Photo / Tim Greenway
Nancy Marshall
Updated: July 21, 2025
How To
Why your email list is your 'golden asset' — if you use it right
Photo / Adobe Stock
When someone subscribes to your email list, they’re raising their hand and saying, “Yes, I want to hear from you," writes guest columnist Nancy Marshall.
By Nancy Marshall, Marshall Communications
If you’re serious about building a lasting brand or business, the most valuable marketing asset you can cultivate isn’t your TikTok audience or your Instagram reach — it’s your email list. Why? Because you own it.
When you build your business on a social media platform like Facebook or Instagram (both owned by Meta) or even LinkedIn or X (formerly Twitter), you’re essentially renting space on someone else’s land.
At any time, the algorithm can change, your account can be restricted, or the platform can shift priorities, making it more complicated (or even impossible) for you to reach the people who have followed you.
But your email list is yours. No one can take it away from you. It’s the most direct, reliable and permission-based connection you have with your audience. And the people who have given you’re their emails have implicitly agreed to have you send them emails, but you cannot abuse this privilege.
Why your email is your golden asset
When someone subscribes to your email list, they’re raising their hand and saying, “Yes, I want to hear from you.” That’s a powerful signal of interest and trust.
With email, you have a direct line to your audience’s inbox (not filtered by an algorithm and can segment your contacts to send relevant messages based on interests, location or behavior.
Email also gives you the ability to track open rates, click-throughs and conversions with clarity and precision; and own your list, which means if platforms disappear or change, your contacts stay with you.
How to grow your email list (without being annoying)
Building an email list takes time and care, but the payoff is worth it. Here are a few ways to grow yours:
Create a compelling lead magnet: Offer something valuable in exchange for an email address, like a downloadable guide, checklist, tip sheet or access to a webinar. For example, if you’re a branding expert, offer a “10-step personal branding audit.” Make it relevant and easily accessible.
Add signup forms to your website: Your homepage, blog pages and “About” section should all include easy ways for people to subscribe. Use enticing calls-to-action like “Join 1,000-plus smart marketers who get our monthly tips.”
Promote your newsletter on social media: You can still use platforms like Instagram and LinkedIn to drive traffic to your email list. Post teaser content from your newsletter and include a link to subscribe in your bio or posts.
Collect emails at events: If you attend trade shows, speak at conferences or host workshops, consider offering a sign-up sheet or QR code to make it easy for attendees to join your list. Bonus tip: tell people what they’ll get from subscribing — insights, tips, early access, etc.
Offer exclusive perks: People love VIP treatment. Consider offering early-bird access to new products, special discounts or subscriber-only content with one caveat: Never add people to your list without their permission.
How to use your email list (without being a nuisance)
Once you’ve built your list, the next step is nurturing it — without overwhelming people. Here are a few ideas how:
Send a monthly newsletter
Think of this as your brand’s “greatest hits” update. Include a mix of valuable content, such as:
- Industry insights;
- Behind-the-scenes stories;
- Customer spotlights;
- PR wins or media mentions; and
- Tips or how-to content
Keep it easy to skim, visual and conversational — just like your readers prefer.
Mix in occasional promotional emails
It’s okay to sell — but do it sparingly. If every email is a pitch, people will tune you out or hit “unsubscribe.” A good rule of thumb: for every three to four value-based emails, send one that’s promotional.
Respect the inbox
Don’t send them too often. For most businesses, a monthly cadence is plenty. For some, twice a month works. Always test and watch your unsubscribe rate. If people start leaving, adjust your frequency or content.
Personalize and segment
Use the data in your email platform to tailor your content. A real estate agent in Bangor doesn’t need updates on Portland events. Make your content feel like it was written just for them.
Social media will always be a helpful part of a strong communications strategy. But if your entire business depends on platforms you don’t control, you’re building on shaky ground.
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