Your email list is the one marketing channel no platform can take away. Social networks decide who sees your posts. Your list reaches the people who asked to hear from you. Building it starts with one simple question: would you like to hear from us?
Pick an email tool
Use a proper email marketing tool, not your normal inbox. It handles signup forms, unsubscribes and sending at scale. Many have free plans for small lists. Choose one that is easy to use, and stick with it.
Get your first subscribers
- Ask existing customers if they would like updates.
- Ask your network and social followers.
- Add a signup form to your website, near the top and at the bottom.
- Put a QR code or sign-up sheet in your shop, with permission noted.
- Add a signup link to your email signature and social bios.
Start with people who already know you. They are the most likely to open and reply.
Give a clear reason to join
"Subscribe to our newsletter" is not a reason. Say what they will get and how often.
Sign up for our newsletter!
One email a month: a plant care tip and first look at new arrivals. No spam, unsubscribe any time.
A useful free resource can help too, such as a guide, a checklist or a discount on the first order. There are ideas in lead magnet ideas.
Ask in the right places
- After a purchase: on the confirmation page or receipt.
- On your best content: blog posts people already find useful.
- At events: workshops, markets, talks.
- In person: at the counter, with permission written down.
Follow the rules
Email rules differ by country, but a few basics are common:
- Only add people who agreed to receive marketing emails.
- Say who you are in every email.
- Include an easy way to unsubscribe.
- Keep a record of when and how each person signed up.
Check the rules where your subscribers live.
Keep them on the list
Getting subscribers is half the work. Keeping them is the other half.
- Send a welcome email right away. See welcome email for new customers.
- Send what you promised, on the schedule you promised.
- Mostly help, sometimes sell. See how to write a newsletter people read.
Grow it steadily
A list grows a little every week from steady habits, not from one big push. Check how many new subscribers you get each month and where they come from, and do more of what works.