How to Grow Your Email List and Sell More
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If you're running a small business or working on your own projects, you've probably heard that you should build an email list.
But why? And how do you turn that list into actual sales?
That's what I’m going to talk about in this super comprehensive guide
Email marketing might sound old-school, but it's still one of the most effective ways to connect with people who are interested in what you do.
It's direct, personal, and you're in control - not at the mercy of social media algorithms or advertising costs.
In this post, I'll cover:
Why having an email list is valuable for your business
How to get people to sign up for your emails
Ways to write emails that people actually want to read
Strategies to turn your email subscribers into customers
Tips for managing your email marketing effectively
Whether you're just starting out or looking to improve your existing email marketing, you'll find practical and easy advice here. I’m gonna skip the jargon and focus on what really works, especially for small businesses owners and creators.
Let's get started with the basics of why an email list matters.
Why Build an Email List?
Having an email list gives you a direct way to reach people who care about your work. Here's why it's valuable:
YOU control the list. Your email list belongs to you, not a big company. Your email list is yours to control. Social media platforms can change their rules, but your email list stays with you. You choose when to send messages and what to say. This autonomy helps you keep in touch with your audience on your own terms (and not be worried that Instagram is going to change their algorithm - AGAIN)
People pay attention. People who join your list WANT to hear from you. They've actively chosen to be there, so they're more likely to read your emails and interact with what you share. This can lead to stronger connections and better results for everyone involved.
It can lead to sales. Email marketing often works better than other types of marketing. After all, your subscribers are already interested in what you have to offer! You can use email to build relationships, show what you know, and share your offerings and launches.
It's affordable. Sending emails usually costs less than other marketing methods. Many email marketing platforms offer affordable plans, especially when you're starting out. As your list grows, you often pay less per person you reach. This makes email a good choice for individuals and small businesses.
You can personalize it. With an email list, you can send different messages to different groups. You might write one email for new subscribers and another for long-time supporters. Or you could send content based on what people have shown interest in before. This helps you send more relevant information to everyone on your list.
How to Grow Your Email List
Create Something Free and Helpful (AKA a lead magnet)
Offer something valuable for free in exchange for someone’s email address. After all, they’re sharing their precious inbox space with you. It should help solve a problem for your audience. Plus, it should offer a quick win.
Some ideas include:
A guide (like "10 Quick Dinner Ideas")
A checklist (such as "Website Launch Checklist")
A short video (like "How to Take Better Photos with Your Phone")
A mini email course (like "5 Days to a Cleaner Home")
A few tested AI prompts (like ‘5 Chat GPT Prompts For Personal Branding”)
Think about what your audience needs help with and how you can provide that help in an easy-to-use, easy win format.
Make Signing Up Easy
Put email sign-up forms where visitors to your website will see them:
On your website's main page
Within or at the end of relevant blog posts
In your site's footer
On a page just for your free offer
In your announcement bar
On a targeted pop-up (I know I know. But they work. Just be sure to set a timer for someone who’s been on your site for a certain time length or have scrolled a certain percentage on your site.)
Keep it simple—usually, just asking for a first name and email address is enough.
Ways to write emails that people actually want to read
Write Great Emails
To keep your people interested and keep providing value, mix helpful content with messages about your offerings. Aim for about 80% helpful content and 20% offer-focused. Helpful content could include things like:
Tips related to your field
A behind-the scenes look at how you do your work
Answers to frequently asked questions
Client case studies
Stories about how your product or service has helped others
Recommended tools and resources
When you do talk about your offers, be clear about WHAT you're offering and WHY it's helpful.
Welcome New Subscribers (Welcome Sequence)
When someone new joins your list, send them a series of welcome emails. This helps them get to know who you are and why you can help.
A simple welcome series might include:
Email 1: Thank them for signing up and give them their free item.
Email 2: Share why you started your business.
Email 3: Show them your best content or products.
Email 4: Ask what they need help with.
A Welcome Sequence typically spans over 4-10 days (depending on your preferences/goals). Be clear, always include the option to unsubscribe, and bonus points, share a special offer or bonus in that last email. 😉
Strategies to turn your email subscribers into customers
Turn Subscribers into Customers
Once you have a growing email list, the next step is to encourage sales.
Here's how:
Build trust: Share valuable content consistently before asking for a sale. Don’t just try to sell your stuff. Write emails people actually would want to read.
Tell stories: Use customer testimonials or case studies to show how your offerings help people.
Offer exclusive deals: Give your email subscribers special discounts or early access to new products. (I love doing this!)
Create time limits: Use offers with deadlines to encourage quicker decisions.
Email Campaigns That Sell
Different types of email campaigns can help you connect with your audience and increase sales in a way that feels good for everyone:
Product or Service Launch Emails: Build excitement for your new or recurring offerings gradually. Start by sharing a hint about what's coming. Then, explain how your product or service will make life easier or better for your audience. When you're ready to launch, give clear details on how people can get what you're offering.
Cart Reminder Emails: For those with physical products: Sometimes people get distracted while shopping online. A friendly reminder can help. Wait a day or two, then send an email about the items they were looking at. Include a picture or mention something cool about the product. If you can, offer free shipping or a small discount.
Seasonal Promotions: Match your offers to times of the year that make sense for your work. This could be holidays, seasons, or events like Black Friday. (Plan these emails ahead of time!) Create content that shows how your products or services fit into that time of year.
Re-engagement Campaigns: For people who haven't opened your emails in a while (for example, 90 days), try reaching out with something special. Say hi in a friendly way and catch them up on what they've missed. Offer them something nice to welcome them back, like a discount or early access to something new.
Tips for managing your email marketing effectively
Group Your Subscribers
Dividing your email list into smaller groups helps you send more relevant emails.
You can group people based on:
What they signed up for
Their interests
How they interact with your emails
What they've bought before
Where they live
👉 For example, if you're an online course creator, you might group your subscribers like this:
New to your world: People who just joined your list and are getting to know you
Course-curious: Folks who've shown interest in your courses but haven't bought yet
Active learners: Those currently taking one of your courses
Course graduates: People who've finished a course and might be ready for more
Specific topic interests: Groups based on different subjects you teach (like time management, creative writing, or web design)
Engagement level: Separate highly engaged subscribers from those who rarely open emails
This grouping lets you totally personalize your messages. By sending more targeted emails, you're respecting people's time and interests. This can lead to better connections with your audience.
Measure and Improve
To sell more, you need to know what's working. Here are some key things to watch:
Open rates: How many people are opening your emails? Low rates might mean your subject lines need work or you're sending at the wrong time.
Click-through rates: Are people clicking your links? If not, your content might not be hitting the mark or your call-to-action isn't clear enough.
Conversion rates: How many clicks turn into actions you want, like sign-ups or sales? Low conversions could mean your landing pages need tweaking.
Revenue per email: How much money does each email bring in? This helps you see which types of emails work best for your business.
Unsubscribe rates: It's normal for some folks to leave, but high rates might mean you're emailing too much or your content isn't what people expected.
Annnnd here's how to use this info:
Change one thing at a time and see what happens.
Ask your audience what they want. They'll often tell you!
Look at your best-performing emails. What made them work?
Don't worry about perfect numbers. Look for steady improvement.
Remember context. A lower open rate might still be okay for some campaigns.
These numbers are guides, not rules. Sometimes an email that doesn't perform well by the numbers might still build a good connection with your audience.
Use an Email Marketing Tool That Works For You
Email marketing tools make it easier to manage your list and send emails. Some options to consider:
ConvertKit (affiliate link): This is the tool I use and love. It's built for online creators and entrepreneurs who want to focus on their work, not wrestle with complicated software. ConvertKit makes it easy to set up automated email sequences, segment your list, and create landing pages. Its simple interface doesn't get in the way of your creativity.
Flodesk: Known for nice-looking email designs. If you're all about aesthetics, Flodesk might be the choice for you. They're known for beautiful email templates that can make your messages stand out. It's a good choice if you want more creative control over your emails visuals.
MailerLite: For those watching their budget, MailerLite offers a solid set of features at a lower price point. It's straightforward to use and includes tools like automation and landing pages.
Mailchimp: Mailchimp is one of the oldest names in the game. They offer a free plan for small lists, which can be helpful when you're just starting out. However, their pricing can jump up as your list grows.
The best tool is the one you'll actually use. Don't get caught up in fancy features you don't need. 😉 Start with something that feels comfortable and can grow with you.
Side note: using an email marketing platform will help you stay compliant with email laws, which is extremely important.
New Solopreneur? Download this free guide with over seventy business terms and acronyms to answer your question: “What the heck does THIS mean??”
Automate Your Emails
I just love automations! Set up automatic email sequences to save time, connect with your people, and make more sales.
Welcome series: New subscribers are curious about you. Satisfy that curiosity with a series of emails showcasing your best work. Introduce your main offers naturally, as if you're chatting with a friend at happy hour who asked, "So, what do you do exactly?" This builds trust and gives new subscribers a clear picture of how you can help them.
Post-purchase series: After someone buys from you, the relationship is just beginning. Create a series of emails that:
Offer useful tips related to their purchase
Suggest complementary products, offers or services they might enjoy
Ask for honest feedback (which can lead to testimonials)
🥳 Birthday or anniversary emails: Everyone likes to feel special. Set up automated emails that send out on subscribers' birthdays or the anniversary of when they joined your list. Include a genuine message and maybe a special offer. Surprising and delighting your clients goes a long way toward creating a lasting positive impression.
Personalize Your Approach
Tailoring your emails to each subscriber can create a more meaningful connection, but IMO there's a fine line between personalized and pushy. Here's how to use subscriber information effectively — without overdoing it:
Use their name in emails: Using someone's name can catch their attention, but moderation is key. Consider adding it to the subject line or opening greeting. Just remember that frequent use can feel forced rather than friendly.
Suggest Relevant Content: Pay attention to what your audience buy or show interest in. If someone purchased a beginner's watercolor guide, they might appreciate recommendations for quality brush sets or tutorials on new techniques. The goal is to offer genuinely useful suggestions, not to push random products.
Send emails at times when they're most likely to open them: Look at when your subscribers typically open your emails. Are they early risers or night owls? Use your email platform's data to spot these trends, then schedule your sends accordingly. An email that arrives when someone's already checking their inbox has a better chance of being read.
Email Marketing FAQs
Q: How often should I send emails to my list?
A: There's no one-size-fits-all answer. Start with whatever feels comfortable for you to manage. Try every other week or once a week to start. You can adjust based on your workload or how your subscribers respond. Pay attention to open rates and unsubscribes. Some businesses do well with daily emails, while others find monthly emails work best. The key is consistency and providing value with each email.
Q: What if people aren’t opening my emails?
A: Low open rates can be frustrating, but they're not a dead end. Here are some strategies to try if your emails aren't getting opened:
Clean Your List: Sometimes less is more. Remove subscribers who haven't engaged in a while. A smaller, more active list often leads to better overall performance.
Play With Your Subject Lines: Your subject line is your first impression. Try different approaches - questions, teasers, or straightforward descriptions. See what resonates with your audience.
Adjust Your Timing: The "perfect" send time varies for every audience. Experiment with different days and times. Your ideal schedule might surprise you.
Get Specific With Your Content: Break your list into smaller groups based on interests or behaviors. Then, send more targeted content to each group. It's about quality over quantity.
Ask What They Want: Sometimes, the simplest solution is to ask. Send a quick survey or just invite replies about what content your subscribers find most valuable.
Q: How do I write good subject lines?
A: Good subject lines are hard 😅 The key is to grab attention, while staying true to your voice. Here are some tips:
Be clear and specific about what's inside
Spark curiosity, but don't mislead
Ask a question or use numbers (e.g., "3 tips for...")
Highlight a benefit for the reader
Write with your personality
If emojis are part of your style, use them! If not, don't force it. There's not a one-size-fits-all approach.
Most importantly, make sure your subject line matches your email content.
Q: Should I use images in my emails?
A: Images can make your emails more appealing, but don't rely on them too heavily. Some email clients block images by default. Make sure your main message comes across even if the images don't load. And importantly: always include alt text for images for accessibility.
Building an email list takes time, but it's worth it. Be genuinely helpful to your subscribers by sharing useful information and solving their problems. Write in your own voice to build stronger connections. Stay consistent and be yourself. Over time, you'll create a list of people excited to support your business.
