Growing a Healthy Email List

A large email list is only valuable if the people on it want your emails. Growing a healthy list means attracting the right subscribers and keeping the list clean.

Ways to grow the list

• Opt-in forms on high-traffic pages, written around a clear benefit.
• Lead magnets such as checklists, guides or tools.
• Content upgrades offered inside relevant blog articles.
• Checkout and account sign-ups, with clear consent.
• Events and webinars.
• Social media promotion of the newsletter.
• Partnerships with complementary brands.

Write better opt-in forms

Tell people exactly what they will get and how often. "Practical marketing tips every two weeks" beats "Subscribe to our newsletter". Ask only for the information you need.

Never buy lists

Purchased lists damage deliverability, break data protection rules and annoy recipients. Always use permission-based sign-ups, ideally with double opt-in in Europe.

Clean the list regularly

• Remove hard bounces immediately.
• Run re-engagement campaigns for inactive subscribers.
• Remove subscribers who stay inactive after re-engagement.
• Fix obvious typos in addresses where possible.

Reduce bounce rates

Use double opt-in, validate addresses at sign-up, authenticate your sending domain and keep sending volume consistent.

Make leaving easy

A visible unsubscribe link and a preference centre, where people can choose topics or frequency, keep the list healthy and reduce spam complaints.

Get help

oceanone's email marketing team helps agencies grow and maintain healthy lists for their clients.