How to grow your email list and make it work for your business

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Email continues to be one of the most effective ways to reach and convert customers. With over 360 billion emails sent each day, and 92% of internet-using adults checking email regularly, it remains a powerful tool for small businesses and entrepreneurs.

According to the Future of Commerce Report 2024, 60% of consumers prefer to hear from brands via email. If someone chooses to open your message, they’re showing real intent. But getting that open and maintaining engagement takes planning and strategy. Here’s how to build and use your email list effectively.

Why people sign up

• To grow your list, think about what value you’re offering. People are more likely to share their email address if they:
  Want the latest updates or insights
• Are looking for advice or expert tips
• Will receive something useful, like a download or checklist
• Get access to a discount or exclusive offer

Smart ways to collect email addresses

There are lots of ways to collect emails, but they need to be relevant and respectful of the customer experience.

Online options:

• Lead magnets: These work well for service-based businesses. Offer a valuable freebie like a guide, checklist, or template in exchange for an email address. Keep the form simple.
• Pop-ups: Make sure they’re well-timed and not disruptive. Test how they look on phones as well as desktop.
• Content bonuses: Offer downloads related to blog posts or pages they’re already reading. These feel personal and are often high-converting.

Offline options:

• Networking: Add a QR code to your business card that links directly to your email sign-up page.
• Presentations: Add a sign-up slide or QR code to your deck when you speak at events.

Make your first email count

The first email a new subscriber receives sets the tone. Whether it’s a welcome message or the delivery of a lead magnet, use this opportunity to:

• Confirm their sign-up and say thank you
• Introduce your business
• Invite a simple action (like clicking a link) to increase future email deliverability

Automation and follow-up

Use automation to build relationships over time. For example:

• Day 1: Welcome message or download
• Day 3: Ask if they found it useful
• Day 6: Offer further help or support

But don’t overdo it. If people feel overwhelmed, they’ll unsubscribe.

Writing better emails

• Keep messages clear, helpful and brief
• Write how you speak to your customers
• If using AI to draft emails, make sure it reflects your tone of voice and isn’t overly wordy

Legal considerations

GDPR and PECR rules apply to email marketing. Always offer an opt-out and avoid sharing or collecting third-party email addresses without permission. Even for B2B lists, consent is best practice.

Maintain a clean list

• Regularly remove contacts who bounce or haven’t engaged
• Check your list against your customer data
• Keep unsubscribes clean to protect your sender reputation

Email marketing remains one of the most effective tools for businesses. When used well, it builds trust, nurtures leads, and supports long-term growth.

Next steps

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