From 0 to 1000: The Ultimate Guide

to Building aKiller Email List

Email Marketing for Influencersand Professional Bloggers

EMAIL MARKETING WHITEPAPER

www.newsletter2go.com

Contents 

 

 

 

Introduction: The influencer marketing hype  01 

 

 

 

Step 1. On your marks, get set, go! - Sign-up forms   04 

 

 

 

Step 2. I bet you want the goodies 08 

 

 

 

Step 3. From 0 to 1000 sign-ups with 4 proven strategies  09 

 

 

 

Step 4. All aboard! Integrating social media  14 

 

 

 

Summary 19 

  

 

 

 

 

Introduction: The influencer marketing hype 

 

 

Lilly Singh and Kayla Itsines - the names on everybody’s lips. The former is a YouTube star,                                 

the latter a fitness guru. Both are influencers. Through YouTube, Instagram and co., they have                             

managed to amass fans and followers in the thousands. But what does the term “influencer”                             

actually mean?  

 

In a nutshell, influencers have a strong social media presence. They are extremely active in                             

the online world and have a solid reputation to show for it. Influencers are well-connected,                             

have lots of followers, and their opinion counts. All these factors combined make influencers a                             

crucial part of a wider marketing strategy. Their fans trust them and, as the name suggests,                               

they are influential. However, the likes of Lilly Singh and Ms. Itsines are not the only ones;                                 

celebrities can be influencers too - like the Kardashians. Famous or not, influencers all have                             

one thing in common: the power to reach a wide audience. When it comes to influencer                               

marketing, this makes them highly attractive indeed.   

 

Influencer marketing uses influencers to present products or content to specific target groups.                         

This raises brand awareness and sparks an impulse to buy among the influencer’s fans. As a                               

form of indirect advertising, the content is curated by the influencers themselves. A beauty                           

vlogger using a new lipstick in a makeup tutorial, a YouTuber trying out the latest 3D glasses -                                   

these are prime examples of influencer marketing in action. Another classic example is the                           

Kardashian family, whose Instagram posts often feature Fit Detox Tee. Such posts can cost                           

anywhere between $25,000 and $50,000. Many influencers can live off their social media                         

earnings alone. So, the more followers, the greater the influence.  

 

These days, anyone can gain influence and boost their career with an engaging story. It all                               

starts with a large group of followers… 

 

In this whitepaper, we show professional bloggers and future influencers how email marketing                         

can be used to generate fans.   

 

 

1

 

 

Why do I need an email list? 

Instagram, Twitter, YouTube, Snapchat: for many, social media is integral to everyday life. For                           

bloggers and influencers, it can therefore be tempting to invest solely in these channels.                           

Social media is crucial to any marketing strategy; however, it is email that enables you to                               

contact fans and followers in a targeted, personal fashion.  

 

A survey carried out by Audience Bloom in 2017 found that over 45% of participants prefer to                                 

learn about new topics via email newsletter. A study by Campaigner also came up with a                               

similar result: 44% of those 761 questioned named email as their preferred channel for brand                             

interaction.   

 

In their Content Marketing Trend Report 2017, PointVisible highlighted that B2B marketers                       

consider blog posts and email newsletters to be the most critical success factors when it                             

comes to content marketing. In the B2C sector, blogs and email marketing came in at joint                               

second.  

 

Email marketing is by no means dead.   

 

What’s more, social media algorithms are growing ever more complex. It will become                         

increasingly difficult - and expensive - to reach the right target group via such channels. Email                               

marketing is the complete opposite.   

 

A good email list is crucial because: 

● Email is an effective and cost-efficient means of reaching specific target groups  

● Emails are not influenced by an algorithm; rather, they land straight in the recipient’s                           

inbox  

● Recipients can be addressed personally 

● Email has long proved its worth as a marketing tactic, and is not dependent on a                               

single platform 

 

2

 

 

Why email marketing software is a must

 

Admittedly, getting to grips with email marketing software takes time and patience. However,                         

it pays off in the end and the benefits far outweigh the costs.   

 

The benefits at a glance: 

● Create and strategically place sign-up forms on your website  

● Gather and manage contacts automatically  

● Design compelling emails quickly and easily 

● Personalize email content for specific recipient groups 

● Send emails to multiple recipients at the same time 

● Evaluate and optimize based on statistics and reports  

 

To do 

➜ Sign up for email marketing software 

 

Pro tip Newsletter2Go offers an excellent price-performance ratio as well as 1000 ad-free                         

emails that you can send out for free every month.  

 

 

 

 

 

 

 

 

 

 

 

3

 

 

Step 1. On your marks, get set, go! - Sign-up forms 

Sign-up forms are the first step towards successful email marketing. They should be kept as                             

simple as possible; the more effort involved for the user, the less inclined they will be to see                                   

the process through. In other words, registration rates will remain low. We therefore                         

recommend asking for an email address only, and perhaps a name.  

 

To do 

➜ Create a simple sign-up form ➜ Create an unsubscribe form for future use  

Pro tips 

➜ Try out different variations for the CTA button (other than “sign up”)  

● I would like to receive the ebook (or another freebie)  

● Get exclusive updates 

● Start the mini-course  

● Join the members’ club  

 

 

 

4

 

 

Step 1a. Strategically position the sign-up form 

Sign-up forms are key to an extensive email list - but only if they are clearly visible to website                                     

visitors. When it comes to building an email list, the more, the merrier - so position your                                 

sign-up form strategically.  

 

Registration forms can appear as a pop-up, for example. This can be set up using newsletter                               

software. Be creative with the CTA and use no more than two text fields; every additional field                                 

may reduce the conversion rate by up to 50%.  

 

Position the sign-up form so that it stands out. Try to use your website or corporate colors so                                   

it’s clear that the pop-up belongs to your site and is not spam. Try out forms with images; this                                     

may have a positive impact on the registration rate.  

 

Different types of pop-up 

➔ Timed box: The lightbox pop-up appears after a few seconds. We recommend waiting                         

between 7-10 seconds so that the user has time to view your website. 

➔ Scroll box: This pop-up usually appears at the bottom-left of the page once the user                             

has scrolled down a certain amount. 

➔ Exit intent pop-up: This pop-up appears when the user wants to leave the page. 

➔ Slider box: Slider boxes usually appear at the bottom of the page as a newsletter                             

registration form, a live chat or a survey. 

➔ Two button pop-ups: This type of pop-up gives users two options. A pop-up appears,                           

for example to ask if the user would like to download the ebook. Both a yes and a no                                     

button are integrated into the pop-up. You can also furnish the “no” button with an                             

additional short sentence that discourages the user from clicking, for example “No, I                         

don’t want to grow my email list.”  

➔ Welcome mat: A full-screen pop-up designed by SumoME. The user can avoid the                         

welcome message by scrolling down.   

 

5

 

 

The most strategic positions for sign-up forms 

1. In the upper section of the website, spanning the entire horizontal width 

2. In the header section 

3. In the menu 

4. In the upper section of the sidebar  

5. At the end of every blog article 

6. On the “About us” page 

7. In the author biography section 

 

6

 

 

Step 1b. Are you in or out? 

The double opt-in method is recommended for avoiding spam registrations, high email costs                         

and bounce rates as well as low open and click rates. Above all else, explicit consent is                                 

required by law if you wish to send marketing emails. Following registration, an activation link                             

is sent automatically to the user in order to verify their email address. DOI emails tend to have                                   

a significantly higher open rate than conventional newsletters.  

 

Ideally, the new contact should receive a welcome email as soon as they have clicked the                               

activation link. This email presents an opportunity to introduce the recipient to your brand; it                             

can be used to share articles and videos as well as links to your social media. Welcome new                                   

recipients personally, for example with a message from the CEO, or include other interesting                           

topics.  

 

To do 

➜ Create double opt-in emails and a link to the registration form 

 

Pro tip 

Make the sign-up button as noticeable as possible so that it jumps out at the user. Use an                                   

eye-catching color and a white border.  

 

 

 

7

 

 

Step 2. I bet you want the goodies 

Countless studies have shown that the registration or engagement rate increases if the user                           

receives a freebie.  

 

This lead magnet is something that the user gets for free - an ebook in exchange for their                                   

email address, for example. Many users read the article but go on to leave the website. Only                                 

those who are really interested in the content sign up for the newsletter. A lead magnet                               

attracts the right audience and ensures lots of conversions in the future.  

 

You could offer ebooks, how-to guides, a free chapter of a published book, quizzes, lists,                             

webinars and worksheets.  

 

When creating a lead magnet, consider the following points:  

 

Checklist for a valuable lead magnet 

● Research your target group: How much time do they have? What is their biggest                           

problem or most crucial issue? Do you have a video or ebook on the subject? How big                                 

is the problem concerned?   

● Be specific: What benefits does the lead magnet offer? Communicate exactly what the                         

user can expect.   

● Promise results: Make sure the lead magnet delivers results for the user.   

● Promise quick results: We all want to see quick results. Highlight exactly what                         

short-term results the user might see from, say, a course. Quick wins is the magic                             

word.  

● Demonstrate authority and know-how: A lead magnet is a good opportunity to provide                         

exclusive tips and position yourself as an expert.  

 

To do 

➜ Design and create an irresistible lead magnet

8

 

 

Step 3. From 0 to 1000 sign-ups with 4 proven strategies  

 

The recipient groups have been set up within your email marketing software, the sign-up form                             

is complete and has been strategically positioned on your website, and the lead magnet is                             

ready. Now it’s time to strategize.  

 

So how do you get the desired traffic and the first 1000 registrations?  

 

Let the following case studies and strategies inspire you.  

 

From 0 to 1000 sign-ups with these strategies 

1. A bit of you, a bit of Ben Settle 

2. The poster boy method 

3. Do it like Harry’s 

4. All influencers at one event 

 

   

 

 

 

 

 

 

 

 

 

 

 

 

 

   

 

9

 

 

A bit of you, a bit of Ben Settle 

Ben Settle is an American author and email marketing specialist. Throughout his career, he                           

developed a “trade” method which turned out to be very successful. So what exactly does it                               

entail?   

 

Step by step instructions 

● Find a marketer with a good email list and exchange a few press releases in return for                                 

them plugging your site to their email list.   

● Press releases are one example. It always depends on what brings the most added                           

value to the marketer - something that they can’t do themselves (e.g. web design, SEO                             

or video editing).   

And how do you go about finding influential marketers? Social media, asking colleagues and                           

posting in forums are all good ways of finding new contacts. As with any strategy, it is crucial                                   

to first build up a relationship. Read their content, leave comments and follow them on social                               

media. Do your homework before contacting the marketer.  

 

 

10

 

 

The poster boy method 

The poster boy method may not be the first method you turn to, but it is extremely logical and,                                     

above all, effective. With this strategy, you become the face of a brand. The proud narrator of                                 

a success story.  

 

VideoFruit entrepreneur Bryan Harris paved the way with this strategy; he was able to get                             

Appsumo to publish his success story as a kind of case study. His poster boy method for                                 

Appsumo resulted in his image on their website, a mention in a newsletter with over 600,000                               

subscribers, a collaboration on a product release and a feature on the well-known Lifehacker                           

website.  

 

Step by step instructions  

● Find a company with the same target audience as you 

● Make extensive use of their product or service and make detailed notes (including all                           

steps, statistics, losses and gains)   

● Keep the company up to date, ask them for advice, stay in contact and outline your                               

progress and milestones. In short, establish a relationship with the company 

● Contact the company and ask if they would be interested in using your success story                             

as a case study 

● Make sure that your sign-up form and freebies are integrated into your website in                           

preparation for user traffic  

 

Result 

In the space of four months, Bryan Harris managed to grow his newsletter subscriber list from                               

0 to 10,000.  

   

11

 

 

Do it like Harry’s 

Harry's is a down-to-earth razor brand that shot to fame in 2013 thanks to their viral launch                                 

campaign. The concept: A well-designed website with two landing pages, automated emails                       

and various prize tiers.  

 

Step by step instructions 

● The user enters their email address on the first landing page 

● The user is then redirected to the second landing page, where they are shown a                             

unique link. If the user shares this link, they receive a free product 

● Social media buttons with a pre-populated message ensure that the process is as                         

straightforward as possible  

● The more people who registered via the shared link, the bigger the reward - from                             

shaving foam to a complete shave set  

 

Result 

In just seven days, the company generated more than 100,000 new registrations for their                           

newsletter mailing list.   

 

 

 

12

 

 

All influencers at one event 

This method does not come without cost and effort, but it can be a highly effective way of                                   

growing your email list.  

 

A virtual summit can serve as an online event whereby experts and influencers are                           

interviewed on a certain topic. Such events can also take place over several days.  

Step by step instructions 

● The organizer comes up with a specific topic and looks for experts to interview  

● Each expert has the opportunity to advertise their lead magnet, either during or after                           

the interview 

● The experts share the event with their followers 

● The organizer collects all the email addresses of those users who log in to the event 

● After the live event, the organizer can use it as a premium product or lead magnet 

 

Result 

Chandler Bolt, author of Self Publishing School, organized a virtual event where he explained                           

how to write, advertise and publish a book in 90 days. The result: 25,000 newsletter sign-ups                               

and $350,000 revenue. All in the space of ten days. 

 

 

 

13

 

 

Step 4. All aboard! Integrating social media  

Having worked so hard to establish an email making strategy with a unique lead magnet, it                               

would be a sin not to use it to its full potential. So: share your lead magnet across all social                                       

channels and use paid ads to increase your reach.  

 

Bring email marketing and social media together 

1. Lights, camera, action… 

2. Nice to meet you! 

3. A virtual VIP Lounge 

4. Make your video interactive 

 

 

 

 

 

 

14

 

 

Lights, camera, action... 

Live recordings are the future. With 8 billion video views per day from over 500 million users,                                 

Facebook attributes a particularly strong quarter to the Facebook Live feature alone. Live                         

streams via platforms such as YouTube, Facebook and Periscope hold lots of potential - an                             

ideal strategy for growing your email list.  

 

Step by step instructions 

● Promote the planned livestream in the days leading up to the event as well as on the                                 

day itself  

● Choose a focus, such as question and answer sessions, webinars, new product                       

presentations, a peek behind-the-scenes, or interviews  

● Come up with a convincing title 

● Engage your audience; interaction is key 

● Before posting the video online, edit the settings and attach a thumbnail, category and                           

call-to-action 

 

Pro tips for Facebook Live 

➜ Look at emoji usage in order to determine how engaged your audience is 

➜ Encourage users to invite others and to follow your live channel  

➜ Carry out A/B tests with different video lengths to see what works best for your audience  

➜ Save the video and use it as a lead magnet  

 

15

 

 

Nice to meet you! 

The better you know your fans, the sooner you can start to recognize their needs and build                                 

personal relationships. An easy way of putting faces to names is to upload your email list to                                 

your social media platforms.  

 

Step by step instructions 

● Export the list of newsletter subscribers and upload it to social media channels such                           

as Twitter, Facebook, Google+ and LinkedIn  

● Use this information to establish target groups for ads, or follow your fans in order to                               

get to know them better  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

16

 

 

A virtual VIP Lounge 

It’s nice to receive “special” treatment or a little extra attention from time to time. This is                                 

where exclusive members’ clubs come in.  

 

Such groups are ideal for posting exclusive videos or online courses. Research similar public                           

groups to find out what issues and questions come up most frequently amongst the group                             

members. Ideally, this will enable you to create a niche group which attracts exactly the right                               

audience.  

 

Step by step instructions 

● Optimize the group name, description and tags with relevant keywords to make sure                         

you can be found via organic search  

● Grant access to your group in exchange for a registration or recommendation 

● Exclusive groups work best when they offer valuable, unique information and are free                         

from spam and adverts. It is therefore important to activate the approval function for                           

user posts  

 

Pro tips for exclusive groups 

➜ Send an automated welcome email in order to welcome new members and establish a                             

personal connection  

➜ Pin an introductory article to the top of the Facebook group and insert a link to your                                   

newsletter opt-in page  

➜ Encourage existing members to invite others to sign up, e.g. with a competition  ➜ Always tag the person mentioned in the article. This increases the likelihood that they will                               

also join the group 

 

17

 

 

Make your video interactive 

YouTube Cards are a great way of steering the user in the right direction. These cards can be                                   

used to feature teasers in the form of videos, playlists, links or profiles.  

 

Cards are an excellent means through which to win clicks. Create a so-called “squeeze page”                             

which should help to ensure that visitors leave their email address. Include a link to this page                                 

in your YouTube video with the help of YouTube cards, à la Yum Yum Videos:  

 

1. Click on the info button in the top right corner to open the menu containing the lead magnet 

2. After clicking, the user is redirected to the optimized login page  

 

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Summary 

The future looks bright for professional bloggers and influencers. Anyone with an interesting                         

personality, a creative spirit and a way with words has the chance to achieve internet fame.  

 

Although most people start out on social media, a solid email marketing strategy is                           

indispensable. Getting the first 1000 names on your list takes time and effort - but as soon as                                   

you’ve got them, you can contact your subscribers easily, in a personal and engaging manner.                             

Build a personal rapport with each of your followers and maintain close contact with your fans. 

 

 

What are you waiting for? 

 

Good luck! 

 

Emily, Newsletter2Go 

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