How to Grow an Email List for a Small Business (12 Practical Ways)

To grow an email list, give people a specific reason to join and put the sign-up where they already are. The most effective tactics for small businesses are a strong sign-up incentive, forms on your homepage and key pages, opt-ins at checkout and booking, QR codes in your physical location, social media links, events and referrals. Always collect consent and never buy lists.

12 ways to grow your list

1. Offer a specific incentive. A first-order discount for shops, a free class for gyms, a checklist for service firms, a recipe card for food brands.
2. Add a sign-up form to your homepage and footer.
3. Use a timed or exit pop-up with a clear offer (sparingly, and easy to close).
4. Ask at checkout with a clear opt-in box.
5. Ask at booking for appointments and reservations.
6. Place QR codes on counters, menus, receipts and packaging.
7. Run a giveaway that requires an email, ideally with a prize only your customers would want.
8. Create gated resources: guides, templates and assessments.
9. Host events or webinars and invite attendees to subscribe.
10. Link from social media profiles to a simple sign-up page.
11. Encourage referrals with a reward for both sides.
12. Partner with complementary businesses for joint giveaways or guides.

Match the incentive to the business

Keep it legal and healthy

• Make it clear what people are signing up for and how often you will email.
• Do not pre-tick consent boxes where the law requires active consent.
• Never buy or rent lists.
• Send a welcome email immediately so new subscribers remember signing up. See our welcome email sequence guide.

Once people join, the six sequences in our email marketing playbook turn them into customers.