How to build an email list: 12 Ecommerce tactics

To start building an email list for your ecommerce store, there are only a few main steps you need to take: choose an email marketing platform, create an account, connect your store, decide on a lead magnet (could be a 10% discount, a free ebook, etc.), and create a signup form on the ESP you’ve chosen. Just don’t forget to build a welcome automation so the new subscribers automatically get what they bargained for.

You can then drive traffic to it via popups, social media, checkout opt-ins, or any other channels you use. Once they sign up via the form, the welcome sequence fires off and sends them the first email with the lead magnet, as well as any other emails you set up in the workflow.

TL;DR

• Automated emails drive 37% of email-generated sales from just 2% of sends (Omnisend)
• One in two people who click an automated welcome or cart email make a purchase (Omnisend)
• Welcome emails achieve 34% open rate and 52% CTR — the highest of any automated flow
• Omnisend customers earn $79 for every $1 spent on email marketing
• Gamehide converts 7.7% of new subscribers into buyers using Omnisend automation

What is an email list and why does it matter?

An email list (used interchangeably with mailing list and subscriber list) is a collection of email addresses from people who explicitly signed up to receive email communication from your business. It’s a dynamic and ever-changing list built over time that’s stored in your email marketing provider’s database, and usually auto-updates with each subscribe or unsubscribe.

To get there faster, some businesses look for shortcuts, namely mailing lists for sale. Unfortunately, the only thing you’ll ultimately get from these shortcuts is tanked deliverability scores, as your contact list won’t engage with you, and non-permission-based contacts violate anti-spam laws.

You may think it’s the same as having followers on social media, but in terms of sales and performance, email is one of the best-converting channels in marketing. Based on Omnisend’s data, you can reach up to $79 ROI per dollar spent, and it’s a channel that you truly own. No algorithm changes or shadow bans can change that, unless you consciously sabotage your email efforts by leveraging shady practices that hurt deliverability.

For example, one of our clients, Dukier, has experienced 525% revenue growth since signing up for our platform. To achieve that, they created personalized automations at scale for sustained engagement, as well as scheduled planned campaigns for specific promotions. It shows that smart segmentation and strategic personalization can dramatically increase your retention and revenue.

Why your email list outperforms every other channel

1. Unmatched ROI and direct revenue: Vyber Media scaled a client to $1.5M in annual sales through strategic email marketing.
2. Complete ownership and control: Salomon Japan engages more than 130,000 subscribers directly, while being safe from random social media algorithm shifts.
3. Robust and scalable automation: Automations run around the clock, driving 37% of all email sales from just 2% of sends, with a +2361% higher conversion rate than manual campaigns. Bowy Made turned pre-purchase automations into a steady five-figure revenue engine.
4. High-intent conversion: One in every two people who clicked an automated welcome or cart email makes a purchase. Gamehide converts 7.7% of new subscribers into buyers.
5. Deep personalization and engagement: Owning your list enables you to segment your audience by behavior, interests, and purchase history. AcreValue grew engagement from 5% to 70% by improving list health and targeting.

How to build an email list from scratch

Building an email list can feel overwhelming at first, but it becomes simple when you follow a clear path and set up the required features.

Step 1: Choose the right email marketing platform

A strong email list starts with the right email service provider (ESP). You need a platform that stores contacts, sends targeted campaigns, automates messages, and ensures compliance. 

To make the best choice, you need to check if the platform has these five most important features: 

1. Forms
2. Automations
3. High deliverability
4. Shopify integration
5. Flexible pricing

The first three are absolutely essential and non-negotiable. Without them, you will fail. The fourth one depends on your ecommerce platform, but most email marketing platforms connect to major ecommerce solutions. The fifth one is mostly about planning ahead. The initial price may seem great, but you need to check how the pricing scales to avoid unpleasant surprises in the future.

You’ll most likely want to test a few different platforms before you commit financially, so here’s a brief overview of how some of the top tools compare in terms of free plans:

Omnisend provides ecommerce-native features for a flexible price. You can set up your signup form in minutes, either yourself or by using templates and customizing them, launch a welcome automation so the new subscribers are engaged immediately, and even add SMS to your workflows if you want to.

Here’s what the form-building interface looks like on Omnisend:

While alternatives are widely available, Omnisend is one of the very few platforms (if not the only one) that gives access to nearly all of its features on the free plan. This way, you can test everything before deciding to pay for it. If you’re new to ecommerce, you’ll be able to use Omnisend’s free plan indefinitely until your store grows past 250 subscribers.

It makes Omnisend arguably one of the best free mailing list services out there, especially on a smaller scale.

Step 2: Create high-converting signup forms

Your signup form is the gateway to your email list. It needs to be visible, simple, and compelling enough to convert visitors into subscribers.

Most people see it for only a few seconds, so every detail matters. Here are some key best practices to keep in mind:

• Value proposition: Tell people exactly what they get. “Get 15% off your first order” is more effective than “Join our newsletter.”
• Minimal fields: Ask only for essential info, usually just the email. Optional fields can reduce conversions.
• Mobile optimization: A significant portion of signups occurs on phones. Ensure your forms are responsive and easy to complete on mobile devices.
• CTA copy: Keep your call-to-action short, clear, and action-oriented. Instead of “Get this free ebook about email marketing right now”, use “Get the ebook now”.
• A/B testing: Experiment with different headlines, visuals, and timing (instant vs. delayed popup). Continuous A/B testing helps you discover what converts best.
• Visual impact: Wisepops data shows popups with images converted at 5.46%, compared to 3.22% without images — evidently, design matters.

It’s also important to play with popup timing triggers to see which one works best with your visitors. You can set up your signup form to appear immediately, after 5 seconds of on-site activity, 15-30 seconds, or any other amount of time. 

Alternatively, you can choose behavior-based triggers like scroll depth (based on how far down the user has scrolled on your webpage) or exit intent (based on the mouse cursor moving to the “Back” button or “X” button).

Let’s summarize the most popular signup form types and their respective uses.

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Double opt-in vs. single opt-in

Double opt-in is the method that requires you to subscribe via the signup form first, and then confirm your registration in the email letter you receive. This way, businesses can be 100% sure it was an intentional and genuine signup.

There’s also an easier way, single opt-in, which requires you to only subscribe via the signup form, and the first email you receive is most likely the welcome sequence message.

Technically speaking, the double opt-in method is better for your deliverability as it blocks spam bots and accidental or random subscriptions. Single opt-in, on the other hand, removes half the work for users, which causes less friction.

In short, double opt-in is the safest way to legally prove that consent was legitimately given.

Step 3: Create a lead magnet that converts

A lead magnet is something you offer in exchange for the visitor’s email address to get them to subscribe. There are a few different types you can choose from, but the bottom line is this: you must have a lead magnet if you want to build your email list efficiently.

Here are three ecommerce-specific categories that work best for most stores:

In short, your lead magnet should be in line with your audience’s interests and expectations.

Once you choose your first iteration of a lead magnet, you can start playing with A/B testing to check which configuration yields the best results. For example, CA design discovered a successful list-building strategy that runs on giveaways in collaboration with influencers. Since then, their list has grown by 10-15% in a short amount of time.

Talking about other industries, a fitness brand might offer a workout guide, while a blog or affiliate site could offer a curated resource list. The more specific your offer, the more qualified and engaged your subscribers will be.

For example, someone who downloads a “Complete Guide to Indoor Plant Care” is more likely to engage with emails about your plant shop than a generic discount seeker.

Remember, whatever you offer, it must be in exchange for explicit permission to email. Make that value exchange clear to comply with laws like GDPR and CAN-SPAM.

What should I offer to get email signups?

Depending on your industry, audience, and niche, there are different options you can choose from, but here are some ideas for inspiration:

• A discount
• Free shipping
• Free ebooks
• Giveaway entries
• Workout plans (if relevant)
• Nutrition plans (if relevant)
• Demo version of your product
• Free extra item on first order

The list goes on, and the sky is the limit, so if you’re unsure about what’s best for you, test different types of lead magnets to see what sticks.

Step 4: Drive traffic to your signup forms

Once you’re done with the signup form and the lead magnet, it’s time to go live and start driving traffic to your form. Leverage the channels you already use to gain traction:

• Website or blog
• Social media accounts
• Paid ads
• Offline opportunities (events, for example)

Remember, quality always beats quantity. Since your goal is permission-based growth, you should never buy email lists to inflate your numbers. These contacts haven’t explicitly subscribed to your communications, so they will either unsubscribe on a massive scale or be disengaged during the entire time, which hurts your deliverability and sender’s reputation.

Keep your growth legitimate, and you’ll be able to build your own audience who wants to hear from you and buy from you. That said, the growth doesn’t have to be slow. You can build your audience relatively quickly, and in the next section, we’ll explain how.

12 proven strategies to build your email list

The following strategies have been shown to consistently drive email list growth across various industries and business sizes.

Strategy 1: Exit-intent and timed popups

When implemented thoughtfully, popup forms can be one of the most effective ways to grow your email list. 

Exit-intent popups appear as a visitor shows signs of leaving, while timed popups appear after a set number of seconds, and on-scroll popups trigger when a user reaches a certain point in the scroll. These behavior settings provide multiple opportunities to capture a visitor’s attention before they leave.

Data shows well-designed popups with compelling offers can achieve conversion rates exceeding 3%, with top performers reaching over 9%.

Make your popups worth it by adding some tangible value and not just generic, no-incentive options. 

Omnisend users often see strong growth with gamified popups like Wheel of Fortune opt-ins, making subscribing feel like a win:

You can also experiment with popup surveys: Ask a quick question first, then reveal a tailored offer and email field. It increases engagement, collects segmentation data, and makes the request feel more personalized.

Exit-intent and timed popups hold an average of 3.94% conversion rate.

Strategy 2: Content marketing and SEO

High-quality content consistently drives email list growth. Blog posts, guides, tutorials, and comparison articles attract visitors through search and provide natural spots for embedded signup forms, inline CTAs, or contextual opt-ins.

Webinars, live workshops, and virtual events also act as effective lead magnets because people subscribe when content solves real problems or teaches valuable skills.

Your content should solve real problems or fulfill genuine desires. When people trust your expertise, they’ll want more, and subscribing becomes the natural next step.

Embedded signup forms hold an average of 7.39% conversion rate, but keep in mind the number might change significantly based on placement and relevance.

Strategy 3: Embedded signup forms

Embedded forms integrate seamlessly within your site, capturing subscribers without interrupting the browsing experience.

Unlike popups, they’re passive but always visible, quietly converting visitors who might ignore intrusive prompts. Strategic placement is key: 

• Footer forms work well for engaged readers who’ve scrolled through your content
• Product page forms appeal to those showing high purchase intent
• Sidebar forms stay visible while visitors explore

You can also embed forms on high-traffic pages, such as your homepage or blog articles. For advanced list building, Omnisend offers multi-step signup forms. 

These break the process into stages, asking for an email first and then additional details later. This approach gathers richer subscriber data without overwhelming users upfront, thereby improving conversion while maintaining a smooth experience.

Strategy 4: Post-purchase email opt-ins

After a customer makes a purchase, their trust is at its peak, making this an ideal moment to invite them to join your list. It doesn’t mean, however, that you can just throw a request and demand that they subscribe. You still need to provide value, think about placement, consider consent, and integration. Here’s what you can do:

• Value: Offer future discounts, loyalty points, or other rewards to keep them wanting more
• Placement: Add an opt-in checkbox at checkout or a form/popup on the “thank you” page
• Consent: Keep the checkbox unchecked by default to stay compliant
• Integration: Sync your checkbox with Omnisend to trigger workflows successfully

Strategy 5: Social media → Email Conversion

One of the easiest ways to convert them is through a dedicated landing page signup form. Omnisend’s landing pages are simple, shareable, and perfect for:

• Instagram: You can add the link to the signup form on your Instagram bio or use stories to place CTA buttons
• TikTok: Use TikTok Lead Generation cards or place a signup link directly in your profile
• YouTube: Add occasional nudges during your video to encourage the viewers to sign up via the link in the description or end screens
• Facebook: Configure the CTA button on your business page to link directly to your email signup form

Run social-only giveaways or contests requiring an email to enter. Select prizes that are relevant to your ideal audience to attract high-quality subscribers, not freebie seekers. Also, encourage referrals by rewarding subscribers who invite friends. 

You can also tease a valuable insight from your latest newsletter in a post and invite followers to join your list for the whole story. This frames email as the place for deeper, premium content.

Strategy 6: SMS-to-email flows

SMS has incredibly high open rates, which makes it a strong channel for cross-promoting your email list.

Start by collecting SMS subscribers through website prompts, checkout opt-ins, or in-store signups. Then, send targeted text campaigns inviting them to join your email list for complementary benefits.

SMS delivers immediate, time-sensitive alerts, including flash sales, restocks, and limited-time offers. Email provides in-depth content, detailed product stories, and significant announcements. 

When subscribers see unique value in both channels, they’re more likely to opt in.

Here’s an Omnisend sample SMS layout promoting a Black Friday sale:

Strategy 7: Product quizzes and interactive opt-ins

A product recommendation quiz to get the email guides the visitor through a series of questions, which, when answered, asks for an email in exchange for the result. Here’s a simple way of implementing it:

• Build a short quiz focusing on customer preferences and pain points
• Gate the final personalized results behind a signup form

If that sounds like too much of a hassle for you, sticking with simple interactive forms may be enough. You can create gamified popups like the Wheel of Fortune and add several different prizes. To claim the reward, the visitor must enter their email address.

Gamified forms, like the ones you can use with Omnisend, often result in higher conversion rates (could reach nearly 30%) as they tap into the psychological desire to win. 

However, the same can also be said about the desire to win the best prizes, which can result in some visitors using multiple emails to try their luck. While not directly harmful, it could potentially fill up your contact list with useless contacts.

Strategy 8: Giveaways and contests

Giveaways and contests incentivize signups by offering a chance to win a high-value item in exchange for an email address. Here’s how to utilize that:

• Prize alignment: Select a prize relevant to your audience to attract high-quality subscribers, not just the ones seeking freebies
• Entry design: Require an email address as the primary method of entering the contest
• Promotion: Share the contest across your website, social media, and any other channels you use
• Legal: Be clear about the terms, conditions, and how the collected data will be used
• Follow-up: Send a dedicated automation sequence to non-winners offering a small consolation prize, like a discount

An illustrative example is our client CA Design, a furniture store, which has seen a significant growth in new subscribers after implementing giveaways in collaboration with influencers. In three campaigns, they managed to get 200, 800, and 2,000 new entrants.

Strategy 9: Brand partnerships and co-promotions

Brand partnerships involve teaming up with a non-competing company that shares your target audience, allowing you to promote together and share leads. To do that:

• Host a joint giveaway where people must subscribe to both mailing lists
• Create co-branded products or limited-edition collaboration bundles
• Publish social media posts, giving shoutouts to each other

It’s a relatively easy way of gaining access to a huge portion of potentially untapped audiences, which can yield thousands of highly qualified leads in a matter of days. 

If you’re unsure about what counts as non-competing companies with shared audiences, you can think about coffee shops and mug manufacturers, fitness gyms and sportswear stores, and so on.

Strategy 10: Facebook ads and paid social for list growth

Paid social campaigns accelerate list growth by driving targeted traffic directly to a dedicated signup page. Here’s how it works:

• Run targeted Facebook or Instagram ads promoting your most valuable lead magnet
• Direct the ad traffic to a distraction-free landing page designed solely for conversions
• Keep the ad copy focused entirely on the benefits of subscribing

While you pay for the initial reach, the contacts you eventually earn are genuine and with consent. Landing pages have an average conversion rate of 4.72%, but you can boost these numbers by perfecting the copy, the lead magnet, and eliminating any unnecessary clutter.

Strategy 11: Lookalike audiences

Lookalike audiences use the data from your existing email list to find similar, highly qualified prospects on paid social platforms. To do that successfully:

• Export a segment of your high-LTV (Lifetime Value) customers
• Upload this list to Facebook or Google to create a lookalike audience
• Target this new audience with a strong lead magnet advertisement tailored to their anticipated interests

A study shows that 1% lookalikes delivered a 26% lower CPA, so routing your ad spend toward people that are statistically similar to your best customers can save you some money. Omnisend offers strong segmentation capabilities that let you quickly create a list of your high-LTV contacts and export them.

Strategy 12: QR codes and offline signups

Offline, you can capture emails in physical stores or events using tablets, QR codes, or digital forms at checkout. Here’s a brief implementation guide:

• Display QR codes on checkout registers, product packaging, event banners, and other physical items
• Use tablets with open digital forms to collect in-store signups while waiting in line
• Append UTM parameters to your QR code URLs so you can track the signups and attribute them to offline methods

This poster by Forgotten Felines & Fidos demonstrates how it can be done:

What a healthy email list looks like

Many marketers fixate on how to grow their email list fast, but size alone doesn’t determine success. A truly valuable email list combines quality, engagement, and relevance, not just quantity.

Maintaining a healthy list requires ongoing attention to these key areas:

• Welcome flows that set expectations
• Engagement segmentation for targeted messaging
• Regular list cleaning to remove dead weight
• Compliance habits that maintain list integrity

Let’s explore each. 

Welcome flows that set expectations

The first emails your subscribers receive set the tone for your entire relationship. Effective welcome sequences deliver promised incentives, explain what to expect, and start building trust.

Omnisend’s ecommerce research shows that welcome emails achieve an open rate of about 33.79% and a CTR of over 52%, the highest of any other automated email flows:

These metrics show that welcome emails are a great way to make a strong first impression and begin segmenting subscribers based on their interests.

Engagement segmentation for targeted messaging

Segmentation divides your list into groups of similar subscribers so you can send more relevant content.

Basic segmentation might separate active versus inactive subscribers, while advanced strategies might incorporate purchase history, browsing behavior, and demographic information.

Email marketing research consistently shows that targeted, relevant messaging outperforms generic broadcasts. 

Omnisend’s email automation tools make it possible to create these segments automatically based on subscriber behavior. Here’s a look at a dashboard sample of Omnisend’s pre-built segments.

Regular list cleaning to remove dead weight

Removing unengaged subscribers may feel counterproductive, but it’s essential for list health. Subscribers who haven’t opened your emails in six to 12 months drag down your performance metrics and increase your costs.

More importantly, email service providers use engagement rates to decide whether your emails land in inboxes or spam folders, so inactive subscribers can drag down performance for your engaged audience.

A healthy email list is dynamic and requires ongoing attention. The effort you invest in maintaining list health pays dividends through improved deliverability, engagement, and, ultimately, conversions.

Looking at this dashboard, you can see how effectively Omnisend cleans your email list:

Here’s a video tutorial on how to quickly clean your email list: 

Compliance habits that maintain list integrity

A healthy email list is 100% opt-in and fully compliant with laws like CAN-SPAM and GDPR. Every subscriber should’ve explicitly opted in.

Purchased or scraped contacts, such as those from a buy email list database, will only damage your deliverability, engagement, and sender reputation. 

Beyond compliance, closely monitor unsubscribe and spam complaint rates. Spikes signal you’re emailing uninterested recipients, which erodes trust. 

Using reputable email service providers or ethical list-building methods ensures your growth remains sustainable and legally safe. 

In short, a compliant, consent-driven list protects your business. It also helps establish long-term subscriber satisfaction and an effective email list for marketing success.

Common email list-building mistakes to avoid

Even experienced marketers make mistakes that limit the potential of their email list. Here’s how to avoid the most common email list mistakes — and what to do instead:

1. Neglecting mobile optimization

Many signup forms look fine on desktop but break on mobile. Since most people check email on their phones, about 70% of them, if we go by the stats, mobile-unfriendly forms instantly reduce conversions. Test each form across devices, ensure buttons are tappable, and use responsive designs.

2. Asking for too much information upfront

Extra fields lower signup rates. Start with just an email address and gather more info later. Omnisend’s prebuilt templates make it easy to launch high-converting, minimal forms without extra work.

3. Hiding your signup forms

If visitors can’t easily spot your opt-in, they won’t subscribe. Use multiple placements, including headers, footers, blog posts, and product pages. You can also highlight forms with contrasting colors and compelling CTA.

4. Skipping the double opt-in process

Without verification, spam bots, typos, and low-quality addresses may creep in. Double opt-in protects deliverability, ensures GDPR compliance, and attracts genuinely engaged subscribers.

5. Forgetting to set expectations

Subscribers who don’t know what to expect are more likely to unsubscribe or mark emails as spam. Clearly state what you’ll send and how often on the form, thank-you page, and in your welcome email.

6. Purchasing email lists

Purchased lists can hurt deliverability, include outdated or spam-trap emails, and rarely lead to genuine engagement. Organic list-building is always the more sustainable, brand-safe approach.

7. Ignoring email list hygiene

Failing to clean your list results in higher bounce rates and lower sender reputation. Regularly remove inactive or invalid contacts to maintain strong performance.

8. Not tracking signup source via UTM parameters

Without tracking the source, you miss out on valuable attribution data to see which channels work best. To fix that, append UTM tags to your links so you can start tracking where your highest-converting visitors come from.

9. Sending new subscribers to a generic newsletter immediately

The start is where their purchase intent and attention are at peak, so waiting a week before you send the main newsletter is a huge missed window of opportunity. Set up an automated welcome sequence to both convert and nurture the subscriber further.

What to send new subscribers (post-signup)

As we just mentioned, the beginning is one of the best opportunities you will have to convert the subscriber to a customer. It’s only natural to capitalize on this attention immediately to build trust and drive sales. Omnisend data shows that welcome emails have an average open rate of 33.79% and a conversion rate of nearly 53%.

Instead of sending a newsletter, set up an automated welcome sequence to nurture these new contacts. You can use Omnisend’s pre-built welcome workflow, customize the copy to reflect your brand, and you’re good to go.

Here’s a proven three-part welcome series structure you can use:

• Email 1: Deliver the promised lead magnet instantly and introduce yourself as a brand
• Email 2: Share your brand story along with customer social proof and current bestsellers
• Email 3: Use a clear CTA to encourage them to purchase or explore the catalog

This is what a welcome sequence looks like in Omnisend’s automation builder:

Once you have this basic structure in place, you can then fine-tune the messaging as you go. Leveraging A/B tests, you can learn which copy, design, timing, and structure works best. Make sure you follow best welcome email practices, and you should be on your way to better conversions and more revenue.

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