How To Build An Opt-In Email List

Introduction To Building an Opt-In Email List

The craft of building an opt-in email list is a cornerstone of successful digital marketing. The strategy involves gathering voluntary emails from people interested in your products or services and using that information for targeted marketing. This guide will walk you through various tactics and why they are invaluable for your business.

Why Is Email Opt-In So Important? Zero Party Data

Zero-party data is information that customers willingly share. With privacy laws reducing Google and Meta's remarketing effectiveness, collecting data directly from customers becomes crucial. With this data, you can create lookalike audiences on Google and Meta, and pinpoint your most valuable audience, driving profitable revenue.

Real life Example:

Interestingly, KT Tape drove 66% of their revenue from just 3% of Americans fitting into a customer profile they created. KT Tape's yearly revenue is ~$50M. In this light, building an opt-in email list becomes a game-changer, as it equips you with precise tools to target your most valuable audience, thereby driving profitability and growth

Start with an Email Collection Service

The first step in building an opt-in email list is to use an email collection service such as Klaviyo, Convertkit, or Mailchimp. Our personal favorite is Convertkit, due to its robust features and ease of use. These platforms allow you to create a pop-up that appears on any page for email collection.

The beauty of these platforms is that they enable you to segment your audience based on the page you collect emails from, thus tailoring content to their behavior.

Email Opt-In Examples

Example 1: If blog about startups and have two articles - one about raising Series A funding, the other about launching a product - the page a customer lands on can provide insights into their business journey. Those on the funding article are likely scaling their business, whereas those on the product launch article are probably at the startup phase. You can then provide different content to each group, enhancing personalization.

Example 2: Suppose you sell Golf Lessons and Golf Equipment. The audience for lessons is interested in improving their game. You can initially provide game improvement content before marketing golf equipment, particularly golf balls that new learners tend to lose frequently. Conversely, customers buying a box of balls each month are likely beginners needing help, and you can start emailing them about lessons.

Email Subscribe Button Placement

Place an email subscribe button strategically on your site - in the middle of your content and in the footer. This tactic increases the likelihood of collecting emails on every page. Position it in the midst of long-form content or blog articles, as those who find your content valuable will likely share their information.

Leveraging Social Media

Social media platforms are another potent resource for email collection.


On Instagram, use Many Chat. If someone comments a word, you can set an automatic DM follow-up asking for their email and adding it to a Google Sheet or your email collection platform.


Facebook offers numerous options. Post a link to a relevant landing page with an email opt-in in groups, create your own Facebook Group requiring email for joining, or post on your business and personal page with a landing page having an email opt-in.


On LinkedIn, invite personal page connections to your business page. Once they follow, post relevant content with email opt-ins. Also, you can extract emails from your contacts, email them, and ask if they're interested in more content.

Creating A Quiz

Quizzes provide insights into your customers. Ask questions that are significant to both you and the customers, including their email as one of the first questions. At the end of the quiz, offer a product recommendation, discount code, or ask them to check their email for results.

Using a Customer Service App

If people come to your site, have a custom service pop-up. If people start interacting with the pop-up, immediately ask for their email or at the end after you provided great customer service. Here are some lines to collect their emails

Beginning of Conversation

  • Can we please have your email in case we are disconnected
  • Please provide your email for more follow up
  • We will be with you in 5 minutes. If you need additional assistance- please provide your email and we will follow up

End Of Conversation

  • Here is a quick survey about my customer service, could you please fill it out
  • Please rate our interaction, it helps us provide better service to customers
  • Could I email you a follow-up service. It helps us create solutions for customers so they will not experience the same issues you had.

Gated Content

Gated content requires an email to view the content. Just like quizzes, state that by providing their email, they agree to future communication.

Purchase Process

When a customer is buying, place an email opt-in under their email during the checkout process. Make sure you automatically select the opt-in during checkout in your platform settings. Customers rarely unselect this as they're already purchasing your product and see value in it. A great way to build your email list!