Teams working together to optimize their email list.

Stepwise Guide to Building an Effective Email List

Growing your email list is not only an effective way to keep your customer up to date with the evolution of your business, but it’s also a great way to expand your marketing reach. One of the most effective strategies to convert email signups and build your list is by creating a compelling landing page for people to interact with.

In this article, we will discuss what an email signup list is, the various advantages to creating one, and a step-by-step guide to personalizing your own email list and incorporating your unique landing page. Check out the Lander home page if you want to start 

What is an email list?

An email list is simply an extensive contact list of people who are interested in receiving promotional updates about your business and have agreed to receive a regular email.

People collaborating to generate an effective email list.

Why build an email list?

Having an email list of people who have agreed to receive regular updates and promotions from your business means you have an audience. This might seem simplistic, but having an audience is the first step in being able to successfully publicize and market your product/service.

The people on your email list will be engaged and actively interested in learning more about your business and should be some of your biggest advocates in further publicizing your product/service.

There are many internal and external advantages to building an email list, so here are three advantages of doing so.

  1. 1. Expand your Audience

Any good marketing campaign will seek to grow the size of your audience, and creating an email list will be one of the best ways to reach and engage potential members.

General marketing strategies are very effective at reaching new audience members, but sometimes struggle to actively engage these members. This is where creating an email list overlaps more general strategies and is able to engage audience members. Email lists are very effective at not only reaching new members and converting them into signups, but also turning them into engaged members of your growing audience.

  1. 2. Reverse engagement ensures interest

Being able to send regular promotions to a growing email list is a great way to gauge your audience and their various interests in your content. You can be assured that they are always intrigued by your business because they actively chose to include themselves.

This reverse method of engagement means that the people joining your email list are current consumers wanting to keep in touch, people looking to learn more and are interested in your product/service, or people seeking general market knowledge. Either way, the people in your email list will be engaged and wanting to learn more every day.

Because your email list compels people to opt-in to your regular promotions, they will inherently be interested in learning more and engaging with the material that you send out. This is not so apparent with general marketing campaigns because the engagement works in the opposite direction, with your business actively stretching an arm out to potential customers. Because of this inherent interest, email lists are great marketing tools.

Two co-workers working together on visual collaboration tools.
  1. 3. Emails are personal and build brand trust

Marketing can sometimes be interpreted as a constant sales attempt and come off as impersonal. While in truth, marketing is usually an attempt at making a new sale, this image can turn off potential customers.

Reaching people through an email list, however, grants a more personal feeling and a sense of connection between the customer and the brand. Creating empathy between your brand and your customer base is essential in establishing a sense of trust and identity, and emails engage customers and your audience in a specific way that other marketing strategies simply don’t.

Because emails are both used for individual needs and brand outreach, they engage users in a specific and personal way that isn’t found in other marketing strategies. These implications make using email lists both unique and effective.

Stepwise guide to building your email list

  1. 1. Create an effective landing page

Before you even think about who will join your email list, you have to think about the reasons that they would want to join. This is where your landing page comes in. Creating a landing page that emphasizes the most important features that your product/service utilizes highlights the reason that any potential customers would want to sign up.

The landing page is a great place to detail the content that is available through your email list. This could be exclusive content, unique product features, or a deal that customers would get through signing up. A very common offer for retail websites is a percentage discount for signing up to an email list, which could be a strategy to transfer to any other sales-based business. All of these features should be compelling people to sign up and hear more about your business, hence their promotion on the first page people will be visiting.

Utilizing your landing page is the first attempt in securing email conversions, and this can occur because of multiple different elements. Like previously discussed, offering deals or unique opportunities is a great way to convert customers into people receiving emails. Another possibility is creating a very appealing design that draws in potential customers. Especially if your business focuses on creating products/services that have modern design elements and utilize unique design features, emphasizing your ability to do that may be able to attract new users. Showcasing your experience in the desired field front-and-center is an effective way to convert possible users into avid believers.

It’s critical that your landing page does two things: present a personalized CTA (call-to-action) and maintain the end goal of email signups. These two elements are critical in convincing people to sign up and keep engaging with your regular promotions. In the next steps, we will discuss why your call to action is important.

Teams working together to optimize their email list.

  1. 2. Choose an email marketing service

In order to mass send emails from a company account, it’s important that you choose an email marketing service. Email marketing services, such as Constant Contact, SendinBlue, or MailChimp, all provide solutions for businesses looking to grow their email lists. They provide templates and automation to help you craft the perfect email and send it to thousands of contacts. Which tool you use depends on your specific preferences, but all of them offer competitive prices and plans.

These marketing tools are the next big step to creating a successful email marketing campaign, and definitely are required if you want your list to grow!

  1. 3. Personalize your CTA

We already briefly mentioned the call to action that’s required for every good sign-up page, but it’s vital that this prompt be taken seriously. The CTA is one of the few things that customers are forced to pay attention to and read, so you should spend plenty of time making it quality and digestible.

One suggestion is adding humor to your CTA. This could look like unique and funny ways to suggest people sign up, or creating personalized messages depending on the page that they are visiting. Whether you’re adding humor to your messages or crafting individual CTA’s for different pages, creating a unique message and experience for customers helps to personalize your brand and convert signups.

Your call to action will be integrated with the landing page and email pop-up that you implement, so it’s important to take it seriously. After all, having a good landing page is ultimately the most important element, and the CTA is integrated right onto the page.


Crafting a well-thought-out email list is one of the best ways to reach new customers and engage current ones, and utilizing an effective landing page is one of the best ways to convert email signups. Hopefully, this guide allowed you to craft a great email list, and if you have any other interests in visual collaboration, virtual workshops, or online whiteboards, check out Fresco.