How to build an email list
- Offer something useful in return, such as a guide, a checklist, a discount or a newsletter worth reading.
- Place sign-up forms where people are engaged: in articles, at checkout and on key pages.
- Ask customers for permission to send updates when they buy.
- Promote your newsletter on social media and at events.
Rules to follow
- Get clear consent: in the EU, the GDPR and ePrivacy rules require it for marketing emails, with limited exceptions for existing customers.
- Never buy lists: bought addresses break the rules, bounce and damage your sender reputation.
- Use double opt-in: a confirmation email proves the address is real and that its owner agreed.
- Make it easy to unsubscribe in every email.
Keeping the list healthy
Remove addresses that bounce, and re-engage or remove people who haven’t opened or clicked for a long time. Segment the list by interest or behavior, so each person gets emails that matter to them.