How to grow your email list using meaningful content

The email list is a prized possession of business owners because it’s the one list you own that links you directly to your potential customers.

But you’re not alone if you’re having difficulty growing your email list.

It takes time and valuable content to drive interest and sign ups.

“If businesses are willing to put time and effort into creating that valuable content, I believe that they can set themselves apart from competition. In fact, truly, I believe, that when you provide incredible value, I don’t believe you have competition,” says Larry G. Maguire.

Larry is an email marketing pro who helps businesses build their email lists. This gives businesses a highly valuable tool to have in their pocket, and  they can be used for a variety of engagement and sales goals. 

Listen to the Brand Storytelling podcast or read on for Larry’s top tips. 

The top thing to keep in mind when you’re building your email list is patience.

“It’s not something that can deliver results overnight,” says Larry.

There are faster ways to target customers, says Larry. Things like Pay Per Click advertising. “But if you want to build a meaningful following, if you want to build a community around your brand and around your product or service, then I think you’ve got to go down the long road and expect it to take a little bit of time to be able to bring those visitors in,” says Larry.

Producing meaningful content is the best way to build your audience and grow your email list, but Larry says the first thing to review when getting started is whether your site is attracting traffic. Without traffic, you won’t build your list.

Next, Larry says, is to have good landing pages with clear-cut call-to-action steps. Don’t make them complicated. Don’t try to put too much into a landing page. Be clear, concise, and specific with your call-to-action.

“A landing page could be a product page—a very direct request like “buy now”—or it could be the beginning of a particular funnel or route for the buyer,” explains Larry.

In order to build your email list, your landing page should include something attractive and valuable to get people to want to exchange their email for your free gift.

Keeping people on your list requires “knowing what your potential customer wants,” says Larry.

This, of course, is not always easy to know and understand. That’s why it’s important to test which call-to-actions work better.

Online can be quite an invisible kind of platform and you need a means by which to engage with your visitors and the email marketing side of it can be very important for that.

— Larry G. Maguire

The content that you send in your emails should aim to engage at a conversational level without being stuffy or corporate-sounding.

Larry says that some marketers say you should always send emails with links that attempt to sell. He disagrees, “I think being helpful for the sake of being helpful has an enormous amount of value.”

An important key to doing email marketing right is automation. You have to stay on top of technology.

If [businesses] are going to make the online world work for them, they’ve got to embrace it and spend some time understanding how technology works.

— Larry G. Maguire

Larry’s Top Tips

1. Know your audience.

2. Think about what your audience is interested in.

3. Don’t always be selling to your customers.

4. It’s okay to create non-brand content.

5. Small talk in emails is good and often engages people on your list.

6. Understand that list-building can take time. Be patient.

7. Create content of value so that visitors are willing to exchange their email for what you’re offering.

Learn more about Larry G. Maguire

Larry G. Maguire is based in Dublin, Ireland. He’s dad to three kids, Ruairí, Cian & Cara, and husband to Joanne. Larry has a big love of communication and design, and, being a complete tech nerd, it proves to make a good mix for helping business people just like you establish a strong online presence.