Email, your free and profitable tool. (Photo by Torsten Dettlaff from Pexels)

Email addresses are better than gold: with enough of these marketing nuggets in your pack, you have a ready group of interested prospects to whom you can dangle your latest offers, specials, and products or services. The reason that email addresses are better than gold is because a chunk of gold can only be sold once, whereas your email list of prospects can be mined over and over again for multiple sales. And as your email list grows, so will the number of responding prospects and customers grow, when properly employed.

Without further delay, let’s explore seven ways to best build an email list that is sure to become a money-making machine for your business…


Everyone loves a freebie, especially when it offers a value you can’t get anywhere else. One of the best freebies you can create (and is also a freebie for you!) is a compelling and regular newsletter.

How to make your newsletter compelling? It takes on two easy steps!

  1. Offer an exclusive “new email subscriber” discount – the first stage is to get new prospects and existing customers on board with your newsletter, and there is no better way to do that than to offer a unique discount on their next purchase, simply by signing up to your newsletter for free.
  2. Create value in each newsletter by giving “subscriber only” specials – when customers and prospects know that a good deal is lying in wait upon opening each newsletter, you have the perfect hook to snag their attention!

Finally, establish a regular schedule for sending out those newsletters. Some businesses find that a monthly newsletter is ideal, since it does not bombard mailboxes with too much stuff, thus discouraging recipients to read them.


Everyone loves the “try before you buy” concept, so free demos are perfect for bringing new customers on board, or expanding an existing client’s interest in new products or services you have to offer. By integrating the need to provide an email address as part of the demonstration process, you have just picked up a sizzling new email address; we say “sizzling” because you have a hot prospect that is showing enough interest to get further involved with your business by investing their time in your demonstration.


Free newsletters are great, as are free demos, but each of those email list-building methods require the subscriber to take an action and then wait for an event, such as the first newsletter or experiencing a demonstration of products or services offered. For those immediate-gratification shoppers, give them something immediately after they offer their email address. This is called lead magnet marketing, as you have built something attractive that prospects can check out right after they add their email address to your list (it’s your magnet and the prospects are the qualified metals that are pulled to the magnet).

Examples of lead magnet marketing include:

  • Ebooks are great marketing tools since the author can pack more information about their services or products in it without losing the interest of the reader; after all, they downloaded a book and are prepared for a reading session
  • Templates come in handy for repetitive tasks and projects; rather than recreate the wheel every time, applying a template allows the individual to focus on collecting and organizing information into a standard format that’s easy to complete and access
  • Checklists can convince a person to seek your professional assistance; one example is an estate lawyer providing a checklist needed for estate planning, since it helps that individual to gather the necessary information before meeting with the lawyer to draw up a will or trust

The above examples are just a few methods of practicing lead magnet marketing; just follow the basic precept of offering your prospects and customers something of value in exchange for their email address (which costs them nothing but benefits you greatly).


We’ve all done it; filled up a shopping cart online and then are distracted away from completing the process by other things (way too often, for a cute kittie video!). When your visitors leave their shopping cart full without checking out, this is your opportunity to take advantage of exit intent; in other words, when someone is on the checkout page and then decides to click away instead of completing their purchase, you have a popup window that tempts them with an unexpected discount. That is exit intent in a nutshell.

Perhaps your discount is an extra percentage (10% to 15% commonly catches your shopper’s attention) off the shopping cart order or a flat dollar amount (i.e., save $5 for every $50 purchased); either way, for those shopper’s who were hesitating because it was just a little more than expected after taxes, shipping, and handling, you just offered them the perfect reason to finish that purchase.


People love events where they can learn more or see a live demonstration of a product or service. Nowadays, webinars are great tools for attracting an audience without worrying about renting space and setting up the event. It’s even better for those people dying to share their knowledge and information with a large audience but suffer from public speaking anxiety; you never see one person during your seminar, so you have nothing to intimidate you. Even better, your audience can type in questions or comments for you to read and respond to; you keep your cool and are appreciated as the expert you are.

Getting email address for such events is easy; just require an email address so they can register for the webinar. Yes, it’s that easy!


There is nothing so frustrating as watching a customer leave without buying because the item they want has just run out of stock. There is a great solution to that problem that also gives you a new email address to add to your growing list of prospects and customers: whenever a shopper clicks on an out-of-stock product, instead of saying “Sorry, we’re out, but try again later,” let them know their importance and value with a better message like “Oops, we’re out of that right now, but we can put it aside for you as soon as they are back in stock. Just add your name and email below and we’ll let you know ASAP when it’s back in and waiting for you!”

Talk about customer service and locking in a new shopper; you not only have a future purchase waiting to close, but now you have another email to let this hot prospect know of all the other exciting deals you have on offer.


The best place to begin capturing email addresses is right on the home page of your website. This page should be designed to capture their attention, tell your story in a quick summary, and get them interested and involved. There should always be an opt-in invitation on your main web page, ideally visible above the fold (i.e., without requiring your visitor to scroll down).

Finally, provide a hook for your visitors to bite onto; it could be as simple as inviting them to learn what 80,000 other website owners have discovered to boost their online income. With this lure, you get an email address and can deliver an online brochure about what makes your business stand out from the competition. It also doesn’t hurt to program in some followup email dates, to keep this prospect warm and involved.

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