7 Effective Strategies for Building an Email List From Scratch (+ Examples)

Source: depositphotos.com

Growing an email list from scratch might seem like a challenge, but email marketing is hands-down the best investment you can make in driving conversions. For every dollar you spend, you’re looking at an average return of $36. No other channel comes close.

So, if you’re serious about reaching your audience directly and driving real results, building an email list should be a top priority.

The good news is that you don’t need a huge budget or a massive following to get started. With the right strategies, you can build a list that grows steadily and engages your subscribers.

In this article, we’re going to break down seven proven ways to get your email list off the ground, all backed with examples that show you how it’s done. You’ll walk away with actionable steps that you can put into practice right now.

1. Place Signup Forms Strategically

Your email signup forms need prime real estate on your website. But there’s a fine line between being visible and being annoying.

The goal is to make it impossible to miss your form without making visitors run away to your competitors.

The trick here is understanding user behavior. Place forms where readers naturally pause or make decisions. Think key conversion points: your homepage hero section, after high-value content, or in that sweet spot just before someone’s about to leave.

Here’s how to nail this tactic:

• Add a non-intrusive form in your header for immediate visibility.
• Place one mid-content where engagement peaks.
• Pop one in your footer for those who’ve read everything.
• Test different form designs to match your site’s flow.
• Keep the form fields minimal. Nobody likes filling out a tax return.
• Make your value proposition crystal clear.

As an example, we’ll take BloggerJet, a renowned SaaS marketing and SEO tools review platform. They’ve mastered the art of strategic form placement with a three-pronged approach.

You’ll spot their signup forms in their header (catching early birds), mid-page (breaking up content naturally), and footer (snagging committed readers).

Source: bloggerjet.com

This thoughtful placement helps convert casual browsers into loyal subscribers without coming across as pushy.

2. Create a Compelling Lead Magnet

Nobody’s giving up their email address just for fun these days. That’s where lead magnets come in. They’re your ticket to turning “maybe later” into “sign me up.”

By offering something valuable in exchange for an email address, you’re not just building a list. You’re building trust and establishing expertise from day one.

The key is creating something your audience actually wants, not just what’s easy to make. Think about their pain points, what keeps them up at night, and how you can solve those problems.

Here’s your lead magnet game plan:

• Survey your target audience about their biggest challenges.
• Create content that solves a specific problem.
• Make it quick to consume but rich in value.
• Design it professionally. First impressions matter.
• Deliver it instantly – nobody likes waiting. 
• Focus on one core promise and deliver on it.
• Test different formats (guides, templates, checklists, etc).

Pipedrive, a heavy hitter in the CRM software space, nails it with their free sales pipeline course ebook.

Source: pipedrive.com

This approach works because it addresses a common pain point for their target audience, requires just a work email to access, and delivers immediate value.

Plus, by keeping the entry barrier low (just an email), they’ve removed any friction from the signup process.

3. Entice with a Generous Discount

Offering a discount in exchange for an email address is like catnip for shoppers. The numbers back this up: 48% of consumers will gladly hand over their email for a sweet deal.

This tactic is always a win-win. Your customers get the savings, and you get subscribers who are already primed to buy.

But you need to ensure that your offer is compelling enough to make people think, “I’d be crazy not to sign up for this.”

Here’s how to craft your discount strategy:

• Make the discount significant enough to turn heads.
• Add extra perks to sweeten the deal.
• Set clear expiration dates to create urgency.
• Display the offer prominently on your site.
• Keep the signup process quick and painless.
• Consider tiered discounts for special occasions.
• Test different discount amounts to find your sweet spot.

Take Steve Madden, the trendy shoes and accessories powerhouse, as an example.

Their approach is spot-on. They offer new subscribers a juicy 20% off their first purchase, plus they throw in some exclusive perks for good measure. It’s the perfect combo – the immediate gratification of a discount plus the promise of future value.

Source: stevemadden.com

This hits the right spot between being generous enough to convert and sustainable enough to maintain.

4. Offer Your Service on a Free Trial

Free trials are like letting someone test drive a car. They get to experience the real deal before committing.

It’s a powerful way to build your email list because it attracts people who are actively looking for solutions, not just casual browsers. Also, once they’re in and loving your product, you’ve got a much better shot at converting them into paying customers.

However, there’s an art to running a free trial that actually converts. You need to strike the perfect balance between showing value and not giving away the whole store.

Here’s how to make your free trial irresistible:

• Keep the signup process dead simple.
• Offer enough features to showcase value.
• Set a clear trial duration (7-14 days works well).
• Don’t ask for credit card info upfront.
• Send strategic onboarding emails.
• Highlight key features during the trial.
• Give users a reason to stick around.
• Add subtle upgrade prompts at key moments.

Look at Chanty, a sleek team communication and collaboration platform. They understand that reducing friction at the signup stage is crucial.

So, they’ve nailed the free trial approach by keeping it simple – just drop your email, and you’re in. No jumping through hoops, no credit card required. 

Source: chanty.com

This way, users are more likely to see your offer’s value and stick around.

5. Add an Exit Intent Pop-Up Form

Exit-intent pop-ups are your last chance to make a great impression. When done right, they can catch visitors just as they’re about to bounce and give them a compelling reason to stay connected.

These pop-ups work because they’re perfectly timed. They show up when visitors have already consumed your content and might be more receptive to your offer.

Beware, though: nobody likes annoying pop-ups. The key is to make them feel helpful rather than desperate.

Here’s how to create exit pop-ups that actually convert:

• Keep your design clean and uncluttered.
• Write compelling copy that offers clear value.
• Make your CTA stand out visually.
• Limit form fields to the absolute essentials.
• Test different offers and messages.
• Set a reasonable frequency cap.
• Ensure it’s mobile-friendly.
• Make it easy to close (don’t play hide-and-seek).

Check out how Jack Mason, a premium men’s watch brand, handles this.

When visitors move to leave their site, they trigger a smartly designed pop-up that offers updates on their latest releases and free digital artwork. The timing is also perfect, catching people just as they’re leaving.

Source: jackmasonbrand.com

This makes the offer feel exclusive rather than pushy. It turns what could be an annoying interruption into an appealing invitation.

6. Optimize Your Signup Copy

Copy can make or break your signup forms. Great copy doesn’t just ask for emails but sells the value of joining your list in seconds.

When you nail your form copy, you’re collecting emails and starting relationships with subscribers who actually want to hear from you.

The trick is writing copy that’s clear, compelling, and focused on what’s in it for them. No fancy jargon and no beating around the bush.

Here’s how to craft signup copy that converts:

• Lead with a clear, benefit-driven headline.
• Focus on the value your customers get, not what you want.
• Keep it conversational and jargon-free.
• Use power words that spark emotion.
• Be specific about what your customers receive.
• Create urgency without being pushy.
• Test different CTAs beyond “Join.”
• Add social proof if you’ve got it.

SoftwareHow, a platform known for its practical online tools, has form copy that’s a masterclass in simplicity and effectiveness.

On their bulk image compress tool page, they kick things off with an attention-grabbing “Hear More from Us.” It’s direct and friendly.

Then, they clearly spell out what subscribers get: their newsletter with product updates. No fluff, no complicated promises.

Finally, they wrap it up with a straightforward “Subscribe” button.

Source: softwarehow.com

This works because it’s honest, clear, and sets the right expectations.

7. Leverage Your Checkout Page

Your checkout page is prime real estate for email collection. There, customers are already invested; they trust you enough to buy, and they need to share their email anyway for order updates.

It’s the perfect moment to turn one-time buyers into long-term subscribers. The best part is that they’re already pulling out their wallets, which means they’re your most qualified leads.

But there’s a right way to do this without coming across as sneaky or pushy. You want to build trust, not break it.

Here’s how to maximize your checkout page potential:

• Keep the main focus on completing the purchase.
• Be transparent about how you’ll use your customer’s email.
• Make marketing opt-in clearly separate.
• Highlight the benefits of subscribing.
• Use simple, straightforward language.
• Offer an immediate incentive for opting in.
• Make it easy to say yes (or no).
• Test different opt-in messages.

Look at how Aura Bora, a herbal sparkling water brand, does this.

They smoothly collect emails for order processing but take it a step further by asking permission to send marketing communications. And they’re upfront about it – customers know exactly what they’re signing up for.

Source: aurabora.com

This way, they respect their customers’ choices while maximizing the opportunity to grow their list. It’s a perfect example of turning a necessary transaction into a marketing opportunity without being pushy about it.

Final Thoughts

Building an email list isn’t rocket science. It’s about offering real value where your audience already hangs out.

These seven strategies work because they focus on the subscriber’s needs, not just your desire to grow your list.

Start with one tactic, test it, refine it, and then move on to the next. The key is to act now and experiment with what works best for your business.