A fortnight ago, I gave you tips on how to encourage your podcast audience to join your email list.
The last of these was to make your email content about 33% different from your podcast content.
It’s a pretty precise figure for a concept that’s a little vague.
So let’s unpack it here.
Before I moved to the south of France, I lived in a small town called Metz, about an hour south of Luxembourg.
I spent 9 months there and felt pretty acclimatised to the language and culture. So when I moved to Nice, I thought it would be the same.
I was wrong.
In Metz, they drink beer. In Nice, they drink wine.
In Metz, the people are pretty friendly. In Nice, they’re quite removed.
In Metz, they eat flammekueche. In Nice, they eat pissaladière.
In Metz, the Christmas markets were great. In Nice… we’ll they’re not terrible, but I wouldn’t go out of my way to attend.
But there were plenty of things that weren’t that different. Barring a couple of slang words, the language is the same.
The culture of easy living, maintaining strong connections with family and friends, making time for art or cinema and having a general distrust for people too invested in work exists in both places.
The differences were surprising, but they kept me hooked. I knew enough of Nice when I arrived to know that I was keen to learn more.
That’s the experience you should offer to your podcast fans when they join your list.
They already love your content and by signing up for your emails, they’re not-so-subtly telling you that they want more of it.
So give it to them, and put a twist on it.
For example, tell them what you were thinking when you planned the episode, or give them an additional example or an exclusive follow-up from your guest.
And a themed playlist of older episodes is a great way to recycle old content or introduce it to new ears.
It’s more of an art than a science, and some days the balance won’t quite be there, but aim to give your email subscribers a message that’s about a third different from your original podcast content.
That 33%? It's not just content—it's the difference between an audience and a community.
It's what makes people feel like insiders, not just listeners.
And it keeps them wanting more.
Stay connected,
~Sarah at CopyHop~
I'm Sarah Hopkinson and I write meaningful emails that help podcasters increase their revenue and build a community around their podcast.
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