We’ve all seen the subscribe now pop-ups, the freebie magnets, and the newsletters that vanish into the digital abyss. However, your email list isn’t just about vanity metrics.
A well-built list should be full of your people; the kind of subscribers who read, click, and eventually buy.
So, if you’ve been wondering how to build an email list that actually grows your business? You’re in the right place. Let’s break it down, step-by-step, with a little of our signature flair.
Step 1: Attract The Right Audience With An Offer They Want
Before you think about forms or flows, pause and ask: “Why would someone want to be on my list?”
We’re not just collecting email addresses; we’re inviting people into a relationship. That starts with a strong reason for them to say yes.
A few high-converting opt-in ideas:
- A beautifully branded quiz that speaks to their pain points or dreams
- A free downloadable guide (think: How To Pick The Right Brand Photographer)
- An exclusive list of resources or tools for your niche
- A discount or VIP access offer, especially great for eCommerce and product-based businesses
Make your lead magnet hyper-relevant to your ideal client. We’re not going for general appeal here.
We want quality, not just quantity.
Step 2: Design The Signup Experience With Intention
Pop-ups and inline forms work, but how they look (and feel) matters. You want the experience to feel cohesive with your brand, not like a clunky add-on.
We recommend using a platform like Flodesk (yes, we’re obsessed) because it lets you design stunning, on-brand forms without needing to touch a single line of code.
- Keep the form simple. Name and email are enough.
- Use inviting, conversational language (Want in on this? beats Subscribe here.)
- Make sure your thank you page or email is a total brand moment. Don’t just say thanks, make it feel like a welcome into your world.
Step 3: Set Up A Welcome Sequence That Warms Them Up
Okay, they’re on your list. Now what?
This is where the magic happens: the nurture phase. A welcome sequence introduces your brand, builds trust, and positions you as the go-to expert, before you ever ask for a sale.
Here’s a go-to 4-email framework we often use with our clients:
- Welcome and what to expect – Start with warmth. Let them know who you are and what kind of content they can expect.
- Share your story or mission – Make it personal. Help them connect with why you do what you do.
- Offer value – Teach something. Share a tip, tool, or resource that shows off your expertise.
- Plant the seed – Softly introduce a product, offer, or service. No pressure—just a nudge.
Also, you can use segmentation tags so you know exactly what kind of content they’re interested in. More on that next.
Step 4: Segment Your List, Because Not All Subscribers Want The Same Thing
This is one of the biggest game changers when it comes to how to build an email list that performs.
Segmentation means grouping subscribers based on behavior, interest, or where they are in the buyer journey.
It lets you send the right message to the right people at the right time.
A few smart ways to segment:
- Service interest
- Type of client
- Content engagement (clicked on emails about SEO? Give them more of that.)
With platforms like Flodesk, this is seamless and way less techy than it sounds. Trust us, it’s worth setting up early so you don’t have a one-size-fits-no-one list later.
Step 5: Show Up Consistently But Thoughtfully
We’re big fans of quality over quantity when it comes to email marketing. You don’t have to send a newsletter every Tuesday at 8 a.m. unless that genuinely works for you and your audience.
Instead, aim for:
- Consistency (even if it’s once a month)
- Value-packed content (educate, inspire, or entertain)
- Brand-aligned visuals (remember: emails are part of your brand ecosystem)
Whether you’re a copywriter sharing insights, a med spa launching seasonal packages, or a venue sending booking reminders, your email should feel like you.
You can create a reusable template in your email platform so every send feels effortless.
Step 6: Make It Easy To Buy & Ask At The Right Time
Here’s where the list that buys part comes in.
You don’t have to hard-sell every email, but you do need clear calls to action.
When it’s time to promote, be direct, make it easy to click, and lead with the benefit, not the feature.
Examples we love:
- Book your brand shoot before the holiday rush (slots fill fast!)
- Enrollment closes Friday—get the coaching support you’ve been craving.
Clear. Specific. Client-focused.
Step 7: Track What Works & Tweak Along The Way
Email is one of the most measurable forms of marketing, which means it’s also one of the easiest to optimize.
Watch your:
- Open rates – Tweak subject lines (we love a good cliffhanger or question)
- Click rates – Test placement of CTAs and button styles
- Unsubscribes – Totally normal, but if the spike is big? Time to reassess the content or cadence
Use data to get better over time, not just to pat yourself on the back.
Your List Should Feel Like A Party, Not A Pitch
When you build an email list with intention, it becomes a direct line to your most aligned clients.
The ones who get you, trust you, and eventually, book you.
The team at Carrylove Designs helps brands create email strategies that feel human and perform. From opt-ins to flows, welcome sequences to promo campaigns, we’re here to make sure your list is nurturing your most interested consumers.
Ready to build a list that buys? Let’s create your next email strategy, together.
