#6: How to Grow Your Email List Before the Holidays (Without Spending a Fortune on Ads)

Ever heard the saying “The money is in the list.”? Well it’s precisely that saying that I kept hearing in the beginning of my e-commerce journey and what eventually led me to become a teacher of email marketing… but the truth is I didn’t always know the power of email marketing, I didn’t know that businesses needed an email list to survive, nor did I have any clue how to grow an email list…It took a few hard lessons (and missed opportunities) before I realized that email wasn’t just another marketing channel; it’s a lifeline, especially during peak seasons like the holidays.

With the holidays fast approaching, there’s a huge opportunity sitting right in front of you if you have the right audience — and that’s where growing your email list comes in.

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Maximizing Holiday Sales with Email Marketing

You don’t need to spend a fortune on ads to grow your email list and maximize holiday sales. In this episode of Inbox to Income, I’m diving into five cost-effective strategies that will help you grow your email list, engage your audience, and drive holiday revenue—without breaking the bank.

Here’s what we cover in the episode:

• (00:00) Maximizing holiday sales without breaking the bank
• (00:57) Why email is your lifeline during the holidays
• (01:56) Website pop-ups: From annoying to profitable
• (03:38) Lead magnets that are engaging and valuable
• (04:30) Using social media to drive signups with creativity and automation
• (05:42) Collaborating with complementary brands to expand your reach
• (06:04) Recap: Your five holiday list-building strategies

Listen to the full episode here or read on to get a breakdown of the tips and strategies shared in this week’s blog post.

The holidays bring excitement, but they also bring tons of competition. Social feeds get noisier, and ad costs skyrocket. An email list is a quiet corner of the internet that’s yours, where you can connect with people who want to hear from you. So while everyone else is fighting for paid ad space, you can have a direct line to your customers’ inboxes. And the best part? Growing that list doesn’t have to cost a fortune!

In today’s post, I’m going to share the key areas where you need to have sign-up opportunities, creative ways to build your list that meets your audience exactly where they are right now, and a few strategies that help them feel excited to be on your list as the holidays approach. Because here’s the thing — when you have the right touchpoints in place, your email list becomes the gift that keeps on giving.

Audit & Optimize Your Sign-Up Options

Let’s start with your website! There are several ways to capture leads on your website:

The first way to capture leads (and this might be the most annoying thing for you, but it’s also one of the highest-converting) is a website pop-up. Now, I want you to put away any pre-conceived notions you have about pop-ups for a second and face some facts with me…

Fact #1:

Pop-ups drive conversions like crazy. Studies show that website pop-ups have an average conversion rate of around 3%, but when done well, they can convert as high as 9-11%.

Fact #2:

Pop-ups grab attention. Visitors can easily miss a sign-up form tucked away in your footer, but a well-timed pop-up? It’s hard to ignore, which is exactly what you need when growing your list before the holidays.

Fact #3:

Exit-intent pop-ups (the ones that appear just as someone is about to leave your site) can reduce bounce rates and encourage people to stay engaged. It’s your last chance to make a connection and keep them coming back.

Here’s an example of a pop-up that consistently builds my list thanks to its eye-catching, round design. But remember, what works for one audience might not work for another, so testing is essential to find what resonates best with your visitors. Luckily, Klaviyo makes A/B testing pop-ups super easy. Use it to experiment with one variable at a time — like the headline, image, or CTA color. Let it run until you have about 1,000 impressions, check the results, then tweak and test again!

By dialling into your data, you’ll get clear insights into what’s working, helping you create a list-building machine just in time for the holidays.

The second thing you want to check is in the settings of your pop-up.

Make sure to activate the teaser button. People sometimes click out of the pop-up too quickly, then browse around and think, “Hey, I actually do want that offer,” but don’t know how to bring the pop-up back. This teaser is a subtle reminder and can drastically increase your pop-up’s conversion rate. Here’s an example of it on my own site:

The next place you want to be sure you have a Klaviyo embedded form to grow your email list is in your footer. Although the conversion rates of these forms are much lower since they account for all traffic, they’re still important to have. Make this offer the same as your main pop-up offer so you can connect it to the same welcome flow. Avoid using the word “newsletter.” Instead, go for something like, “Would you like 15% off?” — this gives people a compelling reason to sign up.

Pro Tip #1:

Focus on highlighting benefits like early holiday deals, exclusive discounts, or sneak peeks. During the holidays, a “spin-the-wheel” pop-up can work really well! You would need an app for this, so research options that fit with your brand. And remember, there shouldn’t be any “losers” here — make sure everyone wins something, whether it’s 5% off, 15% off, free shipping, or a gift with purchase!

Think of holiday-specific lead magnets that your audience will find irresistible and helpful. Options like a Holiday Gift Guide, Seasonal Product Checklist, or a Top Holiday Deals Calendar are perfect. Each one offers something practical that can make holiday shopping and planning easier — which adds instant value to signing up.

Pro Tip #2:

A small, thoughtful incentive can make a huge difference without costing you a fortune. People love content that saves them time or makes their holiday shopping easier, so focus on lead magnets that align with those needs. Even a single-page guide or checklist can convert well when it’s themed around the holiday season.

CTA Idea: “Download this guide and save on your holiday shopping!”

Now, you might be asking — where should I add this lead magnet?

Here are some ideas:

1. Create a Landing Page
   Start with a dedicated landing page where people can sign up for your lead magnet. Use a festive banner and a simple Klaviyo embedded form, only asking for their first name and email address. Keep it easy — people don’t want to be overwhelmed with tons of questions.
   
2. Automate with a Holiday-Focused Welcome Flow
   Connect this form to a holiday-focused welcome flow, leveraging Klaviyo automation to deliver your lead magnet and gently introduce your products. This flow can subtly “sell” by showing them what’s next, especially helpful if you have holiday discounts or bundles they’ll love.
   
3. Link the Landing Page in Your Navigation and Blog Posts
   Add the link to your landing page in your main navigation and at the bottom of all blog posts to maximize visibility. Make it easy for visitors to find and sign up wherever they are on your site.

Optional Promotion Ideas:

• Pinterest Power
  Promote your lead magnet by sharing eye-catching Pinterest pins that link back to your landing page. Seasonal content on Pinterest performs especially well during the holidays.
  
• Paid Facebook Ads with Instant Forms
  For a bit of paid promotion, Facebook instant forms are great. They allow users to sign up directly within Facebook, reducing friction and increasing the likelihood they’ll join your list. Just make sure you have connected your Instant Form with Klaviyo.

Make Use of Your Existing Social Media Audience To Grow Your Email List

Action Steps: You don’t need to spend big to grow your email list if you already have an engaged social media following! Start sharing value-packed sneak peeks on your channels, and give your followers a reason to sign up. Highlight what’s in it for them: exclusive discounts, early access to holiday sales, or must-have shopping guides — all delivered straight to their inboxes.

Examples:

• Instagram Stories: Share a sneak peek of your holiday offers and use the “Link” sticker to drive followers to your sign-up page. Stories are quick and easy, plus they’re a perfect spot for countdowns and Q&As about your holiday deals.
• Reels: Create short, engaging videos that tease your upcoming holiday emails or discounts. Use trending sounds to catch attention, and let followers know why they won’t want to miss out.
• Carousels: Post a carousel highlighting what subscribers can expect from your holiday emails — like gift ideas, exclusive sales, and seasonal styling tips. Each slide can offer a little hint of what’s coming, building anticipation.

Pro Tip #3:

Engage your audience with questions to spark interest and interaction. Try questions like “Who’s ready for the best holiday deals?” or “Want exclusive holiday discounts? Drop a 🎄 below!” It’s a simple way to boost engagement and subtly guide followers toward your sign-up page.

Leverage Partnerships for Cross-Promotion

Collaborate with complementary brands to reach new audiences through holiday promotions or giveaways. Look for brands that align with your own but don’t directly compete. For example, if you sell handmade jewelry, consider partnering with a boutique that offers unique holiday accessories. Together, you can offer a combined holiday bundle, gift guide, or giveaway that encourages sign-ups from both audiences.

Pro Tip #5:

By joining forces, you can tap into each other’s followers and grow your email list while offering something special that your audience will love. Make sure both brands promote the giveaway or promotion on social media and link directly to a shared sign-up form. It’s a win-win: you expand your reach and give your followers access to deals they can’t resist.

CTA Idea: “Sign up to access exclusive deals from both brands!”

Engage with Existing Customers to Build Referrals

Explanation: Don’t overlook the power of your current email list! Encourage your existing subscribers to share the holiday excitement with friends and family by offering them an incentive to refer new sign-ups. Not only does this build your list, but it also strengthens the community feel of your brand. Let subscribers know they’re part of something special and give them a little extra holiday cheer for spreading the word.

Pro Tip #6:

A small incentive, like a discount code or a giveaway entry, goes a long way. It’s budget-friendly but effective. Plus, referral programs build trust since people tend to trust recommendations from friends. Make it easy by including a unique referral link in your holiday emails, so they can forward it on to their network.

CTA Idea: “Share the holiday joy! Refer a friend and get [incentive].”

Your Holiday List-Building Blueprint

Recap: Growing your email list before the holidays doesn’t have to break the bank. Here’s a quick recap of your action steps:

1. Audit & Optimize Your Sign-Up Options
2. Create a Holiday-Themed Lead Magnet
3. Make Use of Your Existing Social Media Audience
4. Leverage Partnerships for Cross-Promotion
5. Engage with Existing Customers to Build Referrals

Encouragement: Remember, every small action can lead to big results. Each new sign-up brings you one step closer to a more profitable holiday season with less reliance on expensive ads. This holiday season, focus on building your list and nurturing those connections to see returns for months to come.

Resources Mentioned

• DOWNLOAD THE FREE BFCM SUCCESS BLUEPRINT to get a step-by-step plan for maximizing holiday sales with actionable tips. It’s packed with insights to help you execute a profitable BFCM campaign, from prepping your offers to driving last-minute sales. Get ready to make this your best holiday season yet!
• Download the Quick-Start Checklist to Build Pop-Ups & Welcome Flows to set up the perfect lead capture system for your email list.

Just hit send, friend!

Liezle 🦓

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