Email Marketing

Every podcaster (guest or host) should have podcast email marketing on their promotion and repurposing plan for each episode! To get opens, clicks, new listeners and engagement, it takes more than simply saying ‘this is my next episode, with a link to listen. 

The CRM, email marketing climate has changed a TON in the past year. I’ve helped clients get authenticated, become a safe provider with all the new Google rules and even migrated CRM’s. There are a lot of nuances to know.  

I don’t want to get into the weeds too much but I want to give you a checklist and some podcast email marketing tips for you in this episode that covers the health of your email list, sending emails so it doesn’t trigger it as spam, and content ideas to repurpose and leverage your content and nurture and convert your list.

You will learn:

• Why email list hygiene matters for maintaining strong marketing deliverability and reputation
• How to prevent emails from landing in spam or promotional folders
• The one strategy to segment unengaged contacts and protect email sender reputation
• Ways to craft conversational emails that feel personal and drive reader engagement
• Techniques for writing subject lines and calls-to-action that avoid spam triggers
• Why storytelling in emails can transform reader connection and increase open rates
• How to repurpose podcast content across multiple email communications and marketing channels

Key Moments:

[00:01]  Email Marketing for Podcasters: Strategic Content Nurturing

[00:02]  Email List Hygiene and Contact Management

[00:06]  Preventing Emails from Triggering Spam Filters

[00:11]  Crafting Engaging and Conversational Email Content

[00:14]  Creating Value-Driven Email Descriptions

[00:16]  Implementing Effective Call-to-Action Strategies

[00:17]  Cross-Platform Content Repurposing Techniques

Know The Health Of Your Email List

The health of your email list and your processes for list hygiene matter! It can make or break your emails getting delivered to your prospects. If they don’t see your emails – you can’t get in front of your ideal clients. 

Opt-Outs – Get a report of those that have reported spam, and opted out of your emails. Delete those contacts. They are no use to you. You can’t email them. And if you do try to email them, or do so accidentally, you run the risk of your CRM tool closing your account. 

Hard Bounces – Look at those that are hard bounced. Do this weekly. Some email addresses may be a typo and simply need to be fixed and then resend the last email. If it’s a customer – you definitely want to verify and reach out in other ways to ensure you get the right email address. 

Unengaged – If some contact records haven’t opened emails or clicked anything or replied in 6 months or more – they are dead weight and it impacts the deliverability of your other emails to good leads.  Google for instance, looks at ‘do people open their emails from this provider’. If most of them do not – they think you aren’t reputable and will put your emails in the junk/promo folder.  And thus your contacts won’t even see your emails.  

Set up a re-engagement sequence once they become unengaged after 30 days for example – to try to get their attention and see if they do in fact want to stay on the list. 

There are other tactics to segment your list and give them unsubscribe options (ie I don’t want to receive these promo emails about xyz but I do want to stay on the list) – that will help minimize the opt outs. 

Formatting Tips To Prevent Spam

There are certain things that Google (for example) look for when deciding if an email should go into an inbox or junk/promo folder.  Here’s a short list of potential spam triggers.

Camel case subject lines – Ex  3 Ways To Get More Opens (it should be Here are 3 ways to get more opens – like a sentence) 

Images at the top –  If you have an image at the very top of the email, it can show some strange code, or not show the image.  Or even having too many images in the email itself can trigger it as spam

Using Trigger Words – We have to get creative here as words like ‘click here’, buy now, act fast, click this link, make money fast, guaranteed will be a red flag. 

Using a lot of outside links – using links like YouTube, Facebook and other outside links that are not on your domain can be triggering – but test it out. 

Email Content Tips 

So let’s make sure your emails aren’t tired and boring and serve your audience in the best way possible. You want people to open, read, reply, click, listen or all of the above!

1 – Be conversational – Treat each email like you are having a conversation and speaking with someone. Don’t be so formal, use words that you say on a regular basis. This also means that the first few sentences shouldn’t be a big fat paragraph.  Write lines and space them out, it’s easier to read and looks more conversational. 

2 – Tell stories – Don’t be afraid to share a story – maybe it’s how you met the guest (or host) and what intrigued you about them or the topic. Those stories (yes they may feel long), but they bring the person in, they get to know you, and engage them to read more. 

3 – Give tips – Always think, what’s in it for the reader – what can help them today, even if they don’t have time and are in a rush. Think of tips that you have in the episode. Share and elaborate on one of those tips, or have a listicle and give 3 quick tips that they can take away just by skimming the email.  

4 – Tell them how to listen/watch – Direct them to the show page to read the show notes, listen or watch the video to get the scoop on the whole episode. But give them a reason why they’d want to do that at all.  You need to entice them – ex – Listen to the rest of the episode to discover how to boost your email deliverability so your emails get read. It hooks them into wanting more. 

5 – Share a next step – Use this opportunity to get them to take another action. Share some resources, an offer you have, share a testimonial, a case study, a next step to work with you. You want to have a way to move them into your sales pipeline and convert from a lead to a client. 

6 – Repurpose it again – Don’t be afraid to create 2 emails from an episode, each giving a tip. Don’t limit yourself to only 1 email a week. Stay top of mind, get your list used to opening your emails, so that when you do have offers or promotions, they open, click and buy. 

7 – Cross Reference Your Marketing Channels – You can send an email sharing different forms of content and platforms. For example, you can direct them to a YouTube short that you made if you want to get your YouTube views up. Let them know you sent out a new LinkedIn Newsletter (and to subscribe) and share it in your email.  If you want live in Instagram, mention that and send them there and encourage them to follow you, or share a carousel you did. It’s a great way to get them to connect in other platforms and engage in different types of content. 

When we work with clients, whether they are a guest or a host, we repurpose the episodes in multiple ways and of course email is one of them. So once our client has a video, a podcast episode, a summit recording they simply hand it over and we do the rest. They know they have consistent content each week on all platforms, including email without doing the heavy lifting. And they know that the content is strategic and intentional to attract and pique the interest of their ideal client, and has call to actions to optimize for conversions. 

If you want to boost your authority and repurpose your content to nurture, attract and convert, email me at lyndsay@smoothbusinessgrowth.com or head to SmoothBusinessPodcasting.com and book a call. 

And lastly if you find this podcast helpful and are enjoying the tips and conversations, please rate and review on Apple, Podchaser or Listen Notes – every feedback is read and appreciated.

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