The challenges of building an email list
There are two main challenges that you come across when building an email list for your email marketing campaigns. They are:
Finding the right audience: Identifying who your target audience is critical. If they’re not your ICP, it doesn’t make much sense to have them in your email list.
Getting subscribers’ consent: Encouraging people to share their email addresses requires a strong incentive, like valuable lead magnets, offers and other resources. It is also a requirement to stay compliant with regulations like GDPR, PECR, and HIPAA.
11 ways to increase email list subscribers
You might have heard that a smaller yet engaged list is far better than a huge list that isn’t committed. How about we find the best of both worlds?
We at Mailmodo have curated a list of the top strategies that are being used in the industry and even in-house that you can follow to increase the number of genuinely interested subscribers in your email list.
1. Share high-value content on your blog regularly
Consistently publishing informative and educational content on your blog helps establish you as an industry leader. Instead of creating content just for the sake of posting, focus on addressing real challenges and answering the questions your audience cares about.
When readers find your insights valuable, they’ll see you as a trusted source of information and will be more inclined to subscribe. By delivering high-quality, actionable content, you not only build credibility but also create a loyal audience eager to learn from you.
An exit-intent popup detects when a user is about to leave and displays a last-minute offer or incentive to subscribe. These pop-ups trigger when a visitor moves their cursor toward the browser’s close button or navigates away from the page.
They work because they do not interrupt the browsing experience, and they give people one last compelling reason to subscribe before leaving. The key is offering something valuable enough to make them stop and enter their email. This can significantly capture leads that would otherwise be lost.
One way to enhance the effectiveness of exit-intent popups is by integrating gamification. Gamification leverages game-like elements—such as rewards, points, or challenges—to make the user experience more engaging and enjoyable. When applied to an exit-intent popup, it can transform a simple offer into a fun, interactive experience that encourages users to take action.
The most effective way that I have found to build a huge email list is through exit-intent pop-ups. In our company, we use an exit-intent pop-up to provide a personalized Employer of Record recommendation. The pop-up headline reads, "Still unsure which EOR provider is right for your business?" Below that, it says, "Get a free custom recommendation sent to your inbox." This works because it solves an immediate problem for our visitors.
- Robbin Schuchmann , Co-founder, EOR Overview
To make your exit-intent popup effective:
Offer something valuable (e.g., an exclusive guide, discount, or free tool).
Keep the messaging clear and persuasive (e.g., “Don’t leave empty-handed! Get our free email marketing guide”).
Use a single, compelling CTA that encourages immediate action.
Take a look at this exit-intent popup from Hubspot.
💡 Related guide: How You Can Use Exit Intent Popups To Increase Conversion
3. Add an inline opt-in form to your articles
Readers who make it through your article are already engaged—they've spent time consuming your content because they find it valuable. This makes it an ideal opportunity to present a subtle, non-intrusive opt-in form within the article.
By placing the form where it naturally fits, such as after a key insight or at the end of the article, you can encourage subscriptions without disrupting the reading experience.
Your opt-in placement should:
Naturally align with the content rather than feeling forced.
Include a persuasive call-to-action that highlights the benefit of subscribing.
Be visually distinct but not disruptive to the reading experience.
For instance, instead of just saying "Subscribe to our newsletter," you could say:
"Enjoyed this article? Get exclusive insights and strategies delivered straight to your inbox—subscribe now!"
Adding social proof (e.g., “Join 10,000+ marketers who receive our expert tips”) can further increase conversions.
💡 Related guide: How to Use Opt-In Forms Effectively
4. Offer valuable lead magnets to drive sign-ups
Lead magnets go by many names—some call them ethical bribes, others refer to them as giveaways—but their purpose remains the same: to entice visitors to subscribe by offering something valuable in return.
They should be placed at the right spot to capture attention and have a clear and concise copy to allow audience to understand what they’re going to get. These resources can be ebooks, guides, checklists, templates, infographics, courses, etc.
Take a look at this lead magnet from Mailmodo.
5. Use gated content
If your content is valuable enough, don’t hesitate to lock the best part behind a sign-up form. Gated content helps build a quality email list by attracting genuinely interested users rather than casual visitors.
Here are a few effective tips to follow when implementing gated content:
Partial content locking: Restrict access to in-depth insights by blurring or fading sections of an article, prompting users to sign up for full access.
One-click sign-ups: Simplify the process by allowing users to subscribe instantly through Google or social logins.
Time-sensitive access: Provide temporary access to gated content, encouraging users to sign up before it expires.
6. Optimize your squeeze page for maximum sign-ups
A squeeze page is a specialized landing page designed solely to capture email addresses, making it more focused and conversion-driven than a general landing page.
Unlike traditional landing pages, which may have multiple goals (product promotions, downloads, or event registrations), a squeeze page has one clear objective—getting visitors to subscribe.
To create a high-converting squeeze page, follow these best practices:
Use multiple opt-in forms: Use multiple opt-in forms across different locations on your site to maximize engagement. Experiment with various types of opt-in forms, such as inline forms, pop-ups, and embedded CTAs, to see which one resonates best with your audience. By testing different placements and formats, you can find the most effective combination to drive subscriptions.
Strategic placement of opt-in forms: Position your forms where they naturally catch attention without disrupting the user experience. Some high-performing spots include:
1. Header
2. Footer
3. Sidebar
4. Sticky top bar
7. Create an irresistible offer to boost sign-ups
A generic "Subscribe to our newsletter" isn’t always enough. Increase sign-ups by offering exclusive incentives like:
Discounts & coupons – Great for eCommerce.
Exclusive content – Premium reports, industry insights, or members-only newsletters.
Bonus offers – Free trials, guides, or early access to products.
Instead of using traditional pop-ups, make signing up fun and interactive with gamified elements like spin-the-wheel, scratch cards, or digital lucky draws. These allow users to "win" an incentive (e.g., discounts, free eBooks, or VIP access) in exchange for their email. Gamification increases engagement and conversion rates and appeals to the curiosity and reward-driven mindset of users.
9. Host exclusive webinars and virtual events
Live learning experiences offer a great opportunity to grow your email list while building authority in your niche. Hosting webinars, AMAs, or exclusive training sessions encourages people to sign up, as they must register with their email to attend.
These events not only establish credibility but also foster a sense of community and trust. When participants find the session valuable, they’re more likely to remain engaged and open to future communication, making them high-quality subscribers.
10. Run a referral-based email growth campaign
Word-of-mouth marketing is one of the most effective ways to expand your subscriber base. By launching a referral-based campaign, you can encourage existing subscribers to invite their friends in exchange for incentives such as premium content, discounts, or exclusive giveaways.
This strategy taps into the power of personal recommendations, as people are more likely to trust a suggestion from someone they know.
Additionally, referred subscribers often have a higher retention rate, as they join with a built-in sense of trust in your brand.
11. Run contests
People love a chance to win, and contests are a great way to encourage email sign-ups. By hosting a giveaway or competition, you create an engaging experience where users willingly provide their email addresses to participate.
This approach makes signing up feel exciting rather than obligatory, while also growing your list with genuinely interested subscribers.
Bonus tip
While a double opt-in won’t necessarily increase the number of subscribers, it will improve the quality of your email list. Also known as a confirmed opt-in, this process requires users to verify their subscription, ensuring that only genuinely interested individuals make it onto your list. This leads to higher open rates, better click-through rates, and fewer spam complaints.
Although it adds an extra step, the long-term benefits outweigh the minor inconvenience. A smaller but engaged audience is far more valuable than a large, inactive one. Plus, it helps prevent spam complaints from users who may forget they subscribed.
Final takeaway
There can be many ways, but not all are equally effective or definitive. We have included our handpicked favorites here, and we recommend you implement them all if feasible.
These simple strategies, when combined, will reap benefits greater than the sum of their parts. Multi-million dollar businesses have been built just on the strength of email lists. 90% of the income comes from these lists for the top players. Even in 2025, their email lists are still their priority and asset.
