How to Make a Mailing List for Your Business

A mailing list is a direct line of communication to your audience, allowing you to share updates, promote products, and build relationships. It is a dedicated channel, independent of other platforms, for engaging with people interested in your brand.

Why Build a Mailing List

Unlike social media, where algorithms control visibility, an email list is an asset you own. This ownership ensures your messages reach your subscribers’ inboxes without intermediaries. This direct access fosters a more personal and trusted relationship with potential and current customers.

Engagement rates with email are often higher compared to social media. While social media is effective for brand discovery, email marketing excels at nurturing leads and driving sales. You can also segment your list to send personalized content, which can significantly increase revenue and customer retention.

Choose Your Email Marketing Platform

An email marketing platform, or Email Service Provider (ESP), is a service that manages your mailing list and sends out your emails. These platforms are designed to handle the technical aspects of email marketing, such as subscriber management, message delivery, and analytics. Using a dedicated platform helps ensure your emails are delivered effectively.

Several platforms cater to different business needs. Mailchimp is well-regarded for its user-friendly interface, making it a strong choice for beginners. ConvertKit, now known as Kit, is tailored for content creators like bloggers and authors. For small businesses looking for an affordable yet powerful option, MailerLite provides a simple drag-and-drop editor and features like landing pages.

Each platform offers tools to create and send emails, but they differ in their advanced features and pricing structures. For instance, Brevo, formerly Sendinblue, integrates email, SMS, and CRM functionalities. HubSpot offers a comprehensive suite of marketing tools, including an advanced email platform that is part of its all-in-one CRM. Evaluating your specific needs will help you select the most appropriate provider.

Create a Compelling Incentive

To encourage people to join your mailing list, you need to offer them something of value in return. This incentive, often called a lead magnet, is a free resource that solves a problem or provides a benefit to your target audience. A compelling offer is necessary to motivate them to subscribe.

The most effective lead magnets are highly relevant to your audience’s interests. For an e-commerce business, a discount code or free shipping on a first purchase can be a powerful motivator. Businesses in the service or information space can offer digital downloads like ebooks, checklists, or templates. For example, a marketing consultant might offer a social media content calendar.

The format of your incentive can vary widely. In-depth resources like whitepapers or case studies can establish your authority. Interactive options like quizzes or free trials for software can also be effective at capturing new leads. Webinars that provide in-depth training on a specific topic can attract highly engaged subscribers.

Add Sign-Up Forms to Your Website

Once you have an incentive, you need to make it easy for website visitors to subscribe. Strategically placing sign-up forms on your website is important to growing your list, as the placement and type of form can significantly impact your conversion rates.

Pop-up forms are designed to grab a visitor’s attention and can be triggered by specific actions, such as when a user is about to leave the site (exit-intent). While they can be intrusive if not used carefully, they are highly effective. A floating bar that remains at the top or bottom of the screen as a user scrolls is a less disruptive alternative.

Embedded forms are another option and can be placed directly within your website’s content. A common practice is to include a sign-up box at the end of blog posts, targeting readers who are already engaged. You can also place forms in the sidebar or footer of your website. A dedicated landing page with a single call to action to sign up can be highly effective.

Promote Your Mailing List

With your sign-up forms in place, the next step is to actively promote your mailing list to drive traffic to them. You need to market your list across various channels to maximize subscriber growth.

You can promote your list across various channels to reach new audiences:

  • Share a direct link to your sign-up landing page in your social media posts, stories, and profile bios.
  • Verbally mention your mailing list and the incentive for subscribing on content platforms like YouTube or in podcasts.
  • Add a link to your mailing list in your email signature to get more exposure with every email you send.
  • Include a call-to-action to join your list in your author bio when you collaborate with other businesses or guest blog.
  • Encourage your current subscribers to forward your emails to friends who might also be interested.

Follow Legal Best Practices

Operating a mailing list requires adherence to legal standards designed to protect consumers from unsolicited emails. The primary regulations to be aware of are the CAN-SPAM Act in the United States and the General Data Protection Regulation (GDPR) in the European Union.

A fundamental requirement is obtaining explicit permission from individuals before adding them to your list, a practice known as “opt-in.” GDPR, in particular, requires clear, affirmative consent, meaning pre-checked boxes are not compliant. Every email you send must also include a clear and functional unsubscribe link, and opt-out requests must be honored promptly.

Your emails must also contain your valid physical postal address and avoid deceptive subject lines. These regulations are in place to ensure transparency. Failure to comply can result in significant fines and damage to your brand’s reputation.