When I join a podcast’s email list, there are a few things I look out for:
- Useful updates about the podcast
- A personal connection from the host or podcast team
- Something related to the podcast that I couldn’t get from listening to the podcast alone
Some podcasts do this really well and those are the emails that I star, save and peruse. Other podcasts do not.
Which of these is most like the emails you send to your list?
Jordan Harbinger’s email series, Wee Bit Wiser, always delivers the goods. Each long-form email gives a life lesson or challenges some piece of conventional wisdom you might be holding onto. Then he links to an older episode of his podcast, The Jordan Harbinger Show, which is a great way to drive traffic to content that might otherwise be languishing in your archives.
He rounds it out with links to this week’s episodes and a push for his current sponsor with the relevant promo code, all of which are useful if you’re a fan of the show.
If you’re considering more of a newsletter format for your email list, take a look at Hidden Brain. Their weekly email has a push for their latest episode and also serves up other short, fun content like a brain teaser, a moment of joy and a call to their audience to contribute stories from their own life on a particular topic. It’s a good balance of podcast-based material and content that’s unrelated to the podcast but still in their wheelhouse.
The Guilty Feminist's weekly emails are a brilliant spin on an episode push (sign-up link at the top of the homepage). They’re related to the topic discussed on that week’s podcast episode and serve as an amuse-bouche for that content. They deepen the connection between the listener and host and are also the place to find out about upcoming shows, podcast updates and book launches. Podcast emails, done better.
Last but not least, I dip in and out of Dr Rangan Chatterjee’s Feel Better, Live More podcast but love getting his emails. Each week, he sends a longer email about his latest podcast episode, highlighting the guest, their qualifications and their chosen topic. But in terms of bang for buck, his Friday Five email is where it’s at: Five quick tips to improve your physical or mental wellbeing in a punchy format that makes you want to live a healthier life.
And because you can also learn by seeing what not to do... one podcast that I wish would send better emails is Handsome.
It’s hosted by one of my favourite comedians, Tig Notaro, along with cohosts Fortune Feimster and Mae Martin. The podcast is so funny, personal and in touch with its listenership that I was expecting something really special when I joined their email list. Instead, they inconsistently blast out an email every few weeks pushing pre-orders for their latest merch or seasonal discounts on said merch. You can find the sign-up link at the bottom of the homepage, but I would only join their list if you need a cautionary tale in bland email marketing.
If your only reason to email your listeners is to let them know that there are more ways they can give you their money or time, you’ve missed the point of the exercise. Stop clogging up my inbox.
Until next week,
~Sarah at CopyHop~
Sarah Hopkinson writes meaningful emails that help podcasters increase their revenue and build a community around their podcast.
Do you want emails like this for your listeners too?
Book an exploratory call with Sarah
