How to Grow an Email Marketing List for Your Small Business 

Email marketing remains one of the most powerful tools for small businesses, with an average ROI of 4,200%. No doubt, it is for this reason that so many entrepreneurs focus all their efforts on increasing their email lists to achieve sales and build relationships with customers. But building an effective e-mail marketing list is rather more than just collecting random e-mail addresses. It’s all about creating a targeted, engaged audience that wants to hear from you. In this blog post, we will talk about actionable steps to building an email list in 2024 that works for your business.

Why Email Marketing Matters to Small Businesses

With email marketing, small businesses get a direct line into customers’ inboxes. Unlike social media platforms that are controlled by constantly changing algorithms, email puts you in control of what you send and allows you to be certain your message will be seen. 

Key benefits include but are not limited to the following:

Direct communication: Emails give a personal touch in which you speak to your audience directly.

More likely to convert: Emails tend to convert at a higher rate than other channels, such as social media and search ads.

Nurturing relationships: In email, one can create customer relationships by continuing to add value through personalized content.

Step 1: Optimize Your Website for Email Sign-Ups

Your website is one of the most vital tools to grow your e-mail list. Strategically placing opt-in forms throughout your site will literally convert casual visitors into subscribers.

Use prominent opt-in forms: Place sign-up forms in high-traffic areas on your homepage, blog sidebar, and footer.

Add pop-ups with compelling offers: Consider using pop-ups offering something of value such as a discount or free resource.

Use separate landing pages: Create separate landing pages that capture emails for a specific campaign or offer. Display an exit-intent popup and capture visitors as they are leaving your site by offering an attractive offer or lead magnet. 

Step 2: Entice Subscribers with Incentives

In today’s world, nobody will give you their email address without a reason. An incentive or something similar, better known as a lead magnet, can make people sign up.

Lead Magnet: Give away free eBooks, guides, or templates in exchange for an email address.

Special Content: Early access to sales and promotions, or some other form of content that only subscribers will get to see. 

Time-sensitive offers: Create urgency with a limited-time offer or discount, accessible exclusively to subscribers.

Step 3: Leverage Social Media to Expand Your Email List

It is a good idea to tap into your social media following when trying to grow your email list. You can drive more sign-ups onto your email list from social media platforms by strategically promoting your email list.

Promote your list: One of the most obvious ways to utilize your social media following is to promote your email list on social media, and link back to opt-in forms.

Run ads: Run ads on Facebook or Instagram, specifically designed to capture leads and grow an email list.

Swipe-up links: Make subscribing easy with swipe-up links in your Instagram stories.

Cross-promote: Always talk about your email list within your content. Mention it in the YouTube video, in the TikTok post, or even in the caption on Instagram.

Step 4: Grow Your List Using Content Marketing

Content marketing is one of the most powerful strategies to build your email list. Truly valuable, engaging content will have natural sign-ups for more.

Add opt-ins to the blog posts: Provide extra resources or exclusivity in your blog posts in exchange for an email address.

Article CTA buttons: Place very clear, actionable call-to-action buttons in your articles linking to your e-mail sign-up page.

Guest Blogging: This requires creating guest posts for other companies’ blogs and subsequently linking to a sign-up form for email or to any lead magnet.

Step 5: Influencer and Partner

Influencer and peer-to-peer partnerships are the best way to extend your reach and grow your email list accordingly.

Influencer Partnerships: Partnerships with influencers in your niche to share your sign-up form or promote your lead magnet.

Cross-promotion: Partner with other companies in your industry to cross-promote each other’s email lists via social media or a blog mention.

Step 6: Leverage Offline Strategies to Grow Your List

Don’t limit yourself to online methods of email list growth. The following are some in-person and physical ways to capture email addresses into your list.

Collect emails at events: Attend trade shows, markets, or pop-ups where you can collect emails in person.

Signup sheet at checkouts: If you have a physical location, make it easy for your customers to join your list with an easy sign-up sheet at checkouts.

QR code: Print out QR codes on business cards, menus, or product packaging that link directly to your email sign-up page.

Best Practices for Building and Maintaining Your Email List

Now that you know how to build your list, it is time to keep it in shape. A healthy email list means more engaged subscribers who convert more.

Segment your audience: This involves breaking down your subscribers into behavioral or interest-based lists, through which you send more relevant content to them.

Utilize double opt-in: Ensure that your subscribers want to be subscribed by having them confirm their email address.

List cleaning regularly: Remove cold subscribers periodically to maintain high open rates and ensure the deliverability of your emails.

Be compliant: Obey the GDPR and CAN-SPAM regulations and not end up in some kind of legal mess.

Conclusion

One of the smartest investments you will ever make in your small business is building an e-mail marketing list. By following these steps, you’ll get a targeted, engaged list of subscribers dying to hear from you. Now, you have it all to win: optimize your website for email capture, leveraging social media, and offer lead magnets. What else are you waiting for? Start your mailing list today and see it expand your small business.