Starting, growing and maintaining an email subscriber list for your business can be boken down into three phases — starting, growing, and maintaining — because the strategies and mindset differ slightly at each stage.
Your first 100–200 subscribers often come from relationships and visibility rather than automation.
A. Create a compelling reason to subscribe
Offer a lead magnet (free resource) your audience really wants:
Local discount guide (if your audience is regional).
Exclusive tips, insights, or templates related to your niche.
Free mini-course or checklist.
Make it specific and immediately useful—"10 local dining deals this week" will beat "Join our newsletter" every time.
B. Place opt-ins in high-visibility spots
Above-the-fold on your website homepage.
End of blog posts/articles.
In your email signature.
QR code on printed materials (menus, flyers, receipts, business cards).
C. Use personal outreach
Ask happy customers directly if they'd like to join.
Post about your newsletter on your social media with a link to sign up.
Now you focus on scaling acquisition and attracting the right people.
A. Content-driven growth
Publish valuable, shareable content on your website or socials, then funnel readers to your sign-up form.
Use "content upgrades" — extra bonuses readers get if they sign up.
B. Collaborations & cross-promotion
Partner with complementary local businesses or creators to swap newsletter promos.
Sponsor or guest write in other newsletters.
C. Events & offline methods
Host workshops, webinars, or local events where registration includes subscribing.
Add a sign-up option when customers place an order or make a booking.
D. Paid growth (once you have proven content)
Run small, targeted Facebook/Instagram lead ads with a strong lead magnet.
Retarget website visitors who didn’t sign up.
This is where most lists die — not from lack of subscribers, but from disengagement.
A. Email regularly (but not spammy)
Set a consistent rhythm (e.g., weekly, biweekly).
Don’t vanish for months — subscribers forget you.
B. Keep content relevant & interesting
For a local audience: upcoming events, offers, insider tips.
For a niche audience: fresh advice, trends, exclusive deals.
C. Personalisation
Use their name.
Segment by interests or location to make content feel tailor-made.
D. List health
Remove or re-engage inactive subscribers every few months.
Always include an easy unsubscribe link.
E. Encourage replies & sharing
Ask questions in your emails.
Include a “Forward to a friend” button or bonus for sharing.
💡 Pro tip: It’s easier to grow and maintain a list when every new subscriber is acquired via an opt-in with context (they know why they’re joining and what they’ll get). Lists built from random giveaways or cold imports tend to rot faster.