Building an email list might not sound as flashy as running ads or going viral on social media, but it’s actually one of the smartest moves you can make for your online business.
Just think about it for a second. When you post on Instagram or Facebook, there’s no guarantee your followers will even see it. But an email? That lands directly in their inbox. No algorithms, no fighting for attention. Just a straight line of communication with people who want to hear from you.
And the best part? Email marketing has an average ROI of $36 to $40 for every $1 spent, way higher than social media or paid ads. Plus, 49% of consumers prefer getting promotional offers via email instead of scrolling past them on their feeds. That’s huge.
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An email list gives you direct access to customers, unlike social media, where algorithms limit your reach.
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Offering a valuable lead magnet, like discounts or exclusive content, encourages people to sign up.
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Well-placed signup forms, pop-ups, and checkout page opt-ins can significantly boost email subscriptions.
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Engaging subscribers with valuable content, not just sales pitches, builds trust and long-term loyalty.
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Segmenting your email list and tracking performance helps send more relevant emails and increase conversions.
Okay, I get it—ads and social media marketing can bring in quick traffic. But once you stop paying for ads and the social media algorithm changes, the traffic disappears. And with organic reach dropping at 2.6% on Facebook and 28% on Instagram, your posts aren’t reaching as many people as they used to.
An email list, though? That’s something you own. You’re not renting space on someone else’s platform. You’re building a direct connection with your customers. And it pays off big time.
Just look at Beardbrand. Its founder, Eric Bandholz, didn’t just rely on content. He made sure to collect emails from day one. Instead of just pushing sales, he used email to educate subscribers about grooming and build a community around the “urban beardsman” lifestyle.
When he finally launched his own product line, the engaged email list converted like crazy, helping Beardbrand grow from a side hustle into a multi-million-dollar brand with a cult-like following.
Studies show that repeat customers spend 67% more than new ones, and email is, hands down, one of the best ways to keep them coming back. So, if you’re serious about growing your business, it’s time to start building that email list.
The question is, how do you do that? And that’s what we will talk about in this post. I’ll walk you through simple, proven ways to attract real, engaged subscribers and show you how to turn those subscribers into repeat buyers.
Create a Lead Magnet (Something Worth Signing Up For)
People don’t give away their email for nothing. You need to offer something valuable in return. This is where a lead magnet comes in. Think of it as a little incentive that makes signing up feel like a no-brainer.
Discounts and coupons work wonders, like “Sign up and get 10% off your first order!” This simple offer can immediately boost conversions, especially for first-time visitors.
Free eBooks and guides also work well, especially in education-heavy niches. If you sell fitness gear, for example, a free guide titled “5 Quick Workouts You Can Do Anywhere” can attract health-conscious subscribers eager for valuable tips.
Another great tactic is exclusive content, such as early access to sales, VIP deals, or members-only perks. If your brand thrives on community, this exclusivity can be a major draw. Giveaways and contests are also powerful, as people love the chance to win something just for signing up.
Consider offering free shipping, too. It can be the ultimate motivator. Something like “Join our email list and get free shipping on your first order” is often all it takes to get someone to opt in.
Use a Signup Form on Your Website
Having an email signup form is essential, but placement matters. You want it to be visible without being intrusive.
The website header or navigation bar is a great spot because visitors see it as soon as they land on your site. The homepage is another prime location, whether as an inline form or a well-timed popup.
Checkout pages are often overlooked, but they’re one of the most effective places to capture emails—after all, customers making a purchase are already invested in your brand. You can include a simple checkbox like “Get exclusive discounts and early access to sales” to encourage sign-ups.
If you run a blog, placing an opt-in form at the end of your posts is a great strategy, as engaged readers are more likely to subscribe. Sticky sidebars and floating bars also work well because they stay visible as visitors scroll through your content.
Leverage Pop-Ups (Without Annoying People)
Pop-ups have a bad reputation, but when used correctly, they can significantly boost your email list. The key is to make them timely and relevant.
Exit-intent pop-ups are a great way to capture visitors who are about to leave your site. A simple “Wait! Get 15% off before you go” can make someone rethink their decision to leave.
Timed pop-ups work well when triggered after a visitor has spent a certain amount of time on your site, ensuring they’re already somewhat interested in your content.
Scroll-based pop-ups appear once someone has scrolled a certain percentage down a page, making them ideal for blog posts or long-form content. The goal is to present the pop-up at the right moment, not the second someone lands on your site.
Promote on Social Media
If you have a strong social media presence, leverage it to grow your email list. Add signup links in your Instagram bio, Facebook page, and Twitter/X profile so followers always have an easy way to join.
Running Facebook and Instagram ads with a “Join Our List” call-to-action is another effective way to drive sign-ups. Short-form video content can also be a powerful tool—TikTok and YouTube Shorts are great platforms to promote your lead magnet with engaging videos.
If you’re running a giveaway or special offer, pinning a post with the signup link to the top of your social profiles ensures it’s always visible to new visitors.
Run Giveaways & Contests
People love free stuff, and a well-crafted giveaway can attract thousands of sign-ups in a short period. Platforms like Rafflecopter or Gleam make it easy to set up contests that require an email to enter.
You can also boost engagement by offering bonus entries for social shares, tagging friends, or referring others to sign up. The key is to offer a prize that’s relevant to your niche—if you sell handmade jewelry, giving away an exclusive piece makes more sense than a generic Amazon gift card.
Use Referral Incentives (Grow Your List Faster)
Word of mouth is one of the most effective marketing tools, and you can use it to grow your email list. Encourage existing subscribers to refer their friends by offering rewards like discounts, loyalty points, or freebies.
For example, a “Give $10, Get $10” referral program can motivate customers to share your brand with others. This method not only brings in new subscribers but also rewards your existing customers, strengthening brand loyalty.
Host a Webinar or Online Workshop
People love learning new things, and hosting a free webinar or online workshop is an excellent way to attract high-quality subscribers. Pick a trending topic in your niche and require an email sign-up to join.
After the event, follow up with an exclusive offer or bonus content to keep them engaged. Webinars not only help build your email list but also position you as an authority in your industry.
Collaborate with Other Businesses & Influencers
Team up with other brands or influencers to expand your reach and bring in new email subscribers. Running joint giveaways, offering exclusive deals to each other’s audiences, or doing co-branded content promotions are all great ways to introduce your business to a new group of potential customers.
Look for brands that complement yours. For example, if you sell fitness gear, partnering with a nutrition brand for a giveaway makes perfect sense.
Run Targeted Ads
If you want to grow your list faster, running targeted ads is a great option. Facebook and Instagram lead generation ads allow you to collect emails directly from the ad, making sign-ups seamless.
You can also retarget website visitors who didn’t subscribe the first time around, reminding them of the value of joining your list.
What’s next after building your email list?
Once you’ve built your email list, the real work begins. Collecting emails is just the first step. Now, you need to nurture your subscribers, build trust, and turn them into loyal customers. The worst thing you can do is let your list sit idle.
If people sign up and never hear from you, they’ll forget why they subscribed in the first place, and when you finally email them, they might not even remember who you are. That’s why consistent, valuable communication is key.
Start by sending a welcome email as soon as someone signs up. This is your chance to make a strong first impression. Let them know what to expect, introduce your brand, and, if you promised a discount or freebie, deliver it right away.
Studies show that welcome emails have an average open rate of 50%, which is much higher than regular promotional emails. This is the moment when your new subscriber is most engaged, so take advantage of it.
A great example is how Frank Body, a skincare brand, uses humor and personality in their welcome emails to make subscribers feel part of a fun, exclusive club.
Once your subscribers are in, you need to keep them engaged. Think of email marketing like a relationship—you wouldn’t text someone once and then disappear for months, would you?
If you only email when you have a sale, people will see your messages as spammy and irrelevant. Instead, send regular updates that add value. Share helpful content, industry insights, behind-the-scenes stories, or customer success stories.
Segmentation is another smart tactic. Not all subscribers are the same, so why send them all the same emails? Use data from their past purchases, browsing behavior, or preferences to send targeted, relevant content.
For example, if you run a pet store, and a customer just bought dog food, don’t send them emails about cat supplies. Instead, send them tips on dog nutrition or an exclusive deal on dog toys.
Research from Campaign Monitor shows that segmented email campaigns can increase revenue by up to 760% compared to generic, one-size-fits-all emails.
Don’t forget about re-engaging inactive subscribers. Not everyone will open your emails every time, and that’s normal. But if someone hasn’t interacted with your emails in months, it’s worth sending a “We Miss You” email with a special offer or a friendly reminder of why they signed up in the first place.
Clothing brand ASOS does this well by sending fun, FOMO-driven emails that nudge customers back to their store.
Finally, track your results and optimize. Email marketing isn’t just about sending emails and hoping for the best. You also need to analyze what’s working and what’s not.
Pay attention to open rates, click-through rates, and conversions. If certain subject lines get more opens, use that style more often. If people are clicking but not buying, tweak your call-to-action or landing page.
At the end of the day, an email list is one of your most valuable business assets, but only if you use it right. Nurture your subscribers, keep them engaged, and treat them like real people, not just email addresses.
Do that, and you’ll have a loyal audience that not only buys from you but also advocates for your brand.
