Why Your Email List Isn't Growing (and How to Fix It!))

Why isn't my email list growing?

Building an email list is the lifeblood of any online business. It allows you to connect directly with your audience, nurture leads, and ultimately convert them into paying customers. But what happens when those sign-ups just aren't coming in?

Don't worry, you're not alone! There are so many reasons that can prevent an email list from growing. Let's break down six of the most common culprits and explore how to fix them.

Unattractive Offer

First up, we have the unattractive offer. Your lead magnet, the freebie you provide in exchange for someone's email address, might not be enticing enough.

Here's the fix:

Focus on Value, not Volume: Don't offer generic ebooks that nobody reads. Or 90 minutes of free training that no one will ever get through. Create a targeted lead magnet that addresses a specific pain point your ideal customer faces and will move them along the path in your customer journey.

Keep it Simple: Don't overwhelm people with a complex freebie. Let them opt in for something concise and, most important, actionable. You want to give your new subscribers a quick and easy win.

Visibility Issues

Second, let's talk about visibility issues. Even the most amazing lead magnet won't work if nobody knows about it.

Here's the Fix:

Promote Promote Promote: Don't just rely on your website. Promote your lead magnet on social media, in your blog posts, and even consider collaborating with other businesses in your niche. 

Utilize Calls to Action: End your videos and blog posts and social posts with clear calls to action, encouraging viewers or readers to take the next step, like join your email list or to download your lead magnet. 

Unoptimized Opt-in Forms

Third, let's consider the unoptimized opt-in form. A clunky form with too many fields or lack of mobile-friendliness can be a major conversion killer.

Here's the Fix:

Keep it Short: Only ask for the essential information, like name and email address. When you start asking for extra information like where they live, or what their challenges are, you might think that it’s because this information will help you serve them better, but they’re just thinking nope! And will back off from signing up.

Mobile-First Design: Ensure your form functions flawlessly on all devices. Always, always double and triple check this!

Clear Value Proposition: In your opt-in form, clearly state how signing up benefits the user. Which leads us too….

Content Disconnect

Our fourth reason that your list isn’t growing: off-putting messaging. People might not understand the value of joining your list if your communication isn't clear or persuasive.

Here's the Fix:

Focus on Benefits: Highlight what your subscribers will gain by joining your email list. Will they get exclusive content? Discounts? Early access to new offers? And don’t just give them a list of what they will get, but clearly explain how your freebie is going to make their lives better. How will you help them get from point A to point B. What transformation will you give them?

Segment Your Audience: Craft targeted email sequences based on subscriber interests and needs. Quiz lead magnets are perfect for this because you can segment them based on their quiz results.

List Maintenance Oversights

For our fifth reason I want you to remember that a stagnant email list is a dying email list. Low engagement and irrelevant content lead to unsubscribes. And you don’t want that.

Here's the Fix:

Maintain Consistency: Aim for a consistent email sending schedule. Whatever works for you. If weekly is too much, then plan for every two weeks, or monthly. Just keep it consistent.

Provide Value: Craft engaging and informative emails that your audience will look forward to. This can include industry updates, actionable tips, and everyone loves behind-the-scenes glimpses into your business and life.

Track and Analyze: Monitor your email open rates, click-through rates, and unsubscribes. Use this data to adjust your content strategy and improve engagement. Now, don’t get too hung up on your unsubscribes. Everyone gets unsubscribes. Expect to get around 1% of your list unsubscribing every time you send an email…that’s totally normal so don’t get upset. Don’t get curious and go see who has unsubscribed. You don’t need to know.

Limited Reach

Finally, the last reason that we are going to look at is a narrow audience focus that might be limiting your reach.

Here's the Fix:

Expand Your Horizons: While having a target audience is crucial, explore ways to broaden your reach. This could involve collaborating with complementary businesses, creating content that appeals to a wider range of interests, or running targeted online ads.

Building a thriving email list takes time and effort. By analyzing these areas and implementing the fixes we discussed, you can identify the root cause of your stagnant list growth

I have a worksheet that will help you determine why your email list isn’t growing and what you can do today to change that. Head over here to download my Email List Growth Worksheet and start making changes today.