If you’re wondering how to build an email list and why it matters for your business, you’re in the right place. Unlike social media platforms where algorithms control your reach, an email list is something you own—giving you a direct, reliable way to connect with your audience, nurture relationships, and grow your business. But not all email list-building strategies are created equal!
Before you spend another day, week, or month sifting through endless how-to guides, I’ve created a straightforward roadmap tailored to different business types. No need to get lost in the weeds—this guide will help you find the best strategy for you so you can start growing your list with confidence.
And when it comes time to send those emails? You don’t need to reinvent the wheel. A few simple, strategic email types will get you going, and from there, you can tweak and refine over time. The key is to start now—don’t let overthinking keep you from hitting “send”!
Need a little fire under your feet to finally get your email list started? Join my FREE 5-day mini-course to help you go from zero subscribers to 250 and beyond!
No Matter Your Business Type, Start with Your Email List
Let’s go over some foundational email list building rules that apply to everyone!
01) It’s important to strike a balance between hitting your audience with your offers (both old and new) and some non-sales goodness. You never want to over or undersell, but when in doubt, lean away from overwhelming them with emails that focus on selling.
02) Remember to let your personality come through. Speak to your target audience like no one knows them better than you! No one, and I mean no one, wants to open or read a boring email. Give them a reason to be excited to click on yours in the sea of their inbox. Down the road, learn from your customer behavior and segment your list to create even more incentive for them to open, read, and respond to any call to action you’ve dropped in there.
03) Maintain consistency. You don’t have to blast out an email every day or even every week! Do what makes sense for your business, but be consistent with it. Your audience will start to learn that you are the showing-up kind and expect to see you in their inbox!
Why Building an Email List Is a Must for Your Business
If you’ve ever felt like social media algorithms are working against you, you’re not alone. One day, your posts are getting tons of engagement, and the next? Crickets. That’s why building an email list is one of the smartest moves you can make for your business—it gives you a direct line to your audience that you control.
With an email list, you can:
✔ Reach your audience anytime – No more hoping the algorithm pushes your content to the right people. When you send an email, it lands directly in their inbox.
✔ Build trust and relationships – Unlike social media posts that disappear in hours, emails allow you to connect on a deeper level, share your story, and serve your audience consistently.
✔ Increase sales and conversions – Email marketing delivers an average ROI of $42 for every $1 spent, making it one of the most profitable marketing tools available. (Yep, it’s that powerful!)
✔ Own your audience – You don’t “own” your followers on Instagram, TikTok, or Facebook—those platforms do. But your email list? It’s yours. No sudden changes in reach, no disappearing followers—just a stable, reliable way to grow your business.
If you’ve been putting off email marketing, consider this your sign to start today! The sooner you begin building your list, the sooner you’ll have a loyal, engaged audience ready to hear from you (and buy from you!).
How to Start Building Your Email List
If you’re ready to start growing an engaged email list, you don’t have to do it alone! Follow these five simple steps to set yourself up for success—because the sooner you start, the sooner you’ll have an audience that’s excited to hear from you.
#1 Choose an Email Provider
Your email marketing platform is the foundation of your list, so picking the right one matters! I’ve broken down the best email providers here to help you decide. My top choice? Flodesk—it’s easy to use, makes your emails look gorgeous, and with my link, you get your first 14-days FREE plus 50% off your first year’s membership!
#2 Create a Lead Magnet
People are way more likely to join your list if they’re getting something valuable in return! A lead magnet (aka a freebie) gives them a reason to sign up. Need ideas? I’ve got you—here’s how to build an irresistible freebie that actually converts.
#3 Set Up a High-Converting Opt-In Form
Once you have your freebie, you need a seamless way for people to sign up! A well-designed opt-in form can make all the difference in getting more subscribers. Not sure where to start? This post breaks it all down (and shows why I love using Flodesk for beautiful, high-converting forms!).
#4 Promote Your Freebie Everywhere
Your freebie won’t grow your list if no one knows about it! Share it on your website, social media, podcast, and even in your email signature. Want to learn my favorite ways to spread the word? This podcast episode is packed with ideas to get your freebie in front of the right people.
#5 Automate & Nurture
Once people join your list, don’t leave them hanging! A welcome sequence is the best way to introduce yourself, provide value, and build a relationship from day one. Not sure what to say? Here’s a step-by-step guide to crafting a welcome sequence that works.
Start here, and before you know it, you’ll have a growing email list filled with engaged, excited subscribers who can’t wait to hear from you!
RELATED: Flodesk vs. Mailchimp: Pros, Cons, and Which One Wins?
Now let’s dive into your specific, strategic plan based on your business type!
Your First Emails to Build Engagement Broken Down By Business Type
6 Email Ideas for Your Product-Based Business
01) Product Updates: Notify subscribers about new product releases, enhancements, or improvements. Share the features and benefits of the products, along with any special offers or discounts on them!
02) Promotional Emails: Send emails that highlight special promos, sales, or limited-time offers. Provide exclusive discounts or coupon codes to encourage purchases and give a sense of urgency to purchase.
03) Seasonal or Holiday Emails: You don’t have to just think of the big holidays! You can have fun with the lesser-known holidays, even those silly ones! (Did you know there’s an International Lay On the Couch Day?!) Create themed product bundles, gift guides, or limited-edition items. Consider running holiday-themed promotions and discounts, too!
04) Customer Testimonials or Success Stories: Share stories or testimonials from satisfied customers who have used your products. These emails help build trust, credibility, and social proof!
05) Educational Content: Provide useful and educational content related to your products or industry, like how-to guides, tips and tricks, DIY projects, or informative articles that demonstrate the value and versatility of your products.
06) Exclusive Previews or Sneak Peeks: We love exclusive content! Give your email subscribers early access or exclusive previews of upcoming products, collections, or features. This makes them feel valued and creates anticipation around your brand.
6 Email Ideas for Your Digital-Based Business
01) Welcome Email: Don’t forget the power of a first impression! Send a warm welcome message to new subscribers, thanking them for joining your email list. Intro your brand, provide an overview of your products or services, and set expectations for what they can expect from your emails (i.e. timing, content, etc.)
02) Educational Content: Share valuable and educational content related to your industry or niche, like tutorials, how-to guides, tips and tricks, industry insights, or informative articles. Establish yourself as an expert and you’ll begin to build a deeper trust with your audience!
03) Product Demos or Free Trials: “First month FREE!” = on the list of Things Humans Love! Offer free demos or trials of your digital products or services. Showcase those features, benefits, and value that sets you apart.
04) Case Studies or Success Stories: Give your subscribers some undeniable proof… social proof! Share success stories or case studies of clients or customers who have achieved positive results through your digital products or services. Highlight the challenges they faced, the solutions you provided, and the outcomes they achieved.
05) Webinar or Event Invitations: If you sell digitally, you gotta lead digitally. Host webinars, workshops, or virtual events related to your industry or expertise! Send email invitations to your subscribers, providing details about the event and, most importantly, the benefits of attending. Don’t forget to follow up with reminder emails, too!
06) Tips and Best Practices: Give your readers an edge! Send out your best tips or strategies related to your digital products or services. Help them optimize their usage, achieve better results, or overcome common challenges. This is a double-whammy: It creates interest in your products for people who haven’t used them yet, AND it reminds and reinvigorates interest with people who have!
8 Email Ideas for Your Service-Based Business
01) Welcome Email: This is that first handshake, so make it a good one. Send a personalized welcome message to new subscribers, thanking them for joining your email list. Introduce your business, highlight your expertise, and provide an overview of the services you offer.
02) Service Packages or Offerings: Ever seen a beautiful menu at a restaurant? Use emails like this to remind them that you’ve got some delicious options for them! Showcase your various service packages, options, or offerings. Provide detailed descriptions of each service, the benefits they provide, and any special features or discounts.
03) Testimonials or Reviews: When it’s hard to ‘show’ a service you offer, lean on social proof! Share testimonials or reviews from satisfied clients who have experienced positive results from your services. Testimonials add credibility and trust, making your potential clients more likely to choose your services.
04) Consultation or Discovery Call Invitations: Want to create opportunities for people to dive in deeper? Offer free consultations or discovery calls to potential clients! Invite your subscribers to schedule a call to discuss their needs, provide personalized recommendations, and explore how your services can benefit them.
05) Client Appreciation or Milestone Emails: Get a little personal! Show appreciation to your existing clients by sending emails on special occasions or milestones. This can include celebrating anniversaries of working together, recognizing achievements, or thanking them for their continued support.
06) Upcoming Event or Workshop Invitations: Don’t leave your online audience out of your IRL opportunities! If you’re hosting events, workshops, or webinars related to your services, invite your subscribers! Provide event details, benefits of attending, and registration information. Don’t forget reminder emails, too!
07) Referral Program or Rewards: Give your biggest supporters a chance for a little kickback. Encourage your existing clients to refer your services to others by implementing a referral program. Outline the program, explain the benefits, and provide instructions on how to participate.
08) Industry Updates or Newsletters: Don’t hold back with your expert-level knowledge! Send regular newsletters or emails to keep your audience informed about industry trends, news, or relevant updates. Whip up some valuable insights, market updates, or tips that can help them stay informed and make better decisions!
5 Email Ideas if You’re a Content Creator
01) Newsletter: This is their consistent peek into your life! Send regular newsletters to your subscribers, featuring your latest content, such as blog posts, videos, podcasts, or articles. Provide a brief summary and links to each piece of content, enticing your audience to click through and engage with your work.
02) Content Updates: Don’t expect the notifications on other apps to do all the leg work for you! Notify your audience when you publish new content or release a new episode. Send emails that introduce your latest creation, provide a summary or teaser, and encourage your subscribers to check it out!
03) Content Collections or Roundups: Assume people miss things, so here’s your chance to catch them up to speed! Curate and share collections of your best content around a specific theme or topic. Create roundups of your most popular articles, videos, or podcasts from a certain period. This also helps new people explore more of what you create in places they might not have discovered you!
04) Personal Updates or Stories: Connect with your audience on a personal level by sharing updates about your creative journey, experiences, or insights. Tell stories that resonate with your audience and help them understand you as a human behind the content. This could even be screenshots of things they might have missed on your socials or a round-up of the best things you ate last week!
05) Collaborations or Guest Appearances: Inform your email subscribers about collaborations, guest appearances, or interviews you have participated in. This is your chance to dive even deeper into why you connected with this guest or what makes them worth listening to/watching!
FAQs About Building an Email List
If you’re new to email marketing, you probably have a few questions—don’t worry, I’ve got you covered! Here are some of the most common FAQs about growing and nurturing your email list.
What is the best way to grow an email list?
The fastest way to grow your email list is by offering something valuable in exchange for a sign-up. This is called a lead magnet (or freebie), and it can be anything from a PDF guide to a discount code or free training. Pair that with a high-converting opt-in form and promote it consistently across your website, social media, and content.
How do I get people to sign up for my email list?
Make it easy and enticing! Your audience needs a clear reason to subscribe, so highlight the benefits of your freebie and how it solves a problem for them. Place your opt-in form in multiple locations—on your website, in blog posts, and even in your social media bio. And don’t forget to talk about your freebie often—people can’t sign up if they don’t know it exists!
What should I send to my email subscribers?
Think of your emails as a way to connect, serve, and sell (in that order!). Share personal stories, behind-the-scenes updates, helpful resources, exclusive content, or promotions. Need inspiration? Check out my list of 30+ newsletter ideas or grab these free 50 Email Subject Lines to keep your emails fresh and engaging.
How often should I email my list?
Consistency is key! Whether it’s once a week, biweekly, or once a month, choose a schedule you can realistically stick to. The most important thing is to show up regularly, so your subscribers remember who you are and stay engaged with your content. And don’t worry—you’re not “bothering” your list if you’re providing value!
Building an email list doesn’t have to be complicated—start small, stay consistent, and focus on serving your audience. Your future subscribers are waiting!
RELATED: How to Customize a Template in Flodesk
Customize Your Email Strategy as You Go
Like I said at the start, not all email list building strategies are the same — and that’s because YOU and your business will never neatly fit into a box. And that’s why I love serving an email list! You have every opportunity to create something uniquely magical in the inbox as you circumnavigate that pesky algorithm. This is your chance to reach a larger percentage of your audience and go deeper with them. That’s an opportunity social media just can’t give you!
As you create your email list-building plan, you’re going to shift and pivot when you learn what your audience loves. But before you start looking down the line and wondering what you’re going to write in email #200 and what’s going to happen if you run out of things to say — do this one step first: send email #1.
