How to build your email list
This is probably one of the questions I get asked the most. I often think the expectation in the answer is a list of tactics that are convoluted and complex but in actual fact it’s really simple.
One of the biggest challenges is how can you do what you’re already doing but even better? How can you make sign up more compelling and how can you drive more traffic to your website?
If there’s no one coming to your website (or the traffic is low) then your sign ups will be slow, it really is easy maths. So, once you’re set up to capture their email the question is how can I drive more people to my website really.
Adding to your email list should be top of your activity - with everything you do or put out there think about how you can get people on your email list. Just like this email you’re reading from me - I openly ask my audience to sign up for my list and each time I do I get people adding themselves to the list. Remember - humans need telling what to do.
Growing your email list is the most valuable thing you can do in your business - I promise you!
Building an email list isn’t just a business tactic, it’s like having a VIP club for your brand. It’s your personal way of staying connected with people who already love what you do or are curious enough to want more.
Remember…
An email list is basically a bunch of people who’ve said, “Hey, I like what you’re doing, so keep me in the loop!” These customers gave you their email address so you can send them updates, offers, and other goodies.
Unlike social media followers, an email list is all yours - no algorithms to fight with, no worrying if people will see your posts. It’s direct, reliable, and oh so effective for growing your business. Plus, it’s a lot more personal, like sending a note to a friend instead of shouting into the social media void.
What makes a good email list – How to keep it top-notch?
Here’s the thing: it’s not just about the size of your email list, it’s about how engaged your subscribers are. A great email list is like having a room full of people who are genuinely excited to hear from you. Here’s what makes it work:
They’ve opted In
These are people who want your emails, not random names you bought off the internet (please never do that). A clear sign-up process keeps your list clean and full of people who actually care.They’re engaged
A healthy list is full of people who open your emails, click on your links, and actually stick around. If you’ve got people ghosting your emails, it’s time to clean them out.It’s easy to segment
Collect info like interests, past purchases, or demographics so you can send the right emails to the right people. Personalised emails = happy subscribers.You can personalise
Nothing says, “I see you” like an email that feels like it’s written just for them. Start with names and go deeper with tailored recommendations or exclusive offers. You can also go to town with your brand voice/tone making them feel like you’re their friend.
How to grow your email list
Growing your email list doesn’t have to be complicated or expensive. And, it’s actually pretty simple.
Traffic to your site
Remember that growing your list involves the 2 things I mentioned at the start of this email - driving traffic and then giving them something good and worth sticking around for in return. You simply use the latter to generate traffic interest. So if you’re sending poor content out there they’re not going to be compelled to join your list are they?
So, firstly, how do you drive traffic to your site? There’s generally 3 ways…
Paid ads
Creating content to generate a healthy organic reach i.e via social
Borrowing other peoples/brand audiences (this extends to collabs, content creators/influencers, press/pr).
Those 3 things are essentially it. Now you can do all 3 of course, but you’ll find most brands stick to just a couple, with lots relying on number 1 alone. There is a 4th which I always mention and that’d good product!
You’ll often read something I’ve written which will have a disclaimer of - ‘that all relies on the fact you have a strong product with strong demand’. And the reason I always say this is I never want your attention to sway from your product. I see so much advice out there that fails to mention it but it’s so bloody important. If you’re selling s**t then it won’t be long before it comes crumbling down around you.
Ok, let’s get on to some key tactics/considerations which will help you convert up to 10% of your traffic to sign up - that’s the goal by the way, 10%. Realistically most businesses I work with are sitting around 3-5%.
1. Create a newsletter that people actually want to open
Newsletters are a no brainer for list building, but the trick is making them irresistible. Think of them as a regular gift to your audience, something they look forward to.
If you’re just sending sales or ‘buy me’ emails then think again. Customers want to feel part of something. This also comes down to your brand and branding - what are they getting when they purchase from you? Hopefully more than just a product. You want them to feel a connection with your brand and vibe - even an unconscious one.
Think about including:
Value packed content: Share tips, how tos, or insights that your audience finds useful.
Testimonials or reviews: Show off your happy customers to build trust.
Exclusive updates: Announce new products, special promotions, or upcoming events.
Loyalty perks: Add information about any rewards program etc that you may offer.
Promote your newsletter sign up on your website, social media, and at checkout to make it easy for people to subscribe. You have to TELL them what to do, don’t just rely on them signing up by chance, because they won’t.
2. Offer discounts or incentives
Who doesn’t love a deal? Offering a discount or a freebie in exchange for an email is one of the fastest ways to grow your list.
And don’t forget you can change this up as much as you like.
One of the biggest mistakes I see businesses make is offering 10% off the first order forever and a day. Revisit your offer and see what else you can dangle in front of them to test something else that might increase your sign ups.
Don’t forget to follow up with a killer welcome email sequence that delivers on the promise and sets the tone for your future emails.
Imagine walking into a room and spending the day there only saying hi to a handful of people and nothing more. Would they remember you? Absolutely not. This is the start of a relationship, it’s the start of a conversation and it’s the start of you nurturing them into your gang.
3. Gate your best content
If you’ve spent time creating amazing content, don’t just give it all away for free, use it to grow your email list.
I’m sure you’ve seen me do this before and granted it’s kind of easier for service business as there are infinite amount of topics I could write about. But think about this for your own business, remember that community you’re building which covers key interests - what aspect of this could you pick out to provide content around? What would your audience value?
Now, this won’t work for all businesses and for some it only works at certain times of the year and around certain key events but give this some good thought because it’s an excellent way to build your list.
4. Run contests or giveaways
Everyone loves the chance to win something, but I see far too many of these run poorly. Hosting a contest is a fun way to build your list while engaging your audience, but you must do both of those things.
Contests work especially well when partnered with an influencer or a complementary brand to expand your reach of course (borrowing someone else’s audience) and they work well when they’re centred around key events.
This list growing tactic can sometimes lead to people joining your list who just love entering comps and don’t actually want to buy from you. However, you can weed these people out of your list eventually.
Never buy names to add to your list - this is an absolute no go!
5. Your site pop up
This is the gateway drug to your brand! The key is timing and offering something valuable here. The exchange must be worth it for the customer.
Think about your:
Welcome Pop Up: Allow them to gain desire for what they’re looking at and then show them your offer. Don’t ask for anything other than their email, this will only decrease your conversion rate. We want a quick in and out here, asking for too many details will put most people off.
Exit intent Pop Ups: These appear when a visitor is about to leave, offering one last chance to subscribe. It’s rare I see these used, but they work! Whether you’re wanting to offer them something different or increase scarcity give one a go and see how it works for you.
Scroll triggered/URL Pop Ups: Pop up after a user has engaged with your content, like scrolling halfway down a page or viewing a certain product.
Make the message short and sweet, nobody wants to read a novel in a pop up!
And make sure you test your pop up, please if you take nothing else from this email, let it be this!
6. Build and optimise landing pages
A well designed landing page can be your secret weapon for email list growth. Instead of sending people to your homepage, direct them to a dedicated page focused solely on getting their email.
This is something you can do from the link on your socials to your website or via ad traffic.
You’ve probably heard me talk about landing pages before and that’s because they’re so powerful - mainly if you’re running ads.
(If you want a copy of something I wrote about landing pages simply reply to this email and I’ll send it to you).
Use clear, compelling headlines.
Include a strong CTA (e.g., “Sign up now for 15% off!”).
Add social proof like testimonials or trust badges.
Experiment with different layouts and messages to see what resonates most with your audience. You’ll soon see what works best and you can go in deep on whatever it is.
7. Don’t forget your current network
I can bet only about 30% of your social followers are on your mailing list. Like I said before, actually asking people to join your list works!
For every new launch or exciting event make sure you publicise the advantages of getting on your email list.
Make sure you have a sign up page set up that you can share on social media so people can easily sign up.
NEVER EVER ask them to go on your website and sign up via the footer. This is just horrendous when I see people doing this! No one and I repeat no one wants to do that - make it easy for them.
Mistakes to avoid
Email list building isn’t rocket science, but there are a few pitfalls you’ll want to avoid:
Buying Lists
Don’t do it. Bought lists are full of people who didn’t ask to hear from you. Plus, it’ll mess with your sending reputation.Ignoring Privacy Rules
Always get permission before adding someone to your list. No one likes spam. But…Leaving double opt in on
Whenever I’m given access to a new email account it’s the first thing I go and check. Double opt in is a killer for list growth. Yes there are benefits of having it on, i.e people have to confirm their subscription so they’re in theory more engaged. But…no one wants to do that and often they don’t, which means they’re not on your list. Make it easy.
Overloading Subscribers
Bombarding people with too many emails is a quick way to lose them. Find a balance that keeps them interested without overwhelming them.Neglecting Personalisation
Generic emails are boring. Use what you know about your subscribers to send them content that feels tailor made.Making It Hard to Unsubscribe
If someone wants out, let them go. It’s better for your list and your brand - if people who don’t want to be there leave.
Why it’s worth it…
Your email list is like your personal hotline to your audience. Here’s why it’s worth the effort:
Direct Access: No fighting algorithms, you’re in their inbox.
Better conversions: Subscribers are already interested, so they’re more likely to buy.
Cost effective: It’s cheaper than ads and delivers better ROI.
Builds loyalty: Regular, helpful emails make people stick around.
Flexible: Share updates, run promos, or just check in, it’s your call but it’s all part of nurturing your audience.
Remember…
You’re increasing your traffic and converting it onto your list efficiently. Focusing on just one of these won’t work. You can have the best system to get them onto your list but if you’re not sending anyone to the sign up opportunity your efforts are wasted.
Doubling down on your email always pays off - I’ve actually never seen an account where it hasn’t. And…it’s a relatively easy win!