How to build an email list from scratch: 24 tips and tricks

If you haven’t already started building an email list, you’re missing out. Email open rates average around 25 percent, which means that it’s an easy, convenient way to reach current and potential customers.

Dollar for dollar, email is one of the most powerful marketing channels available to digital entrepreneurs today. On average, it returns $42 for every $1 spent.

That’s why 81% of SMBs turn to email as a driver for customer acquisition, and another 80% use it for customer retention, according to Emarsys. But it all starts with building an email list. 

Email marketing is about building a list of potential customers, building relationships with them, and making offers that you know they’ll appreciate. Generally, only 10 to 15 percent of your list will open your emails. Another percentage will click through to your offers and buy.

That being the case, the bigger your list, the better: Ten percent of 10,000 will give you higher profits than 10 percent of 1,000.

In this guide, you’ll learn the basics of building your email list from scratch, including both free and paid strategies. 

‍

{{email-performance="/misc/leadgen"}}

‍What is an email list? ‍

An email list is a list of email addresses that you have collected through content marketing and other promotional efforts. Potential and current customers usually provide their contact information through a lead generation form when they buy a product or want to download a freebie from your website.

You can store your email list in a database so you can send targeted emails through an email marketing service, such as MailChimp. Each time you want to send out an email, you write the subject line and body copy, include a CTA, and send it off to the people who matter most: Your customers.

However, you can also segment your email list based on each subscriber’s position in the sales funnel.

For instance, if you’re emailing someone who has already bought one of your courses, you know that you have a potential repeat customer. You wouldn’t send them the same content that you would target to someone who has simply visited your website once and downloaded a free white paper that you prepared as a lead generation magnet.

As your email list grows, you might want to segment it even further, but for right now, let’s concentrate on building your list up. In order to do this, you need people to sign up via your website or other channels, for example, your link in bio on your social accounts.

What are the benefits of an email list?

‍

1. It helps you turn prospects into customers. Collecting emails through content marketing and other promotional activities enables you to forge deeper connections with people who have the potential to become customers.
   

2. Increased revenue potential.  When you can directly communicate with your audience, you have the opportunity to meet their consumer needs. For example, let's consider cart abandonment recovery: Almost 70% of shoppers abandon their carts. By sending emails to customers who abandoned their carts close to the purchase completion process, you can remind them to complete their transactions and pending purchases, while even offering incentives to encourage them to finalize their purchase.
   

3.  Targeted marketing opportunities. Your email list can be segmented based on various criteria, including psychographic data such as values and personality, as well as demographics like age and gender. Understanding how your audience interacts with you enables you to customize your messages in specific and relevant ways to meet their needs.

Components that make a great email list

Having a healthy email list is crucial for long-term success. Let's explore some key characteristics that define a great email list!

1. Permission-based. Subscribers should offer explicit consent to join your email list, including the option to opt out. This practice not only ensures that your subscribers are genuinely interested in receiving updates from you but also guards against the possibility of bots signing up for your email list.

2. Low-unsubscribe rate. Dealing with a constant barrage of content you dislike can be quite annoying. A low unsubscribe rate, on the other hand, indicates that your audience is engaging with your content. If you find your email list is experiencing frequent unsubscribes, it might be a good time to reassess your email content strategy.

3. High deliverability. Ensuring that your emails land in your subscribers' inboxes, rather than their spam folders, is crucial. Leveraging AI and other analytics tools to optimize email delivery enhances your credibility as a brand.

4. Easily segmented. Segmentation is the process of condensing a larger group into smaller subgroups based on specific criteria such as audience behavior, gender, and location. A segmented email list makes it easy for you to send targeted emails and messaging to different groups of subscribers.

How to build an email list for free

You can attract potential subscribers to your website or social media profiles without any initial expenses. Let’s dive into some of the ways you can start building an email list for free!

1. Create a Subscribe page on your website. 

One might be surprised at how many potential customers stumble across a company's website, desiring more, yet unfortunately, they cannot locate a subscription form.

This happens more often than you realize. And if you only put one subscription form on your website, many of your visitors will miss it. 

Make it easy for your website visitors to opt into your email list, then Build a Subscribe page, and finally, add that page to your navigation bar.

Here’s an example from Solopreneur Life.

Make it as easy and painless as possible to join your list. Consider embedding the form on your page so visitors don’t have to click through to take action (reduces friction).

2. Create lead magnets 

Once your Subscribe page is built, the next step is to create a lead magnet. Lead magnets are small offers that are closely related to your product. They’re designed to attract your ideal customer and do one of three things: 

• Generate interest in your paid offer 
• Give them information that will help them be better buyers
• Share valuable information that creates a desire for more

For example, you might create a:

• Free report
• Buyer’s guide
• Ebook
• Resource that goes with a blog post
• Template or worksheet
• Checklist

After you create your lead magnet, build a landing page to house it. On that page, tease the information your visitor will learn from your lead magnet and then embed a form for visitors to sign up and access it.

Then create a confirmation email in your email marketing software. This email will be sent automatically to the people who opt in, giving them a link to your lead magnet.

3. Optimize your website for subscriptions

Don’t stop there. Every visitor will look for your subscription form in a different place. So optimize your entire website for subscribers.

Here’s an example of how we do this on the Kajabi website:

Lead magnet offer within blog post

In our blog about Instagram Subscriptions, the visitor who is reading can opt in to download a free guide to help them monetize their following, which is a relevant topic related to the blog.

‍

 Email opt-in on landing pages

On our AI Creator Hub page, we have free tools visitors can use as well as a form for them to sign-up to receive the latest news about our AI tools - we drive exclusivity by saying “be the first to access new AI tools” to encourage the visitor to sign up.

Exit intent pop-up when you leave the site

When a visitor moves to exit the site, this form pops up, prompting users to sign up one last time before they leave the site.  

4. Do a giveaway

A giveaway is a way to gamify your list building. Instead of giving your content or information to everyone who subscribes, a giveaway has only one winner. That being the case, you can offer a bigger, more valuable prize.

A giveaway is a way to gamify your list building. Instead of giving your content or information to everyone who subscribes, a giveaway has only one winner. That being the case, you can offer a bigger, more valuable prize.

Giveaways are especially powerful because they can go viral. When someone enters the giveaway, they’re offered the opportunity to share the giveaway with their friends. Each time they share, their name is added to the drawing again. The more they share, the better their chance of winning.

5. Gate part of your blog

Instead of creating a ton of lead magnets, you can ask visitors to sign up to get access to your highest-value content. You shouldn't put all your content behind a gate as you want to drive organic traffic through SEO.

6. Offer webinars and live content

People often prefer live presentations, because it gives them the chance to engage with the host and other attendees. If they have a question, all they have to do is ask.

But today, many brands also offer evergreen webinars. These are recorded presentations that are offered on demand. The visitor opts in, and they’re given a link to the video.

Amy Porterfield does this on her website. As you scroll down her homepage, a pop-up is triggered. It offers a masterclass, which is actually an evergreen webinar.

As with all our list-building tactics, once someone signs up, they’re added to your main email list, so you can send them content, other learning opportunities, and marketing offers. 

7. Offer premium content in different formats

As you’ve probably noticed, building an email list is as simple as offering premium content that answers your prospect’s questions. We’ve talked about written content and webinars. You can also create:

• An email series 
• A short video training
• An audio series

Instead of one-off pieces of content, create a series that you’ll deliver by email over several days or weeks. This is especially valuable for teaching your subscribers to open your emails. Since you’re delivering the information one piece at a time, they must open your emails to get all the information.

8. Speak at events

Anytime you show up or deliver content, you can create an opportunity for people to join your email list. Put together a lead magnet for your audience. 

Create a landing page specifically for the event, and put the URL on a QR code that lives on your slides or other materials at the event.Encourage the audience to visit so they can get your free resource.

9. Create a quiz

A quiz is highly engaging for most visitors. They like the idea of filling out their details and getting a personalized recommendation.

That’s why quizzes are terrific for building an email list from scratch. After taking the quiz, they’ll be told more about their situation and which course or product is best for them. But to get the report, they need to subscribe. 

Noom has grown its entire email list with this strategy:

10. Tell your social media followers to subscribe

This is the easiest way imaginable to build an email list from scratch. Just ask. 

Once your Subscribe page is built, share it in social media in your link in bio or stories and invite your connections to subscribe. You can be as direct or creative as you want to be getting people to subscribe. 

11. In each email, encourage the recipient to share your newsletter

Another simple option is to ask your subscribers to invite their friends. Do this in your P.S., and include share buttons to make it easy on your subscribers. Here’s an example by the newsletter Superhuman: 

12. Offer a 7-day free trial

It’s possible to promote your product and build an email list at the same time. A trial of your course or membership program is a lead magnet that quickly converts happy customers.

Here’s how to do it:

Create a landing page for your product. Pack it with a promotional copy that explains the features, benefits, and outcome of buying. Include testimonials from your existing students.

But don’t include the price. Instead, invite prospects to sign up for a 7-day free trial.

Find ways to give them quick wins within the 7-day free trial. Front-load your course to ensure they get addicted to your product.

On Day 6, remind them that their trial is about to end. Give them a link to your order page.

13. Start a blog

‍
Blogging is one of the most powerful ways to reach your target audience. Write lengthy, in-depth posts that give prospects a preview of the content you include in your online courses.
‍

On each blog post, include an opt-in form for your email list. Let potential subscribers know  they can expect to receive high-quality content on a regular basis.

14. Launch a podcast

Podcasts have become extremely popular. People can listen to them while they drive to work, sit in bed, or make dinner for the kids. Plus, they’re another way to connect more intimately with your audience. Although a podcast involves audio content instead of video, listeners can still hear your voice.
Use your podcast to let people know about your email newsletter. At the beginning and end of each episode, throw in an invitation to sign up, then put the link to your landing page with the opt-in form at the bottom of each podcast page.

15. Start a YouTube channel 

You can also connect visually with your audience through YouTube. It’s an extremely user-friendly social channel that depends heavily on high-quality video content. Plus, there’s a section below each video that allows you to insert links, such as to the landing page with your opt-in form or your social media accounts

16. Update Your Email Signature 

If you want to build an email list from scratch, why not start with the emails you already send? Update your email signature to include a brief sentence about your email newsletter and a link to the opt-in page. When you converse with prospects about other topics, you can still subtly market your email newsletter.

17. Speak at events

Anytime you show up or deliver content, you can create an opportunity for people to join your email list. Put together a lead magnet for your audience. 

Create a landing page specifically for the event. Put the URL on your slides. Encourage the audience to visit so they can get your free resource.

Let people know that you have a mailing list that keeps people updated about your online courses.

You don’t want to come off like a pushy salesperson. Work it into the conversation if it fits naturally, but don’t force yourself to tell everyone you meet that you have an email list. Instead, quietly pass out business cards or other literature that includes information that the people you meet can look up later.

How to build an email list using paid strategies (9 tips)

The 17 tips  we covered so far  are a good place to start. For many creators and entrepreneurs, they’re sufficient. But if you want to fast-track your list building efforts, try putting a little money behind your efforts. Here are nine tactics you can try today.

18. Invest in advertising

If you’ve got a valuable offer on your website, it’s worth making sure as many people as possible see it. When you advertise, you target your ads to reach your best customers. That can give you more subscribers in less time. 

For this approach, you need an offer:

• Lead magnet
• Guide
• Event
• Webinar

Create an ad in Google Adwords, LinkedIn, or Facebook. With as little as $10 a day, you can put your ad in front of hundreds or thousands of people who fit  your ideal customer profile (ICP).

19. Pay to promote your high-value content

This tactic will help you boost your brand while also building your email list. Instead of sending prospects to a landing page, you send them to an in-depth article with a resource offer.

Here’s how:

Find your best-performing blog post. You can do this with Google Analytics. Make sure it closely relates to your product, and make sure it will grab people’s attention

‍Create a resource that goes with your blog post. Is there a worksheet or checklist that you could create to go with this article? Offer it on the post (like the Kajabi example above), and ask people to sign up to get access to it.

Share on your organic socials and consider boosting the post. Set this ad to target your ideal customer, so you’ll only drive qualified traffic to your article.

Your boosted post will look like a regular Facebook/IG post, but Meta will only show it to people who fit your customer profile. They’ll click through to read your article. Then, because they like what they see, they’ll sign up to download your resource.

This is a low-pressure way of building your email list. It’s not as direct as other methods, but it gives you a list of people who love your content.

20. Sponsor popular media creators: YouTubers and Influencers

If your audience isn’t very large yet, you can get in front of other people’s audiences by sponsoring a YouTube, TikTok, or Instagram personality. This partnership allows them to offer value to their audience while helping you build your email list.

Find an influencer who has an audience that looks like your ICP. Reach out to see if they do sponsorships.

Negotiate a fee that works for both of you. The sponsor will promote your lead magnet and send traffic to your landing page.

Create a unique landing page for the sponsor to use. On this page, offer a unique resource or lead magnet that will interest their audience. 

21. Sponsor a blog or newsletter

Many popular creators and media companies sell sponsor packages.

An example of a creator who does this is Justin Welsh is a great example of this - he offers sponsorship spots for his ubers-successful newsletter and even has a landing page dedicated to it.

22. Sponsor an event

Most conferences and large events look for sponsors to help pay for the event. Sponsors often get promoted on the landing page, in brochures and on screens, and from the stage.

Look for conferences and webinars that target your best audience, and reach out to see if they use sponsors.

This is a good way to build brand awareness and drive traffic to your website. And that almost always leads to higher traffic and new subscribers.

Most conferences have an exhibit hall. There, vendors (people like you) can pay for a booth, where they show off their products, generate leads, and sell. Attendees browse the booths and stop to chat when they see one that interests them. 

Have a laptop or tablet ready, so you can show people your website. Then ask them to opt in to get a package of resources you’ve put together for them.

23. Put on your own conference

This option requires a huge investment in time and money. But it’s a fantastic way to build your email list and sell your courses.

Recruit thought leaders in your space to speak. Create a schedule, and build a landing page on your website to sell tickets.

Your event can be free or paid. But you’ll get more subscribers from a free event. If you want to monetize, you can always sell the recordings after the event.

Promote the conference to your email list. Ask your speakers to help you promote it. Advertise it. Then add every attendee to your email list. 

For example, take Millennial Marketing, run by Jeff Fromm, a marketing whiz. He often hosts speaking gigs where he dives into everything from consumer trends to marketing and innovation. 

24. Offer monetized incentives

Instead of offering a lead magnet, you can ask people to sign up to get a coupon or discount. This is a tactic used frequently by e-commerce sites:

But it can work just as well for digital entrepreneurs. For instance, you could create a popup or banner offering a 20% discount on any of your products. 

Importing your email marketing list into Kajabi

You can build your email list on your website. But you might also use other platforms to attract new subscribers.

Regardless, it’s important to keep your list in one place, so you’ll need to import your contacts to your Kajabi email list. This makes it easy to promote your other digital products to your subscribers. Here's a full guide on how to import your email marketing lists into Kajabi.

Kajabi’s contact import features allow you to: 

• Upload a CSV from your other apps and tools to Kajabi 
• Create new fields during import 
• Intelligently map your Kajabi contact columns to your upload list 
• Add notes and tags to your imported contact list

Most platforms allow you to generate a .CSV file of your contacts, including tags and notes you’ve assigned to each subscriber. Simply upload the .CSV to Kajabi. Even if these contacts are coming from a different CRM platform, Kajabi lets you keep all the fields and information you’ve gathered around your contact. 

Bottom Line‍

Use the strategies we’ve outlined in this guide. Set up your email lists to allow for segmented campaigns and whole-list blasts. Then start sending emails to your list on a regular basis.

Email marketing will allow you to build a large, engaged community of people who love your products. It will allow you to nurture those relationships, build loyalty, and sell more courses.

So what are you waiting for? Start building your email list today!