It costs more to attract a new customer than to keep an existing one.

laptop with email abstracts showing how to build an email list from scratch

Focusing on customer retention is a valuable long-term solution for increased revenue and sustainable growth, and building an email list will help you reach those goals. → Download Now: The Beginner's Guide to Email Marketing [Free Ebook]

Cultivating customer loyalty is not easy, but it is possible by continuing to offer valuable content. While there are many ways to do this, email marketing is one of the most powerful ways to reach your target audience — if done correctly.

We’ll explore:

Qualities of a Great Email List

Before setting out to build an email list, we’ll need to go over some best practices first. Here are a few qualities to shoot for creating and maintaining an email list. The list should be:

1. Permission-Based

First and foremost, your email list should consist of people who have willingly and explicitly given consent to receive emails from you. Never buy an email list. No one likes spam, so keeping with this basic principle ensures you’re following marketing compliance guidelines and maintain a positive reputation.

2. Accurate and Current

Email addresses should be valid and accurate. To make this happen, commit to regularly removing invalid or bounced email addresses to maintain deliverability and engagement rates.

3. Relevant to Your Audience

Subscribers should have a genuine interest in your products, services, or content. For best results, they should match your target audience who are most likely to engage with the emails you send out.

4. Contain Engaged Users

The best email lists have subscribers that actively engage with the sender — consistently opening, clicking, and responding to emails. These are the subscribers that are most likely to convert, share your content, and provide the most value over time.

5. Easily Segmented

A good email list should also lend itself well to segmentation. These segments can be based on demographics, interests, past purchases, engagement levels, or other criteria. This enables you…

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