Email marketing is often touted as one of the most effective digital marketing channels — and with good reason. It can generate up to $42 for every $1 spent, according to some studies. But breaking into email marketing isn’t as simple as slapping together a Mailchimp account and watching the leads roll in. The truth is, building an email list — a good one — takes time, strategy, and an understanding of what’s ethical and what’s not. In this article, we’ll unpack the real process of developing a subscriber base, how long you can expect it to take, and whether buying a list is still even a thing (spoiler: it shouldn’t be). We’ll also look at who email marketing really works for — and who it doesn’t.
Understanding the Basics of Email List Building
At its core, email list building is about offering value in exchange for access. No one wants to hand over their email address unless they believe they’re getting something worthwhile in return. That could be a discount, an exclusive guide, a free trial, or simply killer content. The most effective email marketers create lead magnets tailored to their specific audience, using landing pages, pop-ups, and embedded forms to capture emails organically. The key is to earn trust before asking for contact info — and that means delivering value early and often.
It’s also important to understand that not all subscribers are created equal. A 10,000-person list means nothing if only 100 people are opening your emails. Targeted, permission-based email lists are far more valuable than bloated lists full of unengaged or irrelevant contacts. That’s why segmentation and personalization should be baked into your list-building efforts from day one. Know who you’re talking to, and speak to their specific pain points or interests. Otherwise, you’re just shouting into the void.
Many beginners make the mistake of assuming email list building is a one-time task. It’s not. It’s an ongoing process that should be integrated into every single marketing activity you do — from blog posts to webinars to social media. Every touchpoint is an opportunity to capture an email address, but only if you make it easy and enticing for the user to sign up. This is where a solid content strategy and clear calls-to-action become critical.
Timeframes and Tactics for Growing Subscribers
So, how long does it actually take to build a decent email list? The short answer: longer than you think. If you’re starting from zero, expect to spend at least 6–12 months before you see any serious traction. That’s assuming you’re putting in consistent effort — creating content, optimizing landing pages, running ads, and refining your offers. Growth tends to be exponential, not linear. You might get 100 subscribers in your first month, 300 by month three, and 1,000 by month six — if you’re doing it right.
The most effective tactics for growing an email list depend on your industry and audience. E-commerce brands often rely on discount codes and exit-intent pop-ups. SaaS companies may use free trials, case studies, or technical webinars. Content creators lean into newsletters, downloadable PDFs, or exclusive access to content. The trick is to test relentlessly. A/B test your sign-up forms, your lead magnets, your CTAs — everything. What works for one brand may flop for another, so don’t assume you can just copy-paste someone else’s strategy.
Referral programs can also be a game-changer if executed well. Give your subscribers a reason to share your emails or lead magnets with their friends — whether that’s early access to a product, exclusive content, or a small reward. Partnerships with other brands or influencers can also help you tap into new audiences. But again, this takes time, trust, and a bit of trial and error. There’s no silver bullet, just consistent, strategic work.
Ethics and Effectiveness of Purchased Email Lists
Let’s get this out of the way: buying email lists in 2024 is not just outdated — it’s borderline dangerous. Not only is it a violation of GDPR, CAN-SPAM, and other privacy regulations, but it also decimates your sender reputation. ISPs are smarter than ever, and they can tell when you’re blasting emails to people who never opted in. At best, your emails will end up in the spam folder. At worst, you’ll get blacklisted. So no, buying a list is not a “shortcut” — it’s a surefire way to sabotage your own efforts.
Beyond legality, there’s the issue of trust and engagement. Think about your own inbox. Do you open emails from brands you’ve never heard of? Probably not. And even if you do, you’re far less likely to engage with them. Email marketing works best when it’s built on a foundation of permission and relationship. Purchased lists skip that critical step, and it shows. The open rates are abysmal, the click-throughs are worse, and you risk alienating potential customers before you’ve even had a chance to win them over.
If you’re tempted to buy a list because growth feels slow, redirect that energy into building better lead magnets or improving your conversion funnel. There are smarter ways to scale — Facebook lead ads, co-branded webinars, affiliate partnerships, etc. These methods might take a bit more time, but they’ll pay off in the long run with a list that actually wants to hear from you. In a world where trust is currency, shortcuts are bankrupt strategies.
How Many Subscribers Can You Expect Per Year by Industry?
There’s no one-size-fits-all answer here, but we can talk ballpark figures. In e-commerce, a well-executed email marketing strategy can net anywhere from 5,000 to 50,000 new subscribers per year, depending on traffic and promotional tactics. SaaS companies tend to grow slower but more steadily — think 1,000 to 10,000 high-quality leads annually, often through content-driven funnels. Content creators and media brands can grow even faster if they go viral or have a strong social presence, sometimes adding 100,000+ subscribers in a year.
That said, volume isn’t everything. If you’re in a high-ticket B2B industry, you might only need a few hundred qualified subscribers to make a huge impact. A list of 1,000 engaged CFOs is infinitely more valuable than 100,000 random Gmail addresses. Always measure success by engagement and bottom-line impact, not vanity metrics. Open rates, click-throughs, conversions — these are what matter. A smaller list that converts will always outperform a massive one that doesn’t.
Your growth potential also depends on how aggressive and creative you are with your tactics. If you’re just passively collecting emails at the bottom of your blog posts, don’t expect miracles. But if you’re running lead generation ads, creating viral-worthy content, and optimizing every touchpoint for conversion, the sky’s the limit. Again, it’s about consistent, strategic execution — not just hoping people magically sign up.
Who Does Email Marketing Work Best For? Who Should Not Be Using It?
Email marketing is a powerhouse for industries that rely on repeat engagement, long-term customer relationships, or high-consideration purchases. Think e-commerce, SaaS, B2B services, online education, and content creators. If your business model benefits from nurturing leads over time or keeping customers in the loop with updates, offers, or insights — email is your best friend. It’s personal, direct, and incredibly cost-effective when done right.
It also works exceptionally well for brands with strong content strategies. If you’re producing valuable blogs, videos, whitepapers, or podcasts, email is the perfect channel to distribute that content and keep your audience coming back for more. Newsletters, in particular, are having a renaissance — especially when they’re niche, well-written, and curated with care. If you can become a trusted voice in someone’s inbox, you’ve got gold.
But email marketing isn’t for everyone. If you’re in a low-engagement, one-time purchase industry (say, funeral services or certain types of contractors), the ROI might not be worth the effort. Similarly, if you’re not willing to invest in content, list hygiene, or proper segmentation, you’re better off focusing on other channels. Email marketing is not a “set it and forget it” tactic — it requires ongoing attention, testing, and refinement. If you’re not ready to commit, don’t bother.
Email marketing remains one of the most powerful tools in the digital marketer’s arsenal — but it’s not a magic wand. Building a quality list takes time, strategy, and a deep respect for your audience’s attention and privacy. Buying lists is a shortcut to nowhere, and success is measured not in volume, but in engagement and conversions. For brands that are ready to play the long game, email can deliver incredible ROI. But it’s not for everyone. Know your audience, commit to the process, and above all — treat your subscribers like the humans they are. That’s the real secret to email marketing success.
