Ever stare at your social feed and think, ‘What if this all just… vanished?’ We’ve all had that moment—and with good reason.
The truth is, your social media followers are borrowed, not owned. Algorithms change. Platforms glitch. There are businesses that have accidentally had their Instagram profile deleted and—poof—suddenly everything is gone. It happens.
You’ve probably heard about companies that see their reach and engagement plummet because of an algorithm change, right? That’s a real possibility that strikes fear in anyone who uses social media.
Your email list, however? That’s yours. Not only won’t it go away overnight, it’s the perfect way to ensure your message is heading right to the people you’re looking to target.
Building an email list gives you direct access to your audience without gatekeepers or guesswork. It’s one of the most powerful (and often underrated!) marketing tools out there. And the best part? You don’t need to be a tech wizard to get started.
Yes, sometimes starting an email marketing strategy can feel overwhelming, but it doesn’t have to! Even if you’re starting from zero, you can build up an email list and effectively reach your audience by following a few smart tips.
Why Every Small Business Needs an Email List
Social media is great, but if you’ve been relying solely on social media or word-of-mouth to reach your customers, building an email list should be one of your top priorities.
- Stronger customer relationships: You’re landing directly in their inbox—not lost in a sea of scrolling.
- More consistent sales: Email drives repeat business and keeps your offers top of mind.
- Promote launches + offers: Want to hype your seasonal sale? Showcase a new service? Email gets it DONE.
Oh, and this little nugget: Email marketing has an average ROI of $36 for every $1 spent.
Start With the Right Tool (Without Getting Overwhelmed)
There are a million tools out there, and while we love a good tech stack, simplicity wins when you’re getting started. Don’t worry, you don’t need a computer science degree to get started.
Here are a few beginner-friendly email marketing services we recommend:
- Flodesk — Beautiful, modern templates and super intuitive to use
- Mailchimp — A classic for a reason (great free plan to start)
- ConvertKit — Especially great for creators and service-based businesses
Pro Tip: Pick a tool that integrates with your website so you can automatically collect new subscribers without lifting a finger.
Where to Put Your Signup Form (So People Actually See It)
If your signup form is buried somewhere obscure, it’s going to be the best-kept secret on the internet. Let’s not do that.
Instead, place it where people are most likely to find it:
- Front and center on your homepage (above the fold)
- In your blog sidebar or footer
- As a tasteful pop-up (timed or exit-intent works well!)
- On your Link in Bio page
- Inside high-traffic blog posts or landing pages
Make it easy. Make it visible. And for the love of open rates, don’t name it “Subscribe to our newsletter.”
Give People a Reason to Sign Up (aka the Lead Magnet)
Let’s be honest: no one wakes up thinking, “You know what I need today? Another email in my inbox.”
That’s where a lead magnet comes in. A lead magnet gives people a reason to join your list. It should be quick to consume, valuable, and relevant to what you offer. A few ideas:
- A checklist: *”5 Things Every [Your Industry] Business Should Do Before Launching”
- A mini guide: *”How to Save 5 Hours a Week With Smart Marketing Tools”
- A discount code or early access to your next launch
(P.S. We help clients create these all the time. Let us know if you want help!)
Promote It Like You Mean It
Once you’ve got a killer lead magnet and your signup form is live, it’s time to shout it from the rooftops. Use every touchpoint possible to invite people in:
- Add a CTA to social posts, Reels, and your Link in Bio
- Include a flyer or insert in your product packaging
- Mention it in videos, podcasts, and blog posts
- Show off the freebie behind the scenes to build excitement
When you’re promoting your lead magnet, language that makes people feel like insiders. “Subscribe to my newsletter” is the least exciting phrase in marketing. Try to give people a better reason to join, like:
- “Join our VIP list”
- “Get the good stuff before anyone else”
- “Insider tips, right to your inbox”
Stay Consistent & Make it Fun to Open
Once people are on your list, you want to keep them there. That means sending emails that are actually worth opening.
Here are a few ways to do exactly that:
- Talk like a human: Stay away from stuffy corporate speak or all caps sales rants. People value emails from real people way more than they want to hear from brands.
- Share value: Make your email worthwhile with tips, insights, updates, behind-the-scenes moments, and exclusive promos.
- Keep a rhythm: Send out emails on a regular schedule. Even once a month is a great start. Remember, quality is more important than frequency.
Your goal? Make people excited to see your name pop up in their inbox.
Start Small, Grow Big
You don’t need thousands of subscribers. You just need the right people—those who are genuinely interested in what you do and how you can help.
If you’re feeling unsure about where to begin, take a deep breath. You’re not behind, and it’s not too late.
If you need help creating your lead magnet or choosing your email marketing platform, just ask us! We offer email marketing services that help small businesses like yours turn subscribers into raving fans. Get in touch and let’s map it out together! Your future favorite customer might be waiting for that next email—let’s make sure it actually lands in their inbox.
