Instagram has always been a strong channel for recipe creators. Its format is perfect for showcasing vibrant images and videos of food, as well as the cooking process it takes to create stunning recipes from all diets and cultures. And despite the challenges of growing an audience on Instagram, many recipe creators have made names for themselves in the culinary world through years of hard work and engaging with their followers.

Yet, their success on Instagram shouldn’t overshadow the importance of diversifying one’s online presence through owned channels, like your website and email.

Why email is so important for recipe creators

Instagram (and social media) algorithms are too volatile

The challenge of algorithmic changes on Instagram cannot be overstated. What might work today in reaching your audience can suddenly become less effective as the platform adjusts its content delivery systems. Engaging with followers, timing your posts, and continually adapting to new features and trends does not guarantee stability or control over the audience you’ve worked hard to build.

This unpredictability makes reliance on Instagram alone a risky strategy for audience engagement and content monetization.

Growing your owned channels = more opportunities for monetization

One of the greatest benefits of an email list is the level of control and ownership it offers. Social media followers are essentially hosted by the platform, meaning creators are at the mercy of the platform’s policies and algorithm changes. In contrast, an email list is an asset that the creator fully owns, allowing for direct communication with their audience without middle-man restrictions.

For recipe creators, website traffic isn’t just about visibility, it can be a substantial revenue stream. Websites can generate income through ad placements, and more traffic can translate to higher ad revenue. By using a website to encourage email signups, creators can use their newsletters to drive traffic back to their website and increase opportunities for monetization.

And then there’s affiliate opportunities. Email marketing can be a powerful tool to drive affiliate sales. By sharing affiliate links within their emails, recipe creators can encourage their subscribers to purchase recommended products and earn a share of revenue from each sale.

Finally, brand partnerships. Brands are constantly on the lookout for new creators to help them reach their target audiences. A strong email list demonstrates to these sponsors that you have a direct and engaged audience. For recipe creators, an active and growing email list can be a key selling point in securing sponsorships and partnerships for their brand.

What do I know about email marketing?

My journey in email marketing began with a simple goal: to help my parents market their small businesses. That experience opened my eyes to the incredible potential of email marketing over other channels, leading me to found Privy, an email marketing platform that’s now a go-to for over 25,000 marketers worldwide. The platform helped our ecommerce customers send over 100 Million emails each month, and drive over $10 Billion in ecommerce sales for our customers.

At Privy, I saw firsthand the power of targeted email strategies in driving sales and engaging customers, inspiring me to share those insights through the Ecommerce Marketing School podcast. There, I helped Shopify store owners scale their businesses with practical, proven advice. And we even wrote the book on marketing for ecommerce stores. That was fun.

Now, alongside my co-founder Mike McGrath, we’re building the next great platform for recipe creators to grow, engage with, and monetize their audiences.

How to grow your email list

1. Add an email capture pop up on your site

Newsletter pop-ups are a staple for food bloggers because they’re a proven way to capture email addresses and connect with your audience — promoting new recipes, exclusive content, and building a community. A subscriber list is your golden ticket to growing an audience over time, however, you’ll want to make sure that you’re capturing email addresses tastefully without annoying your site visitors. Here are some tips I’ve seen work well:

1. Offer an incentive: A free downloadable recipe e-book or exclusive content entices visitors to sign up. Maybe its a collection of all your viral recipe posts in one spot.

2. Target the timing: Pop-ups after a visitor spends time browsing or at the end of a recipe show intent and avoid interrupting their experience.

3. Exit-intent pop-ups: These appear when a visitor tries to leave, offering a last chance to subscribe.

4. Keep it simple: Clear headlines, concise text, and a single email capture field makes signing up quick and painless.

See how Lexi’s Clean Kitchen keeps her pop ups simple yet effective on her website.

2. Add static email capture forms on your blogs

If you’re worried about pop ups impacting your reader experience, here are some other, less intrusive ways to capture sign-ups on your food blog:

1. Strategic sidebar sign-up: Embed a clean and visually appealing sign-up form in your sidebar. This keeps it constantly visible without being in-your-face, perfect for visitors who are already browsing and potentially interested.

2. Incorporate it into the recipe flow with “Save the recipe”: Subtly integrate a sign-up option within your recipe posts. This could be a small, tasteful form after the recipe instructions, with a message like “Get more delicious recipe ideas straight to your inbox!” This capitalizes on the moment when a visitor is actively engaged with your content and most likely interested in receiving more of your recipes in their inbox. My personal favorite is an embedded form that lets the reader “save this specific recipe to their email”. Tons of value add for the reader by letting them bookmark the recipe in their inbox, and earning you subscriber growth.

3. Post-content sign-up forms: Finish your blog posts with a clear call to action and an embedded sign-up form. This allows visitors who enjoyed your content to easily subscribe without feeling pressured.

If readers opt to close Lexi’s pop ups, she covers her bases by embedding a sign up form in the body of her recipe blogs.

3. Use Grocers List ‘Comment for Recipe’ feature

One of Grocers List primary features is ‘Comment for Recipe’, helping recipe creators build their email list directly through Instagram comments. Here’s how it works:

1. Set up your keywords: Choose keywords related to your recipe (e.g., "“getrecipe” or “recipeplease”).

2. Your followers comment: In a post, ask followers to comment with the keyword to get the recipe link.

3. Automated replies are sent: Craft replies in your brand voice that get sent automatically to comments.

4. Eye-catching DMs: When someone comments, they’ll get a visually-appealing direct message with the recipe image.

5. Email capture in DMs: Within the DM, include a signup for your email list, turning recipe requests into newsletter subscribers.

Our Save to Email feature is a great way for recipe creators with significant followings on Instagram to turn those followers into email subscribers!

4. Use a list growth ‘Link in Bio’ tool

Another way to leverage your Instagram following for email list growth is by adding a ‘link in bio’ to your account. While there are tons of link in bio tools out there, only Grocers List is made specifically for recipe creators. Our link in bio gathers all of your recipes in a fast, easy to scroll landing page where your followers can click-through to your website, sign up for your emails, and even send your recipe’s ingredients straight to Instacart.

5. Post on Instagram with a CTA to sign up for your list

Another way to leverage your Instagram following for email list growth is by focusing a story or post on the value of joining your list. This sort of thing should be infrequent, but if sprinkled in throughout the year its a great chance to get in front of newly acquired followers, and make them aware that you send new recipes, meal plans and more to your email community. Here’s an example from Caroline Chambers, which I thought was nicely done.

Adding a keyword from grocers list to the post or story makes it easy for your followers to access the clickable link to join your email list.

Types of emails to send

1. The welcome series

The welcome series is your chance to make a great first impression on new subscribers who join your email list. You can start by setting the stage — let new subscribers know who you are and the story behind your food blog. What inspires you to cook? Then, give them a taste of what to expect. Briefly describe the types of recipes you share and even include links to your “best hits” or most trending recipes you’ve created. Below is an example from The Lemon Bowl of how Liz greets every new subscriber with a personal story of what caused her to get in the recipe creation space in the first place.

2. The weekly newsletter

The recipe newsletter is a cornerstone for any food blogger. Here’s how it keeps your audience engaged and coming back for more:

• Fresh recipe showcase: Feature a couple of your latest and greatest recipes, enticing subscribers with mouthwatering descriptions and captivating photos. Include links to the full recipe posts on your website, driving traffic back to your website, blogs, gift guides, and so on.

• Meal prep magic: Help your subscribers conquer the week with a meal prep suggestion. This could be a themed plan (Meatless Monday, Taco Tuesday, etc.) or a mix-and-match approach, featuring recipes from your archive. By linking back to older recipes, you breathe new life into them and showcase your content library.

This newsletter format offers a win-win. Subscribers get fresh recipe inspiration and meal planning assistance, while you drive traffic back to your website and promote a wider range of your content. Below is an example of how Lexi’s Clean Kitchen approaches her weekly newsletter.

3. Recipes by category

Newsletters aren’t one-size-fits-all. Categorized emails allow you to tailor content to specific subscriber interests:

• Recipe Roundups by Theme: Craft emails focused on themes like “Top 10 Pasta Dishes” or “Quick and Easy Meals for Busy Weeknights.” This caters to specific dietary preferences or cooking styles, offering subscribers relevant recipe inspiration.

• Seasonal Delights: As seasons change, curate emails featuring recipes that highlight seasonal ingredients or festive occasions. “Summer Grilling Favourites” or “Warm and Cozy Fall Soups” can entice subscribers with timely recipe ideas.

• Dietary Focus: If you cater to specific dietary needs (vegetarian, gluten-free, etc.), send targeted emails featuring recipe collections tailored to those preferences. This caters to a loyal audience segment and positions you as an expert in their dietary niche.

By segmenting your email list and sending targeted content, you increase subscriber engagement and make your emails a valuable resource that keeps them looking forward to your next message. Below is an example of Grilled Cheese Social’s easy and cheesy recipe roundup for busy people.

4. “You saved this recipe”

This is a trendy type of email in the recipe creator space. By implementing “Saved Recipe” emails, you create a win-win situation.

For Subscribers

• Instant access to recipes: No more digging through bookmarks or browser history. This email serves as a readily-available reference point, containing the full recipe with ingredients, instructions, and enticing photos. They can access it anytime, on any device, for easy meal planning or whipping up a familiar favorite.

For Creators

• Boosted engagement: These emails remind subscribers about your content and keep your recipes top-of-mind. They might even explore other sections of your website while revisiting the saved recipe.

• Makes personalization easier: Consider including related recipe suggestions within the saved recipe email. If someone saved ‘Air Fryer Bacon’, suggesting other air fryer recipes or breakfast dishes personalizes the experience and keeps them engaged with your library of content.

Lexi’s Clean Kitchen has “You saved this recipe” down to a science.

5. Promotional emails

Food bloggers don’t just create recipes and post content, they build communities. Promotional emails are a great way to share exciting news and celebrate milestones with your subscribers. Examples we’ve seen of promotional emails that work include:

• Cookbook launches: Did you just publish your dream cookbook? Announce it with a celebratory email! Include stunning visuals of the cookbook cover (even if it’s an e-book), highlight some of the featured recipes, and offer a pre-order discount or exclusive bonus content for subscribers who purchase early.

• Press-worthy news: Getting featured in a major publication or landing a TV spot is a huge deal. Share your accomplishment with your subscribers. Include a link to the article or a clip of your appearance.

• Exclusive content or courses: Are you hosting a cooking class or launching a new online course? Give your subscribers a sneak peek with a promotional email. Highlight the benefits and offer them a special discount as a thank you for their loyalty.

• Affiliates and partnerships: Feature kitchen tools or ingredients you love and use in your recipes, including ones from brands you’re partnering with. Include high-quality photos and descriptions, and incorporate affiliate links so subscribers can purchase these items directly through your email.

So long as you’re providing value to your subscribers without bombarding them with promotions, these emails are great for monetizing your audience.

Get your Instagram followers to cook more of your recipes!

Create your FREE Grocers List Creator account to:

1. Capture emails: Turn recipe tags into sign-ups, building your email list and owning your audience.

2. Boost website traffic: Drive fans back with exclusive recipe emails and branded plugs.

3. Unlock valuable insights: Understand which recipes resonate, inform brand partnerships, and track success.