Stand out with email marketing: how to grow your list and use it
Your email list is one of the most valuable assets your business owns. Unlike social media, you own it, no algorithm can touch it, and when used well, it’s one of the cheapest ways to stay in front of the right people and convert them into customers.
Most small business owners either don’t have one, have a tiny one, or have a list they never email. Let’s look at how to build one.
Why email beats social every time
Social media is a rented space. You build a following, the algorithm changes, and your reach drops overnight. Whereas, your email list is yours.
The average email open rate across all industries is around 21%. Small businesses that show up consistently can hit 30-40%. That’s a third of your audience reading your email, every send.
A list of 100 engaged subscribers who open your emails is worth more than 1,000 followers who scroll past. Quality beats quantity every time.
Bonus: your database is a business asset. If you ever sell your business, a warm engaged list is one of the first things a buyer looks for.
How to grow your email list
You don’t need thousands of subscribers. You need the right ones. Here’s where to start.
1. Add a subscribe form to your website
On your homepage, blog and contact page. Be specific about what they’re signing up for – “Weekly marketing tips for small business owners” is much more enticing than “Join our newsletter”.
2. Offer something worth signing up for
A freebie, checklist or guide gives people a reason to hand over their email. A one-page PDF relevant to your industry is more than enough to get started.
3. Use what you already have
Add a subscribe link to your email signature, invoices, and social posts. Share snippets of your newsletter on social media – if people like it, they’ll sign up for more. Always get permission before adding anyone manually. Anti-spam laws are real.
4. Let your content do the work
A blog post that ranks on Google brings in readers who don’t know you yet. Add a clear subscribe CTA at the bottom. That’s a warm lead who found you, read something useful and wants more. That’s the dream.
What to send: your email marketing calendar
The number one reason people don’t email their list is that they don’t know what to say. Here’s a simple monthly rotation:
Months 1, 5 & 9 : A helpful tip, how-to or piece of advice your audience would appreciate and a client result, testimonial, before-and-after or case study
Months 2, 6:, 10 Behind the scenes, a personal story or something topical that’s in the media / seasonaly related
Months 3, 7, 11: A soft promo, a special offer or ‘did you know we do this?’
Month 4, 8, 12: A rebooking or product top up reminder or something a little more salesly – You’ve started to build a relationship with your audience now. It’s okay to ask for something back in return.
That’s 12 emails a year. 12 chances to stay front of mind, build trust and remind people you exist. And remember, topics can be recycled. Your newest subscribers haven’t seen what you sent 12 months ago.
Not sure what to write about? Start with the questions customers ask you most. If they’re asking you, others are Googling it.
Subject lines that get opened
The best email in the world means nothing if nobody opens it. A few things that consistently work:
- Keep it under 50 characters – anything longer gets cut off on mobile
- Be specific. “3 things to do before your next ad” is much better than “Marketing tips inside”
- Use curiosity. “The email mistake costing you opens” makes people click
- Ask a question. “Are you doing this in your marketing?” speaks directly to the reader
- A/B test. Most platforms let you send two versions to a small group first, so this is a great way to test engagement
Watch your open rates over time. You’ll start to see what your audience responds to. That’s your data so definitely use it and learn from it.
Remember, start small and stay consistent. You don’t need a big list, a fancy template or a perfect welcome sequence. Start, show up regularly, and give people something worth reading.
If you would to learn how to get started, and need help selecting the right email marketing platform, my article called Getting started with email marketing – How to choose the right platform for your business should point you in the right direction.
