
Introduction
After spending a few years in the digital marketing space, I’ve seen firsthand the difference an email list can make.
From struggling entrepreneurs barely keeping their heads above water to thriving businesses with consistent leads and sales.
Think about it, if you spend all your time and energy focusing on Instagram and you suddenly lose your account, what then? And don’t get me started on the near-weekly algorithm changes that take your Reach on a rollercoaster.
Don’t get me wrong, social media is great and all, but you also need something you own and control – and that’s your email list.
I’ve helped my clients get anywhere from 110 – 650 leads (aka prospective buyers) per week (depending on their strategy and budget), and I’m excited to share the steps to getting started on the journey to building a list of your own – better yet, one that actually converts!
In this guide, we’re going to walk through the process of how to build an email list that actually converts, without losing your mind in the process. We’ll cover everything from creating irresistible lead magnets to nurturing your list for maximum engagement and conversion.
Why do you need an email list?
Before we get into the nitty-gritty of how to build an email list, let’s quickly cover why it’s so crucial for your business:
- Direct Communication: Emails land directly in your audience’s inbox, unlike social media posts that can get lost in the algorithm shuffle. It’s like having a direct line to your potential customers.
- You Own It: Unlike your social media followers, your email list is yours to keep. No need to worry about platform changes or algorithmic mood swings.
- High ROI: Email marketing can yield an impressive return on investment – up to $42 for every $1 spent, according to some studies. That’s better than my attempts at day trading, which mostly resulted in me questioning my life choices.
- Builds Relationships: Regular emails help you stay top-of-mind with your audience and build trust over time.
- Targeted Marketing: With proper segmentation, you can send highly targeted messages to specific groups within your list.
Now that we’re on the same page about why email lists are the bee’s knees, let’s get into the practical steps of how to build one that converts.
Step 1: Create a Compelling Lead Magnet
A lead magnet is the bait that lures potential subscribers onto your list. It’s something valuable you offer for free in exchange for an email address. Here’s how to create one that works:
- Understand Your Audience:
- Identify your target audience’s pain points and challenges.
- Consider conducting surveys or interviews to gather insights.
- Look at frequently asked questions in your industry.
- Choose Your Lead Magnet Type:
- Checklist or cheat sheet
- Short guide or eBook
- Template or swipe file
- Video tutorial
- Mini-course
- Quiz or assessment
- Free trial or sample
- Keep It Simple:
- Focus on solving one specific problem.
- Make it easy to consume – think 5-15 minute read time.
- Use clear, jargon-free language.
- Make It Actionable:
- Provide a quick win for your audience.
- Include step-by-step instructions or a clear process to follow.
- Add examples or case studies to illustrate your points.
- Design It Well:
- Use tools like Canva or Adobe Spark to create professional-looking designs.
- Ensure your design is consistent with your brand.
- Make it visually appealing and easy to read.
- Create a Compelling Title:
- Use power words that evoke emotion or curiosity.
- Include numbers if applicable (e.g., “5 Steps to…”)
- Make the benefit clear in the title.
Pro tip: My most successful lead magnet was a “5-Minute Marketing Plan” template. Sometimes, simple really is better. It solved a specific problem (overwhelm with marketing planning) and provided a quick win. Don’t overthink it – start with something simple and refine based on feedback.
Step 2: Choose and Set Up Your Email Marketing Platform
Selecting an email marketing platform doesn’t have to be overwhelming. Here’s what to consider and how to get set up:
- Assess Your Needs:
- Are you a solopreneur or do you need features for a larger team?
- What’s your budget?
- Do you need advanced features like automation or A/B testing?
- Research Options:
- Popular platforms include MailChimp, ConvertKit, MailerLite, and ActiveCampaign.
- Read reviews and compare features.
- Take advantage of free trials to test the user interface.
- Look for Key Features:
- Ease of use: The platform should be intuitive.
- List management and segmentation capabilities
- Email automation features
- Integration with your other tools (e.g., website, CRM)
- Analytics: Look for platforms that offer clear, useful data.
- Mobile responsiveness
- Compliance with email regulations (like GDPR)
- Set-Up Process:
- Sign up for your chosen platform.
- Verify your account and set up your profile.
- Import any existing contacts (ensuring you have permission to email them).
- Set up your sender information and email authentication (SPF and DKIM records).
- Create a subscriber list.
- Design an opt-in form (we’ll cover this more in the next section).
- Test Your Setup:
- Send a test email to yourself and a few trusted contacts.
- Check how your emails look on different devices and email clients.
I started with MailerLite and later moved to ConvertKit as my business grew. Both are user-friendly options worth considering. Remember, you can always switch platforms later if your needs change.
Step 3: Create Multiple Sign-Up Opportunities
Now it’s time to get that lead magnet in front of people. The key is to create multiple touchpoints where potential subscribers can join your list:
- Website Pop-Ups:
- Use exit-intent pop-ups that appear when someone is about to leave your site.
- Try timed pop-ups that appear after a visitor has been on your site for a certain amount of time.
- Consider slide-in forms that are less intrusive than full-screen pop-ups.
- A/B test different designs and copy to see what converts best.
- Embedded Forms:
- Add signup forms to your blog posts, preferably near the top and bottom.
- Include a form on your About page and contact page.
- Consider adding a signup option to your site’s header or footer for maximum visibility.
- Landing Pages:
- Create dedicated pages for your lead magnets.
- Use compelling headlines and clear calls-to-action.
- Keep the design clean and focused on the offer.
- Include social proof if possible (testimonials, subscriber count, etc.)
- Social Media:
- Promote your lead magnet across your social channels.
- Use platform-specific features like Instagram Stories’ swipe-up feature or Twitter’s pinned tweets.
- Consider running social media ads to expand your reach (more on this later).
- Content Upgrades:
- Create lead magnets specific to individual blog posts or podcast episodes.
- Offer these upgrades within the content for highly targeted list building.
- Webinars or Live Streams:
- Host free webinars or live streams and collect email addresses during registration.
- Offer replays in exchange for an email address.
- Partnerships and Guest Posting:
- Collaborate with other businesses in your industry to cross-promote.
- Write guest posts for other blogs and include a call-to-action for your lead magnet.
Remember, it’s about finding a balance. You want to make it easy for people to sign up without feeling like you’re constantly asking. I once got a bit overzealous with pop-ups and nearly drove myself crazy with all the notifications. Learn from my mistakes – start with a few key placements and expand from there.
Step 4: Nurture Your List
Getting subscribers is just the beginning. The real magic happens when you nurture your list to build relationships and drive conversions. Here’s how:
- Create a Welcome Sequence:
- Set up an automated series of 3-5 emails for new subscribers.
- Include a warm welcome and introduction to your brand.
- Deliver your lead magnet and explain how to get the most from it.
- Share your best content or resources.
- Set expectations for future emails (content, frequency).
- Include a call-to-action or offer in the final email.
- Provide Consistent Value:
- Send regular emails with useful content, tips, or insights.
- Aim for a mix of educational, inspirational, and promotional content.
- Share personal stories or behind-the-scenes glimpses to build connection.
- Keep a content calendar to plan your emails in advance.
- Segment Your List:
- Group subscribers based on their interests, behaviors, or demographics.
- Use sign-up forms, quizzes, or subscriber actions to gather data for segmentation.
- Create targeted campaigns for each segment.
- Personalize Your Emails:
- Use subscribers’ names in subject lines and email content.
- Tailor content based on subscriber data and behavior.
- Use dynamic content to show different information to different segments.
- Optimize for Engagement:
- Write compelling subject lines to improve open rates.
- Use clear and enticing calls-to-action.
- Keep your emails mobile-friendly.
- Test different send times to find what works best for your audience.
- Re-engage Inactive Subscribers:
- Create a campaign to win back subscribers who haven’t engaged in a while.
- Consider removing chronically inactive subscribers to maintain list health.
I once forgot to segment my list and sent a cat-themed email to my entire database. Turns out, not everyone appreciates cat gifs as much as I do. Learn from my mistakes, folks – segmentation is key to keeping your subscribers happy and engaged.
Step 5: Analyze and Optimize
Continuous improvement is key to building an email list that consistently converts. Here’s how to refine your strategy over time:
- Track Key Metrics:
- Monitor open rates, click-through rates, and unsubscribe rates.
- Look at conversion rates for your calls-to-action.
- Track list growth rate and lead magnet performance.
- Use your email platform’s analytics tools and integrate with Google Analytics for deeper insights.
- A/B Test Everything:
- Test different subject lines to improve open rates.
- Experiment with email send times and frequency.
- Try different content types, layouts, and calls-to-action.
- Test various lead magnets to see what resonates most with your audience.
- Get Subscriber Feedback:
- Send occasional surveys to understand what your subscribers want.
- Pay attention to reply emails from subscribers.
- Monitor social media for mentions or feedback about your emails.
- Stay Informed on Email Trends:
- Keep up with changes in email marketing best practices.
- Stay informed about email client updates that might affect how your emails display.
- Regularly Clean Your List:
- Remove invalid email addresses and hard bounces.
- Consider removing chronically unengaged subscribers (after a re-engagement campaign).
- Refine Your Strategy:
- Use what you learn from your analysis to continually improve your approach.
- Be willing to pivot if something isn’t working.
Remember, optimization is an ongoing process. What works today might not work as well tomorrow, so stay flexible and keep testing.
Bonus Tip: Leverage Facebook Ads
Remember those 650 leads per week I mentioned earlier? Facebook ads played a big role in achieving that. Here’s a quick primer on using Facebook ads to grow your email list:
- Create a Facebook Business Page if you don’t already have one.
- Set up Facebook Pixel on your website to track conversions.
- Define Your Target Audience based on demographics, interests, and behaviors.
- Create an Ad Set with your targeting parameters and budget.
- Design Your Ad:
- Use eye-catching visuals that align with your brand.
- Write compelling ad copy that highlights the benefit of your lead magnet.
- Include a clear call-to-action.
- Set Up Your Campaign:
- Choose the “Conversions” or “Lead Generation” objective.
- Create a landing page for your lead magnet or use Facebook’s Lead Ads feature.
- Monitor and Optimize:
- Start with a small budget and scale up as you see results.
- A/B test different ad creatives and audiences.
- Use Facebook’s analytics to understand your ad performance and make improvements.
Remember, Facebook ads can be powerful, but they’re not magic. Start small, test different approaches, and scale what works.
In Summary
Building an email list that converts is part science, part art, and a whole lot of persistence. It takes time, but the payoff is worth it. Start with these steps, be consistent, and don’t be afraid to adjust your strategy as you learn what works for your audience.
Remember, every successful email marketer started where you are now. We’ve all had our awkward phases (like my all-caps subject line phase – not my finest moment). The key is to keep going and keep improving.
Here’s a quick recap of the key steps:
- Create a compelling lead magnet
- Choose and set up your email marketing platform
- Create multiple sign-up opportunities
- Nurture your list
- Analyze and optimize
- Consider using Facebook ads to accelerate growth
You’ve got this! And if you want more tips on how to build an email list that converts, why not sign up for mine? I promise to keep the cat gifs to a minimum (unless you’re into that sort of thing – in which case, let me know and I’ll create a special cat-gif-lovers segment just for you).
Now, go forth and build that email empire! Your future self (and your bank account) will thank you.