If there’s one marketing tool that every business needs, no matter the size or industry, it’s an email list. Whether you’re a wedding planner, a copywriter, sell kids’ clothes in an actual store, or help people get their bookkeeping act together, building an email list is truly one of the most valuable assets you can have. Beyond the fact that email marketing doesn’t leave you chasing algorithms, it’s a direct line to your audience. So if you want to turn casual onlookers into active buyers, it really might be the biggest marketing “hack” you’ve been missing.

Roger that—consider this your quick guide on:

• Why every single business needs an email list (yes, even yours!)
• Top tips and tools for building your email list
• How to make email marketing a consistent part of your strategy
• How to track your email marketing success

Why Every Single Business Needs an Email List

You might be thinking, “Do I really need an email list?” and let us just say that the answer is yes. 

Should we call some people out? Why not? You need an email list even if:

Your Business is Cyclical (like in the wedding industry)

An email list helps you stay top of mind with potential clients year-round. By regularly sharing tips, inspiration, or updates, you keep your brand active even during the off-season. That way, when couples are ready to start planning, or are married and ready to refer someone, you’re the first one they think of.

You Don’t Have a Website

Maybe you’re just starting out or building your brand on social media, and so you feel like you should have those things in place first. And hey—that stuff is important. But having an email list gives you control over your audience. Social media algorithms change, and platforms can go down, but your email list is yours to keep. It’s a reliable way to connect with your audience on your terms.

You “Never Run Sales”

You might think email marketing is just for promoting discounts or flash sales, but it’s so much more than that. Your email list allows you to share behind-the-scenes content, product launches, customer stories, and valuable tips that keep your audience engaged and excited about your brand.

You Only Offer a Service

People often find service-based businesses when they’re not quite ready to buy. This means you need a way to nurture those relationships and build trust over time (especially if you charge $$$$ for your service). Your email list allows you to provide valuable content, answer questions, and show your expertise until they’re ready to take that next step and book your services.

Did we answer your question yet? An email list isn’t just another marketing channel—it really is the foundation of building a strong, long-lasting relationship with your audience.

Top Tips for Building Your Email List

Ready to get started? Here are some of the best ways to start growing your email list today:

1. Give Them a Reason to Sign Up

Give people a reason to join your email list by offering something they can’t get anywhere else. It could be tips, a discount, or early access to new products or services. Nobody gives their email away for free, so make it count. 

A lead magnet is a free resource you offer in exchange for someone’s email address. This could be a downloadable guide, a checklist, a coupon, or even a mini e-course. Check out our blog post on creating a lead magnet for some inspiration: How to Create a Lead Magnet.

Make sure your lead magnet is relevant to your audience and provides real value. This will make people more likely to join your list and stay engaged. Our personal favorite? Is to use something like Interact to make a quiz! That’s what we use here at Enji—you can take our quiz on our home page!

2. Give Them a Place to Sign Up

Most email providers will have some kind of form you can embed on your website (we personally love Flodesk for something pretty). If you really want to take it to the next level though, something like BDOW! can help you customize your forms even further. (And hey—we’re use them too!) It also helps you create pop-ups that encourage more people to sign up (or in our case, take the quiz!). The amount of data and A/B testing BDOW! let’s small business owners see is truly impressive. 

Wondering if you really need something like BDOW? Read this article on how to use pop ups and forms to increase website leads.

3. Use Social Media to Promote It (And Tease It)

Don’t be shy about promoting your email list on social media! Share sneak peeks of your lead magnet, testimonials from subscribers, or even snippets of the juicy content they’ll receive. The more you tease, the more people will want to sign up. And the fact of the matter is, you need to share your sh*t more than once to get anyone interested.

4. Email Regularly

Consistency is key when it comes to email marketing. Whether you choose to email once a month or once a week, make it a habit. Regular communication keeps your audience engaged and helps build a relationship over time. Nobody likes when people pop into their inbox 6 months later with a “do you remember me?” kind of email.

Don’t stress about quantity though—it’s better to send fewer high-quality emails than to flood inboxes with content that doesn’t provide value.

5. Use an Easy Email Tool Like Flodesk

We have a tendency to do things the hard way as small business owners. But the more straightforward your email tool, the more likely you are to stick with it. Flodesk is an easy-to-use email marketing platform that helps you create beautiful, branded emails without the headaches. 

If you’re looking for something more complex, Mailchimp and Kit (formerly Convertkit) are great options!

6. Make It a Priority (And Use Enji to Help You Stay on Track)

If you’re serious about growing your email list, it needs to be a regular part of your marketing strategy. With Enji, you can build a marketing plan that includes email list-building as a regular focus (we call this a marketing campaign!). 

Tracking Your Email Marketing Success

Lastly, the only way to know if your email marketing efforts are working is to track your progress. Here are some key KPIs (Key Performance Indicators) to keep an eye on:

• Open Rate: How many people are opening your emails? A high open rate means your subject lines are working, and your audience is interested in what you have to say.
• Click-Through Rate (CTR): This measures how many people are clicking on links within your email. A strong CTR indicates that your content is driving action. Yay!
• Conversion Rate: How many subscribers are taking the action you want them to (e.g., making a purchase, signing up for a webinar, or downloading a guide)? This is one of the most important metrics to track.
• Unsubscribe Rate: Keep an eye on how many people are opting out of your list. A few unsubscribes are normal, but if this number spikes, it could be a sign that your content isn’t resonating with your audience.

Enji’s KPI Dashboard lets you track all these metrics in one place, giving you a clear picture of how your email marketing efforts are performing and where you can improve.

Go Out and Build an Email List!

Building an email list is one of the smartest investments you can make in your business. Ready to make it a priority? With Enji, you can simplify the process, create effective campaigns, and track your progress all in one place. Start your free trial today and watch your email list—and your business—reap the rewards.