A smaller, smarter email list is better for your business

Email marketing is one of digital marketing’s most effective tools. On average, every $1 spent on email marketing returns about $36. Unlike other marketing platforms, email gives you direct access to audiences through a distribution channel you own and control. Rather than battling algorithms or paying for visibility (which are both still important, by the way), you’re speaking straight to people who want to hear from you… as long as your email list is built with a focus on quality over quantity.

An email list is more than just a bunch of contacts; ideally, it’s a curated collection of people who have strong potential to become loyal customers and advocates. Think about the companies you’ve given your email address to. Chances are you did it because you were genuinely interested in the discount, digital materials or information offered. Whatever it was, you saw potential value.

That’s exactly the kind of intent you want from your own subscribers. It doesn’t matter how many contacts you add to your list if they don’t really care about your business or will never consider making a purchase. Cultivating a high-quality email list, even if small, should be your goal.

You’ll need to communicate trust and value to build a strong email list. People are more likely to hand over their email address if they see a clear benefit. Any tactic you use to grow your list should revolve around an offering with a meaningful return.

Someone who has already bought from or worked with you may want to stay connected. Because you already have a relationship with these customers, they’ll likely be more receptive to emails. If you don’t already have their email address, encourage customers to join your list during checkout. Leverage exclusive promotions, early access or other perks as an incentive.

Your website is one of the most important tools for list-building. Include sign-up forms in footers or on contact pages so users can easily find and use them. We also really like using popups, as long as they’re not too intrusive. Adding popups to the bottom of a page allows us to enhance the user experience instead of interrupting it. Consider using a timed or scroll-triggered popup that asks for an email signup in exchange for a discount or a useful download.

In-person events and experiences offer a vital chance to collect emails. Whether you’re running a booth at a trade show, hosting a workshop or presenting at a seminar, have an easy opt-in method readily available. A tablet with a digital form, a QR code that links to your signup form or even a simple sheet of paper are all effective collection methods.

People need to know you have an email list and why they should be on it. Mention your email list on your social media platforms, highlight it on your website or packaging and talk about it during customer interactions. Just remember to emphasize the benefit to your audience.

A healthy email list is a maintained one. Start by segmenting your audience into smaller groups based on key characteristics like purchase history, location or engagement level. This allows you to tailor your messaging to each list segment, making emails feel more personal. Personalization goes hand-in-hand with segmentation. Reference past purchases, feature related products or include content that aligns with segment preferences. Recipients may feel more inclined to open an email and read through these more relevant emails.

Over time, you may see a portion of your email list go cold. If someone hasn’t opened or clicked on your emails in several months, it’s worth trying to re-engage them before removing them. A “We Miss You” email with a limited-time discount or a survey asking how you can better serve them may help. The key is to remind recipients why they signed up in the first place and give them a compelling reason to engage with your emails.