Why Your Business Needs an Email List (and How to Build One)

So many small businesses heavily rely on social media to connect with their audience. But what happens if an algorithm change drastically reduces your reach? Or worse—what if your account gets suspended or hacked? Unlike social media followers, an email list is something you truly own. It’s a direct, reliable way to communicate with your audience and grow your business on your terms.

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Why Every Business Needs an Email List

1. Own Your Audience

Social media platforms can change at any moment, limiting your ability to reach your followers. An email list, on the other hand, is yours. You control when and how you communicate with your subscribers without worrying about algorithm shifts or platform policies.

2. Have Direct Access to Your Audience

Unlike social media posts, which may or may not appear in your audience’s feed, emails go straight to their inbox—and according to Forbes, 88% of people check their email every day (many even check several times a day). This means your message is more likely to be seen, increasing the chances of engagement and conversion.

3. See Higher Conversion Rates

Email marketing consistently outperforms social media when it comes to conversions. The same aforementioned Forbes report cites that people are three times more likely to purchase from an email promotion than from a social media post.

4. Build Stronger Relationships

Email allows for more personalized and meaningful interactions. With segmentation and automation, you can send tailored messages to different audience segments, ensuring they receive content relevant to their interests.

How to Build Your Email List

Growing your email list legally and effectively takes strategy. Here are a few proven methods to attract subscribers:

1. Add Sign-Up Forms to Your Website

Include a visible and easy-to-use email sign-up form on your homepage, blog, or checkout page. Offer a compelling reason for people to subscribe, such as exclusive updates or special discounts.

2. Offer Gated Content or Freebies

Provide valuable content—such as e-books, templates, discount codes, or exclusive videos—in exchange for an email address. This encourages visitors to subscribe while giving them immediate value.

3. Use a Physical Sign-Up Sheet at Events

If you attend trade shows, networking events, or host in-person workshops, set up a physical sign-up sheet. This is a great way to capture leads from people who have already shown interest in your business.

4. Run Social Media Ads or Promotions

Use Facebook, Instagram, or LinkedIn posts or ads to promote your email list. Offer an incentive, such as a giveaway or a free resource, to encourage sign-ups.

5. Leverage Networking Events

When attending conferences, business referral groups, and other networking events, collect business cards or encourage attendees to sign up for your list. Follow up with a welcome email to establish a connection before adding these contacts to your regular newsletter list(s).

6. Encourage Sign-Ups Through Email Forwarding

Ask your existing subscribers to share your emails with their friends and colleagues. You can even include a referral incentive to motivate them to spread the word.

Start Building Your Email List Today

A list of email subscribers is one of the most valuable marketing assets your business can have. Unlike social media followers, your email subscribers are yours to engage with on your terms.

If you’re ready to start growing your email list but need help with strategy or content, reach out to Evergreen Marketing to schedule a complimentary discovery call! Over the years, I’ve built, developed, designed, and written email marketing campaigns that have successfully converted for many different businesses and organizations, and I’d love to chat about the possibility of helping you, too!