5 ways to build healthy email lists

It is common knowledge amongst email marketers that healthy email lists significantly increase the brand’s reach and revenue. Active email subscribers are most likely to make repeat purchases and bring in new customers.

However, if your email list is plagued with cold prospects, inactive accounts, and spam IDs, it can seriously affect your reputation with your ISP and the email clients.

Klaviyo email marketing offers segmentation tools and filters to weed out these accounts. But, the best method to maintain the hygiene of your email list is to build it the right way. Here are 5 ways to build your email lists.

How to build an email list?

CTA buttons 

People who visit your website or blogs are looking for specific solutions to their problems. So, using personalized CTA buttons to address their unique needs will motivate them to sign up for their email list. Personalized CTAs work best when they are paired with quality content.

Simply putting CTA buttons without any context and incentives will feel like a gimmicky marketing ploy to increase your emailing list and discourage the customers from signing up.

In addition to the personalized buttons, you can also add incentives to motivate prospects to sign-up to your emailing list.

For example, you can offer them free e-books or toolkits in exchange for signing up for your email list. During the signing-up process, you can set the expectations for your subscribers by mentioning the frequency and the type of emails they will be receiving. 

email lists

Content upgrades

To bring in more subscribers, you can offer content upgrades and access to exclusive content to the website visitors.

In exchange for becoming a subscriber, you can offer access to members-only content, guides, catalogs, and early access to content pieces and products. 

email lists
  • Loyalty and referral programs

While loyalty and referral programs are used to retain existing customers, they can also be used to grow your emailing list.

Customers appreciate the extra perks and discounts that come with loyalty programs. Loyalty programs also encourage repeat purchases and can create a stable source of income for the brand. However, millennial customers do not believe in the perceived benefits of customer loyalty programs.

A study shows that 81% of the members are encouraged to spend more time with the company due to such programs. But, the increased difficulty of redeeming rewards and reaping the program’s benefits deters them from continuing with the company.

The brand should lower the barrier to their loyalty program. Therefore, providing loyalty program membership in exchange for subscribing to your newsletters will increase your cold emailing list as well as encourage more purchases.

Similarly, you can use your existing customer base to bring in new subscribers by using referral programs. Referral programs depend heavily on the word-of-mouth marketing strategy to bring in new customers and subscribers. Y

ou can offer extra discounts and benefits to your members that bring in more subscribers. Furthermore, people tend to put more trust in the recommendations of their friends and family compared to the promotions of the brands.

Pop-ups and overlays

Effective use of pop-ups and overlays can significantly grow your emailing list. However, you must follow Google’s interstitial guidelines thoroughly to prevent the risk of penalty.

The guidelines suggest that the pop-up should not appear immediately after the visitor opens your web page. Additionally, these pop-ups should not block the main content and affect the reader’s browsing experience in any way.

There is no penalty for showing pop-ups due to legal obligations like cookies and privacy policy pop-ups. Showing pop-ups for paywalled content is also allowed. 

Read More: email marketing to inform their customers

You can set triggers for these pop-ups and increase your conversion rate by showing the right overlay, at the right time. There are a few different types of pop-ups. Welcome pop-ups show up a couple of minutes after you visit the webpage.

These pop-ups are often translucent and simply ask visitors for their email addresses in exchange for special discount offers. In the same way, exit-intent pop-ups appear when the visitor is about to close the web page. You can use Google analytics tools to find the perfect time to display these pop-ups. 

Single opt-in and double opt-ins

Opt-in forms are the go-to strategy for building your email list. These forms are easy to create and integrate into your website.

You can either create a sticky sign-up form that stays glued to the page or you can create pop-up sign-up forms. Marketers should not underestimate the simplicity of these opt-in forms to expand their emailing list. 

Now, there are two types of opt-ins, and you must understand both to choose the best one for your website. The single opt-in form directly adds the visitors to your subscriber’s list after they enter their email ID.

Whereas, in double opt-in forms, a confirmation email is sent to the visitors to verify their email addresses.

Double opt-in forms are more suitable for brands that want to maintain the hygiene of their email list from the get-go. But, the growth rate of the email list will be much slower.

On the other hand, using single opt-in forms can help you expand your email list comparatively quicker than double opt-ins.

However, you will have to create filters to clear the spam, bot, and cold email accounts. Klaviyo email marketing has all the necessary tools to maintain the hygiene of your single opt-in email list.


Building healthy email lists is much simpler than maintaining an unhygienic email list. Following the steps mentioned above will reduce the need for filtering out inactive subscribers and save valuable time and resources

Author: Kevin George is the head of marketing at Email Uplers, which specializes in crafting Professional Email Templates, PSD to Email Conversion, and Mailchimp Templates.

Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his email marketing blog.