Time and time again, we see many small businesses struggling to get started with one of the most cost-effective marketing strategies out there: email marketing. The challenge isn’t only sending the emails—it’s finding people to send them to. That’s where it’s helpful to know how to build an email list from scratch. Whether you’re a brand-new business or a company looking to grow your audience, these 10 simple strategies will help you build a high-quality, engaged email list that leads to conversions.
Here’s how to build an email list from scratch.
1. Start where you are using your existing contacts
“Everybody has a list,” may not be what you expect to hear when starting from scratch, but it’s true. Even if you’re a brand-new business owner, you have a network of people who already know you. Consider pulling contacts from your email, LinkedIn connections, former colleagues, or even relevant personal acquaintances. If your business has been around for a while, you have a list of past customers—look in your accounting software to see who you’ve invoiced.
Action tip: Segment your initial list into groups based on how you know them and tailor your messaging accordingly. For example, you can invite your friends and family to support your business (perhaps by following and engaging with your social accounts), while offering existing clients an exclusive discount or helpful resource as a thank you for being your early supporters.
2. Use a standard opt-in form on your website
Even if visitors aren’t ready to buy from you right away, that doesn’t mean they won’t want to hear what you have to say. A standard opt-in form is a simple yet powerful way to start building your list.
Placing an opt-in form in prominent locations on your website—your homepage, blog posts, and even your ‘About’ page—allows you to collect emails from visitors who aren’t yet customers but are curious about your offering.
Action tip: Always keep your opt-in form as short and straightforward as possible. Asking for simply a name and email can lead to higher conversion rates than a longer form.
Here’s the form on the Brighter Messaging homepage:
Join Our List
Sign up to receive our email updates. We promise only to contact you when we have something fruitful to share.
"*" indicates required fields
3. Use a (well-timed) surprise pop-up form
If the word “pop-up” makes you cringe, I get it. The internet in the early 2000s was plagued with intrusive pop-ups that promised users ridiculous things like “Become a Model NOW.” But modern pop-ups are different. When used effectively, they can significantly increase your email sign-ups without annoying your site visitors.
A well-timed pop-up based on user behavior—like an exit-intent pop-up (triggered when someone tries to leave the page) or a scroll-triggered pop-up (shown after a user scrolls down a certain percentage of the page)—is an effective way to engage people at the right moment.
Action tip: Use pop-ups sparingly and tailor them to the user’s behavior. Offer something of value in exchange for their email, like a discount or exclusive content, and make sure your pop-up is visually appealing and relevant.
Example: The folks at Sender.net practice what they preach! When I was looking for some good examples of newsletter pop-ups, they served me—you guessed it—a pop-up.
Why this pop-up is effective:
- Focuses on the pain point of the hassle of growing an email list
- Highlights the benefits
- Includes example and social proof
- Free? Count me in!
4. Create a targeted landing page
A dedicated landing page designed solely to collect email addresses can be a game-changer. These pages have one purpose: convert visitors into subscribers by clearly outlining the value of signing up. Take Brighter Messaging’s Be the First to Know page, for example. This page invites visitors to sign up for monthly marketing insights, SEO tips, and free digital downloads.
When it comes to landing pages, simplicity is key. There should be no distractions—just a clear message and an even clearer call to action.
Action tip: Create a simple, visually clean landing page that highlights the benefits of joining your list. Use a strong call to action to encourage sign-ups. Share your landing page in social posts.
5. Show what’s in it for them
People aren’t going to give up their email addresses for nothing. You need to clearly communicate what they’ll get in return—and it better be something good.
Going back to our sign-up landing page, we’ve avoided a dry “sign up for our newsletter” prompt. Instead, it says: “Want to be the first to know? Join our list! We share small business marketing insights, SEO tips, strategies to help you get your business in front of the right people, and free digital downloads.” The visitor knows exactly what they’ll receive and can decide whether it’s worth exchanging contact info.
Action tip: Be specific. Instead of saying “sign up for updates,” use concrete language that communicates value right away.
6. Give to get with lead magnets
Lead magnets are a powerful way to entice people to join your email list. A lead magnet is something of value that you offer for free in exchange for a user’s email address. Popular examples include eBooks, checklists, templates, or calendars.
At Brighter Messaging, we offer resources like:
- 30 Days of Facebook Content for Service-Based Businesses
- SEO Quick Wins (an eBook of actionable SEO tips)
- Digital Marketing Strategy Questions
These lead magnets provide value to our target audience and, in return, we get their email addresses. It’s a win-win scenario.
Action tip: Create a lead magnet that solves a real problem for your target audience. Promote it on your blog, social media, and website with a strong call to action.
7. Leverage your existing network
Word of mouth is a powerful marketing tool, and it works for email list-building too. Encourage your existing subscribers to refer others who may be interested in your content. You can offer some kind of reward (e.g., a discount or a freebie) for every referred email sign-up, or you can include a call-to-action like:
“Know someone who would enjoy this email? Share it with them! We love welcoming new members to our community. Forward this email or send them this link to subscribe directly: [add link].”
Action tip: Keep it simple and genuine. Encourage sharing by making it easy—include a direct link to your sign-up form and suggest forwarding the email. No need for rewards; just focus on creating content worth sharing.
8. Two lists are better than one
Collaborating with other businesses is an excellent way to tap into new audiences. Find a complementary business (not a competitor) that serves the same audience and explore ways you can collaborate on list-building efforts.
For example, if you run a B2B software company, you could partner with a business that provides training or consulting services in your industry. Together, you could host a joint live event or create a co-branded whitepaper to promote to your respective email lists.
Action tip: Identify a business whose audience overlaps with yours and suggest a joint content initiative. Split the email sign-ups and make sure to promote the initiative across both your channels.
While we’re on the topic…
9. Host webinars or live events
Webinars have long been a popular way to build an email list while showcasing your expertise. They offer you the opportunity to connect with your audience directly and provide something of value, whether it’s a presentation, workshop, or Q&A session.
When someone signs up for your webinar, they’re giving you their email address in exchange for valuable content. Webinars also give you the chance to build trust and establish credibility, increasing the likelihood that participants will remain on your list long after the event.
Action tip: Host a free webinar on a topic that resonates with your target audience. Promote it across your channels, and be sure to follow up with attendees afterwards to keep them engaged.
10. Don’t forget real-world events
Just because you’re building an email list doesn’t mean all your efforts need to be online. Take trade shows or local community events, for instance. We’ll soon be attending HollyFest, a local event where we’ll set up a booth and give away a free marketing strategy session. To enter the giveaway, attendees need to provide their contact details, which we then add to a lucky draw.
Action tip: Attend local events or trade shows relevant to your business. Have a sign-up sheet ready or collect emails via digital entry forms. Offer a compelling giveaway to incentivize participation.
Need a hand with email list-building?
Building an email list from scratch doesn’t have to be overwhelming. With the right strategies and a little consistency, you can build your list over time. Remember to focus on delivering value to your audience, and the rest will follow.
The Brighter Messaging team is here to help you create an email marketing strategy that works. Schedule a free discovery call today, and let’s start growing your list.
