Episode 28: How to Turn Your Podcast Into a Lead Magnet Machine (While Growing a Loyal Email List)
Listen on Apple Podcast | Listen on Spotify | Watch on YouTube
If you’ve ever felt like your podcast is pulling more weight than it should—and you’re not seeing the email list growth or client conversions you want—this episode is about to shift your strategy.
In this special behind-the-scenes replay, I sat down with Emily Holland to unpack exactly how podcasts and email marketing support each other, why tracking podcast metrics alone won’t move the needle, and what actually converts listeners into email subscribers (and buyers). From quizzes to nurture sequences, and baked-in calls to action to dynamic ads, we covered it all—with clear, actionable steps you can implement today.
Whether you’re just starting out or you’ve been podcasting for a while, this episode will help you start thinking more strategically about how to turn your podcast into the top-of-funnel tool it was meant to be.
What You’ll Learn in This Episode
Why email and podcasting work best together (and what makes them so powerful)
The decline of podcast vanity metrics and what actually matters now
The podcast metrics I track weekly to understand audience health
Why I care more about followers and unique listeners than total downloads
How to create a quiz that fuels your list growth and aligns with your offers
What makes a quiz-based funnel work (and tools to set it up)
What to do if you don’t have a quiz (yet) but still want email growth
Guesting on other podcasts as a list-growth strategy
How to think about welcome sequences, giveaways, and newsletter content
The win-win approach to pitching yourself for guest opportunities
What We will cover:
04:25 - The importance of email and podcasts working together
09:12 - The role of social media in podcast awareness
10:30 - Why an email list is crucial for brand partnerships
12:05 - Podcast metrics and why downloads aren’t everything
16:01 : Tracking consumption rates and audience engagement
18:01 - How quizzes can drive email list growth with podcasts
25:41 - Dynamic ads and using MiniChat for email list growth
35:49 - Advice on guesting on podcasts to grow your email list
Podcast Growth Isn’t About Downloads Anymore—It’s About Depth
A few years ago, downloads were the gold standard in podcasting. Everyone was chasing big numbers, and no one was asking the deeper question: who are these listeners, and are they actually engaging?
Today, downloads are no longer the whole story. If you're still measuring your podcast's performance solely by how many listens you get, you're missing the metrics that truly matter—like email subscribers, content engagement, and audience retention.
This episode breaks down how to shift your thinking and focus on meaningful growth: not just bigger numbers, but better business outcomes.
Why Email + Podcast = the Growth Duo You’ve Been Missing
Email isn’t just a “nice to have”—it’s where your podcast really gets to work.
When you turn podcast listeners into subscribers, you move them from casual consumption to direct connection. It’s where nurturing happens. Selling happens. Brand loyalty happens. And when your newsletter becomes a continuation of your podcast, you build a flywheel of value that multiplies over time.
Plus, your email list is something you own. You can’t say the same for your downloads.
If your podcast is feeling like a one-way street, email is how you turn it into a thriving ecosystem.
What Metrics Actually Matter (And How I Track Them Weekly)
If you want to know if your podcast is growing in a healthy, sustainable way, you need to track more than downloads.
Here are the exact metrics I look at every single week:
Apple + Spotify followers (total + growth rate)
Unique listeners (Spotify + Apple)
Spotify podcast starts + Apple plays
Engaged listeners via Apple Connect
Email list growth: net new subscribers, unsubscribes, and list size over time
I use a color-coded Google Sheet with conditional formatting to surface trends—so I can see at a glance what’s working and what’s not.
The takeaway? Data = direction. Don’t fly blind.
Why a Podcast-Centric Quiz is My Favorite Funnel
If you’re looking for one strategy to grow your list and increase podcast bingeability, start with a quiz.
A podcast-centric quiz helps you:
Segment your audience based on identity and intent
Serve up curated playlists that match where they are
Move listeners into a relevant nurture sequence
Convert them into leads for your core offers
This type of funnel is high effort on the front end, but high reward over time. It also tends to perform well organically and through paid ads—because people love taking quizzes, and the barrier to entry is low.
My favorite tool for building quizzes? Interact. It’s intuitive, customizable, and integrates well with most email platforms.
What If You Don’t Have a Quiz (Yet)?
No quiz? No problem.
You can still grow your list by:
Creating a single lead magnet that aligns with your podcast content
Adding a baked-in CTA to every episode
Using tools like ManyChat or manual DMs to drive subscribers from Instagram
Inviting people to your newsletter in creative, story-led ways
The key is to promote one clear, compelling next step—and repeat it consistently. List growth is about clarity and consistency, not complexity.
Get On Other People’s Podcasts (Even If You’re New)
Guesting is one of the fastest ways to grow your podcast and your email list—especially when you approach it strategically.
Start by:
Searching Apple’s Top 200 in your category (like Business → Entrepreneurship)
Building a list of dream shows to pitch
Focusing on mid-tier podcasts that are more likely to say yes and co-promote
Offering a free resource when you pitch, not just “value” or “visibility”
Podcast swaps and collaboration-first pitches work especially well. Always lead with what’s in it for their audience.
Key Takeaways
Your podcast is more powerful when it’s paired with your email list
Vanity metrics (downloads) are less important than actionable metrics (subscribers, engagement)
Track your data weekly so you can make informed decisions
A podcast-centric quiz is one of the most effective top-of-funnel tools
Don’t wait until everything’s perfect—start promoting your lead magnet now
Guest on other shows strategically, and always offer a win-win
Your Next Steps
Want more podcast growth strategies? Subscribe to my newsletter for exclusive tips: www.podcastmarketinghub.com/subscribe
Resources Mentioned
Join my newsletter for weekly podcast growth tips: podcastmarketinghub.com/subscribe
Book a discovery call: podcastmarketinghub.com
My favorite quiz-building tool: Interact
My nurture sequence templates and quiz swipe files (ask about these on your call!)
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
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