How to build an email list and get more email newsletter subscribers

While marketing platforms like TikTok and Threads offer exciting new opportunities to small businesses, don’t ignore tried-and-true tactics like email marketing.

By providing a direct line to customers, email marketing remains a great way to promote your small business online — email volumes in 2023 reached 381 billion, ten times higher than what it was in 2016.¹

That said, the key to any effective email marketing campaign is knowing how to build an email list. A well-maintained email list lets you personalize content to subscribers, foster loyal relationships beyond purchases, and reduce marketing costs otherwise spent on pricey ads.

Read on to learn more about email lists and how email marketing improves customer engagement.

How to build an engaged email subscriber list

Without a strong, engaged subscriber base, even the most creatively designed emails may go unopened or ignored. With over 361.6 billion emails sent and received daily, it’s critical to employ effective strategies to stand out and encourage people to opt into your marketing emails.² Below is a step-by-step guide to help you build an email list of engaged subscribers using online and offline methods, along with targeted examples to maximize your success.

Create strategic opt-in forms on your website

Incorporating opt-in forms strategically across your website can be a powerful way to build your subscriber base. They can be customized to target specific interests or demographics, refining your audience to enhance customer segmentation.

Instead of just placing a form on your homepage, consider embedding it within your navigation bar, footer, or sidebar. This ensures that no matter which page a visitor lands on, they have the opportunity to subscribe. You can also add forms at key points in the buyer’s journey, like on product pages or during checkout, with messaging such as, “Subscribe for updates and special discounts.”

Use pop-up offers to capture interest

While pop-ups can be polarizing, they’re still an effective tool for capturing emails. To avoid irritating users, set pop-ups to trigger based on behavior, like after they’ve scrolled through 50% of a page or shown exit intent. Offer something valuable in exchange for their email address, like a 10% discount on their first purchase, access to a free downloadable guide, or a sneak peek of upcoming product releases.

Leverage social media for email collection

Social media is a valuable tool for building an email list, as it allows you to reach potential subscribers where they’re already active. Leveraging social media marketing tactics by offering incentives for signing up can be very effective on certain platforms, like Facebook, LinkedIn, Instagram, and TikTok. For instance, you could create a post with messaging such as, “Sign up for our email list and receive a code for 15% off your first purchase!”

Running paid ad campaigns that highlight the benefits of joining your email list — be it exclusive deals, early access to content, or insider news — can also attract the attention of highly targeted audiences.

Use lookalike audiences on digital platforms to mirror the characteristics of your existing subscribers, improving the likelihood of quality conversions. Tracking metrics such as cost-per-click and conversion rates can help optimize the ad spend and maximize results. Other techniques to promote your email newsletter and increase visibility include incorporating swipe-up links on Instagram stories, adding a link in your bio, or promoting sign-ups with ads targeted to your followers.

Offer exclusive or high-quality gated content

Gated content is an effective approach for how to build an email marketing list of users genuinely interested in what you offer. By requiring visitors to sign up to access valuable content — such as in-depth guides, case studies, or exclusive videos — you not only attract their interest but also ensure that those who sign up are genuinely engaged with your brand.

Use a chatbot to engage prospects

Chatbots are highly effective for converting website visitors into subscribers by interacting with them in real time. With customized questions and responses, a chatbot can offer users valuable information or answer common questions. You can configure it to capture emails in a way that feels conversational and relevant, such as offering to send more information or exclusive content directly to their inbox. The key is to make this interaction feel seamless and helpful, encouraging users to opt in as a natural part of their journey.

Leverage email list growth tools

Advanced email list growth tools, like pop-up form builders, exit-intent technology, and referral programs, are great assets to leverage. Consider tools that allow for precise targeting, such as displaying a pop-up form only when a visitor demonstrates intent to leave the site. Additionally, setting up a referral program rewards existing subscribers for bringing in new sign-ups, creating an organic growth loop that incentivizes word-of-mouth recommendations.

Survey your target audience

Surveys not only provide invaluable insights into what your audience wants but can also be an effective way to build your email list. You can create short, engaging surveys around topics that matter to your audience and use them to invite respondents to join your email list. Offer incentives like a discount code or a chance to win a prize upon completion to further encourage participation. This approach also helps you segment new subscribers based on their preferences and needs, making future email campaigns even more targeted and relevant.

How do you build an email list with in-person marketing?

While digital tactics are essential, small businesses shouldn’t underestimate the value of in-person marketing to build their email list. Face-to-face interactions can help establish trust and familiarity with potential subscribers in a way digital channels often cannot. In-person exchanges can also create memorable touchpoints that foster loyalty and engagement.

If you’re wondering, “How do I build an email list with offline methods?” following are some practical ideas that go beyond traditional store visits and can help you promote your business effectively:

• Business cards with QR codes or signup links: Business cards can be a simple yet powerful tool to drive email sign-ups. In addition to your website or contact information, include a QR code or shortened link that directs people to your email signup page. This way, potential customers can sign up on the spot or keep your card handy for later. QR codes are especially useful at networking events, conferences, or even on product packaging, making it easy for people to connect with your brand after an in-person interaction.

• In-person workshops or classes: Hosting workshops, classes, or demonstrations is a great way to build a community around your brand. Encourage attendees to sign up for your email list when they register or attend, offering them a discount or bonus content as an incentive. This approach engages people who are already interested in your expertise, making them more likely to become long-term subscribers.

• Customer surveys with email collection: Surveys provide a unique opportunity to gather customer insights while expanding your email list. Offer a coupon code or small sample to customers who complete a survey and provide their email address. Positioning surveys as a way for customers to have a say in shaping future products or services can make them more likely to engage and subscribe.

• Point-of-sale email collection: If you operate a physical store, consider using in-person opportunities to build an email list. Simply asking customers at the point of sale, “Would you like to sign up for exclusive offers and updates?” can be very effective, especially if you offer a special discount for signing up. Many point-of-sale systems can capture email addresses on the spot, making the process seamless for both the customer and your staff. You can set up a tablet with a sign-up form at your checkout counter or display QR codes that lead directly to your sign-up page.

• Local collaborations and sponsorships: Collaborating with other local businesses can help you reach a broader audience and build your list. Partner with businesses that share your target audience but don’t directly compete with you — think a coffee shop teaming up with a nearby bookstore. Each business can promote the other’s sign-up offers through newsletters, in-store signage, or joint events. Cross-promotions not only expand your reach but can also create a stronger local presence.

• Events and pop-up shops: Whether it’s a farmers’ market or community festival, setting up a table at local events allows you to promote your business while collecting emails. Bring a tablet or printed sign-up form and consider offering a small giveaway like a small discount when people provide their email addresses.

• Customer loyalty program: If you run a loyalty or rewards program, integrate email sign-ups as part of the enrolment process. People who join loyalty programs are already interested in staying connected, so it’s a natural way to capture their contact information. You can use your emails to update subscribers on rewards, remind them about points, and share exclusive offers.

• Local networking events and conferences: Attending networking events or trade shows is another effective way to gather emails. Bring a sign-up sheet or QR code to encourage sign-ups on the spot. You might also host a small gathering or happy hour for local professionals, where you can make connections and encourage attendees to subscribe to receive event updates or resources.

Additional tips for building strong subscriber engagement

Before you dive into building your email subscriber list, make sure to take the time to establish a foundation for success with the following roadmap.

• Set clear goals: Define specific, measurable objectives for email subscriber growth, such as aiming for 500 new subscribers in the next three months or reaching a 20% open rate. Goals can help keep your strategy on track and allow you to measure success effectively using metrics.
• Select the right email list platform: Choosing the right platform can make a huge difference in the success of your email campaigns. Look for an email service provider that fits your budget and offers essential tools like sign-up forms, automation, and analytics.

• Craft engaging email content: To keep subscribers engaged, focus on creating valuable and relevant content tailored to your audience’s interests. If subscribers feel your content is valuable, they’re more likely to stay on your list and engage with your emails in the future. Hastily written emails may cause them to hit the “unsubscribe” or, worse, “mark as spam” button.

• Optimize emails for readability and mobile compatibility: Given that a significant portion of users read emails on their smartphones, make sure your emails are mobile-friendly, concise, and feature a clear call to action.

• Offer incentives and rewards: Encourage more sign-ups by offering incentives like discounts, free shipping, points programs, or exclusive access to sales or new products. For example, you might offer a 20% discount off their next purchase if they subscribe to your newsletter. This strategy not only boosts subscriptions but also helps keep your audience engaged over time.

By combining these strategies, you’ll not only learn how to build an email list for free but also establish a subscriber base that’s genuinely interested in your brand, leading to higher engagement and conversions.

Avoid common mistakes when building an email list

When growing your subscriber base, you must comply with all email compliance regulations. Being overly aggressive with tactics or ignoring opt-out preferences can backfire, ultimately reducing your list size and harming deliverability.

Here are some common email marketing mistakes to avoid when building an email list:

• Sending spammy content: Avoid spammy subject lines, content, or messaging that email providers could flag. This may cause them to deliver your emails to subscribers’ junk folders.

• Having no unsubscribe options: Always include a clear unsubscribe option in each email — it’s required by law, not to mention that subscribers could click the “mark as spam” button, causing email providers to mark your future emails to other subscribers as spam.

• Buying email lists: Purchasing lists of emails from people who never consented to receive your messages may hurt your email marketing efforts. These email lists often have low open and click rates since the subscribers don't recognize or trust your brand. They may even consist of bots, spam accounts, and abandoned email addresses.

• Disregarding privacy laws in favor of an extensive email list: Comply with regulations like GDPR and CPRA to maintain trust and prevent violations that may lead to fines, lawsuits, and damaged credibility.

• Sending too many emails: Nobody likes being inundated with marketing emails. Avoid sending more emails than subscribers signed up for. Even better, consider personalizing the frequency of emails sent to subscribers based on how much they engage with your brand.

• Using clickbait or deceptive subject lines: While attention-grabbing subject lines are key, never use misleading language just to boost open rates.

• Ignoring list hygiene: Monitor for inactive subscribers, spam complaints, and non-deliverable emails. By cleaning up and culling your email list regularly, you can boost deliverability and lower your email marketing costs.

Email marketing best practices

As your email list expands, make sure to implement these email marketing best practices designed to keep subscribers engaged:

• Prioritize your list quality over quantity: Focus on organic list growth with customers already familiar with your brand through website sign-ups or in-person interactions.

• Create clear and relevant emails: Don't make subscribers guess why they signed up; ensure every email has a relevant, valuable message and call to action.

• Review your opt-in forms: Keep sign-up forms short and only request essential info. Otherwise, potential subscribers may just give up.

• Optimize for mobile devices: Ensure emails are mobile responsive. The vast majority (91%) of Americans own a smartphone.³

• Send a welcome email: They set expectations and deliver value upfront, making subscribers more likely to open your future emails.

• Use analytics to guide strategy adjustments: Review your engagement, open/click, and conversion rates regularly, then update your strategy as needed.

• Personalize content: Segmentation and behavioral data let you tailor content and offers to subscribers' interests.

• Respect email frequency preferences: Ask subscribers how often they want to receive emails or let them choose during sign-up.

• Be consistent with branding: Use your brand colors, logo, tone of voice, and other elements in all communications.

Manage email lists

Now that you’re familiar with the benefits of building an email list, effective management can help you unlock high conversion rates and create connections built on trust. The right approach can ensure your messages reach the right people at the right time, increasing engagement and maximizing ROI.

Choosing the right CRM

A Customer Relationship Management (CRM) system is essential for effective email list management. CRMs provide tools to segment audiences, track interactions, and automate email campaigns, all of which can significantly enhance how you manage email lists.

By allowing users to integrate contact information, purchase history, and engagement data, these systems enable the creation of hyper-targeted campaigns that resonate with individual subscribers. This data-driven approach helps boost open and click-through rates by tailoring messages to your audience’s preferences.

Using database management to keep lists relevant

Database management is crucial for maintaining a healthy email list. Regularly removing inactive subscribers and updating outdated contact information improves your sender reputation and reduces bounce rates. Tools like Constant Contact, Mailchimp, and ActiveCampaign offer database management features that help automate these tasks.

Consider segmenting lists based on demographic data, purchasing behavior, or engagement history to increase personalization and relevancy. This can significantly impact email performance, as segmented campaigns often see higher open and click-through rates.

Leveraging point-of-sale integrations for real-time data

When your CRM syncs with a point-of-sale (POS) solution, you can gain access to real-time data on customer purchases, inventory levels, and spending habits, providing a seamless flow of information between online and offline customer interactions. This integration allows for dynamic list management; for example, you can create lists of recent buyers to send follow-up emails or upsell offers based on past purchases.

It not only helps manage email lists effectively but also allows campaigns that reflect current inventory and seasonal promotions, driving more conversions.