Permission Granted:

How to Build an Email List (Without Being Spammy)

Let’s put this on the table first: email isn’t dead. In fact, it’s a powerful part of any marketing strategy. You might be surprised, but sending an email often gets up to four times the engagement compared to social media.

The key??Permission.?Your audience must trust you enough to allow communication.

So if you want people to open your email, don’t fall into the trap of believing just because you have someone’s contact information, you can invade their inbox. Not only do you annoy the recipients, but if you get too may find yourself unable to use legitimate email tools like Mail Chimp or Constant Contact if you get too many spam complaints because they want to avoid compliance issues under federal Can Spam act.

So how do you build a permission based list?? There are lots of creative ways using old-school methods or cutting-edge technology to ask someone to sign up!

Donna Peterson CEO of World Innovators and I chatted , about the importance of growing and maintaining a high-quality email list. Here are a few key takeaways:

• Quality Over Quantity: Donna emphasizes that when it comes to email lists, having a smaller, highly-targeted list is much more effective than a large, unfocused one. A clean and updated list ensures that your messages are reaching the right audience, which can significantly improve engagement rates.
• Know Your Audience: Understanding your audience goes beyond just their job titles or industries. It’s about knowing where they prefer to receive their content and what types of messaging resonate with them. This insight helps tailor your communication strategies for better results.
• Creative Engagement: Donna highlights the effectiveness of unique approaches like LinkedIn Live series to attract new subscribers. By offering valuable, easy-to-digest content, businesses can provide high perceived value without demanding a large time commitment from their audience.
• Cross-Promotion and Authority by Association: Collaborating with other entities that serve your target market can be a powerful way to grow your list. Using lists from industry-specific publishers can also lend credibility and ensure compliance, as these sources have already vetted their audiences.
• Consistency and Accountability: Regular engagement with your audience, whether through frequent meetings or consistent content delivery, helps maintain interest and accountability, encouraging ongoing interaction and growth.

Watch the entire conversation

Tai Goodwin dropped by MTFW a few years ago, and shared some great tips on why and how to use quizzes to build your list.

• Quizzes are engaging Because people love quizzes. Whether it’s discovering “What type of entrepreneur are you?” or finding out “What’s your brand personality?”, quizzes tap into our natural curiosity and desire for self-knowledge. This isn’t about random fun—it’s about creating a quiz that’s relevant to your audience’s needs and interests.
• Provide real value Instead of asking surface-level questions, design quizzes that offer insights your audience didn’t have before.
• Great lead magnets give people a reason to opt into your email list by offering something in return—immediate feedback or insights.
• Segment and personalize your follow-up When someone completes your quiz, you gain more than just an email address—you get insights into their preferences, pain points, and motivations. This information allows you to send more personalized, targeted emails based on quiz results.

Bottom line: Quizzes aren’t just a fun distraction—they’re a smart, data-driven way to grow and engage your audience. With the right approach, a single quiz can add thousands of qualified leads to your list and help you nurture those relationships through personalized, targeted email marketing.

Listen to the entire interview

And once you get the email address you need to turn that prospect into a customer.

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