8 Easy Ways to Grow Your Email List

Sara Kappler
8 min readDec 17, 2022

As a small business, your email list is one of your most valuable assets, but it rarely grows spontaneously. You need a solid strategy and some elbow grease. Don’t worry, it will be worth it! According to HubSpot’s Email Marketing Stats for 2022, 99% of consumers check their email every single day and prefer receiving information from brands through email. By investing in strong list growth strategies, you’ll be able to connect with more potential customers and increase your return on investment.

What’s a Good Opt-In Rate?

Before we dive into strategies and tactics, let’s talk about Opt-In Rate. If you’re not familiar with the term yet, it’s a Key Performance Indicator for email list growth, and it’s the percentage of people who sign up after seeing your opt-in prompt.

One question we get frequently asked is, “what kind of opt-in rate is good”? The answer will depend on a few factors like the industry you’re in, your competition and how compelling your offer is in comparison, and what kind of traffic you’re driving to your website. For example, if you’re running ads on your website and the promotion on the ads is “save 50% on your first purchase”, then your 20% off coupon may not be driving sign-ups because it’s not that appealing, comparatively.

However, if you want a benchmark (we all do), across our clients we see 3–5% Opt-In Rates. This means, that out of 100 people who view your opt-in, 3–5 are saying yes and signing up. You can see how much faster your email list growth would be if you could go from a 2% to a 5% Opt-In Rate, for example.

Whatever your email marketing strategy, whatever your business, you will amplify the returns significantly when your opt-in rate is stronger. It’s always worth re-examining and reworking your opt-ins to make sure you’re making the most out of all website traffic you may be driving.

Through our work supporting clients with email marketing over the years, here are 8 tried and true ways you can set your email list growth up for success and start maximizing this channel today:

1) Evergreen Giveaway

Providing evergreen giveaways is a great way to motivate customers to sign up for your mailing list. An evergreen giveaway is a type of giveaway that can…

Sara Kappler

I run a small marketing agency focused on CRM-Driven growth. Seattle-based, mom of three, data & email marketing enthusiast! https://centricsquared.com