Every podcast needs marketing.
While Apple Podcasts and Spotify might be great distribution channels for your show, you have no control over these apps or what they choose to promote. Hence, you can’t simply upload your podcast onto these platforms and call it a day.
When it comes to marketing your podcast, email is one of the most powerful tools available to you.
Sending a podcast newsletter via email helps you build intimate and emotional connections with your fans.
It’s also a great way to get subscribers to take meaningful action beyond just listening to your podcast. For example, email is a great medium for…
- Promoting affiliate links and sponsors.
- Offering exclusive content or resources.
- Sharing behind-the-scenes information or news.
- Convincing listeners to become paying customers.
- Getting new listeners when existing subscribers forward your email to their friends.
“Ugh,” you might be thinking. “I know I ought to write a newsletter, but that’s gonna add hours to my workflow!”
We know that after recording, editing and uploading a new episode, the last thing you want to do is write a newsletter. So in this article, we’re going to show you a shortcut:
A way to send the content of a WordPress post as a newsletter without any extra steps.
The Quickest Way To Send A Podcast Newsletter of Your Latest Episode
Like most podcasters, you probably create a post on your website whenever you publish a new podcast episode. This post includes the title of the episode, a brief description, a media player, and show notes.
That’s what we do at Castos as well.
Thankfully, those are also the key elements of a newsletter so you don’t have to create additional content. And with Newsletter Glue, you can make this blog post – that you were already going to create – double as your podcast newsletter, with no extra work.
In this post, we’re going to cover:
- Set Up Subscriber Forms in MailChimp
- Create Podcast Posts and Newsletters using this Simple Framework
- Create email newsletters in WordPress using Newsletter Glue
- Managing the content that goes into your blog vs newsletter.
- How Often and When to Send Your Newsletter.
Let’s do this!
Step 1: Set Up Subscriber Forms in MailChimp
Before you can send newsletters to your subscribers, you need to collect email addresses. Your first step, therefore, is to set up subscriber forms and place them throughout your website.
You can use any email marketing tool you like to collect addresses, but for the purposes of this guide, we’re going to focus on MailChimp. MailChimp is a great tool for beginners who don’t have any experience in email marketing.
If you prefer an embedded form, customize it to your needs and paste the provided code into your website where you want the form to appear.
If you prefer a pop-up form, use the form builder to customize your form. Click on the Settings button to adjust where and how the form will appear on your website. (Make sure to connect your MailChimp account to WordPress for this type of form.)
Once you’ve set up a form and displayed it on your site, you’re all set to start getting email subscribers! Anyone who uses the form will appear in your MailChimp contacts.
Pro tip: To maximize sign ups, spend a moment in each episode encouraging listeners to sign up on your website.
Step 2: Create Podcast Posts and Newsletters using this Simple Framework
Now that you have some subscribers, it’s time to let them know about your latest podcast episode.
Here’s a framework for a simple podcast post you can create. It has a few key elements in it and shouldn’t take you too long to write.
Let’s take a closer look at the introduction and show notes, since that’s where most of the content is.
This is useful for adding color and context to each episode. You might use it to add background information which you weren’t able to include in the podcast itself.
Or you could simply write a few quick thoughts on the weather and invite engagement, like we’ve done in this demo post!
Show notes are where you list key topics mentioned in your podcast as well as links to books, articles or even Twitter accounts highlighted during your show.
You should also add links to your guest’s online presence in this section. If your guest is promoting something, you should add links to it here too.
The goal here is to be helpful and increase engagement for your subscribers. Give them easy access to topics and guests from your show so that they don’t have to hunt down the information themselves.
Step 3: Create email newsletters in WordPress using Newsletter Glue
Alright, you’ve created your post, it’s now time to send it to your newsletter subscribers!
To get this done quickly and without additional fuss, we strongly recommend using Newsletter Glue to publish newsletters right from your WordPress dashboard (which you’re already familiar with). It works just like creating a blog post.
Download Newsletter Glue and install it like any WordPress plugin. Follow the onboarding steps to complete your set up (or follow this guide). Newsletter Glue will send newsletters to the contacts in your MailChimp account.
Note: If you’re not currently using Mailchimp, you might appreciate knowing that Newsletter Glue also connects to ActiveCampaign, GetResponse, Campaign Monitor, Sendinblue and MailerLite.
Once you’re all set up, head back to your latest podcast episode, scroll down, past the content you’ve just written and look for Newsletter Glue: Send as newsletter.
From here you can edit your newsletter options, like the email’s subject (default is the post’s title), recipients, from name and email, preview text, and more.
To check how your email will look before sending it to subscribers, you can send yourself a test email or preview the email in browser.
Finally, once you’re happy with how everything looks, look for the Send as newsletter option at the bottom left hand corner and toggle it ON. Once it’s turned on, your newsletter will be sent when you publish or update your post.
This means that publishing your post now causes two things to happen:
- Your post will appear on your website like a typical blog post.
- It will be sent as an email to your subscribers.
For a detailed tutorial on adding content to your newsletter, check out our video guide:
Step 4: Managing the Content that goes into your Blog vs Newsletter
By this point, we’ve spoken a lot about how you can create your podcast post and newsletter simultaneously.
But what if there are elements that go into the blog that you don’t want to include in your newsletter, and vice versa?
Here’s where Newsletter Glue’s Show/hide content block comes in handy.
This block lets you decide what content gets shown in your email and hidden in your blog. This is useful for a number of elements in your podcast post, but let’s begin with your media player.
Hiding the media player from your email newsletter
To begin, let’s be clear on what we’re trying to achieve: You want your post to include a media player so users can listen right away by clicking the Play button.
However, you don’t want the media player to appear in your email, because email clients can’t load that kind of element.
Cool? Here’s where the show/hide block comes in handy.
First, type “/show” into your post then add the block that pops up.
Once you’ve successfully added the block, you should see an empty box.
Add the Castos player inside this box.
Next, in the right hand admin panel, toggle Show in blog post ON, and toggle Show in email newsletter OFF. This does exactly what it sounds like – your media player will now be shown on your blog, but hidden from your email.
Now, let’s turn our attention to the call to action button, so that we can do the same thing…
Hiding call to action buttons from your blog
Every email you send should include a call to action: a simple phrase, displayed prominently, that tells the reader what action to take next.
You should have at least one call to action in your email newsletter. When we send a Castos email, there are usually multiple buttons that encourage users to visit various pages.
As you can imagine, these buttons are useful for email, but if a reader is viewing this on your blog, there’s no reason to click on the buttons. So, you’ll want to hide them using the show/hide content block.
Like with the media player, insert the show/hide content block to your post, then add your call to action button inside it.
This time, you want to toggle the options the other way around – with Show in blog post toggled OFF, and Show in email newsletter toggled ON.
So far so good?
Congratulations! After finishing all these steps, you’ve now created a blog post and an email newsletter and saved hours by not having to do both separately.
Pro tip: If you enjoyed using the show/hide content block, consider upgrading to Newsletter Glue Pro and make use of their additional newsletter blocks that will help you get more subscribers and build a more professional looking newsletter in seconds:
- Metadata block (paid)
- Subscriber form block (paid)
- Author byline block (paid)
- Callout card block (paid)
- Post embed block (paid)
Step 5: How Often and When to Send Your Podcast Newsletter
Now that you’ve created your podcast post and email newsletter, it’s time to send it!
To keep it simple: send a newsletter every time you release a podcast episode.
We recommend sending middle-to-end of the week and in the late morning.
Having said that, there’s no right or wrong answer as to how often or when you should send a newsletter. It depends on your show and the type of listener you cater to.
At Castos, we send an email every Thursday morning with our latest articles, videos and podcast episodes. Feel free to experiment to find the most effective time for your audience.
Never Stop Promoting
Your fans are your greatest resource.
They’ll support your show by listening faithfully, but only if they’re aware of your latest episodes. Follow the steps we outlined above to quickly and efficiently send newsletters to your audience every time you create a new WordPress post. This workflow will save you time and hassle so you can devote yourself to creating great content.