Email Marketing: How to Build, Grow, and Engage Your List
Think email marketing is outdated? Think again. With an impressive $42 return for every $1 spent, email remains one of the most effective digital marketing channels today. That’s a 4,200% ROI - higher than social media, paid ads, or influencer marketing.
But let’s be honest: a successful email marketing strategy is about more than just sending out newsletters. It’s about building genuine relationships, offering real value, using the right tools, and keeping your audience engaged.
This guide will show you how to start, grow, and maximise your email list - even if you’re a total beginner.
What Makes Email Marketing So Effective?
Unlike social media, where posts can disappear in a sea of content, email marketing gives you direct access to your audience’s inbox. It allows you to build relationships, create personalised experiences, and drive sales without relying on ever-changing algorithms.
It Drives Higher Sales
Email subscribers aren’t just casual followers - they’re engaged customers. On average, email-marketed customers spend 130% more than those who don’t receive emails.
It Strengthens Customer Relationships
A well-crafted email campaign can turn first-time buyers into loyal customers. Personalised content, exclusive offers, and regular updates help to build trust and keep your brand top of mind.
It Puts You in Control
Unlike social media platforms that dictate who sees your content, email marketing is owned media - meaning you control the message, the audience, and the timing. Your emails go straight to the people who have actively chosen to hear from you.
Bottom line: If you're not using email marketing to grow your business, you're missing out on one of the most powerful and cost-effective marketing tools available.
Step 1: Choose Your Email Marketing Platform
Before building your list, decide where to host it. Most website builders include built-in email tools, making it easy to start. As you grow, you can upgrade to advanced platforms.
Option 1: Start Simple (Built-In Tools)
Shopify: Use Shopify Email to create campaigns directly from your store dashboard.
Squarespace: Built-in Email Campaigns with professional templates, analytics, and seamless integration.
Wix: Built-in email marketing with drag-and-drop templates.
WordPress: Plugins like MailPoet let you manage lists and send emails without leaving your site.
Best for: Beginners, solopreneurs, or those who want their website and email marketing in one place.
Option 2: Use a Dedicated Email Service Provider (ESP)
Tools like Mailchimp, Brevo, or Klaviyo offer advanced features like automation and segmentation.
Best for: Businesses ready to scale or needing complex workflows.
GDPR Note: If targeting EU/UK audiences, ensure your platform complies with GDPR. Most major tools (e.g., Brevo, MailerLite) include consent management and data protection features.
How to Build a High-Quality Email List
A strong email list isn’t just about numbers - it’s about attracting the right audience who genuinely wants to hear from you. Here’s how to start:
1. Create an Irresistible Sign-Up Incentive
People are protective of their inboxes. Give them a reason to subscribe by offering something valuable in return. Popular lead magnets include:
Exclusive Discounts - “Join our list and get 10% off your first purchase!”
Free Resources - Downloadable guides, checklists, or templates.
Early Access - VIP access to sales, product launches, or exclusive content.
Pro tip: Align your incentive with your brand. A business coach might offer a “10-Step Business Growth Plan” instead of a generic discount.
2. Optimise Your Sign-Up Forms
Integrate forms seamlessly with your website:
Use built-in tools (e.g., Squarespace Pop-Ups) or connect an ESP like Mailchimp.
Place forms on your homepage, blog posts, and checkout pages.
Keep fields minimal (name + email) to reduce friction.
3. Leverage Social Media & Partnerships
Your social channels are goldmines for email list growth:
Add a sign-up link to your Instagram bio or LinkedIn profile.
Partner with complementary brands for cross-promotions.
What Emails Should You Send? (Beyond the Generic Newsletter)
A strong email marketing strategy includes a mix of content to keep subscribers engaged.
1. The Welcome Email (First Impressions Matter)
The moment someone subscribes is when they’re most engaged. Send an automated welcome email that:
Introduces Your Brand – Share your story and why you exist.
Delivers Value Immediately – Include a discount, free resource, or exclusive content.
Sets Expectations – Let them know what kind of emails they’ll receive (and how often).
Example Subject Line: “Welcome! Here’s Your Exclusive Gift 🎁
2. The Engagement Email (Build Connection)
Keep your audience interested with valuable, non-salesy content:
Behind-the-scenes stories
Exclusive tips or industry insights
Customer success stories or testimonials
Interactive content (quizzes, polls, Q&A sessions)
Example Subject Line: “5 Productivity Hacks Every Founder Swears By”
3. The Conversion Email (Drive Sales Without Being Pushy)
Strategically introduce offers without sounding too sales-driven:
Personalised product recommendations
Limited-time promotions or seasonal discounts
Early-bird access to new launches
Example Subject Line: “Exclusive for You: 20% Off Ends Tonight! ⏳”
Advanced Strategies to Supercharge Your Email Marketing
Once you’ve built a solid list, take your strategy to the next level:
Segmentation: Send the Right Emails to the Right People
Repeat Customers: Offer VIP perks. (Tool: Klaviyo)
Inactive Subscribers: Re-engage with “We miss you” emails. (Tool: Dotdigital)
A/B Testing: Optimise for Better Results
Test subject lines, layouts, and send times. (Tools: Brevo, Mailchimp)
Automation: Work Smarter, Not Harder
Abandoned Cart Emails: Use Klaviyo for eCommerce.
Birthday Emails: Try Omnisend for SMS/email combos.
Make Your Email List Work for You
Building an email list is only the beginning. The real magic happens when you consistently deliver value and build relationships.
Your next steps:
Choose a platform: Start with your website’s built-in tool or a beginner-friendly ESP.
Create a lead magnet: Offer something irresistible in exchange for emails.
Send your first campaign: Use the welcome email template above.
By implementing these strategies, you’ll turn subscribers into loyal customers - and, eventually, raving brand advocates.
