Strategies for Building an Email List from Scratch

Email marketing remains one of the most effective ways for small businesses to connect with their audience, nurture relationships, and drive sales. Unlike social media platforms, where you rely on changing algorithms, an email list is owned by you and allows direct communication with potential and existing customers. However, if you’re starting from scratch, building an email list can seem daunting. This blog will guide you through strategies to grow your email list effectively and ethically.

Understand the Value of an Email List

Before diving into strategies, it’s important to understand why an email list is crucial for your business. Email marketing has a high return on investment (ROI), with an average of £42 return for every £1 spent according to the DMA (Data & Marketing Association). It allows for personalised communication, improves customer retention, and drives conversions. Unlike social media followers, your email subscribers are a dedicated audience that has shown interest in your business.

Create a High-Converting Lead Magnet

A lead magnet is a free resource designed to entice people to subscribe to your email list. To create an effective lead magnet, consider what your target audience finds valuable. Here are some ideas:

• E-books or Guides: Provide valuable insights related to your industry.
• Discount Codes or Coupons: Offer an immediate incentive for first-time subscribers.
• Free Templates or Checklists: Create resources that help your audience solve a problem.
• Exclusive Content: Provide access to exclusive blogs, webinars, or video content.
• Free Trials or Demos: If you offer a product or service, let potential customers try it for free.

Optimise Your Website for Email Sign-Ups

When people visit our website this is a prime opportunity to collect email addresses. This can be done a number of ways, and you can include more than one on your website:

• Pop-Up Forms: Encourage visitors to subscribe before leaving your site.
• Sidebar and Footer Sign-Ups: Place sign-up forms in visible areas without being too intrusive.
• Landing Pages: Create dedicated pages to drive subscriptions through targeted campaigns.
• Embedded Forms in Blog Posts: If you publish blog content, embed sign-up forms within relevant articles.

Leverage Social Media Platforms

Your social media audience is a great source for your email list. Here’s how you can use social media to build your list:

• Promote Your Lead Magnet: Share posts about your lead magnet and direct followers to your sign-up page.
• Run Contests and Giveaways: Require participants to enter their email addresses to join.
• Use Instagram & Facebook Stories: Add links to encourage followers to subscribe.
• Leverage LinkedIn and Twitter: Share valuable insights and drive users to your sign-up form.

Collect Emails at Events and Offline Interactions

If you operates offline as well, use in-person interactions to build your email list. This can include:

• Trade Shows and Networking Events: Have a sign-up sheet or QR code for digital sign-ups.
• Point of Sale (POS) Sign-Ups: If you have a physical store or presence, encourage customers to sign up for discounts or exclusive offers.
• Workshops and Webinars: Offer sign-up opportunities during and after the event.

Run a Referral Program

Word-of-mouth marketing is powerful. Encourage existing users to refer friends and colleagues by offering incentives, such as:

• Discounts on Future Purchases: Provide a discount code for every successful referral.
• Exclusive Access: Give referrers early access to new products or special content.
• Loyalty Rewards: Create a points-based system for email sign-up referrals (even better if you already have a loyalty programme you can tie this too)

Paid Advertising

Investing in paid ads can help grow your email list growth. Platforms such as Facebook, Instagram, and Google Ads allow you to target specific demographics and drive traffic to your sign-up page.

Optimise for Mobile Users

With a significant portion of users accessing emails and websites through mobile devices, ensure your sign-up forms and landing pages are mobile-friendly. Simplify the process by minimising required fields and using a single-click sign-up option.

Offer a Newsletter with Value

A relevant and engaging email newsletter keeps subscribers interested and reduces unsubscribe rates. Your newsletter should:

• Provide helpful and relevant content.
• Include special offers and promotions.
• Feature success stories or case studies.
• Offer industry news and updates.

But Don’t Forget…..

It’s essential to collect emails ethically and comply with regulations such as the General Data Protection Regulation (GDPR). Best practices include:

• Use Double Opt-In: Confirm email subscriptions to prevent spam sign-ups.
• Include an Unsubscribe Option: Always allow users to opt out easily.
• Be Transparent: Clearly explain how you will use subscribers’ emails.

Building an email list from scratch takes time, but it can be a powerful email marketing asset.  Of course you also need somewhere to point potential customers both to sign up to email and to discover your products.  Kehorne can help you build a great small business website to support your email efforts, so contact us now.