In marketing, an email list is the database of email addresses of people who have given you permission to send them emails. Email list building is a set of activities that aim to collect email addresses from prospects, customers, and website visitors agreeing to hear from you.
Building an email list is an ongoing process. That’s because, on the hand, new people sign up on a regular basis while, on the other hand, a few of the existing subscribers keep opting out.
In almost all cases, the email capturing process is digitized: people submit their email address on your virtual form. However, in some cases, emails may be first collected on paper. For instance, you may participate in a trade fair and invite interested people to drop their visiting cards in a drop-box.
What is a high-quality email list
A high-quality email list is a must-have for today’s marketers. Below are the five features of a great email list:
1. Permission-based: Before anything, your email list should have only those people who have given a clear consent to receive email campaigns from you. A purchased list, therefore, is not acceptable.
2. Compliant: Your email list should comply with relevant regulations. For instance,
- A clear Unsubscribe link
- Secure storage for the email list
- Honoring all unsubscribe requests
3. Valid: The email addresses on the list should be valid, deliverable, and latest. It’s important that you use a reliable real-time verification service in order to accept only valid email addresses.
4. Clear objective: Your subscribers should know why they’ve signed up and what they can expect from your emails and newsletters.
5. Flexible: Your list must be editable. For instance, you’ll want to regularly use segmented email lists. A good list will make this easy and possible.
27 Email list-building tactics
Here are 27 ways to build your email list.
1. Create useful, how-to videos
Videos are compact and deliver great value very quickly. Your audience will be happy to consume the helpful tips you offer them in small, digestible chunks.
Check out how Justworks entices more signup with their on-demand videos. When the pandemic was at its peak, organizations found such videos extremely useful.
Do this: Make a series of videos that help users solve a problem. Keep them short and useful. Avoid being salesy.
Keep them easy to understand. Solve exactly one problem per video. And ask them to sign up, in exchange for access to these videos. You’ll be surprised how quickly videos can build your email list.
2. Get sign-ups by holding webinars
Webinars have proven to be one of the most effective ways people learn, market, and network. Few events offer this combination.
Do this: Hold webinars periodically. Keep your audience updated with the latest industry trends. Or help them grow their business.
And when you ask people to sign up with their email address, make sure to verify email addresses in real-time. That way, only valid, deliverable email addresses will enter your email list.
(Screenshot: Content Marketing Institute)
3. Design and create better emails
Sometimes, emails are written in a hurry. A quick grammar check and you think you are done.
All emails you send out must be crafted beautifully. They must be worded the right way. Importantly, they should not deviate from the primary objective.
Powerful content in the email you write helps you ensure high readability and therefore more business.
4. Encourage and facilitate in-mail signing up and sharing
How can you tell if your email had good content? Well, if it’s really good, your subscribers would share it with their friends, colleagues, or members of the family.
And when they do, some of these recipients would love to subscribe to your email too, right? But are you making it easy for them?
Do this: First, encourage your existing subscribers to share your email. Show how sharing valuable things can help people. Just remind them to share and you’re done.
In his newsletters, George Mack (below) uses a clear line to encourage his own subscribers to share the newsletter. That gives Mack a reach that’s much bigger than his own subscriber base. Plus, some people from the extended network will always be likely to sign up.
Amanda Natividad (below) uses a more direct approach. She’s not asking her subscribers to sign up. Instead she clearly asks the extended network to sign up.
And to allay any fears of spamming, she adds a line that clarifies her data privacy policy.
5. Run paid ads
Sure, social media isn’t equally effective for all kinds of products and services. For instance, Instagram may work better for makeup products than for industrial fasteners.
But wait: Research found that $1 out of every $3 in digital ad spend in 2022 went to social media. That means whatever your industry, you no longer can completely ignore social media.
The best part of running paid ads on a social media platform like, say, Facebook is that you can narrow down to the specific demographics you are interested in. Age group, interests, geographical location, … you can choose to display your ads to a very specific target audience.
The above screenshot shows the ad of the news outlet 1440 that they run on FB and other social media sites. The primary goal of this ad is to generate signups for their newsletter.
6. Use an email list that’s not been used for some time
Take a good look at an unused mailing list, perhaps from an earlier campaign. If you are wondering how many email addresses die every year, well, the estimates vary, but upto 33 percent of email addresses may die every year, i.e. become obsolete.
There are two things that need to be done with the list.
Firstly, clean your old list. Before sending a re-engagement email to old lists, you want to know how many of the addresses on your list are good and how many are not safe to send. Sending emails only to valid emails is extremely important for factors like deliverability and your reputation.
Secondly, come up with a nice email and send it to all the valid email addresses, asking them if they would like to re-opt in. Honor your promise of removing the email address of recipients who did not choose to opt-in.
While this certainly reduces the number of addresses on your database, it actually benefits you. With confirmed opt-ins, your emails won’t bounce. They wouldn’t land in their spam folders so the deliverability shoots up.
7. Promote within social media profiles
When people want to look you up, your LinkedIn or Twitter profiles are one of the first places they go to. So here is one of our favorite tips to build email list: add a link to your newsletter on your profile.
In fact, if you already have a fairly big number of existing subscribers, you can also mention how many people are already on your list. Social proof works wonders – when people see big numbers, they are encouraged to join your email list.
As you can see in the screenshot above, Aadit Sheth promotes his newsletter through his Twitter profile. Pay attention to the simple and direct style he uses.
8. Partner with other businesses
A yoga studio partnering with an energy-drink maker. A coffee-shop collaborating with a music festival. A school supply store teaming up with a summer-camp organizer…
Joining hands with another business helps you both grow on each other’s strengths. Find a business that doesn’t compete with your own and is willing to partner with you to grow the list.
Do this: Offer a strong reason for subscribers to join – giveaways, discounts, It could be a free trial, a discount, a 15-minute free session, or something similar with the partnering company. Embrace cross-promoting – it’s one of the smartest ways to email list building.
9. Display the opt-in form on your website prominently
Of course your site has the Opt-in box. The question is, where is it?
If the visitor has to hunt around to find the box, you need to change its place right away. The opt-in box should be visible and above the fold.
CNN has over 45 different types of newsletters (Screenshot above). But they have organized all of them very well.
In fact, they have a dedicated page for the newsletters. That way, their website visitors not only get to see all the options, but can also easily sign up for any newsletter they want to.
10. Use a sticky sidebar
It’s easy for your readers to scroll down your post… and completely ignore the opt-in information you have provided at the top of the post.
There’s a simple solution to it: make your side-bar sticky. That means no matter how much the reader scrolls below and continues reading, one thing that won’t vanish is the side-bar with the opt-in form.
As a result, it provides a tremendous opportunity to your reader to opt-in at any point of time while reading your post. It’s not about nagging the reader, it’s being present anytime your reader is ready to opt-in.
Think of the sticky side-bar as something that simplifies the life of your reader; anytime she’s ready to opt in she doesn’t have to scroll up and look around for the form.
11. Use a real-time email verification tool
To be honest, people submit incorrect email addresses all the time. Sometimes, the error in their email address is just a typo, like using “gmali” instead of “gmail”.
Other times, however, it is done intentionally. People submit fake email addresses, because they want to escape any spamming you might do.
If you aren’t careful, you will receive dozens of fake email addresses every day. This would lead to increased costs, issues with email deliverability, poor engagement, and more.
There’s a simple way of stopping this. Use a real-time email verification service. It will verify the email address people submit instantly.
(Image source: QuickEmailVerification)
As you can see in the image above, if the email address submitted is invalid, the system will automatically display an error message.
12. Collect emails at your physical outlets
Have a brick-and-mortar store? Here’s an excellent opportunity to build your email list, keep your prospects engaged, and convert them into loyal customers. In the days of ecommerce, anyone who takes the trouble of walking into a store is anyway a qualified lead.
Do this: Launch an in-store-only discount scheme for anyone signing up. Invite them to join an exclusive newsletter that allows a special access sale, where you open the sale a couple of days before you open it to everyone else. Create a loyalty program and reward them. The alternatives are almost endless.
13. Offer ‘top-up’ gated content
Creating great content is a smart strategy for email collection. How can a subscriber know the gated content is worth submitting their email address? The proof is in the pudding, as they say. So adopt a dual-layer approach: offer value upfront and promise more for people who sign up.
Do this: First, create great content. Then divide it into two parts. The first part is available to everyone without signing up. Anyone who wants to consume additional content can do so by submitting their email address and signing up.
The first part of great content will whet the appetite and establish evidence of the quality of content. After that, people won’t hesitate in submitting their email addresses.
(Screenshot: EdgeVerve)
14. Hand out discounts and gifts
Who doesn’t love a little extra, a little free? And if that’s available with only minimal efforts – even better, right?
That’s why marketers agree that few things can beat discounts and special offers when it comes to attracting customers.
Do this: Discounts, bonus gifts, extra points, free shipping, extended warranty, express delivery, additional accessories, priority support, priority positions on waitlists… there’s no end to how you can woo your buyers, see?
Keep it simple: anyone who signs up for your newsletter will get that special discount (or freebie or whatever).
Just a small warning: be sure people don’t get away by using disposable email addresses.
Representative image
15. Guest blog to acquire more emails
Guest posting lets you expand your audience. With every guest post on a third-part site, you solidify your image of a thought leader.
But there are many other advantages too. For instance, you can use guest posting to build your own email list. In fact, depending upon the topic you’ve written on, you might also be able to segment your audience.
Do this: Nearly all websites that allow guest posting permit you to insert one or two links in the author bio. As the CTA, add the link to the signup page for your newsletter.
And don’t forget to share it on social media and in your newsletters.
Representative image
16. Add a link to your social media posts
Even if you do not post regularly on social media, you can leverage your reach. At the end of every post, add a link to your newsletter signup page.
Don’t make your potential subscribers do the hard work of finding the right page – simply give them a link.
(Screenshot from Madhur Jain’s LinkedIn post).
Remember this: Mostly, social media platforms dislike external links in the main post. A better idea is to add the link to your newsletter in the first comment of your post, instead of the post itself.
17. Have the team use it in email signatures
Simple answers elude us when we’re trying to figure out the right response to questions like what resources to invest, which KPIs to track, or simply how to build. Email list is something that grows best when done naturally, so you want to use even simple means.
And your employee email signature is one great option.
Do this: At the bottom of your employees’ email signature, append a link to your newsletter. Use a very short explanation on what value the newsletter will create – 5 to 6 words would be best.
18. Drum up a contest
Humans are wired to compete and take up challenges – no wonder sports events (and even quiz programs) are so popular.
Now you can leverage the same human spirit to acquire email addresses for your mailing list. This would engage your target audience and get you new subscribers!
Do this: Design a contest and promote it. The content would aim at testing what the users know. Each entrant can participate in the contest and submit their email address.
You can add an interesting twist to the contest. Instead of asking for correct answers, ask for wrong answers only. Then sit back and enjoy the amusing, funny, and creative responses you receive!
Who says email list building strategies produce only boring content?
(But don’t forget to reward the winners as well as all the participants!)
Source: Twitter
19. Make use of exit-intent pop-ups
Sure, some marketers think exit-intent pop-ups now figure among the slightly overused list building strategies. However, even some of the most respected marketers (Neil Patel, for instance) still use it. So we don’t think the exit-intent pop-up is on its way to the exit!
Do this: This is quite simple. The moment your system senses that the visitor of your web-page is moving their mouse towards the ‘x’ sign or is in any other way showing signs of exiting, the pop-up will show up.
Because the pop-up may look a little intrusive to some visitors, it’d be a great idea to offer something of value in exchange for their email address. Offer an ebook or a research report so that the subscriber gets more value than an average newsletter signup.
Check out the SlashDot example below.
20. Place QR codes on printed stuff
We like to believe this story (although we’re convinced it’s not true).
An accountant overhead a salesperson chatting with a marketing guy near the office water cooler. She heard the marketing guy mention the question ‘How to build an email list’ several times.
When the accountant returned to her desk after the short break, she noticed a small stack of invoices lying on her desk, waiting to be processed. The invoices were all printed on a regular A4 page. The page had printed all the relevant details and yet more than half the page was blank.
And then it struck her!
The point is making it easier for your prospective subscriber. Instead of having to hunt for the URL or type the URL, you’re providing a much simpler option – the QR code.
Do this: Print the email signup QR code on your printed stuff. It would be the packaging material, the product brochure, the product installation guide, the warranty card,…
This QR code would lead straight to the signup page, so you’re saving lots of trouble for the subscriber. They point their smartphone toward the QR code, scan it and lo! They are on your signup page!
21. Host an event – with a partner
Oftentimes it makes a lot of sense to bring in an external expert and jointly deliver something remarkable with them. Your audience gets the benefit of learning with two sources from a single point. It’s like 2X learning, which is a big plus!
Do this: Host a webinar jointly with another company. Discuss industry trends, best practices, opportunities, and more. Let your audience benefit from two sources instead of one.
And even after the event ends, you make the recording available to anyone who signs up. Basically, you continue getting the juice long after the event has ended!
Iterable regularly partners with other organizations and delivers great value to their audience.
22. Display customer reviews
Why should your potential subscribers trust you, especially if they haven’t seen what kind of content you send out? With humans suffering from information overload, everyone is reluctant in submitting their email address or contact information.
And since your newsletters are like gated content, this skepticism is fully understandable.
Do this: Show your subscribers’ or users’ review and proactively address any resistance your potential subscribers might have.
Use social proof to establish the value you create for your subscribers. A 2023 study by BrightLocal revealed that 98% of consumers read online reviews. You don’t need any more convincing than this.
Screenshot Source: ReadTangle
23. Optimize all your landing pages
Among other email list building strategies, this is one of the most obvious suggestions – and the least followed one too. Countless potential subscribers probably don’t sign up because you didn’t optimize your landing page.
Sure, we all build great landing pages …. And then we forget them altogether. We don’t review them very often – and rarely upgrade them.
The topic how to optimize a landing page can easily fill up a full-sized blog, but here are the five most important tips:
- Be sure the CTA is visible. Use the right colors.
- Make the CTA compelling. Give a strong reason to sign up.
- Keep the signup form short. Include no more than three text boxes.
- Use real-time verification to catch invalid emails at sign up.
- Display your promise to not spam subscribers.
24. Don’t forget the video description
Do you run a YouTube channel? Well, then you’re in luck, because you’ve just found a very simple way to achieve better results to your email list building efforts.
People who are watching your video are more likely to sign up to your newsletter. That’s because the topic, your presentation, and more resonate with them, so it’s only natural to offer them a subscription of your newsletter.
Doing so also offers a wide range of choices to our customers. Those who can’t watch your videos can still read your content. Just add the link to your video description and let your subscribers find one more way of staying connected with you.
25. Go for affiliate marketing
The USA alone has seen a spending of US$8.2BN in 2022 alone, says Statista. And yet affiliate marketing remains one of those ignored email list building techniques.
In practice, it’s quite simple. Once someone has agreed to be your affiliate partner, you need to add your signup link on their website. Using attribution parameters, you will not only be able to figure out the number of signups but also review and tweak your CTA.
Just a little note of caution: typically, affiliate links seek to sell something. So you want to keep your message clear enough for people to understand it’s the newsletter you’re trying to push.
26. Experiment with spinwheel
Ok, so how about bringing some fun?
Add a spinning wheel to your site, along with the sign up form. After the visitor signs up, have them virtually spin the wheel. They win whatever the pointer stops at.
Two aspects of using a spinning wheel to build your list are worth noting. First, it brings in an element of surprise and thrill to the entire process of signing up. No one knows where the wheel will stop, so everyone stays hooked till the end.
Secondly, it has the charm of winning something. As humans, we are wired to enjoy free gifts and the spinning wheel certainly makes use of this trait very smartly!
27. Put together a quiz for lead gen
There are many ways you can help your prospects choose the correct solution for their challenges. To do that, you’ll need to collect information on what exactly troubles them. For which, a quiz is an excellent choice.
Do this: Because the goal of the quiz is to generate leads, you want to create questions that resonate with their pain points and goals. Also, because this needs to be a short quiz, use only objective questions. Build a system that can clearly point out what solutions would work best for them, based on their responses to the quiz.
And at the end, request their email address where you can send them the quiz results along with your recommendations. Invite them to join your email list so that they continue receiving such valuable tips. Remember to segment the lists based on their responses: that way, you can send them more personalized emails.
Infographic on email list-building strategies
The below infographic summarizes the list-building strategies discussed above:
Go build your email list
As you’ve probably heard, the money is in the list.
Well, it’s only part of the story.
In reality, growth, revenue, customer-retention, successful product launch, brand-building, thought-leadership, and a lot more are in the list. And that’s exactly why marketers place a great deal of importance on building your own email list.
Now that you have learned 27 ways to grow your email list, you must be pumped up for action!
So which of the above methods are you going to begin with?
Let us know in the comment! And happy list building!
