Is Email List Building Worth It? Here’s Why It Could Be Your Most Valuable Asset

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So, you’re thinking about building an email list but don’t know where to start.

Maybe you’ve heard it’s important, but you’re not sure if it’s really worth the effort. Social media seems easier, and ads give you quick results—so why bother collecting emails?

Here’s the truth: an email list is one of the most valuable assets for your business. It’s a direct, reliable way of reaching your audience, nurturing relationships, and driving sales—without relying on ever-changing algorithms.

In this guide, we’ll break down why email list building is 100% worth it, what makes email better than other marketing channels, and how to build a high-quality list from scratch.

Let’s dive in!

6 reasons email list building is worth it

Here are some solid reasons why investing in email list building (and email marketing in general) builds you a lifelong business asset.

1. You own your email list

Social media is an unpredictable space. Just consider the recent TikTok shutdown, the constant algorithm changes, and the risk of getting hacked or losing your audience. 

Unlike social media followers, who can disappear overnight if a platform changes its rules or shuts down, your email list is yours forever. You’re not at the mercy of an algorithm deciding who sees your content.

2. It’s cost effective 

While there are initial costs associated with building an email list (e.g., email marketing tools), it’s a smart long-term investment. 

Once you have a sizable and engaged list, the cost of reaching your audience through email is significantly lower compared to paid advertising on social media or other channels.

3. Email subscribers are more engaged 

People who sign up for your email list actually want to hear from you. They’ve voluntarily given you their contact details, making them far more engaged than cold audiences that see your ads.

4. You’ll see higher conversion rates vs. social media

Email consistently outperforms social media when it comes to conversions. On average, email marketing delivers an ROI of $42 for every $1 spent—far better than most other digital marketing channels.

5. It’s direct, personalized communication

With an email list, you can send personalized messages based on user behavior, preferences, or past purchases. Unlike social media, where your content is the same for every single follower, email campaigns can be personalized and sent only to relevant segments. 

6. Automation saves you time & increases sales

Once you have an email list, you can set up automated sequences—like welcome emails, abandoned cart reminders, and post-purchase follow-ups—that work 24/7 to nurture leads and generate revenue for your online business without extra effort.

How to build an email list: 8 tips

So, now that we’ve established why you should collect email addresses, let’s talk about how to do it. Here are 8 tips to get you started.

1. Create a strong lead magnet

A lead magnet is an irresistible freebie that entices people to subscribe. It could be an ebook, a discount, a checklist, or an exclusive video—anything that provides real value to your audience.

For example, The Turmeric Co. offers a recipe book filled with health-conscious recipes that appeal to their audience.

This not only encourages sign-ups but also builds trust and positions them as an authority in the wellness space.

Create engaging content and promote them as lead magnet on your popups.

Giveaways are another great way to collect leads. 

Just make sure the giveaway is relevant to your brand—you want subscribers who are genuinely interested in your business, not just freebie hunters.

Tip: If you’re a skincare brand, offering a free skincare bundle makes sense. If you’re an online course creator, giving away a free mini-course can attract the right audience.

2. Keep sign-up forms simple

Ever been excited to grab a freebie but got turned off by a long, complicated form? Your visitors feel the same way. Asking for too much information upfront can reduce conversion rates.

Keep your sign-up form short and simple—stick to an email address.

Silk & Willow uses a minimalistic form that only asks for the essentials. This reduces friction and makes signing up quick and painless.

While building an email list make sure your forms are minimal and doesnt ask too much info.

3. Use multi-step popups

Want to collect more than just emails? Multi-step popups are the way to go. Instead of asking for too much information all at once, break the process into smaller, bite-sized steps. 

This makes it feel effortless and significantly increases the chances of completion.

Take Nexus Nutrition, for example. They use a mystery discount popup where visitors first opt in with just their email to unlock a 10% discount. 

Nexus Nutrition email marketing tip: use a mystery discount on your multi-step popup

After that, they’re given the option to join the SMS club for early access to new products and sales.

Nexus Nutrition email marketing tip: use a mystery discount on your multi-step popup

The results? A 11.78% email conversion rate and a 4.28% phone number conversion rate

This simple two-step approach not only captures more leads but also ensures they’re genuinely interested in the brand.

Want to try this strategy for yourself? Get started with these ready-to-use templates and start growing your email and SMS lists today!

4. Gamify your popups

Popups can sometimes be annoying, but gamification makes the experience fun and engaging.

Gamified popups can be an effective part of a sales funnel to guide potential customers through a tailored information flow.

Think spin-the-wheel games, scratch cards, or mystery discounts. Gamification adds excitement, making users more likely to interact and subscribe.

Check out how Mia Fertility Tracker gamifies their popup to increase opt-in rates, turning what would be a boring form into an engaging experience.

Encourage your target audience to get involved with gamified popups.

5. Use quizzes to capture emails

Quizzes work wonders because they’re interactive, fun, and highly personalized. Instead of asking people to sign up blindly, quizzes engage them first and offer valuable insights in return.

Plus, they help you collect zero-party data—information that subscribers willingly provide. This data can be used to personalize your marketing efforts, making your emails more relevant and increasing conversion rates.

Take Crown & Paw, for example: they use a quiz to recommend personalized pet products to their subscribers. To sweeten the deal, they also offer a 10% discount in exchange for an email signup.

Use quizzes like Crown & Paw did it on their welcome popup.

Users answer a few simple questions about their pets, like their gender. 

Crown and Paw's segmentional popup asked for questions on the second page

At the end of the quiz, they receive personalized product recommendations tailored to their pet’s needs alongside their coupon code. 

Crown and Paw showing the discount code

6. Create FOMO

People hate missing out on exclusive deals or limited-time offers.

FOMO-driven strategies encourage immediate action, whether it’s signing up for early access, getting a limited-time discount, or securing a special bonus.

Also, adding a countdown timer makes the urgency feel real.

Beneath Your Mask offers exclusive deals and insider tips for a limited time, making people feel like they’ll miss out if they don’t subscribe right away.

Limited-time 24-hour discount popup for you email marketing campaign urging immediate sign-ups.

Get started with these templates to increase FOMO in your website visitors:

7. Leverage seasonal campaigns

Seasonal events create the perfect opportunity to encourage sign-ups. Whether it’s Black Friday, Christmas, or even National Coffee Day, seasonal promotions drive urgency and give people a reason to join your list.

For example, Gardens of the Sun ran a Black Friday sale promising no crowds:

Use seasonal campaigns to build you email list, similarly to Gardens of the Sun.

And here, Supplement Mart offered exclusive limited-time deals for new subscribers during their Easter sale:

Use seasonal email marketing campaigns similarly to this Easter campaign.

8. Create a dedicated landing page

A dedicated landing page for your lead magnet helps guide visitors toward a single goal—subscribing to your email list.

Unlike a homepage, which has several different goals (and distractions), a well-designed landing page keeps the focus on a single action and boosts conversion rates.

OptiMonk’s landing page for our weekly newsletter, Conversion Insights, is a good example.

We focused on highlighting the value subscribers receive every week and explaining why signing up is worthwhile. 

Creating a dedicated landing page should be a good part of your marketing strategy.

We also showcase well-known brands that have already subscribed, which builds trust and credibility.

Your landing page should be visually appealing, clearly communicate the value of your offer, and feature a prominent call-to-action (e.g., “Get Your Free Ebook Now!”).

The best email marketing platforms to get started

Ready to take your email marketing to the next level? Discover the top three platforms that will help you manage subscribers, automate campaigns, and track your performance with ease.

1. Klaviyo

Klaviyo is one from the most popular email marketing service.

Klaviyo isn’t just an email marketing platform—it also excels in SMS marketing and push notifications, making it a great choice for brands looking for a multi-channel approach. 

With its powerful segmentation and predictive analytics, you can send highly targeted campaigns based on customer behavior. 

Klaviyo also integrates seamlessly with 300+ apps, ensuring smooth connectivity with your existing tech stack.

2. ActiveCampaign

Advanced email platform with automation, segmentation, and a 14-day free trial for personalized campaigns.

ActiveCampaign goes beyond email marketing by offering a comprehensive marketing automation and CRM solution. 

With over 250+ ready-to-use email templates, you can create professional, personalized emails in minutes. 

The platform also provides sales engagement automation, allowing you to prioritize opportunities, assign tasks automatically, update deals, and focus on closing more sales.

2. Mailchimp

Mailchimp is a user-friendly email marketing platform.

Mailchimp is one of the most widely recognized and user-friendly email marketing platforms. It offers an easy-to-use interface for creating personalized email campaigns and also supports multi-channel marketing. 

One of its standout features is its A/B testing, which lets you experiment with different email variations to find the most effective message for your audience.

Common mistakes when building an email list

There are a few rookie mistakes you’ll want to avoid while building your email list. Let’s take a look at 3 of the most common ones.

1. Buying lists

We’ve said it before, and we’ll say it again: purchasing email lists is a major no-no.

These lists often contain invalid or uninterested emails, leading to high bounce rates and damaging your sender reputation with email providers. This can severely hinder your ability to reach legitimate subscribers.

Recommended reading: Why Buying Email Lists Is A Bad Idea (And How to Collect Email Addresses Fast & Free)

2. Ignoring email verification 

Following proper list building practices—like verifying email addresses—is crucial for maintaining a healthy and effective email list.

Invalid emails lead to high bounce rates, which negatively impact your email deliverability and can even result in your emails being blocked by email providers.

You can verify your subscribers’ email addresses through:

  • real-time checks for basic typos as users enter their addresses, or
  • sending confirmation emails after submission, requiring users to click a link to activate their subscription. 

Your email marketing platform should allow you to dynamically generate unique confirmation links for each subscriber.

3. Fumbling your value proposition

Failing to offer a compelling reason for people to subscribe is a critical oversight. Clearly communicate the unique value subscribers will receive by joining your list.

This could include exclusive discounts, valuable content, early access to new products, or personalized offers tailored to their interests.

Recap

So, is building an email list truly worth the effort? We hope you’re now convinced that the answer is a resounding “YES!”

While it does require some work, establishing a successful email list is entirely within reach with the right tools and strategic planning.

By using list-building platforms like OptiMonk and an email marketing tool like Klaviyo, you can effectively attract subscribers, establish direct communication, nurture relationships, and ultimately achieve substantial positive results for your business.

So why wait? Get your free OptiMonk account today, and let nothing get between you and your dream email list!