Whether you’re an established online business or a new venture just starting out, building and maintaining a comprehensive email list is a vital part of becoming a success. Not only is it an easy way to reach out to all your potential customers and tell them about your latest products and deals, it also helps to build a sense of community around your brand. But how can you convert subscriptions into sales? Just follow these simple steps.

Say hello

When someone signs up to your email list, you want them to feel welcomed but not pressured to engage with your brand. So make sure that you spend time crafting a message that feels personal, friendly and compelling. By all means, add a special introductory offer such as a first-time discount code, but steer away from the hard sell. Instead, use this as an opportunity to tell the story of your company and what you can offer.

Consistent communication

Many companies make the mistake of sending out a personalised introductory email, then slipping into sporadic promotional communication. But if you want your subscribers to become customers, you’ll need to put a bit more effort in. Try to contact your email list once a week if possible, maintaining a consistent tone and personality throughout.


If you’re looking to build brand loyalty, you’ll want to reward potential customers for signing up to your mailing list. As well as discounts and coupon codes, this can take the form of exclusive sales opportunities. For example, why not offer your subscribers first look at a new product, email-only offers or a free gift? Whatever you choose, make sure that it really is exclusive – subscribers will soon be discouraged if they see the same benefits offered to everyone online.

Useful content

Sometimes, the route to converting subscribers into customers is less direct. And while providing quality, useful content might not directly translate into sales, it will build faith in your brand that’s sure to pay off in the long run. So think about your target market… what are they looking for? What problems do they have that need solving? If you can help them with clever, informative content, they’re far more likely to remember you when the time comes to make a purchase.


Time and time again, research has shown that word of mouth is one of the most effective marketing tools around. So as soon as you start getting positive testimonials, make sure you communicate them to your mailing list. If you can get hold of it, video footage from satisfied customers has been proven to be the most effective, but any kind of written testimonial will help convert subscribers into customers.