How to Build an Email List That Actually Converts

You’ve done this before. You see a glass bowl sitting on a counter next to the check-out at your local shop. Drop your business card in the bowl for a chance to win “something”. Sure - why not?!

I would argue that this is the truest form of creating an email list.

You have a qualified customer standing in your actual location, volunteering their email address so you can reach back out with a chance to win.

To me, everyone should employ this low-cost, non-friction style of email capturing. This would make an amazing email list with a great open rate and hopefully some conversions.

But all glass bowls are not created equal. This tactic doesn’t work everywhere and it gets a little more dangerous in the virtual world. Your list gets polluted with people that are interested in prizes and were never qualified to “enter” your store in the first place.

And then we get mad that our open rates are low and no one is ever clicking on our email buttons.

It’s time to empty the bowl.

What a High-Converting Email List Actually Looks Like

Your email list should be full of advocates and fringe customers. Take a look at your social pages. Those regulars that like, comment, and share your posts. That’s who you want as the foundation of your email list. These individuals care about what you have to say, what you are sharing, and deserve to be the first to know about - well, everything.

But as all small business owners running a social account know, getting these advocates is hard. Sure, you can “buy” followers and likes - but advocates and true followers are hard to capture. The same can be said about those on your email list.

Clear Subscriber Intent

In order to get a quality list, you have to be clear with what you deliver and what value comes from subscribing. Emails come in many shapes and sizes. We’ve all been harassed by the retail store that sends us product updates every day - and many of us are not looking for more of that in our lives.

But then again, if that’s your business and you’ve found your customers want a daily dose of deals, tell them that’s what they will get. Lots of news stations send emails like this - and the customers don’t mind.

If you are building out a list, make sure they know exactly what you will deliver. Give them potential options to customize their experience.

Don’t just tell them what to expect, honor that.

Aligned Expectations

It can get exciting when you have a slew of new subscribers coming in. You might find yourself wanting to really boost sales by sending more and more deals. What’s the harm of sending everyone this brand new blog I wrote?!

Again, you have to honor your word. If the customer only wants to get weekly emails, you can’t break that trust.

Listen, once a customer unsubscribes, it’s going to be nearly impossible to get them to come back (willfully).

Smart Segmentation From Day One

Not all small businesses have the power or audience to segment their list - but you should try.

Breaking your email up into audience segments will really help all of your metrics (most importantly sales). There is a fine line between feeling “stalked” by advertisers and having a customized experience. Sure, being followed around online by a display ad gets a little creepy, but never once will you be upset if the advertising noise is calmed. Imagine driving down the street and the only billboards you see are all for products you’ve bought or are interested in. Sure, your wallet might not be happy with all these temptations, but you won’t be annoyed by ads that have nothing to do with you.

It's easy to do this with email marketing. Ask some qualifying questions when they sign up and see if you can keep the unnecessary noise away from their inbox.

Email List Building Strategies That Drive Real Results

How the heck do you get people onto your list? People don’t wake up in the morning and randomly say “I think I will sign up for some email lists today”. In fact, most people are trying to do the opposite. Why do you think the Unsubscribe button is required on the bottom of all emails? We are on enough lists.

It’s not easy to build your list (with advocates) - but it’s not impossible.

Create a Lead Magnet That Solves One Specific Problem

As much as I dislike the term Lead Magnet, let’s use it for simplicity’s sake. I don’t know about you, but I wouldn’t be very satisfied if I walked into a store and I was introduced to a salesperson as a “new lead”. For those of us that don’t necessarily like being sold to, having a “magnet” to attract us seems super “marketing” and gross.

Yet, this is the term we use for creating something of value online and giving it away for only the price of your email.

Let me be very clear - these work to get the email addresses but you better have your act together if you plan on converting.

Sure, you will take advantage of the user that doesn’t quite understand how to work the Unsubscribe button. You may end up sending thousands of emails over the course of their lifetime on your list - but you are just in line with the other thousands of emails they have never checked. Your open rate is way down. Is this really a lead?

You really have to earn their trust (after you provide the value).

That might look like a sophisticated workflow that doesn’t immediately annoy (and sell) the user.

Keep providing value. Earn their trust. Educate, entertain, or inspire.

Place Opt-In Forms With Strategy, Not Desperation

Remember, we are looking for quality - not quantity. If you’re not familiar, these email marketing companies charge per user and per email. Having a list full of dead email addresses only costs you more money.

It’s scary to have opt-in forms that require users to really think about subscribing.

It’s very tempting to splash that pop-up and ask for an email address seconds after the user hits your website, it’s probably not your best approach. Instead, see if you can display a pop-up after the user has successfully engaged with your content.

“Hey, we’ve seen that you’ve read a few of our articles. Would it be easier if we sent over articles we know you’d like via email a few times a month?”

Build Dedicated Landing Pages for Campaigns

Making specific webpages that are targeted directly to your customer is a great way to segment your audience and collect better data. Instead of asking 10 additional questions, you can have a page that is only dedicated to users that would have pre-qualified with those questions.

“Oh, you clicked on a page that’s dedicated to the history of The Beatles? How about we add you to our classic rock segment when you sign up for our newsletter?”

Use Content Upgrades Inside Blog Posts

We can all have our own Patreon communities without charging. If you are going to invite members to your club (aka - email list), you can certainly provide member-only access by signing up. This could be longer blog posts, early access to content, or exclusive coupons.

You’ve qualified your user by having them on the actual page they enjoy. Having a call-to-action button at a point where only an engaged user would see it is a great way to really see if this user would make a good member of your community.

Capture Emails at Events and Offline Touchpoints

This goes back to our glass bowl. Works great if they are qualified and in your space. Doesn’t always work when you have no way to pre-qualify.

Trade shows, expos, and fairs - this can be hit or miss. If you are giving something away, expect anyone and everyone to put their card in the bowl. Expect a lot of users to unsubscribe quickly or never open an email that doesn’t say “You’ve Won!”. Yes, they are more qualified than the next guy (they are at an event that is marketed towards your audience) - but they might not care much about your business.

Email List Building Mistakes That Kill Conversions

If you’ve been paying attention (and you are over a thousand words into this blog, so you’re likely invested) - you’ve heard a lot of wrong things to do to build your list. Let’s do a quick speed round of things not to do.

Chasing Volume Over Quality

Just because you found an email address doesn’t mean it should go on your list. Sure, there are laws against that, but remember we are chasing quality over quantity. We want a great open rate and we want people that care about our business.

Running Giveaways That Attract the Wrong Audience

Sure - you can give away free iPads, TVs, generic gift cards. You attract prize hunters, not buyers. Paying for all those extra users on your account will make that iPad cost way more than you expected.

Buying or Scraping Email Lists

Just don’t. This is the easiest way to do damage to your brand with only the slightest chance of return. These users had no intent, no permission, and will result in you getting reported for spam.

One Generic “Subscribe to Our Newsletter” Form

Sure, you can have a generic subscribe form - but you need to explain “why” somewhere else. Have a dedicated page that explains why someone would want to chat with you via email.

Not Segmenting Early

All of your users are not going to be the same and they won’t want the same email and flow. The earlier you can customize - the better chance you create real advocates.

No Welcome Sequence

Imagine walking into a store and no one greets you. Actually, that happens quite a bit around these parts. People also walk out pretty quickly.

Inconsistent Sending Schedule

If you are going to utilize email marketing, commit to it. Unless you tell your customers that they will get one email per year, make sure you actually stay relevant and they don’t forget why they signed up (or if they signed up).

Selling Too Early

Chill out. Unless they asked for a coupon or a special deal, don’t start asking for money right away. Provide value and the money will come.

Ignoring Engagement Data

Even if you are not a huge data nerd, take a look at your metrics. Determine if there are specific emails that never get opened. Make adjustments to help deliver content that actually is getting looked at.

Making It Hard to Unsubscribe

Let them unsubscribe if they want. A quick no is the next best thing to a yes. Why pay for them to clog up your community if they don’t find value?

How to Measure If Your Email List Is Healthy

You don’t need a marketing degree to know if your list is working. You just need to look at the right things.

Start with your open rate. Are people actually opening your emails? If the answer is consistently “meh,” that’s a signal. Either your subject lines aren’t compelling, or the people on your list never really wanted to be there in the first place.

Next, look at clicks. Opens are nice for the ego. Clicks are what move the needle. If people are clicking links, reading blogs, exploring services, or redeeming offers, that’s engagement. That’s intent.

Then look at unsubscribes. Don’t panic every time someone leaves. In fact, a few unsubscribes can be healthy. That’s pruning the tree. What you don’t want is a mass exodus every time you send something.

Finally, pay attention to conversions. Are people replying? Booking? Buying? If your email list is just opening and closing emails without taking action, something is off.

Healthy list checklist:

• Consistent open rates
• Steady clicks
• Manageable unsubscribe rates
• Actual business results

If those boxes are checked, you’re not just sending emails. You’re building an asset.

Build an Asset, Not Just a Database

An email list is not a trophy case.

It’s not a vanity metric you show off at networking events. It’s not a giant spreadsheet that makes you feel important.

It’s a community.

The right email list becomes your most predictable marketing channel. Algorithms don’t change. Social platforms don’t throttle you. You’re not renting space. You own the connection.

But ownership comes with responsibility.

You have to respect attention. You have to deliver value. You have to honor what you promised when they signed up.

If you treat your list like a database, it will perform like one. Cold. Unresponsive. Expensive.

If you treat it like a group of advocates and fringe customers who actually care about your business, it becomes something powerful.

Build trust.
Deliver value.
Stay consistent.

Do that long enough, and your email list won’t just convert.

It will compound.