A small list of interested subscribers beats a large list of people who never asked to hear from you. Here’s how to grow one.
At a glance
- Grow your list with people who choose to join; never buy or rent email lists.
- Put sign-up forms where interested people already are: your site, receipts, checkout and in store.
- Tell people exactly what they’ll get and how often, and use an unchecked consent box.
- Double opt-in confirms addresses and gives you a clear consent record.
- Send a welcome email straight away, while interest is high.
An email list is one of the few marketing channels a small business truly owns: no algorithm decides who sees your message. But it only works if the people on it want to hear from you. Building it the right way pays off in better engagement and fewer problems.
Never buy a list
Bought or rented lists are full of people who never agreed to hear from you. That creates consent problems under Canada’s Anti-Spam Legislation and tends to cause spam complaints and bounces, which can hurt your ability to reach anyone’s inbox. Our CASL guide explains the consent rules.
Where to put sign-up forms
- Your website: in the footer, on relevant blog posts and on a dedicated sign-up page.
- Checkout and receipts: an optional, unchecked box to receive news and offers.
- In store or at events: a tablet sign-up form or paper form, with clear consent wording.
- Social media profiles: a link to your sign-up page.
Make the offer clear
People join when they know what they’ll get:
- What you’ll send: news, tips, offers or new arrivals.
- How often: weekly, monthly or occasionally.
- Why it’s worth it: for example, early access to sales or a useful seasonal guide.
Keep forms short; an email address and first name are usually enough to start.
Try this
Offer something genuinely useful for signing up, such as a checklist, a how-to guide or a welcome discount. It should relate to what you sell, so you attract people likely to become customers.
Use double opt-in
With double opt-in, new subscribers receive an email asking them to confirm. Only confirmed addresses join your list. It:
- Filters out typos and fake addresses.
- Reduces spam complaints.
- Creates a clear record of consent, including when and how someone signed up.
Welcome new subscribers
Send a welcome email immediately. Thank people, remind them what they’ll receive and deliver anything you promised. It’s often among the most-read emails you’ll send.
Keep the list healthy
- Remove addresses that bounce.
- Honour unsubscribes promptly; under CASL, within 10 business days.
- Consider a re-engagement email for subscribers who haven’t opened in a long time, and remove those who don’t respond.
For writing the emails themselves, see our guide to writing better marketing emails.
Questions readers ask
Why not buy an email list?
People on a bought list didn’t agree to hear from you, which creates consent problems under CASL and tends to cause spam complaints, bounces and poor deliverability.
What is double opt-in?
After someone signs up, you send an email asking them to confirm. Only confirmed addresses join the list. It reduces typos and fake sign-ups and documents consent.
What should I offer in exchange for a sign-up?
Something genuinely useful to your customers, such as a guide, a checklist, early access or a first-order discount. Be clear about what they’re signing up for.
How often should I email my list?
As often as you have something worth saying, and as often as you promised when people signed up. Consistency matters more than frequency.
This guide is general information, not legal advice. Platform rules and CASL guidance change, so check Google’s documentation and the CRTC’s guidance before you rely on it.