Beginner’s Guide to Building an Email List
Building a strong email list is one of the most important steps in any successful email marketing strategy. Your list forms the foundation of your email marketing efforts, helping you connect with your audience and drive engagement, conversions, and sales. In this guide, we'll cover everything you need to know about building an email list, including proven strategies, best practices, industry benchmarks, and real-world examples.
Why Building an Email List Matters
Your email list is more than just a collection of contacts—it’s a group of engaged potential customers who have expressed interest in your brand. Email marketing has a high return on investment (ROI), with an average of $42 generated for every $1 spent. With a well-built list, you can nurture relationships, provide value, and convert leads into loyal customers over time.
Tips for Building an Email List
Create Irresistible Lead Magnets
What is it? A lead magnet is an incentive that encourages people to subscribe to your email list in exchange for valuable content.
Examples:
E-books (e.g., “10 Tips to Improve Your Skin Care Routine”)
Checklists (e.g., “The Ultimate Guide to Packing for a Trip”)
Discount codes (e.g., “Subscribe for 10% Off Your First Purchase”)
Pro Tip: Your lead magnet should address a specific pain point or provide immediate value to your audience.
Benchmark: Lead magnets typically convert between 5-15% of website visitors into email subscribers.
Utilize Pop-Ups (Without Annoying Visitors)
What is it? Pop-up forms grab attention by offering a quick and easy way to subscribe.
Examples:
Timed pop-ups that appear after a visitor has been on your page for a certain amount of time (e.g., 30 seconds)
Exit-intent pop-ups that appear when someone is about to leave your website
Pro Tip: Make your pop-ups visually appealing, and ensure the value is clear. Offer something your visitors can’t resist, like a limited-time discount or exclusive content.
Benchmark: Exit-intent pop-ups can increase conversions by 5-10%, according to OptinMonster.
Optimize Your Sign-Up Forms
What is it? A sign-up form is a static feature on your website where visitors can easily subscribe to your email list.
Examples:
Embedded forms on your homepage or blog posts
Forms placed in the website footer or sidebar
Pro Tip: Keep the form simple—request only essential information (like name and email). Offering a short description about what subscribers will receive (e.g., “Join our weekly newsletter for tips and exclusive deals!”) can increase sign-ups.
Benchmark: The average conversion rate for a well-placed sign-up form is around 2-5%.
Leverage Social Media for List Building
What is it? Use your social media channels to promote your email list and lead magnets.
Examples:
Sharing your lead magnet or sign-up form in Instagram Stories, with a link to your email sign-up page
Using Facebook ads to target specific audiences with your offer
Pro Tip: Always include a call-to-action (CTA) in your posts or bios, such as “Sign up for exclusive content” or “Get the latest deals sent straight to your inbox.”
Benchmark: Social media-driven campaigns can have a 4.7% conversion rate for email sign-ups, based on industry reports.
Offer Exclusive Content to Subscribers
What is it? Providing exclusive content available only to email subscribers adds a layer of exclusivity, encouraging people to sign up.
Examples:
Access to a private Facebook group
VIP-only newsletters with insider tips or early product access
Pro Tip: Promote the exclusivity of your email content in social media or blog posts. Let people know they’re missing out if they don’t subscribe.
Benchmark: Offering exclusive content can increase email sign-ups by 20-30% if promoted properly.
Incorporate Email Sign-Up CTAs in Your Content
What is it? Strategically placing call-to-actions within blog posts, articles, or product pages to encourage visitors to subscribe.
Examples:
Including a “Want more tips like this? Subscribe to our newsletter” CTA at the end of a blog post
Adding a CTA button for sign-ups after product reviews or tutorials
Pro Tip: Make your CTA prominent and relevant to the content around it. Match the offer to what the reader is engaging with at the moment.
Benchmark: In-line CTA forms can convert between 3-7% of readers into subscribers.
Real-World Example: Glossier’s Email List Growth Strategy
Lead Magnet Example:
Glossier, a popular beauty brand, effectively used lead magnets by offering a free "Skincare Routine Guide" in exchange for email subscriptions. Their audience was attracted to the helpful guide, which aligned perfectly with their interests, boosting their subscriber base significantly.
Pop-Up Strategy:
They also incorporated a simple pop-up offering 10% off the first purchase for subscribers, appearing when a visitor hovered over the exit button. This led to increased conversions without disrupting the user experience.
Content Exclusivity:
By offering exclusive early access to new product launches for email subscribers, Glossier created a sense of exclusivity, giving people a reason to subscribe and stay subscribed.
Email List Building Industry Benchmarks
Average Conversion Rate for Lead Magnets: 5-15%
Average Conversion Rate for Sign-Up Forms: 2-5%
Conversion Rate for Pop-Ups: 5-10%
Social Media Conversion Rate: 4.7%
These numbers give you a rough idea of what to expect when building your email list. Track your progress regularly and adjust your tactics based on what resonates best with your audience.
Key Takeaways
Start with Value: People are more likely to subscribe if they see immediate value in signing up, whether through a lead magnet, discount, or exclusive content.
Make It Easy: Whether through pop-ups, forms, or social media, make sure your email sign-up process is as seamless as possible.
Test and Optimize: Try different forms, offers, and placements, and measure what works best for your audience.
Promote Everywhere: From your website to social media and even in-person events, use every opportunity to promote your email list.
Building an email list takes time and consistency, but the long-term rewards are worth the effort. By focusing on creating value and optimizing your approach, you'll build a list full of engaged, high-quality subscribers who are more likely to convert into loyal customers.