Your email list should be comprised of people who have shown an interest in your business and want to hear more from you. That may include individuals who have visited your website and are interested in what your business offers, but just aren’t ready to make a purchase. Sending those users periodic emails can help you stay top of mind and get the sale when they are ready to buy. By adding a lead magnet to your website, you can offer incentives for site visitors to leave their contact info so you can stay in touch. A lead magnet may be a simple offer like “10% off your first purchase,” or it may be a downloadable guide with valuable information your customers will want, such as “The Homeowner’s Guide to Choosing New Paint Colors.”

When someone makes a purchase at your business, you can encourage them to become a returning customer by having them opt in to your email list. If you are an ecommerce business, customers will enter their email as part of the purchase process. If you do business in person, you can include a prompt for customers to enter their email address as part of the purchase process.