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Email Marketing

Written by Devon Zimny

Did you know that your email marketing list naturally degrades by about 22.5% every year? But don’t worry, here’s some good news: if you have a strategy in place to continually grow your email list, then that natural degrade won’t derail your email marketing efforts. Email marketing is a key component of any inbound marketing strategy and is the best way to nurture your leads into customers.


To take advantage of this tool, think of your email list like you would a garden. In a garden, you plant seeds, and over time as you nurture those seeds they grow into flowers. The same concept can be said of your email list. As you nurture your leads, over time they convert into customers. But what would happen if you never planted new seeds in your garden? Your flowers would cease to exist, and your garden wouldn’t flourish. The same goes for your email list. If you aren’t continually adding new leads, then you won’t see new list growth. This is why building and nurturing your email list should always be one of your top inbound marketing goals.

So how do you build your email list? Great question! We have answers.

#1: Use Valuable Content and Offers to Attract and Convert

We believe the best way to build your email list is to offer something of value in exchange for their email address. This could be something educational like a guide, or offering something exclusive, like the ability to receive special offers. Another option is to offer subscribers the ability to be notified of new blog content when it publishes.  

Having different types of offers and multiple ways for contacts to join your email list provides immense value. How so? For starters, you can attract people who are at different stages in their buyer’s journey and provide them with the right content at the right time You also build trust and authority in your brand. And, once you have different offers set up, you can promote them over time and continually grow your email list.

#2: Promote Those Offers to Drive Traffic and Build Your List

Developing a promotion strategy to continuously drive new traffic to your website and offers is essential to growth. Make sure to incorporate the following tools:

  • Organic SEO: It’s critical to make sure you optimize your landing pages for specific related keywords. As you build up organic traffic, you will continue to add new contacts to your email list.
  • Website: When looking to convert prospects, it’s a good idea to have multiple conversion opportunities established throughout your site. This allows you to convert as many website visitors as possible AND add contacts to your email list.
  • Social media: Your social media channels are a great place to promote opportunities to join your email list. In fact, your social media followers are more likely to convert because they have engaged with your brand online over time.  
  • Advertising: You can use advertising to strengthen your offers. Social media Ads on Facebook, or PPC advertising, can work to drive traffic to your website and landing pages, which will generate new contacts.

Are you looking for some additional tips? If so, Hubspot offers a great free guide on how to grow your email list, ensure deliverability, and increase engagement. Bottom line: if you nurture your email list, you will add new leads and reap the benefits.

And now we’re turning it over to you! What helps you build your email list? Any other tips you would add? Please share below, and let’s discuss!

Devon is our Strategy Implementation Specialist. She is responsible for the development and refinement of a successful inbound marketing strategy for each client vertical.
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