How to build an email list: 12 strategies + examples and tips

Reading Time: 12 minutes

Building an email list is one of the most valuable marketing assets for any business. It’s an important part of email marketing strategy that ensures direct access to engaged audiences who have explicitly shown interest in your brand. 

Unlike social media followers or paid advertising audiences, a well-cultivated mailing list gives you better results and control over who and what you send to. This helps nurture lasting relationships with customers. 

Your email list is a powerful tool for driving sales, generating leads, and building brand loyalty.

Whether starting from scratch or looking to expand your existing subscriber base, implementing effective email list building strategies is crucial for sustainable business growth.

12 email list building strategies

1. Offer valuable lead magnets
2. Use exit-intent popups
3. Optimize signup forms in high-traffic areas
4. Promote gated/premium content 
5. Run engaging contests and giveaways
6. Utilize social media ads
7. Convert webinar attendees to subscribers
8. Create a subscriber referral program
9. Collaborate with brands and influencers
10. Add opt-ins at checkout 
11. Leverage QR codes to link to signup pages
12. Use personalized CTAs with clear value propositions

Building a quality email list requires creativity, strategy, and targeting the right audience at the right time. Let’s explore these 12 tactics that can help you grow your mailing list:

1. Offer valuable lead magnets

Offering irresistible lead magnets is an effective way to grow your email list. 

Providing your audience with valuable content like an ebook can incentivize them to input their email address. 

The key is to create content or offers that align with your target audience’s pain points and interests, positioning your brand as a trusted resource. Examples of lead magnets include:

• Ebooks and white papers with industry insights or reports on topics of interest
• Exclusive discounts or special offers for subscribers
• Downloadable checklists, guides, and templates 

When crafting your lead magnet, focus on providing practical, actionable information that solves a specific problem for your potential subscribers. 

A well-executed lead magnet strategy can dramatically boost your email list growth and attract high-quality mailing list contacts. Here’s how Jetpack encourages visitors to provide their email addresses to access its CRM tool:

2. Use exit-intent popups

Exit-intent popups are a powerful tool for capturing email addresses from visitors about to leave your website. 

On desktops, these popups detect when a user’s cursor moves to close the browser tab or click the back button. Meanwhile, they use indicators such as idle time on the page, scrolling up, or pressing the back button on mobile devices. 

In both cases, exit-intent popups prompt an offer to encourage visitors to subscribe to your mailing list. These popups can help increase email newsletter signups. For optimal results, you may want to:

• Display the popup just as the user’s cursor moves toward the close button
• Highlight the benefits of subscribing, such as exclusive content or discounts
• Use a clear and compelling CTA that encourages immediate action
• Ensure the popup is visually appealing and easy to interact with

Monitoring user behavior and triggering a targeted last-minute offer before they leave the page can significantly improve your email list conversion rates. 

Testing different copy, imagery, and offer types can help you identify the most effective approach for your audience. 

When implemented strategically, exit-intent popups can be a game-changer in building substantial email lists. Here’s an example from Harvesto Farming:

3. Optimize signup forms in high-traffic areas

Placing signup forms in high-traffic areas on your website is essential for building an effective mailing list. Optimize these forms to attract more visitors and grow your email database. 

Use thoughtfully optimized forms to build an email list effectively to make the signup process simple and convenient. Optimal high-traffic form locations that will guarantee maximum visibility and engagement include:

• Homepage: Feature a prominent signup form above the fold
• Blog posts: Include forms within or at the end of popular articles
• Site footer: Add signup options to capture users scrolling to the bottom of your pages

Backlinko encourages signups by prominently featuring a compelling endorsement from HubSpot’s Marketing VP on its homepage:

4. Promote gated/premium content

Offering exclusive, premium content is an excellent way to incentivize email signups and grow your mailing list. 

By gating high-value resources behind an email opt-in form, you can create a compelling reason for your audience to share their contact information. Popular types of gated content include:

• Comprehensive guides or whitepapers
• Early access to new products or content
• Access to members-only articles or videos
• Specialized tools, templates, or resource libraries

Implementing gated content demonstrates the value of subscribing and encourages more signups. This approach helps you build a more engaged email list and positions your brand as a trusted authority in your industry. 

Gating content is a strategic answer to the question of how to create an email list of loyal, engaged subscribers. Here’s how Slidesgo gates its free templates behind an opt-in form:

5. Run engaging contests and giveaways

Hosting contests and giveaways is a popular strategy for building a free email list, as people are often eager to enter for a chance to win. 

Encouraging email signups through contests can attract subscribers interested in exclusive rewards. Contests and giveaways are also great ways to generate brand awareness, reach new audiences, and create a buzz around your mailing list.

Offer prizes that resonate with your audience. This includes:

• Discount codes or free products
• Exclusive experiences or VIP access
• Valuable bundles of your most popular products

Promote them across your website, social media channels, and email communications to reach potential subscribers. This approach keeps subscribers engaged, fostering a high-quality, long-term mailing list.

Snickers, the candy maker, attracts email signups by offering weekly prizes and a chance to win a trip to the 2025 Super Bowl:

6. Utilize social media ads

Social media ads effectively grow your mailing list by targeting specific audiences across platforms like Facebook, Instagram, and LinkedIn. 

Directing interested users to a landing page with a compelling offer helps you create an email list of people interested in your brand.

With paid ads, you can tailor your reach to demographics that align with your business goals, helping attract high-quality subscribers.

Key social media ad strategies include:

• Retargeting site visitors with a signup offer
• Promoting lead magnets to a targeted audience
• Running limited-time ads with an incentive to subscribe

Social media ads can significantly increase your visibility and attract more subscribers, helping you create an extensive and engaged email list.

Here’s how Farmer’s Body directs Facebook users with a link to its email signup landing page: 

7. Convert webinar attendees to subscribers

Webinars offer a perfect opportunity to build a mailing list by sharing valuable, interactive content that attracts interested viewers. 

The contact information you collect when people register for your webinar is valuable for growing your marketing email list. The key is to deliver exceptional value during the webinar that validates their decision to join your email database. Then, follow up after the webinar with additional content and resources, reinforcing their engagement with your brand.

To maximize webinar-to-subscriber conversions, consider these proven tactics:

• Create a topic-specific webinar series that addresses your audience’s pain points
• Offer exclusive bonuses or resources only available to live attendees
• Follow up with replay access and additional valuable content
• Include interactive elements like Q and A sessions and live polls
• Provide actionable takeaways that showcase your expertise

Promote upcoming webinars to your existing email list to boost engagement and encourage word-of-mouth referrals.

You’ll build a positive reputation by consistently delivering high-quality webinar content. Here’s how Slack captures email information and other organizational details:

8. Create a subscriber referral program

Implementing a well-structured referral program can transform your existing subscribers into advocates for your email list. When existing subscribers share their positive experiences, it generates powerful social proof and helps grow your mailing list. 

Incentivizing referrals transforms your existing subscribers into passionate brand advocates. It allows you to reach new audiences with minimal effort. 

Consider these essential elements for your referral program:

• Offer compelling rewards for successful referrals (like discounts and points)
• Make the sharing process straightforward
• Track referrals accurately to ensure proper reward distribution
• Regularly communicate program benefits to your email database
• Celebrate successful referrers to encourage continued participation

A well-designed referral program can quickly expand your email marketing lists with highly relevant subscribers. Leverage the trust your current audience has established with their networks. Ensure your approach feels genuine and valuable rather than transactional. 

This approach ensures that new subscribers joining your email list through referrals are genuinely interested in your offerings. Check out how Lotus and Luna incentivize referrals by offering a gift card and discount on a friend’s first order:

9. Collaborate with brands and influencers

Partnering with complementary brands and influencers can help you grow your email list. It introduces your business to new, targeted audiences. 

These collaborations allow you to tap into established communities and leverage the trust partners already have with their followers. 

When planning partnership initiatives for your mailing list growth, focus on these key strategies:

• Develop shared resources or tools that provide unique value
• Create co-branded content or exclusive offers for partner audiences
• Host joint webinars, virtual events, or giveaways that require signups
• Cross-promote each other’s email marketing lists (with permission)
• Coordinate social media takeovers with clear calls to action (CTAs)

The success of these collaborations depends on finding partners whose audience aligns with your target demographic while ensuring that the partnership provides mutual value.

Collaborations are a cost-effective, mutually beneficial way to expand your mailing list and increase your email marketing reach.

10. Add opt-ins at checkout 

The checkout process is a prime opportunity to grow your email list, as customers are already engaged and showing trust in your brand. 

By strategically placing opt-in forms during checkout, you can convert one-time buyers into long-term subscribers of your mailing list. Creating a smooth opt-in experience that effectively highlights the advantages of becoming a member is essential to achieve success.

To optimize checkout opt-ins for your email list for marketing, consider these essential practices:

• Include preview content of what subscribers receive
• Highlight exclusive subscriber benefits like early access to sales
• Offer an immediate discount on the current purchase for subscribing
• Use clear and direct language, such as “Subscribe for exclusive deals and updates”
• Segment new subscribers based on their purchase category

Including an opt-in at checkout is an excellent way to build a free email list with already invested, high-quality leads. However, it’s essential to be transparent about how you’ll use their information and what type of content they’ll receive. Such content includes news, updates, and promotional content.

Here’s how easy it is for WordPress and WooCommerce users to enable consent using the FunnelKit sales funnel builder:

11. Leverage QR codes to link to signup pages

QR codes are a modern and efficient tool for directing offline audiences to online signup pages, helping you grow your email list. 

These scannable codes can be placed on print materials like flyers, product packaging, receipts, or event signage, offering an easy way for people to join your mailing list. They can skip the friction of opening the website and quickly access your signup form.

To maximize the effectiveness of QR codes:

• Use a compelling call to action, like “Scan to join our free email list for exclusive perks”
• Link them directly to dedicated signup landing pages optimized for mobile devices
• Place them on business cards, product packaging, print ads, and physical marketing materials 
• Test different QR code placements and CTAs to ensure optimal performance and confirm they work smoothly across different devices

Since this strategy is beneficial for reaching new audiences at physical events or retail spaces, optimizing the QR code’s physical presentation and digital destination is essential.

The success of QR codes depends on providing clear instructions and tempting reasons for people to scan and subscribe. Here’s an example from the Fordham Observer:

12. Use personalized CTAs with clear value propositions

Personalized calls to action are key to growing your mailing list. They speak directly to individual user interests. 

Instead of generic prompts like “Subscribe now,” tailor your CTAs to specific audience segments and clearly communicate the value proposition. 

Focus on making your email CTA intriguing and relevant to each visitor’s interests and behavior patterns by:

• Customizing CTA messaging based on visitor behavior and preferences
• Creating segment-specific landing pages for each CTA
• Testing different button colors, sizes, and placements
• Using action-oriented language that creates urgency
• Including social proof near CTAs to build trust

Strategically placing these CTAs on key web pages or during checkout can significantly boost signups. 

Ensure they clearly communicate what subscribers receive when they sign up. Also, maintain consistency with your brand voice and values. Here’s how SaaS influencer Noah Kagan personalizes his brand:

Key tips for building an effective email list

A successful marketing strategy must build an email list with genuine subscribers. Whether you’re starting from scratch or looking to optimize your existing one, here are some crucial tips for building an effective email list: 

• Leverage popups strategically: Use relevant and non-intrusive exit-intent popups and timed website popups to capture visitors who might otherwise leave 
• Create clear and compelling signup forms: Keep your forms simple with minimal fields and place them prominently on high-traffic pages for visibility
  
  Here’s a multi-step signup form template from Omnisend, with minimal fields per step:

• Segment your audience early: Organize your list by interests, behaviors, or demographics at signup to enable personalized and relevant messaging later 
• Promote signups across channels: Leverage social media, blog posts, and gated content to expand reach and attract subscribers from multiple platforms
• Use double opt-in: Confirm subscriptions with a follow-up email to verify genuine interest, reducing spam and ensuring quality subscribers
  
  This is how the Radisson Hotel uses an opt-in email to confirm that new subscribers are actually interested in its emails: 

• Automate a welcome series: Engage new subscribers with a series of emails to introduce your brand, set expectations, and deliver immediate value 
• Regularly clean your email list: Remove inactive or unengaged subscribers to keep your mailing list healthy and maintain high engagement rates

These practices help you master how to build an email list that drives long-term engagement and results. Here are five three-minute videos worth checking out for a summary of the best practices in email list building:

Mistakes to avoid in email list building

While building an effective email list can yield significant benefits for your marketing strategy, it’s crucial to avoid common pitfalls that can undermine your efforts.

By avoiding these common mistakes, you can produce a healthy, engaged email list that supports your ecommerce marketing goals and drives meaningful results for your business. Here are a few common ones to avoid when creating an email list:

• Buying email lists: Avoid purchasing email lists, as they often contain uninterested or irrelevant contacts. These lists can lead to poor engagement and increase the likelihood of being flagged as spam. 
• Failing to regularly clean your list: Remove inactive subscribers to maintain accurate metrics and improve email deliverability. Platforms like Omnisend can help with email list cleaning to ensure you reach an engaged audience.

• Overloading signup forms: Keep forms simple and limit required fields to essentials like name and email. Asking for too much information upfront can discourage potential subscribers.
• Neglecting legal compliance: Ensure your email list building practices comply with relevant regulations like GDPR and CAN-SPAM. Collect explicit consent, provide an easy opt-out, and maintain transparency in data use.
• Not setting clear expectations: Set clear expectations with your subscribers regarding the type of content they will receive and how often. This helps reduce unsubscribes and keep your mailing list engaged.
  
  This email from Bachan’s lets the subscribers know what they should be expecting, reducing the doubts of being spammed with emails. It states that only the most important updates will be sent along with useful content: 

• Sending generic content: Avoid sending generic, one-size-fits-all emails. Instead, personalize content to match subscriber behaviors, interests, and past interactions, and include clear CTAs to guide them towards the next step. 

Key benefits of building an email list

Your email list is one of your most valuable assets, whether you own a business or are a marketer or growth strategist. 

Unlike social media followers or ad impressions, email offers direct access to an engaged audience, making it an indispensable tool for growth and communication. Here’s why businesses should prioritize learning how to build an email list:

• Cost-effective marketing: Once you’ve built your list, the cost of sending emails is minimal compared to the increasing cost of digital ads. Email marketing is a high-ROI channel for reaching a broad audience with minimal expense.
• Data-driven personalization: Email marketing platforms like Omnisend allow segmentation and personalization of messages based on criteria like customer behavior and preferences. You can even segment based on their lifecycle stage so you can pinpoint the most relevant audience.

• Unmatched audience ownership: Unlike social media platforms, where algorithms can limit your reach, your email list provides unrestricted access to your audience. You maintain complete control over content distribution and timing.
• Stronger customer relationships: Regular email communication helps build trust and keeps your brand top-of-mind. You can nurture long-term relationships that drive customer loyalty through valuable content and timely updates.
• Automated revenue generation: Advanced automation workflows make your email list a powerful tool for generating consistent revenue. You can automate targeted promotions, abandoned cart recovery, and personalized recommendations.
• Advanced analytics and insights: Email marketing provides detailed metrics about customer engagement, preferences, and behavior. These insights help optimize your marketing strategy and improve ROI across all channels.