This guest pst is by Martyn Chamberlin of Two Hour Blogger.
“When you work with words … words are your work.”—Don Knotts
I assume you know a lot about blogging.
You know how to set up a blog, you know how to write. You know how to tweet and share.
Most importantly, you know how to build your email list.
Maybe you’re not as fanatical as I am. Maybe you haven’t hidden your RSS feed. Maybe you offer alternatives to email. But you understand the best results come from your emails. You baby your list.
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I’ve got a sneaking suspicion you aren’t doing it right. Don’t take it personally—some of my most brilliant clients weren’t either. It’s not your fault. No one’s ever told you how, that’s all.
Are you handling your email subscriptions in Feedburner?
When people subscribe to your blog via email, where’s that email address going? I hope it’s not going into Feedburner.
See, Feedburner is pretty lousy when it comes to email marketing.
- You can’t easily customize the subject line
- You can’t customize the design
- You can’t utilize auto-responders
- You can’t know who’s subscribing in real time
- You can’t know the open rates
- You can’t completely control when the broadcast goes out
Maybe you’re thinking, “I don’t care that much. Feedburner’s free. This is deep and scary, and I’m not going to worry about it. I’ll just blog.”
Let me remind you that your blog’s success hinges on how effectively you master email marketing.
This is important. Quit using Feedburner.
What are the other options?
I’ve worked with a lot of email marketing tools, but the best are MailChimp and AWeber. There are other options out there, but I recommend one of these two.
Which one should you chose? Mailchimp’s free for the first 500 subscribers while AWeber costs from from the start. They’re both excellent tools, but if you can possibly afford it, go with AWeber. It’s slightly better, and after all, ProBlogger uses AWeber.
Once you migrate your list to one of these services, you’re ready to send emails. Whenever you publish a blog post, you want to send it to your list.
You can always do it manually, of course. Whenever you publish content, you can copy and paste the article from your WordPress dashboard and blast it away. While it’s fun doing it this way for about two months, it starts getting old after a while. Really old. Trust me.
Here’s a better way
Unfortunately, this is where most bloggers run into trouble. If you don’t know what you’re doing, you’ll frustrate yourself.
Luckily, I’ve done the heavy lifting for you. After successfully implementing this for myself and clients, I’ve put this article together for you. You’ll be rocking with the big boys in no time flat. I’ll even help you in comments if you get stuck. Deal?
Step 1: Prepare thyself
If you haven’t done so already, you’ll want to burn a feed for your blog at Feedburner.com.
Okay, I told you to quit using Feedburner. You’re probably confused.
While Feedburner is lousy at email marketing, it’s a great tool for creating a feed URL. You’ll use this feed’s URL in your email campaign, so this step is important. Since Google owns Feedburner, you only need a free Google account to use this service.
You may have already created a Feedburner feed and don’t know what the feed URL is. Log into Feedburner and click the grey RSS icon to the left of the feed title. The link it sends you to is your feed URL.
Make sure your feed URL shows the full content version of your posts. If you only see excerpts on this page, it means your email subscribers will only get excerpts in their inbox (usually a bad idea).
To change your blog’s feed to full content, log into WordPress and head over to Settings > Reading Settings. Make sure you’ve selected Full text instead of Summary. It can take Feedburner up to fifteen minutes to recognize these changes, so be patient if you don’t see immediate results. (Yes, I’ve learned this the hard way!)
If you’re using MailChimp …
- Log in.
- Click the large, orange button in the left column titled Create campaign. A drop-down menu will appear. Select RSS-driven campaign.
- This will take you to a page where you enter your RSS Feed URL. Paste your Feedburner URL and hit next.
- Select the list you want to send your campaign to. Hit next.
- In the Message Subject field, paste this:
*|RSSITEM:TITLE|*That pulls the title of your latest blog post into the email subject line. Fill out the other details and hit Next.
- Select your template and edit the body copy. The default prose says “Heading 1 Heading 2” etc. After deleting all this, select the Source tab and paste the following:
<a href="*|RSSITEM:URL|*">*|RSSITEM:TITLE|*</a><br /><br />
*|RSSITEM:CONTENT_FULL|*<br />
<a href="*|RSSITEM:URL|*">Click here to leave a comment</a>This funny-looking code dynamically pulls the the content from your latest blog post into the email. To see the magic in action, just hit the preview button to view how it will look in your inbox. Nifty, isn’t it?
Hit Next.
- Finalize your plain-text version. Hit next.
- You’re now looking at your entire setup with all the glamorous details. Scroll to the bottom of the page and hit the orange “start RSS campaign” button. You’re all set!
If you’re using AWeber…
- Log into AWeber
- Hover over the Messages tab and click Blog Broadcast.
- This sends you to a page with a green button that says Create a New Blog Broadcast. Click it.
- Chose the list you want to use and prepare your email template. I recommend keeping the design as simple as possible, but you’re welcome to customize it to your heart’s content.
- In the RSS feed URL, paste your feed URL you got from Feedburner.
- In the subject line, paste this:
{!rss_itemblock}{!rss_item_title}{!rss_itemblockend} - In the HTML message, paste this:
{!rss_itemblock}
<p style="font-weight: bold; font-size: 30px; margin-bottom: 0px"><a href="{!rss_item_link}">{!rss_item_title}</a></p><span>{!rss_item_content}</span><br />
<h2><a href="{!rss_item_link}">Click here to leave a comment</a>.</h2>
{!rss_itemblockend}Be sure you’re on the Source tab when pasting this content. It won’t work in the design tab.
- Hit the save button and you’re off!
Let’s wrap it up
In case you’ve wondered how the pro bloggers do it, now you know. It’s not that difficult, but no one tells you how to do it. Funny, isn’t it?
Let’s face it—getting your email campaign off the ground can be tricky. I remember when I first started doing this stuff, I had so many questions and I couldn’t talk to anyone (for free).
But today, it’s different. If you have any questions, I’ll answer them in comments. Let’s get started!
Martyn Chamberlin is a full-time web guy who blogs about the importance of web design and builds web sites that enhance great blogging. Learn what it takes to succeed online and join the growing number of passionate writers becoming better bloggers.
