamp Connecticut 2014 19 Case Study Casjam.com Visits 0 1750 3500 5250 7000 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits
Brian Casel · WordCamp Connecticut 2014 20 Case Study 75% Return Visitors 0 1750 3500 5250 7000 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visits
Brian Casel · WordCamp Connecticut 2014 21 Case Study Started Email Newsletter 0 1750 3500 5250 7000 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visits
Brian Casel · WordCamp Connecticut 2014 22 Case Study My Newsletter •Every 2 Weeks (ish)
 •Personal note
 •Why my latest article should matter to you
Brian Casel · WordCamp Connecticut 2014 23 Case Study Restaurant Engine ! •Launched Jan. 2012
 •Education Marketing
 •Systematized & Automated Content Marketing
Brian Casel · WordCamp Connecticut 2014 24 Case Study RestaurantEngine.com Visits 0 4000 8000 12000 16000 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits
Brian Casel · WordCamp Connecticut 2014 25 Case Study 73% Return Visitors 0 4000 8000 12000 16000 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visitors
Brian Casel · WordCamp Connecticut 2014 26 Case Study Started Email Newsletter 0 4000 8000 12000 16000 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visitors
Brian Casel · WordCamp Connecticut 2014 27 Case Study Restaurant Engine Newsletter ! •Every Tuesday
 •Branded
 •Standardized format
 •Strong visual
 •Short reason why you should read this week’s article
 •Prominent, single call-to-action
Brian Casel · WordCamp Connecticut 2014 28 ! Retention
Brian Casel · WordCamp Connecticut 2014 29 Discovery Retention
Brian Casel · WordCamp Connecticut 2014 30 Discovery Retention SEO
Brian Casel · WordCamp Connecticut 2014 31 Discovery Retention SEO Social Media
Brian Casel · WordCamp Connecticut 2014 32 Discovery Retention SEO Social Media Ads
Brian Casel · WordCamp Connecticut 2014 33 Discovery Retention SEO Social Media Ads Word of Mouth
Brian Casel · WordCamp Connecticut 2014 34 Discovery Retention SEO Social Media Ads Word of Mouth Email
Brian Casel · WordCamp Connecticut 2014 35 Discovery Retention SEO Social Media Ads Word of Mouth Email Relationship
Brian Casel · WordCamp Connecticut 2014 36 Discovery Retention SEO Social Media Ads Word of Mouth Email Relationship Trust
Brian Casel · WordCamp Connecticut 2014 37 Discovery Retention SEO Social Media Ads Word of Mouth Email Relationship Trust Value
Brian Casel · WordCamp Connecticut 2014 38 Visitor Lifecycle Discovery Subscriber Fan Raving Fan
Brian Casel · WordCamp Connecticut 2014 39 Visitor Lifecycle Discovery Subscriber Fan Raving Fan
Brian Casel · WordCamp Connecticut 2014 40 Your Emails
Brian Casel · WordCamp Connecticut 2014 41 No Rules!
Brian Casel · WordCamp Connecticut 2014 42 (…but some tips) Send early and often Write them yourself
Brian Casel · WordCamp Connecticut 2014 43 Incentive •Give away more value •Relevant = Conversions •Immediate delivery •“Drip” delivery ! More tips…
Brian Casel · WordCamp Connecticut 2014 44 Minimal Format •Reads like a regular email •Personal voice •Mobile-friendly ! More tips…
Brian Casel · WordCamp Connecticut 2014 45 One thing •Single call-to-action •Something of value •Relevant, compelling subject line •Short, compelling message ! More tips…
Brian Casel · WordCamp Connecticut 2014 46 ! WordPress
Brian Casel · WordCamp Connecticut 2014 47 My Setup Gravity Forms MailChimp
Brian Casel · WordCamp Connecticut 2014 48
Brian Casel · WordCamp Connecticut 2014 49
Brian Casel · WordCamp Connecticut 2014 50
Brian Casel · WordCamp Connecticut 2014 51
Brian Casel · WordCamp Connecticut 2014 52 Alternatives bit.ly/mailbag-plugin Mailbag •Available on Wordpress.org •by Mike McCalister (Array) ! !
Brian Casel · WordCamp Connecticut 2014 53 Alternatives bit.ly/mailchimp-wordpress MailChimp Tested Plugins ! •Collection of plugins tested by the Mailchimp team ! !
Brian Casel · WordCamp Connecticut 2014 54 Thanks! Questions? One more thing… My email newsletter & free course: Content Marketing Automation casjam.com/course brian@casjam.com

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Grow Blog Audience Using Email Marketing

  • 1. Brian Casel · WordCamp Connecticut 2014 Audience Building With Email How to grow your blog’s audience using the web’s oldest technology. 1
  • 2. Brian Casel · WordCamp Connecticut 2014 2 Hi. I’m Brian Casel Designer. Founder. Writer. New Dad. ! ! Twitter @casjam
 Email brian@casjam.com
  • 3. Brian Casel · WordCamp Connecticut 2014 3 Restaurant Engine •Streamlined website design for Restaurants. •Built on WordPress Multisite. Hosted, managed service. •Our blog and email strategy drives 95% of our traffic and sales. ! RestaurantEngine.com RestaurantEngine.com/blog What I do
  • 4. Brian Casel · WordCamp Connecticut 2014 4 My blog, casjam.com •Articles & Email Newsletter •Podcast, Bootstrapped Web •Book, Design For Conversions •Course, Content Marketing Automation ! casjam.com casjam.com/course What I do
  • 5. Brian Casel · WordCamp Connecticut 2014 5 Why Email?
  • 6. Brian Casel · WordCamp Connecticut 2014 6 Email > Social
  • 7. Brian Casel · WordCamp Connecticut 2014 7 Email > RSS
  • 8. Brian Casel · WordCamp Connecticut 2014 8 Email > SEO
  • 9. Brian Casel · WordCamp Connecticut 2014 9 Email is…
  • 10. Brian Casel · WordCamp Connecticut 2014 10 Email is… Attention
  • 11. Brian Casel · WordCamp Connecticut 2014 11 Email is… Attention Trust
  • 12. Brian Casel · WordCamp Connecticut 2014 12 Email is… Attention Trust Engagement
  • 13. Brian Casel · WordCamp Connecticut 2014 13 Email is… Attention Trust Engagement Here to stay
  • 14. Brian Casel · WordCamp Connecticut 2014 14 Email is… Attention Trust Engagement Here to stay Universal
  • 15. Brian Casel · WordCamp Connecticut 2014 15 Email is… Attention Trust Engagement Here to stay Universal Yours
  • 16. Brian Casel · WordCamp Connecticut 2014 16 Blog = Email
  • 17. Brian Casel · WordCamp Connecticut 2014 17 ! Results
  • 18. Brian Casel · WordCamp Connecticut 2014 18 Case Study casjam.com •Blogging since 2008
 •Audience of my peers
 •Case studies & lessons learned
  • 19. Brian Casel · WordCamp Connecticut 2014 19 Case Study Casjam.com Visits 0 1750 3500 5250 7000 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits
  • 20. Brian Casel · WordCamp Connecticut 2014 20 Case Study 75% Return Visitors 0 1750 3500 5250 7000 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visits
  • 21. Brian Casel · WordCamp Connecticut 2014 21 Case Study Started Email Newsletter 0 1750 3500 5250 7000 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visits
  • 22. Brian Casel · WordCamp Connecticut 2014 22 Case Study My Newsletter •Every 2 Weeks (ish)
 •Personal note
 •Why my latest article should matter to you
  • 23. Brian Casel · WordCamp Connecticut 2014 23 Case Study Restaurant Engine ! •Launched Jan. 2012
 •Education Marketing
 •Systematized & Automated Content Marketing
  • 24. Brian Casel · WordCamp Connecticut 2014 24 Case Study RestaurantEngine.com Visits 0 4000 8000 12000 16000 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits
  • 25. Brian Casel · WordCamp Connecticut 2014 25 Case Study 73% Return Visitors 0 4000 8000 12000 16000 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visitors
  • 26. Brian Casel · WordCamp Connecticut 2014 26 Case Study Started Email Newsletter 0 4000 8000 12000 16000 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 Visits Return Visitors
  • 27. Brian Casel · WordCamp Connecticut 2014 27 Case Study Restaurant Engine Newsletter ! •Every Tuesday
 •Branded
 •Standardized format
 •Strong visual
 •Short reason why you should read this week’s article
 •Prominent, single call-to-action
  • 28. Brian Casel · WordCamp Connecticut 2014 28 ! Retention
  • 29. Brian Casel · WordCamp Connecticut 2014 29 Discovery Retention
  • 30. Brian Casel · WordCamp Connecticut 2014 30 Discovery Retention SEO
  • 31. Brian Casel · WordCamp Connecticut 2014 31 Discovery Retention SEO Social Media
  • 32. Brian Casel · WordCamp Connecticut 2014 32 Discovery Retention SEO Social Media Ads
  • 33. Brian Casel · WordCamp Connecticut 2014 33 Discovery Retention SEO Social Media Ads Word of Mouth
  • 34. Brian Casel · WordCamp Connecticut 2014 34 Discovery Retention SEO Social Media Ads Word of Mouth Email
  • 35. Brian Casel · WordCamp Connecticut 2014 35 Discovery Retention SEO Social Media Ads Word of Mouth Email Relationship
  • 36. Brian Casel · WordCamp Connecticut 2014 36 Discovery Retention SEO Social Media Ads Word of Mouth Email Relationship Trust
  • 37. Brian Casel · WordCamp Connecticut 2014 37 Discovery Retention SEO Social Media Ads Word of Mouth Email Relationship Trust Value
  • 38. Brian Casel · WordCamp Connecticut 2014 38 Visitor Lifecycle Discovery Subscriber Fan Raving Fan
  • 39. Brian Casel · WordCamp Connecticut 2014 39 Visitor Lifecycle Discovery Subscriber Fan Raving Fan
  • 40. Brian Casel · WordCamp Connecticut 2014 40 Your Emails
  • 41. Brian Casel · WordCamp Connecticut 2014 41 No Rules!
  • 42. Brian Casel · WordCamp Connecticut 2014 42 (…but some tips) Send early and often Write them yourself
  • 43. Brian Casel · WordCamp Connecticut 2014 43 Incentive •Give away more value •Relevant = Conversions •Immediate delivery •“Drip” delivery ! More tips…
  • 44. Brian Casel · WordCamp Connecticut 2014 44 Minimal Format •Reads like a regular email •Personal voice •Mobile-friendly ! More tips…
  • 45. Brian Casel · WordCamp Connecticut 2014 45 One thing •Single call-to-action •Something of value •Relevant, compelling subject line •Short, compelling message ! More tips…
  • 46. Brian Casel · WordCamp Connecticut 2014 46 ! WordPress
  • 47. Brian Casel · WordCamp Connecticut 2014 47 My Setup Gravity Forms MailChimp
  • 48. Brian Casel · WordCamp Connecticut 2014 48
  • 49. Brian Casel · WordCamp Connecticut 2014 49
  • 50. Brian Casel · WordCamp Connecticut 2014 50
  • 51. Brian Casel · WordCamp Connecticut 2014 51
  • 52. Brian Casel · WordCamp Connecticut 2014 52 Alternatives bit.ly/mailbag-plugin Mailbag •Available on Wordpress.org •by Mike McCalister (Array) ! !
  • 53. Brian Casel · WordCamp Connecticut 2014 53 Alternatives bit.ly/mailchimp-wordpress MailChimp Tested Plugins ! •Collection of plugins tested by the Mailchimp team ! !
  • 54. Brian Casel · WordCamp Connecticut 2014 54 Thanks! Questions? One more thing… My email newsletter & free course: Content Marketing Automation casjam.com/course brian@casjam.com