Don't discard a lead magnet without analyzing what's not working.

'People...share it a couple of times and they don't get as many subscribers as they would like and they go, 'Oh, OK. It's the lead magnet's problem.' Often, this is not the case.'

Takeaway: • Analyze your metrics to identify issues. • Adjust your messaging, promotion, or landing page before giving up. • A small tweak can significantly improve performance.

Maintaining regular communication keeps your subscribers engaged and primed for future sales.

'We just want to stay top of mind...and also build that engagement because it's a fact engagement with sales-based emails is much lower than ones that are, 'Hey, click through to read this article.''

Takeaway: • Send valuable content regularly, not just when selling. • Use non-promotional emails to build relationships. • Higher engagement rates improve deliverability and open rates.

Not all subscribers are the same; tailoring your messaging improves engagement.

'People are at different stages of their journey with you depending on what they've signed up for. So obviously, if someone has signed up for a discount code, they are at a very different stage than someone who has signed up at checkout.'

Takeaway: • Segment subscribers based on their signup source or behavior. • Customize your welcome emails to address their specific needs. • Move them through appropriate funnels toward conversion.

First impressions matter; a welcome email sets the tone for your relationship with subscribers.

'We definitely just want to have one email going out and this could be the most important email that you create—no pressure—because someone's literally just giving you their email address. So this is when they are most interested in hearing from you.'

Takeaway: • Send a personalized welcome email immediately after sign-up. • Introduce yourself and set expectations for future communications. • Use this opportunity to engage and build trust with new subscribers.

Relying on a single strategy limits your list growth potential.

'Maybe you've got a lead magnet that performs really well. Don't just rely on that one lead magnet. Think about OK, what else can I add that will grow this list?'

Takeaway: • Diversify your list-building tactics to reach more people. • Experiment with different lead magnets and offers. • Incorporate events, webinars, or collaborations to boost sign-ups.

Having a great offer is pointless if your audience can't find your sign-up forms.

'But if the only place someone can find it is in the footer on your website and a pop up that comes up once and then never again, that is not enough. People need to see things multiple times...you need to make it prominent.'

Takeaway: • Place sign-up forms in visible areas on your website. • Use multiple methods like pop-ups, banners, and dedicated landing pages. • Regularly promote your sign-up opportunities on social media.

Highlighting the benefits to subscribers is essential to encourage sign-ups.

'I'm sure the tips are great, but I'm not signing up for that because I can find top tips everywhere. What makes this different? Why do I want this? So I want you to focus on the why.'

Takeaway: • Emphasize the benefits and results subscribers will get. • Explain why your content is unique or valuable. • Tailor your messaging to address subscribers' needs and desires.

Generic calls to 'sign up to my newsletter' are ineffective because they don't offer value to the subscriber.

'Please don't ask people to sign up to your newsletter. Please don't ask them to subscribe. Please don't ask them to get updates. That is not interesting to me. We have to give them a reason to sign up.'

Takeaway: • Offer clear benefits to subscribers to encourage sign-ups. • Highlight the value they will receive by joining your list. • Use compelling calls to action instead of generic prompts.

Acquiring a large number of subscribers is ineffective if they are not genuinely interested in your offerings.

'These tend to be freebie seekers. They're not so much a quality audience. Now, there might be some high quality people in there. Our goal is to find them.'

Takeaway: • Avoid list-building strategies that attract unengaged subscribers. • Focus on attracting subscribers genuinely interested in your offerings. • Regularly clean your list to maintain high engagement rates.

Many marketers underestimate the importance of growing their email lists to achieve desired conversion rates.

'People tend to overestimate how much they are going to convert. They're thinking that 'Oh, I've got 100 subscribers, 50 of them are going to convert.' It's just not going to happen. We have unrealistic expectations about how that's going to work.'

Takeaway: • Realistic conversion rates are often lower than expected. • Larger email lists are necessary to meet sales goals. • Plan effective list-building strategies to grow your audience.