Whether you’re starting fresh or looking to breathe new life into a dormant list, building and nurturing an email list is one of the most powerful marketing strategies for any small business. In fact, email marketing continues to offer one of the highest returns on investment, making it a must-have tool in your 2025 strategy.
In this post, we’re breaking down the essential steps to not only build an email list from scratch but also revive one that’s fallen silent. It’s all about starting with intention and being strategic in how you nurture those relationships. Let’s dive in!
1. Start with a Lead Magnet that Works
A lead magnet is a freebie, such as an e-book, checklist, or guide, that encourages visitors to sign up for your email list. Without a valuable lead magnet, it’s tough to get people to opt in.
Actionable Tip:
- Create Something Irresistible: Think about the pain points your audience faces and offer a solution. It could be a “5-Step Guide to Better Marketing” or a free email template that saves time.
- Make it Easy to Access: After someone provides their email, deliver the lead magnet instantly, so they don’t lose interest.
2. Optimise Your Sign-Up Forms
A hard-to-find sign-up form means fewer subscribers. Make sure your forms are easy to locate and user-friendly.
Actionable Tip:
- Place Forms Strategically: Add them to your homepage, blog posts, and even at the end of your content. You can also try a pop-up that appears after someone spends a certain amount of time on your page.
- Keep it Simple: Don’t ask for too much information upfront. Just name and email is usually all you need at the beginning.
3. Leverage Social Media for Email List Growth
Your social media platforms are a goldmine for new email subscribers. Engage your followers with content that encourages them to join your list.
Actionable Tip:
- Run a Giveaway: Offer an exclusive giveaway that requires an email to enter. For example, a free course or product related to your business.
- Link to Your Sign-Up Form: Always include the link to your sign-up form in your bio and posts. Make it easy for followers to join.
- Use Stories and Posts: Use Instagram Stories or Facebook posts to promote your lead magnet, driving traffic directly to your sign-up form.
4. Consistently Provide Value in Your Emails
Once people are on your list, don’t let them forget why they signed up in the first place. Offer ongoing value to keep your subscribers engaged.
Actionable Tip:
- Plan Content Ahead: Create a welcome sequence that introduces new subscribers to your business and offers them helpful content right away.
- Keep Emails Short and Sweet: People’s inboxes are crowded, so make sure your emails are to the point, easy to read, and packed with value.
- Be Consistent: Aim to send valuable emails on a regular basis, whether it’s weekly or monthly, so your subscribers stay engaged and look forward to hearing from you.
5. Segment Your Email List for Better Results
Not all subscribers are created equal. Segmenting your list allows you to send tailored content that speaks directly to the different needs of your audience.
Actionable Tip:
- Create Segments Based on Interests: If you offer multiple products or services, create groups based on what your subscribers have shown interest in.
- Personalise Your Emails: Use the subscriber’s name and consider their preferences to make your emails feel more personal and relevant.
- Test and Tweak: Try A/B testing subject lines and content to see what works best for each segment.
6. Reignite a Dormant Email List with a Win-Back Campaign
If you’ve got a dormant list, don’t worry—it’s never too late to revive it! A win-back campaign is a great way to re-engage subscribers who have gone silent.
Actionable Tip:
- Send a Re-Engagement Email: Remind them of what they’re missing and offer an irresistible incentive (a discount or a freebie).
- Segment Non-Engaged Subscribers: Target those who haven’t opened or clicked on your emails in a while, and offer them something special to reignite their interest.
- Keep It Short and Snappy: Let them know you miss them and want to offer something they’ll find valuable—no hard sell, just value.
7. Ensure Easy Unsubscribing
It may sound counterintuitive, but making it easy for subscribers to unsubscribe is actually a key factor in keeping your list healthy. You want people who are genuinely interested in your emails—not those who feel trapped in your list.
Actionable Tip:
- Make Unsubscribing Easy: Include a clear unsubscribe link in every email. If someone no longer finds value in your content, you’d rather they leave than risk marking you as spam.
- Ask for Feedback: If someone unsubscribes, consider asking them why. It can offer valuable insights for improving your emails and content.
8. Stay Compliant with Privacy Laws
Lastly, it’s crucial to respect your subscribers’ privacy and stay compliant with privacy laws like Australia’s Spam Act, GDPR or CAN-SPAM.
Actionable Tip:
- Get Permission: Always make it clear that subscribers are opting into your email list.
- Include a Privacy Policy: Make sure your sign-up forms link to your privacy policy so that subscribers know how their data will be used.
- Provide an Opt-Out Option: Always give people the option to easily unsubscribe if they no longer wish to receive your emails.
Turning Subscribers Into Advocates
Building an email list from scratch or reviving a dormant one is just the beginning. To truly see the impact of your email marketing efforts, focus on creating long-term relationships with your subscribers. Keep nurturing those relationships with value-driven content, personalised messages, and a clear understanding of what your audience needs.
Here’s to a year of growing your list, nurturing your subscribers, and building stronger connections than ever before in 2025!
To discover more marketing strategies, make sure you join us at the next Marketing Ecosystem Workshop to map out your one-page marketing plan. Here is the link to register (no cost!): https://www.basicbananas.com/virtualsummit/
Or apply to join the popular Clever Bunch program to accelerate your business growth. https://www.basicbananas.com/cleverbunch/
Here’s to creating ripple effects of brilliance everywhere we go!
The Basic Bananas Team