Let’s talk about something that doesn’t always feel urgent, but is absolutely essential when it comes to building a sustainable business: your email list.

List building isn’t just another thing you have to do in your marketing strategy, it’s a foundation. It’s one of the smartest, most future proof moves you can make as a business owner.

List building, in a nutshell, is the process of gathering email addresses (with permission!) from people who are interested in what you offer. It means you’re intentionally growing a group of people who’ve raised their hand and said, “Yes, I’d like to hear more from you.”

That could be through your website, a free downloadable resource (a lead magnet), a workshop or webinar, or in-person events. Once someone is on your list, you can reach out to them directly, without relying on algorithms, ads, or social media platforms that change the rules every five minutes. 🙄

Why This Matters So Much

There’s a phrase in marketing that says, “Don’t build your house on rented land.” Social media is that’s rented land. Your Facebook group, Instagram followers, LinkedIn connections, they can all be gone in a flash. Whether it’s a hacked account, a platform glitch, or a sudden change in policies, we’ve all seen how quickly things can shift.

Just this week thousands of Facebook groups just disappeared overnight. Meta spokesperson said this,

“Some groups were removed incorrectly due to a technical issue. We’re working to restore affected groups as quickly as possible.”

Imagine waking up to find your group shut down, your followers gone, or your content flagged for something you don’t even understand. Without an email list, you’ve got no direct way to contact your community. And that’s not just frustrating, it’s risky.

When you have someone’s email address, you have a direct line of communication. It’s a relationship you own, not something borrowed from Zuckerberg.

An email list also helps future-proof your business. Social platforms will come and go. Algorithms will keep shifting. But email has remained one of the most reliable, consistent ways to connect with people, and more importantly, to convert them into paying clients and customers.

Things to Watch Out For

That said, list building isn’t entirely without its challenges. One of the big ones right now is deliverability.

Email service providers (like Gmail, Outlook, etc.) have become increasingly strict with their spam filters. They’re on the lookout for salesy subject lines, dodgy links, and overused marketing phrases.

So even when someone wants to hear from you, your message might end up in the junk folder if you’re not careful.

Here are a few ways to help your emails get through:

🪄  Use a recognised email service provider (like MailerLite, ConvertKit, Flodesk or ActiveCampaign) instead of sending from your personal inbox.

🪄  Warm up your list, if someone signs up, send them a friendly welcome email straight away, not a sales pitch.

🪄  Ask subscribers to add your email to their contacts list. It helps your deliverability and tells their inbox you're someone worth listening to.

🪄  Avoid spammy subject lines full of exclamation marks or words like “FREE!!!” and “URGENT!”, you’re not trying to be a tabloid.

It’s also important to clean your list regularly. If people haven’t opened an email in six months, it’s worth checking in and asking if they still want to hear from you. Don’t be afraid to let them go. A smaller, more engaged list is far more valuable than a big one that’s gone cold.

How to Start (or Strengthen) Your List

If you’re starting from scratch or want to improve your list-building game, here’s a simple path forward:

1.  Create a lead magnet
   This is something valuable and relevant you give away for free in exchange for someone’s email address. It could be a PDF guide, checklist, workbook, email mini-course, audio meditation, or even access to a short video. The key is to offer something that your ideal client genuinely wants, not just something generic.
   
   
2.  Set up an opt-in form on your website
   Make it easy for people to join your list. Use a clear headline, a short description of what they’ll get, and a big, friendly button that says “Yes, please!” or something similarly engaging.
   
   
3.  Automate a welcome sequence
   Once someone signs up, have a short series of emails ready to go that introduces them to who you are, how you can help, and what they can expect from you moving forward. This builds trust and engagement right from the start.
   
   
4.  Talk about your list often
   On social media, in conversation, at events. Let people know you have valuable things to share by email and tell them how to join. Make it sound appealing, because it is.
   
   
5.  Be consistent
   Whether it’s weekly, fortnightly, or monthly, commit to a regular rhythm of emailing your list. Share stories, insights, behind-the-scenes moments, tips and encouragement. Show up with value not just sales pitches.

Marketing expert Amy Porterfield often says, “Your email list is your greatest business asset.” The more you nurture it, the more it will support your business in the long term. Through launches, slow periods, and everything in between.

How Does List Building Compare to Other Business Growth Strategies?

It can be tempting to focus on whichever shiny strategy is trending right now. So here’s a quick overview of how list building stacks up against other common approaches:

As you can see, list building doesn’t replace other strategies, but it does support them. You might attract someone via Instagram, impress them with a blog post, or meet them through a referral, but getting them onto your email list is what ensures they stay in your orbit.

The Long Game

Building your email list might not feel urgent, but that’s exactly why it matters. It’s a quiet, consistent act of nurturing the relationships that sustain your business.

And like so many things in life and work, it’s not about big dramatic leaps. It’s about planting seeds. One subscriber at a time. One email at a time. One honest, valuable interaction at a time.

So wherever you are in your business journey right now, make it a priority to grow and care for your list. ‘Future you’ will be so glad you did. Because the next time an algorithm changes, a platform glitches, or you launch something new, you’ll already have a warm, engaged group of people ready and waiting to hear from you.

And that is business gold.

🤓

Help Getting Started

If this is all sounding a lot to take it, come to our monthly Co-Working sessions on Zoom to get some encouragement, motivation and support from the group.

Check the up coming dates here