How does a famous blogger (Darren Rowse of Problogger) do emailing?

Darren Rowse Problogger promote email

When an accomplished business owner-blogger like Darren Rowse comes to isolated Perth, it is an event not to be missed.

But when Darren, blogger extraordinaire spends a large part of his presentation talking about the financial rewards of emailing, it is time to get serious about this online marketing tool.

Email is powerful.

Darren Rowse, Problogger.

​Fortunately for Darren, more than 81% of his audience subscribe to receive updates via email – as opposed to a small 19% via RSS. This means he has a captive audience to communicate with via email.

​How does Darren do email?

Problogger and Digital Photography School are Darren’s two businesses. He uses email in these businesses to:

  • drive traffic back to his website
  • increase profit
  • build a community and
  • build his brand.

The emails that he sends out have click-throughs (these are embedded links that when clicked on will send you to a pertinent page on his website). He also tracks the resulting revenue from those emails via Google Analytics Goal Conversion.

​What does Darren write in his emails to get more sales?

Emails are an online marketing tool which – done well – can increase revenues. Each email may contain some, or many, of the following:

  • a ‘message from our sponsor’ which is an advertisement
  • an affiliate link to a recommended product (he is paid on this)
  • an ebook which is a saleable item on his website
  • links to interesting content on his blog
  • reviews of products

Social media doesn’t convert. Social media gets traffic and engagement… but not sales. Email sells.

Darren Rowse, Problogger

How does Darren write his emails?

Immediately after signing up for Darren’s email newsletter at Digital Photography School, I received the first, in what I’m sure, will be a stream of emails. We call these ‘auto-responders’,  and they are triggered by an event. In this case, me joining the newsletter.

​The first email I received was full of information and links, as well as a little introduction to Darren himself and a small photo.  This style of first auto-responder is what I recommend for my clients. Here is how I explain it.

Darren's Auto responder

Most people don’t buy on the first pass of your website, or first meeting with you.

It usually takes many interactions (I use the industry standard number of 14) before they might buy. Part of what they need from you is to trust you. It is because as a general rule – we buy from people that we know, like and trust. ​

How can you build up this trust when you can’t see the person?

In my experience, well thought out and planned emails are the most effective ways of starting a conversation – real person to real person.

How about you?

Are you emailing regularly? Not at all? Thinking about it?

I’d love to hear your views – do you agree with Darren? Have your say in the comments below.


Emails can grow your business, as long as you stay out of the Spam folder. We’ve put together the SPAM-FREE Short Cut Guide to Emailing. It’s free! Click here to get it.
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