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The Small Business Owner's Guide to Email List Expansion

| Flourish Monthly

When thinking about how you can improve your marketing plan, it can be really easy to get caught up in how to build your social media following. You can reach more people that way, after all. But what happens when Facebook crashes? What if your account gets banned because of a post that was flagged by mistake? Both of these scenarios are real incidents that have happened to innocent small business owners who ended up having to start all over again from scratch. 


But what if they didn’t have to start from the beginning? You don’t own your list of social media followers, but you do own your list of email newsletter subscribers. Building it up can take time, effort, and a little bit of creativity. Let’s talk about strategies to grow your subscriber count so you never have to worry about losing your social media following.

  1. Create Compelling Content: We’d hope this one would be obvious, but it’s first on the list for a reason! People who subscribe so they can see the content you create are the ones who are likely to stick around the longest. You know your clients best: what do they want to read? Send them helpful tips, behind-the-scenes stories, sneak peeks of upcoming products, or even links to your latest blog post! Show off your personality and let your brand’s unique voice shine through. After all, people are more likely to subscribe to something they enjoy reading!
  2. Optimize Your Website: Make sure your website is optimized for capturing email sign-ups. Create pop-up forms, strategically place sign-up buttons throughout your site, and create dedicated landing pages that highlight the benefits of subscribing to your newsletter. Remember: the easier you make it for people to join, the more likely they are to do so.
  3. Add a Signup Link to your Email Signature: You and your employees communicate daily with various other people. By having a signup link in your signature, you give those people countless chances to explore your company in more depth. This way, every email you send has the potential to bring on a new subscriber.
  4. Offer Incentives: People love freebies, and who can blame them? Consider offering exclusive discounts, downloadable guides, or even a free e-book in exchange for signing up to your newsletter. Make sure these incentives align with your audience’s interests and provide genuine value.
  5. Host Giveaways: Everybody loves a chance to win something cool! Host a giveaway on your social media platforms and make subscribing to your newsletter one of the entry requirements. This not only incentivizes people to join your list but also helps spread the word about your brand! Just make sure you follow any legal requirements around giveaways or sweepstakes. Click here to take a look at Facebook's policies.
  6. Collaborate with Others: Partnering with like-minded businesses is always a great idea! In the social media world, tagging someone in a post means that person’s followers will see your post. You can get the same results but gain subscribers instead of (or in addition to) followers! Consider co-hosting a webinar, guest blogging on each other’s platforms, or running joint promotions that require people to subscribe to both newsletters to participate. It’s a win-win!
  7. Your List and Networking: Ask people to subscribe at your networking events. You should be networking regularly for your business; every once in a while, ask people to subscribe to your email list! Tell them what your newsletter is about and why they would benefit from being on your list, then collect business cards. 

Remember this: your list isn’t just a number; it’s a lifeline for your business. You’re not just expanding your reach by following these tips, you’re future-proofing your marketing efforts and making genuine connections with your audience. Your social media strategy can only take you so far!

If you’re looking to expand your marketing plan beyond social media, check out these blogs to learn why you need an email newsletter and why you need a blog. If you need help with implementation or strategy beyond digital marketing, we’re here to help! Reach out to book a consultation and we’ll help you make sure you’re getting the most out of your strategy. And hey, why don't you also subscribe to our newsletter!


Looking for more tips to help you run your business? We'd love to help! Click here to sign up for Flourish Monthly, our newsletter where we primarily send you marketing tips and tricks to help you run your business, but we throw in some non-marketing related tips every once in a while as well. We never send spam and we'll never sell your information. We just want to help you out!