Grow Your Email List in 2024

Introduction
As digital marketers, we’re all too familiar with the golden rule: your email list is one of your most valuable assets. But in an era where inbox real estate is fiercely guarded, convincing potential subscribers to part with their email addresses is a challenge that requires more than just traditional tactics.
With a solid understanding of your target audience and the right strategies that combine time-tested methods with innovative approaches, it’s more than possible to not only grow your email list but also ensure it’s brimming with engaged subscribers eager to hear from you.
1. High Converting Lead Magnets: Entice with Value

In 2024, lead magnets continue to be a powerhouse for list growth. The trick lies in ensuring these magnets are irresistibly aligned with your audience’s needs while being directly connected to your offerings.
Think beyond eBooks and PDF guides; explore personalised videos, mini-courses, and even AI-driven personalised reports that provide instant value while entertaining your audience.
But, the best lead magnets are inspired by your audience:
- What do they need?
- What problems can you solve?
- Can you save them time?
- What will help them achieve their goals?
Answering these questions will help you to provide value and create the best lead magnets for your audience.
Here are some suggestions for lead magnet formats:
- E-Books
- Webinars
- Mini-courses
- Infographics
- Personalised videos
- Newsletters
- Guides/PDFs
- Interactive Quizzes
2. Simple, Easy, and Visible Sign-ups

You’ve probably heard it all before; the more complex a form on a website, the more likely it won’t be completed. Of course, there are arguments to collect more than just an email address.
A streamlined sign-up process is non-negotiable. The fewer hoops your audience has to jump through, the better. Consider minimalistic forms that require nothing more than an email address, and possibly a first name to personalise communications.
Another important factor here, is many businesses don’t have the ability on every webpage to sign up to their email list, think about adding a sign-up call to action button on every page. Embed these forms across your digital touchpoints—every page, post, and video description is an opportunity.
A highly effective tactic in capturing leads is the use of exit-intent pop-up forms. These are designed to appear when a user signals they’re about to leave your site. Utilising this strategy by displaying a pop-up form when a visitor moves the cursor towards closing the tab. This last-minute prompt capitalises on exit intent, often converting users who might have left without engaging further.
Incorporating interactive elements such as chatbots and AI-driven interfaces can further enhance your email capture strategy. Chatbots can be programmed to engage visitors the moment they arrive on your site, providing immediate interaction. An effective method is to prompt users for their email addresses to continue the conversation, delivering value in exchange for their contact information.
Furthermore, interactive videos, similar to those implemented with VideoAsk on our website, engage users by providing them with choices that guide the interaction. As users select options that tailor the video content to their interests, they can be prompted to leave their email addresses to receive more personalised information or follow-ups.
See our example here:
3. Leveraging Every Marketing Channel

Your email list growth strategy should not exist in a vacuum. Utilise every channel at your disposal, from social media to your blog, integrating your call-to-action in a seamless, non-intrusive manner.
Regular, value-driven content shared across these channels not only boosts your brand’s visibility but also funnels interested parties towards your email list.
Many people prefer to communicate on various social networks and messenger platforms, but email is far from dead!
Sometimes it’s easy to forget about the connections, followers, and fans we have across all channels. Make it easy for them to sign up to your email list and post content to encourage them to take action and direct them to a link with a simple sign-up page, like this.
Don’t overlook offline opportunities to grow your online assets. Utilising QR codes on printed materials or digital displays can bridge the gap between physical and digital interactions. By scanning a QR code, potential subscribers can be taken directly to a simple sign-up form, making the process as straightforward as snapping a photo.

4. Encouraging Subscribers to Share and Forward

Include social sharing buttons and an “Email to a Friend” button on your marketing emails. By doing this, you’ll gain access to recipients’ friends, colleagues, and networks to expand your contact list. At the bottom of your emails, include a “Subscribe” call-to-action as a simple text-based link so that the people receiving the forwarded emails can easily opt-in too.
Some email tools don’t support the above strategy very well. A good tactic is to have your existing subscribers click on a CTA and then fill in the email address of the person who would benefit from being on your email list. Then you can auto-forward them your latest newsletter, taking care to inform them that John Smith recommended them and give them the option to double-opt in or unsubscribe.
Make it easy and enticing for your current subscribers to share your content. Incorporate shareable insights, quotable moments, and even subscriber-exclusive offers that they can’t help but want to share with their networks. This organic amplification can significantly extend your reach and draw in new subscribers who trust the recommendations of their peers.
5. Free Resources: Building Trust through Value

Offering valuable resources without the immediate exchange for an email address can play a long game in building trust and demonstrating value. This approach, coupled with strategic placement of sign-up prompts, allows users to opt into your list when they’re ready, having already experienced the quality you offer.
Of course, we have touched on lead magnets earlier, but this could be another angle. For example, try out our free ROI calculator or design tool, or get a free quote generator.
Not all content should be gated, it’s important to offer up things for free without the need to ask for an email address.
An example of free content is our Blog and resource hub, which offers free advice and insight, with an expectation that if someone is looking for deeper expertise and advice, then there has to be some win/win during that journey – that could be an exchange of email address to offer up one of our lead magnets or a free consultation.
6. Social Media Optimisation: Calls To Action

Optimise your social media profiles with clear, compelling calls to action that lead to your sign-up forms. Use your header images, bio links, and pinned posts effectively to draw attention to your email list. Interactive Instagram stories, LinkedIn articles, and Twitter threads can all serve as creative conduits to your sign-up page.
For example, you can add a CTA button to your Facebook business page that links users to your sign-up page or a gated feature resource.
Incorporate simple yet effective tactics such as adding a signup link to your Instagram bio, and using tools like Linktree to streamline access to your resources. This approach ensures that your followers can easily find and navigate to your sign-up page without having to search through your profile or website.
Integrating platforms like ManyChat with your social media can transform how you interact with your audience. Automate messaging offering to send more information directly to their inbox. This strategy not only enhances engagement but also provides a seamless transition from casual social media interactions to more targeted email communications.
Consider automating LinkedIn messaging to capture email addresses directly. This can be done by setting up messages that engage potential subscribers through professional and respectful conversations. Once engaged, you can prompt for their email address to send additional resources or information, integrating these contacts into your CRM or marketing automation platform.
When implementing any form of automated messaging, particularly on platforms like LinkedIn, it’s crucial to adhere to GDPR and opt-in best practices. This ensures that your methods are not only effective but also ethically and legally sound. Many tools available today can support these efforts, providing automation that respects user privacy and regulatory requirements.
7. Innovative Tactics: Keeping it Fresh

The digital landscape is always evolving, and so should your strategies. Whether it’s running engaging contests, or exploring new platforms for lead generation, the key is to stay innovative. Keep testing different approaches to see what resonates with your audience, always with an eye on providing value and building relationships.
Running an online contest and free giveaway can be a great way to grow your email list. We have all come across these, win a new coffee maker, all you have to do is sign up here.
If you have the budget, paid ads can be a great way to capture sign-ups.
Why not take your visitor by surprise and use pop-up forms on your website? Popup forms are dynamic tools that can appear on the screen at certain times or for specific events. They also serve as lead magnets for generating leads.
The power of incentives in general can be a great way to grow your list and get 50% off on your first order.
Adding interaction and gamification is also a good way to attract your audience and build your email list – think out of the box a little, there’s plenty of interactive sign-up tools such as the spinning wheel, whereby your new subscriber can spin the wheel and win something – 10% off, buy 1 get 1… get creative with your wheel.
Personalised and dynamic content can also be useful, if your audience is more targeted then you can shape your message better, making it a no-brainer for them to sign up
Final Reflection
Growing your email list is a dynamic challenge that requires a blend of creativity, persistence, and a deep understanding of your audience. By embracing these seven pillars, enriched with a modern twist, you’ll not only expand your list but cultivate a community of engaged followers ready to support your brand.
Remember, the most successful email list strategies are those that evolve. Stay curious, stay flexible, and above all, stay committed to delivering value at every turn. Here’s to building an email list that drives real business growth!