The Tricks that Tripled Blogger Emma Johnson’s Email Sign Ups

Blogger Emma Johnson created a true community for single moms. Here’s how she uses email marketing to stay connected and grow her following.

emma johnson

Like many successful entrepreneurs, Emma Johnson saw an opportunity with her blog, Wealthy Single Mommy

“Nobody was speaking to me or my peers,” Emma said. “We have our own stories and challenges. I started a blog and I didn’t know what I was doing. It was a personal project. I thought I’d talk about money, but it went way beyond money.”

Today, Emma has a loyal fanbase with an email list of over 25,000 and over 32,000 followers on Facebook and Twitter combined. She also makes regular appearances on CNN, NBC’s Today Show, and NPR, just to name a few.

But growing that fanbase took hard work, dedication, and a strong email marketing campaign. When starting out, Emma tackled one of the biggest challenges that many entrepreneurs face when growing a business — getting email signups in order to promote her blog.

Emma relied on email marketing to better connect with her readers and keep her audience growing.

But what did Emma do to increase her email sign up and how can you apply that strategy to your business?

The Trick that Tripled Her Email Sign Ups

For Emma, growing her subscriber list gets her content in front of more people, which in turn grows her blog audience. To grow her list, Emma relies on one ridiculously smart sign up form tactic.

First, she keeps a close watch on how each of her blog posts performs. When she sees a post gaining tons of views and shares, she makes sure to feature it at the top of her website, where it’s bound to get maximum exposure. That way, when people visit Emma’s blog, the first thing they see is that high-performing blog post with an opt-in freebie incentive.

Sign up form example on home page of blog site

“Every month or so, I’ll write a blog that goes bananas,” Emma said. “Five hundred people will share it. Whenever I see that happening, I make sure that post goes to the top of my site.”

Even if a post was written a year ago, Emma will still feature it on the top of her website to take advantage of the post’s views and gather more sign ups. Then, when she shares that post on social, one of the first things a person will notice in the blog post is her opt-in form with her freebie.

And just in case they miss it, there’s a sign up form at the end of each blog post too. There is no shortage of opportunities to sign up for Emma’s email list on her website.

end of blog call to action example

Value-Added Email Sign Up

An incentive offer is more than a clever business tactic – it helps people get to know you better.

Emma offers a free guide, “15 Steps to Thriving as a Single Mom” as an incentive to her new subscribers.

“It’s a snapshot of the advice I give all the time,” she said. “It’s my manifesto for single moms. People find me when they’re desperate and in need of practical and emotional advice. The guide sets the tone for their relationship with me going forward.”

The free guide helps new readers get familiar with Emma, her writing style and what they can expect to see on her blog and newsletter. Since it’s a compilation of tips, it also helps new subscribers get caught up on any great advice they may have missed.

Emma’s incentive guide helps grow her email sign ups – but more importantly, it creates loyal, long-time readers who feel part of a real community.

Her target audience sees value with the email sign up offer. When you provide something your audience finds valuable, they will not hesitate providing you with their email address.

To help the sales of her best selling book “The Kickass Single Mom,” Emma has an email sign up form at the bottom of each blog post which provides a free chapter once someone provides their email address.

call to action at bottom of blog post

The Community That Helps Her Business Grow

Expanding your business is something that lots of bloggers and entrepreneurs dream about. One way to get there is by creating a community where your audience can gather and make real connections.

If you click on any one of Emma’s blog posts, you may see comments from women all over the world, as well as heartfelt replies from Emma herself. By being proactive in her comments, Emma’s audience gets a chance to have their voices heard.

Early on Emma took it a step further by creating a free forum for single moms.

call to action example

“When I went through my divorce, I was fortunate to have a best friend,” Emma said. “I wanted my readers to have that too.”

An added bonus of the forum is the opportunity for Emma to better understand her readers – their biggest challenges, their day-to-day struggles and what makes them tick.

Again, these are all value added incentives which help Emma grow her email list. The relationship with her subscribers isn’t one dimensional, there is value in signing up to receive email updates from Emma.

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  1. Julie Dargan

    7/31/2015 2:13 am

    Great insight here and tactics that I am looking forward to using. Thanks

  2. Kristen Dunleavy

    8/4/2015 9:52 am

    I’m glad you found it useful, Julie!

  3. Carla Beltrão

    7/31/2015 11:12 pm

    If it is a free guide yes.
    Please send me a copy to my email please I’m looking forward to using it.

  4. Kristen Dunleavy

    8/4/2015 9:51 am

    Hi Carla! The guide is 100% free. To download it, just click the yellow “download now” button above.