How do I build an email list for my business?
You build an email list by giving people a reason to join and asking their permission, through signup forms on your website, at checkout and in your ads. Start small with people who already know you, and never buy a list.
ShoaibUpdated 3 min read
Why does permission come first?
Mailchimp's help centre puts it plainly: even existing customers should be asked before you send them promotions, and purchased lists are against its Terms of Use. A list of people who chose to join is smaller, but they actually open your emails.
Where do new subscribers come from?
Klaviyo's sign-up form guide recommends at least two forms on your site: one pop-up and one embedded form (for example in the footer, asking only for an email address).
| Place | How it works |
|---|---|
| Website pop-up | Shows to visitors, for example when they're about to leave |
| Footer or page form | Always there, just one field: email |
| Checkout | Ask buyers to tick a box to get news and offers |
| Ads | A lead ad or a landing page that collects emails |
| In person | A QR code at your shop or event (illustrative) |
What makes people actually sign up?
A clear reason. Klaviyo's examples include 10% off the first purchase, free shipping on the first order, or a small welcome gift. A useful guide or early access to new products works too. Say exactly what they'll get and how often.
What do I do once they join?
- Send a welcome email right away, with the promised offer.
- Email regularly, but only when you have something worth saying.
- Make unsubscribing easy; Mailchimp recommends a prominent unsubscribe link in every email.
Email works best with people who already know you. See does email marketing still work and what is lead generation for how it fits into your wider marketing.
Want ads and forms that fill your list with real leads, as part of your digital marketing? See our Lead Generation service.