How to Grow an Email List That Actually Converts: A Practical Guide for Business Owners
Your list isn’t growing, and neither is your business. If you don’t have the right people to send your offers to, you’ll keep starting from scratch every time. In this post, I’ll walk you through the same list-building strategies I teach in my webinars. So you can attract the right audience.
Why Your Email List Deserves a Real Strategy
The Real Problem Isn’t the Platform, It’s the Process
What Happens When You Stay Suck
Watch the Full Webinar
A Simpler Way Forward
This Isn’t Just a List, It’s a Long-Term Asset
Why Your Email List Deserves a Real Strategy
A strong, intentional email list is one of the most valuable assets in your business. It gives you a direct, reliable way to speak to the people who have already raised their hands and are interested in what you offer. When you grow that list with clarity and purpose, you don’t just build numbers. You build trust, visibility, and momentum you can actually measure.
The Real Problem Isn't the Platform, It's the Process
Annie Figenshu leading the “Growing Your List” webinar, sharing actionable steps for building a healthy, engaged email audience.
Most business owners don’t have a system for growing their list. Maybe the signup form is buried. Maybe the messaging is vague. Maybe the content goes out once in a blue moon. And when that happens, the list stays cold. That creates a cycle of frustration and second-guessing, where every email feels like a shot in the dark. And honestly? That’s just not fair. If you’ve built something worth sharing, you deserve a way to get it into the hands (and inboxes) of the people who need it.
Some business owners will hop around from platform to platform thinking that is the issue. If they went with Keap, or Kit, or Constant Contact, they’d have better, different results.
Maybe, but problem not.
I’ve worked with enough founders and marketing teams to know this: the problem usually isn’t the platform. It’s the process of getting in front of the right people. When your list isn’t growing, or when you’re not even sure who’s on it, it’s easy to feel like you’re shouting into the void.
I get it. And I know how to help.
As a Mailchimp Pro Partner and a StoryBrand Certified Coach, I’ve helped hundreds of business owners build systems that grow their lists with clarity, not guesswork. I’ve seen what works, what to skip, and how to set your list up for the kind of marketing that leads to real momentum. Whether you’re starting from scratch or reviving a cold list, you can make progress. And you don’t have to figure it out on your own.
What Happens If You Stay Stuck
When your email audience isn’t growing, your business becomes dependent on things you can’t control. Social media shifts. Referral slowdowns. The algorithm acting up again. Every launch feels like shouting into a room where no one’s listening.
That kind of marketing drains your energy. It keeps you guessing instead of growing.
And here’s what’s even harder. If you're not in their inbox, your audience forgets you exist. Not because they don’t care, but because they’re busy and distracted. Without a consistent, direct way to stay visible, your best prospects move on before they ever get to know you.
Let’s make sure they don’t.
Watch the Full Webinar
In this 30-minute session, I walk you through the same list-building strategies I use with clients inside the Spotlight Strategy Program. You’ll learn what’s actually working right now—and how to build an email list that’s ready for consistent, confident marketing.
A Simpler Way Forward
Growing your email list doesn’t have to be complicated. It just has to be intentional.
If you want to grow a list of people who actually want to hear from you, here’s where to start:
Step One: Set Up Strong Signup and Pop-up Forms
Your forms shouldn’t just say “Subscribe to our newsletter.” Make it clear what’s in it for them. Offer value, keep the form simple, and don’t forget to optimize for mobile. Exit-intent popups can work, especially if the offer is exclusive or time-sensitive.
We did a whole series and experiment earlier this year with signup and pop-up forms.
Step Two: Use Landing Pages That Convert
Mailchimp landing pages can give your lead magnet the spotlight it deserves. Keep the focus tight, the headline compelling, and the visuals clean. This is where your copy needs to shine.
Step Three: Offer Lead Magnets and Content Upgrades
The right freebie can change everything. Think beyond eBooks—try templates, checklists, samples, or video trainings. Make sure your lead magnet solves a specific problem your audience actually has.
Step Four: Leverage Social Media Strategically
Don’t just post your sign-up link and hope for the best. Use pinned posts, social proof, and stories to highlight your lead magnet. Bonus points if you include a CTA that aligns with the post’s content.
Step Five: Try a Contest or Giveaway
If you want a fast boost, run a giveaway that requires an email to enter. Choose a prize your ideal audience would love, promote it widely, and follow up with everyone (yes, even the non-winners).
Step Six: Maintain List Health
This is the part most people skip. Segment your list. Run re-engagement campaigns every few months. Make unsubscribing easy. The cleaner your list, the better your deliverability and the more trust you build over time.
This Isn’t Just a List, It’s a Long-Term Asset
When you grow your list with clarity and consistency, you're not just collecting emails. You're building a steady, sustainable way to stay visible, nurture trust, and drive action over time. Social platforms may change. Algorithms will shift. But your list belongs to you—and when it’s done right, it becomes one of the most powerful business tools you’ve got.
“Growing your list doesn’t have to be complicated. It just has to be intentional.
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The Real ROI of an Engaged Email Audience
You stop scrambling for attention. You stop wondering if anyone's seeing your posts. And instead, you show up in the inbox of people who already said yes to hearing from you. That list becomes your soft landing during slow seasons and your launch pad during busy ones. You get to market with confidence. You know you have a direct line to the people who care about your work. It’s consistent. It’s scalable. And best of all, it’s yours.
Need a Smarter Email Strategy?
If your list feels cold, inconsistent, or underused, let’s talk. Schedule a quick call, and we’ll look at what’s working, what’s not, and how email can become a bigger driver of your business.
Your next great email campaign starts here.
Frequently Asked Questions
What if I don’t have a list yet?
No problem. This strategy works whether you’re starting from zero or trying to breathe new life into a cold list. We’ll focus on clear messaging and simple steps to get you going.
What if my list is small?
mall lists aren’t a problem—unclear messaging is. We’ll make sure your emails are designed to connect with the audience you do have, while setting you up to grow from there.
Is this a fit even if I’m not using Mailchimp?
Yes. While I’m a Mailchimp Pro Partner, the strategy we’ll talk about applies to any platform. If you need help choosing the right one, we can cover that too.
Do I need to be good at writing to make this work?
Nope. You just need the right structure. I’ll help you simplify your message and build a system that’s consistent and doable—without writing a novel every week.
