How to build an email list from scratch for your small business
Building an email list from nothing is the hardest part of email marketing. You know you need one: email consistently delivers higher conversion rates than social media, and the people who subscribe are your most engaged audience. But when you have zero subscribers and no obvious way to collect them, it is easy to put it off.
The good news is that you already have more opportunities to collect email addresses than you think. Your website, your social media following and your everyday customer interactions are all channels you can turn into a growing list.
Start with a signup form on your website
Every website should have at least one way to capture email addresses. The most effective spot is near the end of a blog post, where someone has just read your content and is open to hearing more. A simple form with a name field and an email field is enough. Promise something useful in return: a guide, a discount code or a regular newsletter.
The footer of your website is another natural home for a signup form. It appears on every page and catches visitors who are not quite ready to enquire but want to stay in touch. Most website platforms let you add a footer form in a few clicks.
Create a lead magnet that matches what your customers want
A lead magnet is a free resource you offer in exchange for an email address. The best lead magnets solve a specific problem your customers have. A plumber might offer a boiler maintenance checklist. A restaurant could offer a free starter on a customer-first visit. A care home might offer a guide to choosing the right care. The more specific the lead magnet, the higher the signup rate.
Our free SEO report at https://victory.digital/run-a-seo-report works as a lead magnet for us because it gives instant value, and it attracts people who are exactly our target audience. What instant value can you offer your customers?
Use social media to grow your list
Your social media followers are already interested in what you do. They just need a gentle nudge to join your email list. Post about what subscribers get that followers do not: early access to new products, exclusive discounts, deeper guides. Add a link to your signup page in your Instagram bio, your LinkedIn featured section and your Facebook page.
Run a targeted social ad once a month offering your lead magnet to people who match your customer profile. Even a small budget, such as the GBP 300 per month minimum we recommend for small business ad tests, can bring in a steady stream of new subscribers.
Collect emails in person
If you have a physical location or meet customers face to face, you are sitting on a goldmine. Add a tablet or a simple clipboard at the counter with a signup form. Train your team to ask every customer if they would like to hear about offers and news by email. Trade shows, networking events and local markets are all opportunities to collect emails.
Follow the rules: GDPR and consent
Every email address you collect must be given with clear consent. Tell people exactly what they are signing up for, how often you will email them, and that they can unsubscribe at any time. Use a double opt-in process so subscribers confirm their email address, which keeps your list clean and compliant with UK data protection law. Every email you send must include an unsubscribe link, and you must never buy or rent an email list. Sending to a bought list damages your sender reputation and can get your domain blocked.
Email marketing is one of the highest-ROI channels available to small businesses. Our content marketing packages include email strategy, list building and campaign management, with packages starting from GBP 849 per month. You can see the full pricing and what each tier includes at https://victory.digital/content-marketing.
Want to know what your current site is missing for lead capture? Run a free SEO report at https://victory.digital/run-a-seo-report and look for the content and on-page sections.
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