How to build an email marketing list

If you're looking to engage more with your customers across Ireland, you may be interested in email marketing.

Email is still one of the most effective ways to build connections, boost sales and breed customer loyalty.

And the even better news? It has a return on investment (ROI) far greater than most other marketing techniques.

But you can't get going without first creating an email marketing list. Whether you have a high-street store in Cork, a cafe in Galway or an online boutique in Dublin, a targeted, high-quality email list is your basis for some truly effective marketing campaigns.

In this blog, you'll find an easy, step-by-step tutorial on creating your own email marketing list.

We explain what an email marketing list is and how it works, then lay out a few tried-and-tested methods you can use to increase your subscribers as you go along.

What is an email marketing list?

Put simply, an email marketing list is a record of all the email addresses you've collected from people who have actively opted in to receive your marketing communications.

Unlike those contact details you might have gathered at random over time, these subscribers have given you their express permission and indicated a genuine interest in your business, products or services.

Why should I prioritise creating an email list?

There are several key reasons for doing it:

• Greater return on investment (ROI): Email marketing consistently delivers far better returns than social media or pay-per-click (PPC) advertising. That makes it particularly good for small businesses with limited marketing budgets.

• Direct customer communication: An email list gives you direct access to your customers' inboxes, so you're not beholden to social media algorithms or paid ads to reach your audience.

• Generate customer loyalty: Ongoing newsletters, special offers and personalised content keep your business at the forefront of people's minds and deepen your relationship with them. The result? Your customers come back to buy from you again.

• Cost-effective marketing: Once created, your email marketing list is an inexpensive way to promote your business and well suited to small ventures that need to spend carefully.

Setting specific goals for your email list

Before we get into the nitty-gritty of creating an email list, you must first be clear on what you're looking to achieve.

When you know exactly what you want to accomplish, you're in a better place to go about finding the correct subscribers. You'll also keep your email marketing campaigns on track and fruitful.

Decide what success looks like

What would a good result be? Some common objectives for small businesses like yours might include the following:

• Generating sales: Bring in more direct revenue by running special offers or promotions.

• Developing loyalty: Keep customers engaged with personalised offers, rewards or access to exclusive or "VIP" events.

• Building brand awareness: Share useful content to keep your brand in potential customers' minds when they're ready to buy.

• Retaining customers: Solidify relationships with your current customers by making them feel engaged and connected to your business.

Having a strong purpose in mind ensures that there's a good reason behind every email you send. As a result, your email marketing list becomes more valuable over time.

Clearly identify your target market

Who is your perfect subscriber? Who are your ideal customers? Consider the following:

• Demographics: Age, location, income and other details you can easily measure.

• Interests and preferences: What problems do your customers need to solve, and what content would they find most interesting?

• Purchasing behaviour: Do they normally shop in-store or online? Is it discounts, quality, convenience or supporting a local business that motivates them?

The better you can characterise your audience, the more you can create appealing incentives and engaging content that encourages people to join and remain subscribed to your email list.

Pick an email marketing platform

An email marketing platform is a software tool that makes creating, managing and analysing email campaigns really straightforward.

These platforms have features that let you build email newsletters from templates, manage your subscribers, segment your lists and automate a lot of your messaging.

Once you've identified your objectives and defined your audience, selecting an appropriate email marketing platform is the next step. Here are some things to think about:

• Ease of use: Tools like Mailchimp, Constant Contact and ActiveCampaign are really user-friendly and great for people who are just starting out.

• Affordable choices: Look for platforms that offer free or inexpensive entry-level plans. These are perfect if you're keeping a tight rein on expenses.

• Compliance with GDPR: Since your business is based in Ireland, you must select a platform that has been built with the GDPR data protection law in mind. In other words, it should help you manage your subscribers' data in a safe and legal way.

• Analytics and reporting: Make sure the platform you pick provides in-depth analytics so you can gauge how your campaigns are performing and then make improvements.

Building an email list from scratch: Essential steps

Step 1: Create a visually appealing subscription form on your website

Your website is often the first place potential subscribers will come into contact with your business.

For this reason, it needs to be set up so it has the best possible chance of collecting visitors' email addresses. Here's what to do:

• Be clever about where you place sign-up forms: Give sign-up forms a prominent, easy-to-find place on your homepage, blog posts and footer, or as a pop-up.

• Make subscribing really simple: It should be quick and painless for people to provide their details. Only ask for the information you truly need, such as their name and email address.

• Communicate the benefits clearly: Tell visitors exactly what they'll get by subscribing, whether it's discounts, exclusive news or helpful tips.

Step 2: Use social media to get people subscribing

There aren't many better ways to build an email list than through your social media channels. Here's how to use them to your full advantage:

• Share your sign-up link as often as you can: Encourage followers on Facebook, Instagram, LinkedIn and X (formerly Twitter) to subscribe – and be clear on how it'll benefit them.

• Include your sign-up link in social media profiles: Give your sign-up form even more chance of succeeding by adding a direct link to your to your profile or bio.

• Run promotions: Host contests, giveaways or exclusive promotions specifically designed to boost your subscriber count.

Step 3: Give people incentives to sign up

If you encourage people who might otherwise be reluctant to divulge their email address, you'll boost your sign-up rates dramatically. You could offer the following:

• Discounts and special offers: You can tailor these for first-time subscribers.

• Free resources to download: Useful guides, checklists or eBooks that provide genuine value.

• Exclusive content: Early access to sales, product launches or behind-the-scenes updates.

Step 4: Collect emails offline

Though you'll be doing a lot of your marketing online, personal contact continues to be a crucial way to get your message across.

Make the most of your offline presence with the following:

• In-store sign-ups: Put paper sign-up forms or electronic tablets close to your counter or checkout area and make sure the benefits of subscribing are obvious.

• Events and local markets: Take part in farmers' markets, trade shows and community gatherings. While you're there, ask attendees for their email addresses.

• Networking: When you go to local networking events or meet with prospective clients, always take paper forms or electronic devices with you, to give people the chance to sign up.

Step 5: Make sure you're abiding by GDPR

When you're building an email list for marketing purposes, you must be mindful of GDPR (the data protection regulations). Here's what to do:

• Tell subscribers in clear language how you plan to use their data.

• Get subscribers' express permission before you send them any marketing communications.

• Store subscribers' data securely, and give them the option of quickly managing or deleting their information.

Making eye-catching lead magnets

Offering something of value in return for a subscriber's email address is one of the best ways to build an email marketing list. As such, lead magnets are very useful.

A lead magnet is an exclusive offer, an incentive or a free resource that tempts prospective subscribers into joining up.

To expand your email list quickly and draw in the right people, your lead magnet must be relevant, worthwhile and enticing.

What makes an excellent lead magnet?

A really good lead magnet has a high conversion rate – in other words, it does its job well in encouraging people to sign up for your marketing emails.

The best lead magnets do one or a combination of the following:

• Solve a specific problem: It might take care of a particular issue that lots of your target customers face everyday.

• Be instantly helpful: It could offer subscribers something practical that they can use right away.

• Be easy to consume: Keep it simple – whether it's a quick guide, a special offer or a piece of content they can't get elsewhere.

• Be relevant to your business: Don't just offer freebies – attract people who actually want to know more about your goods or services.

Lead magnet ideas for Irish small businesses

The lead magnet ideas below are particularly effective for businesses like yours:

Special offers and discounts

• Give new subscribers a 10% discount or a deal exclusively for them.

• Provide time-limited offers that only email subscribers can take advantage of.

• Set up a loyalty programme that grants members early access to sales or discounts.

Ideal for: Retail shops, cafes, restaurants, beauty salons and e-commerce businesses.

Free checklists, eBooks or guides

• Create a straightforward "how-to" guide on a topic relevant to your business or industry (for example, "5 ways to improve your skincare routine" for a beauty brand).

• Provide a checklist that simplifies an aspect of your customer's life (such as "Essential packing checklist for a trip to Ireland" for a travel agency).

• Share an eBook that offers insightful commentary or practical guidance.

Ideal for: Consultants, business coaches, service-based businesses and online trainers.

Special access to webinars or events

• Give subscribers access to an exclusive online workshop (for example, "How to style your home like a pro" for an interior design business).

• Offer early access to in-person events like product launches or food tastings.

• Run a Q&A session with an industry specialist.

Ideal for: Event organisers, professional services, hospitality businesses, fitness centres.

Free trials or samples

• Provide a free sample or time-limited trial so new subscribers can try out your product or service.

• Offer a free consultation or demonstration to show what you can do.

• Invite them to a free class or session.

Ideal for: Health and wellness businesses, food or drink brands, subscription-based services.

How to successfully deliver your lead magnet

Once you've created your lead magnet, you must make sure it finds its way to the right people:

• Create a dedicated landing page: A straightforward, high-converting page where visitors can grab the lead magnet by entering their email address.

• Make use of pop-ups and opt-in forms: Place exit-intent pop-ups (overlays that appear the moment a visitor looks like leaving the web page) and other sign-up forms on your website in strategic locations.

• Promote on social media: Post your lead magnet on Facebook, Instagram, LinkedIn and other sites where your audience spends time.

• Make use of paid advertising: Drive traffic to your lead magnet by using targeted ads on Facebook or Google.

• Include in blog posts: Offer the lead magnet as a content upgrade in relevant articles and written content.

Making the most of your existing customers

One of the quickest and most efficient ways to create an email marketing list from scratch is to tap into your current clientele.

These are people who have already had contact with your business – whether they've bought something from you, visited your store or interacted with you online.

They're also the most likely people to open your emails, react to your content and become loyal customers.

Here's how you can use your current customer base to grow your email marketing list.

Ask customers to join your email list

Don't assume that customers will automatically sign up for your emails. Most of the time, you'll need to ask them directly, and you can make this easy by:

• training staff to ask customers to sign up when paying for goods at the checkout or after they've received a service

• incorporating a sign-up option into the online checkout process (if you're an e-commerce business)

• displaying a sign-up form in-store at the counter, with a clear incentive like "Sign up and get 10% off your next visit"

• including a sign-up link on receipts or invoices – whether you print or email them

Offer exclusive benefits to existing customers who subscribe

To get more people signing up to your emails, provide exclusive perks for customers who join your email list. This could include the following:

• VIP discounts: Give subscribers special discounts or early access to sales.

• Loyalty programmes: Reward repeat customers by setting up a loyalty scheme that becomes available once people subscribe.

• Birthday or anniversary offers: Urge customers to sign up and receive personalised birthday discounts.

• Exclusive content: Provide valuable content – such as tips, guides or behind-the-scenes updates – that you make available only by email.

Turn social media followers into subscribers

Don't overlook the fact that many of the people following you on social media already have a connection to your business.

Now you need to move them to your email marketing list and start building those relationships further.

• Regularly urge people to sign up for your email list by emphasising the advantages of doing so.

• Use Instagram and Facebook stories with direct "Swipe up" or "Link in bio" calls to action.

• Add a sign-up link to your X (formerly Twitter) profile or Facebook page.

• Run a contest that people can only enter by signing up to your emails.

Use referral incentives to get customers talking about you

Your best customers can help you grow your email marketing list by referring friends and family. You can reward them for their work with the following:

• Run a promotion like "Refer a friend and both of you get 10% off": This encourages current customers to spread the word and invite other people.

• Bonus incentives for referrals: Give customers who recommend more than one person a free product, store credit or discount as a thank you.

• Perks for sharing on social media: Ask subscribers to share your sign-up link and reward them when their friends join.

Re-engage past customers and contacts

Reach out to customers on your list who haven't interacted with you recently and urge them to sign up to receive your newsletters.

• Send a re-engagement email campaign: If a former customer chooses to re-engage, offer them a special promotion or access to unique content.

• Use direct messaging or SMS: If you have their consent, send past customers a quick message to remind them about your email list.

• Make use of professional networks like LinkedIn: If your business provides services, get in touch with past customers and invite them to join your list.

Add prompts to sign up in all your customer communications

Make sure there's an opportunity to sign up wherever a customer might interact with your business. This means having your email sign-up form appear in the following places:

• On your website's "Contact us" page

• As a content upgrade in your blog posts

• As a checkbox while booking an appointment or register for an event

• In the footer of your emails

• On thank-you pages when people have made a purchase or submitted a form

Final thoughts

With the right approach, building an email marketing list can ultimately be very rewarding.

It's all about having clear goals, making the most of your website and social media, offering enticing lead magnets and tapping into your existing customers.

An email marketing list lets you reach your audience directly and develop the types of lasting connections that help drive sales.

So get started today. Create a sign-up form and a compelling lead magnet, and begin experiencing the benefits of having a strong and active audience. 

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