How to Build an Email List for Your Online Store (Guide) (2024)

Let’s cut through the noise and get straight to the point: if you’re not building an email list for your online store, you’re leaving money on the table. Period.

I’m not here to sugarcoat it or dance around the subject.

The truth is, learning how to build an email list for an online store is one of the most powerful moves you can make to skyrocket your sales and create a sustainable business.

Why?

Because email marketing consistently outperforms other channels in terms of ROI. We’re talking $42 for every $1 spent.

That’s not chump change.

In this guide, I’m going to walk you through the exact steps I’ve used to build massive email lists for my online stores and those of my clients.

By the end of this post, you’ll have a clear roadmap to building an email list that turns casual browsers into loyal customers and repeat buyers.

Let’s get started.

What You’ll Need

Before we jump into the nitty-gritty of how to build an email list for an online store, let’s make sure you’ve got the essentials:

a). An online store: This might seem obvious, but you need a functional e-commerce website. Whether you’re using Shopify, WooCommerce, or another platform, make sure it’s up and running.

b). Email marketing software: You’ll need a reliable platform to manage your list, send emails, and track results. My top picks are:

ConvertKit (great for beginners)
ActiveCampaign (powerful automation features)
Klaviyo (specifically designed for e-commerce)

c). Lead magnet creation tools: To entice people to join your list, you’ll need to create valuable lead magnets. Some options include:

Canva (for designing PDFs and graphics)
Google Docs (for writing guides or checklists)
Loom (for creating video tutorials)

d). Pop-up and form builders: These tools will help you create high-converting opt-in forms:

OptinMonster
Sumo
Privy

e). Analytics tools: To track your progress and optimize your efforts, you’ll need:

Google Analytics
Your e-commerce platform’s built-in analytics
Your email marketing software’s reporting features

f). A growth mindset: This isn’t a tool you can download, but it’s crucial. Building an email list takes time, effort, and constant optimization. Be prepared to test, learn, and iterate.

With these tools in your arsenal, you’re ready to start building an email list that will become the backbone of your online store’s marketing strategy.

Step-by-Step Instructions to Build an Email List for Your Online Store

1. Set up your email marketing platform

The foundation of your email list-building efforts is choosing and setting up the right email marketing platform.

This is where you’ll store your contacts, create campaigns, and analyze your results.

Your email marketing platform is like the engine of your email marketing machine. It needs to be powerful, reliable, and suited to your specific needs as an online store owner.

When selecting a platform, consider factors like:

E-commerce integrations
Automation capabilities
Segmentation features
Template designs
Pricing structure

Once you’ve chosen your platform, follow these steps to set it up:

Create your account and verify your domain
Set up your sender information (name, email address)
Import any existing contacts (if applicable)
Create essential lists or segments (e.g., “New Subscribers,” “Customers,” “Abandoned Carts”)
Design a basic welcome email template

Tips:

Don’t get overwhelmed by all the features. Start with the basics and expand as you grow.
Take advantage of any free trials or demos offered by the platforms you’re considering.
Look for platforms that offer good customer support, especially if you’re new to email marketing.

2. Create an irresistible lead magnet

Now that your email marketing platform is set up, it’s time to give people a compelling reason to join your list.

Enter: the lead magnet.

A lead magnet is a valuable piece of content or offer that you provide in exchange for someone’s email address.

The key word here is valuable.

We’re not talking about some half-baked discount code or generic PDF.

Your lead magnet should be so good that people would be willing to pay for it.

Here are some ideas specifically for online stores:

A comprehensive buying guide for your main product category
An exclusive video tutorial on how to use your products
A limited-time discount code with a significant saving
A free sample or trial of your product (if feasible)
A curated lookbook or style guide featuring your products

To create your lead magnet:

Identify your target audience’s biggest pain points or desires
Brainstorm lead magnet ideas that address these issues
Choose the format that best delivers the solution (e.g., PDF, video, discount code)
Create the content using the tools mentioned earlier
Set up a delivery system (usually through your email marketing platform)

Tips:

Quality over quantity: One killer lead magnet is better than five mediocre ones.
Make sure your lead magnet is closely related to your products. This ensures you’re attracting the right kind of subscribers.
Create a sense of exclusivity. Use phrases like “Not available anywhere else” or “Exclusive to our email subscribers.”

3. Design high-converting opt-in forms

With your lead magnet ready, it’s time to create the opt-in forms that will capture those email addresses.

Opt-in forms are the bridges between your website visitors and your email list. They need to be eye-catching, compelling, and frictionless.

Here’s how to design forms that convert:

Choose the right type of form for each location on your site (e.g., inline, floating bar, pop-up)
Craft a headline that clearly states the benefit of signing up
Write concise, action-oriented copy that emphasizes the value proposition
Use contrasting colors to make your form stand out
Include a clear, prominent call-to-action button
Minimize the number of fields (email address is often enough to start)

Tips:

A/B test different elements of your forms (headlines, colors, button text) to optimize conversion rates.
Use social proof in your forms (e.g., “Join 10,000+ savvy shoppers”)
Consider using two-step opt-ins for higher conversions

4. Implement opt-in forms on your website

Now it’s time to strategically place these forms throughout your online store.

The key here is balance.

You want your forms to be visible and accessible without being intrusive or annoying. Here are the prime locations for your opt-in forms:

Homepage: Use a prominent banner or pop-up
Blog posts: Place inline forms within the content
About page: Add a form at the end of your story
Product pages: Offer product-specific lead magnets
Footer: Include a simple sign-up form site-wide

To implement:

Use your chosen form builder tool to create the forms
Generate the embed code for each form
Insert the code into the appropriate locations on your site
Test each form to ensure it’s working correctly
Set up thank you pages or confirmation messages

Tips:

Ensure your forms are mobile-responsive. A significant portion of your traffic likely comes from mobile devices.
Use exit-intent pop-ups to capture visitors who are about to leave your site.
Consider using gamified opt-ins (e.g., spin-to-win wheels) for higher engagement.

5. Use pop-ups and exit-intent technology

Pop-ups get a bad rap, but when done right, they can significantly boost your list-building efforts.

The key to effective pop-ups is timing and relevance.

You don’t want to bombard visitors the moment they land on your site.

Instead, use behavioral triggers to show pop-ups at the right moment.

Here’s how to implement pop-ups effectively:

Choose a pop-up tool (e.g., OptinMonster, Privy)
Design your pop-up with compelling copy and visuals
Set up targeting rules (e.g., exit-intent, time on page, scroll depth)
Create different pop-ups for different pages or products
Implement A/B testing to continuously improve performance

Tips:

Use exit-intent technology to catch visitors before they leave your site.
Offer a special discount or lead magnet in your pop-ups to increase conversions.
Respect your visitors’ choices. If they close a pop-up, don’t show it again immediately.

6. Utilize social media to grow your list

Your social media followers are prime candidates for your email list.

Let’s tap into that potential.

Social media platforms are great for engagement, but you don’t own those followers.

The goal is to move them to a platform you control – your email list.

Here’s how to leverage social media for list building:

Create posts that promote your lead magnets
Use platform-specific features (e.g., Instagram’s “Swipe Up” in Stories)
Run social media contests that require email sign-ups
Add email sign-up buttons to your social profiles
Use paid social ads to promote your lead magnets

Tips:

Create platform-specific lead magnets to increase relevance and conversions.
Use social proof by showcasing positive feedback from your email subscribers.
Engage with your followers and provide value before asking for their email address.

7. Run contests and giveaways

People love free stuff.

Use this to your advantage in building your email list.

Contests and giveaways can lead to rapid list growth, but it’s crucial to attract the right kind of subscribers – those who are genuinely interested in your products.

Here’s how to run effective contests for list building:

Choose a prize that’s relevant to your target audience
Set clear rules and entry requirements (including email sign-up)
Use a contest platform like Gleam or RafflePress
Promote your contest across all your marketing channels
Follow up with non-winners with a special offer

Tips:

Make sure your prize attracts your ideal customers, not just freebie seekers.
Use viral sharing features to expand your reach.
Comply with all legal requirements for running contests in your jurisdiction.

8. Optimize your checkout process

Your checkout process is a goldmine for email list building.

Don’t waste this opportunity.

Every customer who makes a purchase should be added to your email list (with their permission, of course).

Here’s how to optimize this process:

Add a pre-checked box to subscribe during checkout
Offer a post-purchase incentive for signing up (e.g., loyalty points)
Send a follow-up email to customers who didn’t subscribe, offering a lead magnet
Use abandoned cart emails to recover sales and grow your list
Implement a customer account system that includes email subscription

Tips:

Make sure your subscription checkbox is GDPR compliant if you operate in or sell to the EU.
Clearly communicate the benefits of subscribing at the point of purchase.
Use segmentation to send tailored content to your purchasers vs. non-purchasers.

Tips for Success When Building an Email List for Your Online Store

Now that we’ve covered the step-by-step process of how to build an email list for an online store, let’s dive into some overarching tips that will supercharge your efforts:

Focus on quality over quantity
Don’t get caught up in vanity metrics. A smaller list of engaged subscribers is far more valuable than a large list of uninterested people.
Segment your list from day one
Start categorizing your subscribers based on their interests, behaviors, and purchase history as soon as possible. This will allow you to send more targeted, relevant emails.
Provide consistent value
Don’t just email when you want to sell something. Regularly provide valuable content that helps your subscribers solve problems or achieve their goals.
Optimize for mobile
With over 50% of emails being opened on mobile devices, ensure all your opt-in forms and emails are mobile-friendly.
Use double opt-in
While it might slow growth slightly, using double opt-in ensures you’re building a list of genuinely interested subscribers and improves deliverability.
Clean your list regularly
Remove inactive subscribers periodically to maintain a healthy list and improve your email metrics.
Personalize your emails
Use the data you collect to personalize your emails beyond just using the subscriber’s name. Tailor content based on their browsing and purchase history.
Test and optimize constantly
Email marketing is not a “set it and forget it” strategy. Continuously test different elements of your emails and opt-in forms to improve performance.
Leverage user-generated content
Encourage customers to share photos or reviews of your products, then feature this content in your emails to build trust and encourage more sign-ups.
Be transparent about email frequency
Let subscribers know how often they can expect to hear from you. This sets expectations and can reduce unsubscribe rates.

Remember, building an email list for your online store is a marathon, not a sprint. Stay consistent, keep providing value, and always be looking for new opportunities to grow your list.

Common Mistakes to Avoid

When it comes to building an email list for an online store, there are several pitfalls that can hinder your progress.

Here are the most common mistakes I see store owners make – and how to avoid them:

Buying email lists

This is a big no-no.

Purchased lists are often filled with outdated or fake email addresses, and emailing people who haven’t explicitly opted in can damage your sender reputation and violate laws like GDPR.

Solution: Focus on organic list growth strategies. It might be slower, but you’ll build a list of engaged subscribers who actually want to hear from you.

Neglecting list hygiene

Keeping inactive subscribers on your list can hurt your deliverability and skew your metrics.

Solution: Regularly clean your list by removing or re-engaging inactive subscribers. Set up an automated re-engagement campaign for subscribers who haven’t opened your emails in a while.

Over-promising and under-delivering

If your lead magnet or welcome series doesn’t live up to expectations, subscribers will quickly lose interest or unsubscribe.

Solution: Ensure your lead magnets provide genuine value. Follow through on any promises you make during the sign-up process.

Inconsistent emailing

Emailing too frequently can annoy subscribers, while emailing too infrequently can make them forget about you.

Solution: Set a consistent email schedule and stick to it. Let subscribers know what to expect in terms of email frequency.

Ignoring mobile users

With the majority of emails now opened on mobile devices, not optimizing for mobile is a critical mistake.

Solution: Use responsive email templates and test your emails on various devices before sending.

Failing to segment your list

Sending the same generic emails to your entire list is a surefire way to lose subscribers.

Solution: Segment your list based on subscriber behavior, preferences, and purchase history. Send targeted, relevant content to each segment.

Focusing solely on sales

If every email you send is a sales pitch, subscribers will tune out quickly.

Solution: Follow the 80/20 rule – 80% of your emails should provide value, while only 20% should be direct sales messages.

Neglecting to optimize subject lines

Your subject line is the gateway to your email content.

Poorly crafted subject lines can result in low open rates.

Solution: Spend time crafting compelling subject lines. A/B test different versions to see what resonates with your audience.

Not having a clear call-to-action (CTA)

Emails without a clear purpose or CTA are a wasted opportunity.

Solution: Every email should have a primary goal and a clear CTA. Make it obvious what action you want the reader to take.

Ignoring analytics

If you’re not tracking and analyzing your email performance, you’re missing out on valuable insights that could improve your results.

Solution: Regularly review key metrics like open rates, click-through rates, and conversion rates. Use these insights to continually refine your email strategy.

Forgetting to optimize the unsubscribe process

Making it difficult to unsubscribe can lead to spam complaints, which can severely damage your sender reputation.

Solution: Make the unsubscribe process clear and simple. Consider offering an option to reduce email frequency instead of unsubscribing completely.

Neglecting to test emails before sending

Sending emails with broken links, formatting issues, or personalization errors can erode trust with your subscribers.

Solution: Always send test emails to yourself and a few team members before launching a campaign. Check all links, images, and personalization tags.

Remember, it’s not just about growing your list – it’s about nurturing and maintaining it for long-term success.

Troubleshooting

Even with the best strategies in place, you might encounter some roadblocks when building an email list for your online store. Here are some common issues and how to solve them:

Low opt-in rates

If your opt-in forms aren’t converting visitors into subscribers, try these solutions:

Revisit your lead magnet. Is it truly valuable to your target audience?
A/B test different form designs, copy, and placements.
Ensure your forms are mobile-friendly.
Try different types of opt-in forms (e.g., exit-intent popups, inline forms).

High unsubscribe rates

If people are leaving your list faster than you can add them:

Review your email frequency. Are you sending too often?
Analyze your content. Is it providing value to your subscribers?
Segment your list to ensure you’re sending relevant content to each subscriber.
Consider implementing a preference center where subscribers can choose what types of emails they receive.

Poor email deliverability

If your emails aren’t reaching inboxes:

Clean your list regularly to remove inactive subscribers.
Use double opt-in to ensure you’re only emailing people who want to hear from you.
Avoid using spam trigger words in your subject lines and content.
Authenticate your domain with SPF, DKIM, and DMARC records.

Low open rates

If subscribers aren’t opening your emails:

Experiment with different subject lines. Use power words and create a sense of urgency or curiosity.
Test sending emails at different times and days of the week.
Segment your list and personalize content to increase relevance.
Clean your list to remove inactive subscribers, which can skew your metrics.

Low click-through rates

If subscribers are opening but not engaging with your emails:

Review your email design. Is your CTA clear and prominent?
Ensure your content is relevant and valuable to your subscribers.
Use compelling visuals to draw attention to important elements.
Experiment with different types of content (e.g., product showcases, educational content, user-generated content).

Technical issues with opt-in forms

If your forms aren’t working correctly:

Check for conflicts with other plugins or scripts on your site.
Ensure your forms are properly connected to your email marketing platform.
Test your forms on different devices and browsers.
Consider switching to a more reliable form plugin or tool.

Slow list growth

If your list isn’t growing as quickly as you’d like:

Increase the visibility of your opt-in forms across your site.
Promote your lead magnets more aggressively on social media and other channels.
Consider running a contest or giveaway to boost sign-ups.
Optimize your checkout process to capture more customer emails.

Remember, building an email list is an ongoing process of testing, learning, and optimizing.

Don’t get discouraged if you encounter challenges – use them as opportunities to refine your approach and improve your results.

E-commerce Email List Building Alternatives

While the strategies we’ve discussed are proven methods for building an email list for your online store, there are several variations and alternatives worth considering.

These approaches can be particularly useful depending on your specific niche, target audience, or business model.

Different methods to achieve the same result:

a). Content upgrades

Instead of a single lead magnet, create specific, highly relevant opt-in offers for each blog post or product category.

When to use: If you have a content-rich site with diverse topics or product lines.

b). Quizzes and assessments

Create interactive quizzes that provide personalized product recommendations in exchange for an email address.

When to use: For stores with complex product lines where customers might need guidance (e.g., skincare, nutrition, fashion).

c). Free tools or calculators

Develop a useful tool related to your products and require an email to access the results.

When to use: If your products involve measurements, calculations, or complex decision-making processes.

d). Exclusive membership or VIP club

Offer access to a members-only area with special perks, early access to sales, or exclusive content.

When to use: For brands with a strong community aspect or where exclusivity is a key selling point.

e). Referral programs

Encourage existing subscribers to refer friends in exchange for rewards, growing your list through word-of-mouth.

When to use: When your products have a strong social component or when you have a highly satisfied customer base.

f). Offline list building

Collect email addresses at physical events, pop-up shops, or through QR codes on product packaging.

When to use: If you have a significant offline presence or attend trade shows and events.

g). Partnerships and co-marketing

Team up with complementary brands to cross-promote each other’s email lists.

When to use: When you can identify non-competing brands with a similar target audience.

When and why to use these alternatives:

Content upgrades: Use these when you have a diverse product range or content strategy. They allow for highly targeted lead generation.
Quizzes and assessments: Implement these if your products require some level of personalization or if customers often need help choosing the right product.
Free tools or calculators: Offer these if your products are technical or involve complex decision-making processes. They provide immediate value to potential customers.
Exclusive membership: Use this approach if your brand lends itself to community building or if exclusivity is a key selling point for your products.
Referral programs: Implement these when you have a strong, loyal customer base and products that people love to recommend to friends.
Offline list building: Utilize this method if you have significant foot traffic, attend events, or have physical products that customers interact with.
Partnerships and co-marketing: Explore this option when you can identify complementary brands that share your target audience but don’t directly compete with you.

Whichever method you choose, ensure that it aligns with your brand, resonates with your target audience, and offers a clear benefit to those who sign up.

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Final Thoughts

Building an email list for your online store is not just a nice-to-have – it’s a must-have strategy for sustainable growth and profitability.

We’ve covered a lot of ground in this guide, from setting up your email marketing platform to troubleshooting common issues.

Let’s recap the key points on how to build an email list for an online store:

Choose the right email marketing platform for your needs.
Create irresistible lead magnets that provide real value to your target audience.
Design and implement high-converting opt-in forms across your website.
Leverage pop-ups and exit-intent technology strategically.
Utilize social media to drive list growth.
Run contests and giveaways to attract new subscribers.
Optimize your checkout process to capture customer emails.
Consistently provide value to your subscribers to keep them engaged.
Segment your list and personalize your emails for better results.
Continuously test, analyze, and optimize your email marketing efforts.

Remember, building an email list is not a one-time task – it’s an ongoing process of refinement and optimization.

Be patient, stay consistent, and always focus on providing value to your subscribers.

As you implement these strategies, keep in mind that what works best for your store may be different from what works for others.

Don’t be afraid to experiment with different approaches and adapt your tactics based on your results and feedback from your subscribers.

The power of a well-nurtured email list cannot be overstated.

It’s your direct line of communication with your most interested potential customers, and when done right, it can become your most valuable marketing asset.

So, what are you waiting for?

Start implementing these strategies today and watch your online store’s email list – and your sales – grow.

Your future self will thank you for the time and effort you put into building this powerful marketing tool.

FAQ Section

Q1: How often should I email my list?
A: There’s no one-size-fits-all answer, but a good starting point is once or twice a week. The key is consistency and providing value with each email. You can always ask your subscribers for their preferences or test different frequencies to find what works best for your audience.

Q2: Is it okay to buy email lists to grow faster?
A: Absolutely not. Buying email lists is not only ineffective but also illegal in many jurisdictions. It can damage your sender reputation and result in high spam complaints. Always focus on organic list growth strategies.

Q3: How can I reduce my unsubscribe rate?
A: To reduce unsubscribes, focus on providing consistent value, segmenting your list for more targeted content, not over-emailing, and setting clear expectations about email frequency during the sign-up process.

Q4: What’s the ideal length for marketing emails?
A: It depends on your content and audience, but generally, shorter is better. Aim for emails that can be read in 2-3 minutes. If you need to share more information, consider linking to a full blog post or product page.

Q5: How can I improve my email open rates?
A: To improve open rates, focus on crafting compelling subject lines, optimizing your send times, segmenting your list for more relevant content, and regularly cleaning your list of inactive subscribers.

Q6: Is it necessary to use double opt-in?
A: While not strictly necessary, double opt-in is highly recommended. It ensures you’re building a list of genuinely interested subscribers, improves deliverability, and helps comply with email regulations like GDPR.

Q7: How do I make my emails mobile-friendly?
A: Use responsive email templates, keep your subject lines short (around 40 characters), use a single-column layout, make CTAs large and easy to tap, and always test your emails on multiple devices before sending.

Q8: What’s the best way to grow my email list quickly?
A: While there’s no shortcut to sustainable list growth, some effective rapid growth tactics include running contests or giveaways, offering a highly valuable lead magnet, and promoting your email list across all your marketing channels.

Q9: How do I know if my email marketing is successful?
A: Track key metrics like list growth rate, open rates, click-through rates, conversion rates, and ROI. Compare these to industry benchmarks and your own historical data to gauge success and identify areas for improvement.

Q10: Can I use pop-ups without annoying my visitors?
A: Yes, when used strategically. Use exit-intent pop-ups, delay pop-ups until visitors have engaged with your site, limit frequency, and ensure your offer is highly relevant and valuable. Always provide an easy way to close the pop-up.

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