How to Build an Email List Without Paid Advertising

Want to grow your email list without spending money on ads? Here’s how to do it:

• Turn Social Media Followers Into Subscribers: Use bio links, run contests, or create exclusive groups to encourage followers to sign up.
• Offer Free Resources: Provide valuable downloads like templates, guides, or email courses to attract sign-ups.
• Optimize Sign-Up Forms: Place forms strategically (e.g., pop-ups, blog comments) and keep them simple for better conversions.
• Partner With Other Businesses: Collaborate on events, shared resources, or audience swaps to expand your reach.
• Use Free Email Tools: Start with platforms like MailerLite or Kit (formerly ConvertKit) to manage and grow your list.

These strategies help you build a highly engaged email list without spending on ads. Focus on delivering value, optimizing your efforts, and leveraging free tools to get started.

Within our membership, we have classes that cover seasonal email campaigns, email list builders, email sequences and content, and email offers that stand out. If you’re a solopreneur struggling to get marketing results, join our group to turn the tide.

1. Turn Social Media Into Email Subscribers

With 60% of Instagram users discovering products on the platform, it's a great place to convert followers into email subscribers. Here's how you can make it happen:

Use Bio Links to Drive Sign-Ups

Your bio link is prime real estate for conversions.

Tools like Linktree or Milkshake can help you create landing pages that focus on sign-ups. We use the built-in bio link included in Metricool, our social media scheduler.

If you want to save money AND get people to your website, create a links page.

Start with bold, attention-grabbing titles and include clear benefits to entice users. For example, Island Olive Oil Company saw a 28% boost in email subscribers in 2023 by optimizing their bio links for sign-ups.

Run Contests That Collect Emails

Contests are a fun way to grow your email list - they can increase sign-ups by 34%. Try a "Tag and Email" contest where participants tag friends and provide their email to enter.

Another idea: host a photo contest where voting happens on social media, but entry requires an email.

AppSumo offers a free tool called KingSumo to help facilitate these types of email contests.

Create Exclusive Social Groups

Offer followers something special by setting up private groups on platforms like Facebook or LinkedIn. To join, require email registration. These groups can stand out by providing:

• Weekly exclusive content
• Live Q&A sessions
• Networking opportunities
• Early access to products

Engage members regularly to keep the group active and encourage word-of-mouth growth. Plus, these communities can tie seamlessly into the next strategy we'll discuss.

(A word of caution: there are some people who join these groups without an intention to buy from you. Don’t spend too much time on free groups if you’re not seeing results.)

2. Create Free Resources People Want

Offering free resources that people find genuinely useful is a powerful way to grow your email list. Recent data shows that 50% of marketers see higher conversion rates when they use lead magnets. These resources help expand your reach beyond social platforms (as discussed in Strategy 1) and bring traffic to your own content channels.

Build Email-Based Training

Email courses are an excellent way to engage your audience by delivering useful content over time. Similar to exclusive social groups from Strategy 1, they foster a deeper connection by providing consistent value. Free automation tools make it easy to set up and manage these courses .

Here’s how to create an effective email course:

• Focus on one specific issue: Design 5-7 actionable lessons that address a pressing need for your audience.
• Automate delivery: Schedule lessons to go out daily or weekly for consistent engagement.
• Use varied formats: Combine text, images, videos, or even interactive elements to keep it interesting. Include teasers for upcoming lessons to maintain attention.

A great example? Digital Marketer’s "Facebook Ad Template Library" campaign in 2022. It added 28,507 new subscribers in just 30 days, increasing their email list by 315% .

Make Useful Downloads

Downloads that solve real problems for your audience work best. Research shows that the following types of content are especially effective:

• Templates: Tools like social media calendars or project planners.
• Checklists: Step-by-step workflows for audits or setup processes.
• Guides: Detailed tutorials that walk users through a task.
• Worksheets: Frameworks for things like goal-setting or brainstorming.

Focus on creating high-quality resources rather than churning out large quantities. Statistics reveal that 77% of B2B marketers rely on educational content as their go-to lead magnet strategy .

Start Private Online Groups

Turn those who download your resources into active community members by setting up exclusive email-based groups. Use these spaces to share unique content, host expert discussions, and build a sense of belonging. This mirrors the exclusivity discussed in Strategy 1, but also creates a lasting repository of content that isn’t tied to social media algorithms.

These free resources not only provide value but also open up natural opportunities for strategic sign-up placements - something we’ll refine further in the next section.

3. Make It Insanely Easy to Sign-Up

Once you've created engaging resources (see Strategy 2), placing your sign-up forms in the right spots can make a big difference. Neil Patel saw a 66.7% boost in conversions just by adding a header opt-in form .

Use Smart Pop-Ups

Exit-intent pop-ups are a game-changer. OptinMonster's case study showed a 316% increase in conversions with this method .

To make your pop-ups more effective:

• Trigger them at the right moment: After 5–10 seconds or when visitors scroll 50–70% of the page.
• Limit their frequency: Show them only once per session or week.
• Match offers to the page content: Personalization is key.

According to Sumo, pop-ups that appear after 5 seconds convert 39% better compared to instant ones .

Simplify Sign-Up Forms

The way your forms look and read can make or break conversions. Copyblogger improved their conversion rate by 102% by cutting their form down to one field and using a compelling call-to-action .

Here’s what works best for sign-up forms:

• A clear value statement (e.g., "Get weekly SEO tips")
• Keep it simple: Ask for just an email address if possible.
• Use action-driven button text.
• Add trust elements like subscriber counts or security badges.

Top-performing forms convert at 9.28%, compared to an average of 3.09% .

Turn Blog Comments Into Subscribers

Blog comments are often overlooked but can be a goldmine for building your email list. WPBeginner increased email opt-ins by a staggering 857% by adding a subscription checkbox to their comment section .

To tap into this opportunity:

• Add a checkbox to your comment forms for easy opt-ins.
• Send notifications to keep commenters engaged and returning.
• Offer special perks like exclusive content or early access to new posts for those who subscribe.

This strategy aligns well with exclusive groups from Strategy 1, helping you capture the attention of active readers.

4. Team Up With Other Businesses

Partnering with other businesses can help you grow your email list without relying on ads. Research from the Hinge Research Institute shows that businesses working together grow twice as fast as those that don't . By tapping into your partner's audience, you can expand your reach without spending a dime on advertising.

Host Joint Online Events

Webinars and virtual summits are excellent for building email lists, especially when you collaborate. For example, ConvertKit and Teachable's 'Course Creation Week' brought in 30,000 sign-ups by combining their audiences .

Here’s how to make these events successful:

• Focus on topics that appeal to both audiences.
• Create a dedicated landing page for event sign-ups.
• Split promotional efforts across both partners' platforms.

Imagine a fitness coach teaming up with a nutrition blogger for an 'Optimal Health Week' event - both audiences benefit, and email lists grow.

Create Shared Resource Hubs

Resource hubs requiring email registration can steadily grow your list. For instance, Mailchimp and Shopify teamed up to offer a resource center packed with small business tools .

To make your resource hub effective:

• Include a mix of content formats like guides, templates, and webinars.
• Update the content regularly to keep it relevant.
• Use automated emails to provide instant access to resources.

Share Access to Audiences

When sharing audiences, ensure you respect subscriber preferences. For example, Airbnb and Flipboard required separate opt-ins for their co-branded travel magazine , giving users control over their subscriptions.

To build trust while sharing audiences:

• Always get clear consent for cross-promotions.
• Deliver exclusive content to shared subscribers.
• Limit promotional emails to avoid overwhelming your audience.
• Make unsubscribing straightforward.
• Regularly clean your email lists to maintain quality.

Collaborating with other businesses can increase your email list by an average of 25% . These partnerships not only expand your reach but also set the stage for managing your growing list effectively with free tools. The key is finding partners whose audience complements yours and staying focused on cost-effective growth.

5. Set Up Free Email Tools

After building partnerships (Strategy 4), keep the momentum going by using free email tools that match your business's current needs. These tools can help you grow your audience organically and keep your subscribers engaged.

Here’s a quick comparison of two popular free email platforms:

Once your subscriber list starts growing, focus on keeping it engaged with these strategies:

Re-Engage Inactive Subscribers

Set up automated win-back campaigns targeting subscribers who haven’t engaged in 90 days. Offer them exclusive content to rekindle their interest - this approach can help you recover up to 45% of inactive contacts.

Let Subscribers Pick Their Topics

Give your subscribers control over the type of content they receive. Adding a preference center where they can select content categories, email frequency, or update their preferences can boost engagement by 20% . This simple step ensures your emails align with what your audience truly wants.

Conclusion: Next Steps for List Building

To build your email list effectively, follow these steps in order for the best results. Pair these strategies with the free email tools mentioned in Strategy 5 to keep things running smoothly.

Start by improving your website's sign-up forms. This step often brings in great results early on. Use simple forms with just one field and a clear reason for signing up.

Next, create a lead magnet that offers real value, like the checklists or templates we talked about earlier. For instance, specific resources such as a "Local Service Business Pricing Guide" tend to perform better than generic newsletter offers because they solve a clear problem.

After setting up these essentials, use free email marketing tools to handle your growing list. Here’s a recommended timeline for rolling out these steps:

Make sure to clean your email list every quarter and tweak your strategies based on how engaged your audience is. Keep an eye on industry benchmarks like 20-30% open rates to ensure your list stays active and effective.

Need help? Schedule a marketing strategy consultation.

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