Building your own mailing list is something that all businesses should do. However your list is only useful to you if you engage with the people on it – and that’s where many businesses fall flat. They understand it’s essential to build a list of interested people, but then proceed to make two critical mistakes. The first; only sending promotional emails, and the second – they fail to engage with their new subscribers. If you want to engage your new subscribers, you do need to stay in touch!

It’s relationship building, not a race!

As much as we’d all like instant sales as soon as someone signs up, it isn’t always the case. Some people need a little time to get to know you and your business before they make a decision. Others may have followed you before they’re at the stage where they need your services. Whilst some may simply have signed up to get your latest freebie. 

The key point to remember here is that it isn’t a race. There is no maximum time they can stay on your list before you decide they’re not going to buy. It’s your job to build a relationship with the people on your list and engage them in that process wherever possible. And when they’re ready, they will buy.

Your new subscribers need to know, like and trust you

When you automate your lead generation, you can set up a lead nurture sequence to build in some know, like and trust elements. Initially, you’ll follow the lead nurture sequence tips in the next section below. You can then continue the nurturing process by regularly staying in touch with your subscribers. 

Your nurture sequence follows on from your lead nurture sequence, and it’s for showcasing your best resources, sharing advice and tips with them and keeping them updated on your latest offers etc. This nurture process continues, for as long as you like. Some businesses will have a year-long nurture sequence, that they just keep topped up with new emails and products etc.

The lead nurture sequence

The lead nurture sequence is one of the most important email sequences you need to have in place. Typically, it’s 5-7 emails long and set expectations. You’ll want to use the nurture sequence to show subscribers their next steps and to remind them why it’s a good idea to stay on your list. 

This is where your know, like and trust elements come in. Use your nurture sequence to help engage your new subscribers. So look to use those emails to:

Let them know what to expect, now they’re on your list

The first emails you send out need to reassure subscribers that they made the right choice, signing up to your list. If you offered them an opt-in incentive, make sure you send it within the first email. You can then use the next email or two, letting them know how often you will email them, the type of content you will send, and sharing a bit of your business story with them.

Show them how to find your best resources

Use a couple of your lead nurture sequence emails to point them towards your best resources. You could use one to signpost your best blogs, and another to give them the different options for working with you.

Encourage your new subscribers to engage by using a call to action on each email. 

Sharing tips and advice that will benefit them is a great way to get subscribers engaged. You can then encourage them to engage more by asking them to do something, on each email. This could be to follow you on your primary platform, join your group, or simply hit reply and answer a question. These little ‘micro-actions ‘help get them used to completing an action, when you email them.

Building your own mailing list takes time and effort, but it doesn’t have to be complicated. To set up your sequence, check out How to set up a lead nurture email sequence. You can then use the tips above to ensure you engage with your new subscribers regularly.


So over to you! Schedule in a slot in your calendar to work on your lead nurture sequence and get it uploaded into your email marketing platform. If you haven’t decided which platform to use, I’d recommend Mailerlite – and I’ve even created some free training to walk you through it and show you the steps you need to take, to set it up! You can opt into that free training, here.

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