Email List Growth: Strategies for Creating Viral Content and Increasing Subscribers


Hatched by Glasp

Aug 16, 2023

5 min read


Email List Growth: Strategies for Creating Viral Content and Increasing Subscribers


Email marketing is a highly effective channel with a high return on investment (ROI). It allows businesses to connect with their audience in a more personalized way and has been proven to be 40 times more effective at acquiring new customers compared to Facebook or Twitter. However, to maximize the effectiveness of email marketing campaigns, it is essential to focus on growing your email list with targeted and engaged subscribers. In this article, we will explore tactics to help you grow your email list in 2022, combining insights from various sources.

Step 1: Offer a Valuable Incentive

One of the best ways to capture email signups is by creating a lead magnet or a valuable incentive for your audience. It is crucial to ensure that the lead magnet is high-quality, relevant to their interests, and offers genuine value. Avoid creating something mediocre and gating it behind an email capture page. Instead, focus on creating valuable and intent-specific assets that resonate with your target audience. For example, Cup and Leaf, a DTC tea company, increased their email signups by 528% using a simple quiz funnel.

Insight: The more valuable and intent-specific the item you're giving away, the better the sweepstake usually performs. By curating the most valuable tools, news, or resources in your industry, you save subscribers time and position yourself as a credible authority.

Insight: Contrary to common marketing advice, most newsletters don't need to be sent weekly. Consider sending newsletters only when you have valuable information to add, rather than rushing to publish lower quality content.

Step 2: Choose a Lead Source

To drive traffic to your lead magnet, it is essential to choose a lead source or flow of traffic. If you don't have considerable traffic yet, it is recommended to focus on one primary opt-in form and direct all your social profiles to it. This approach allows you to optimize conversion rates and lead flow. However, if you have multiple lead gen offers, platforms like (Instagram) or Linktree (all social media platforms) can make it easier for prospects to find what they're interested in.

Consider other lead generation tactics such as guest podcasting, joint webinars, or partnering with adjacent brands in your industry to create limited supply product bundles. Join online communities in your industry to build relationships that can be leveraged for content distribution and list growth.

Step 3: Optimize Your Website for Conversions

To capture visitors' attention and encourage them to sign up for your email list, it is crucial to optimize your website's design and user experience. Studies show that 55% of visitors spend 15 seconds or less on a website, emphasizing the need to capture their attention immediately.

  • Perfect your header: Craft a compelling and attention-grabbing header that clearly communicates your value proposition.
  • Add social proof: Incorporate social proof elements such as testimonials, customer reviews, or social media mentions to build trust and credibility.
  • Change your call to action (CTA): Tweak your CTA copy to sound like a friendly invitation rather than a cold instruction. Make it clear and enticing.
  • Use dynamic popups: Customize popups to meet visitors at their current stage in the buyer's journey. Set them to appear after a specific percentage of average time spent on a page.

Insight: Utilize lead generation tools like email service providers (ESPs) to streamline your email marketing efforts. Decide on a remarkable opt-in offer, identify traffic sources, and set up email capture forms and popups to enhance conversions.

The Psychology Behind Sharing and Viral Growth:

Understanding the psychology behind why people share content can help you create viral products or campaigns. Motivational psychology and language play a significant role in viral growth.

  • 1. Status: People share to display their belonging, prestige, or association with high-status individuals or exclusive products. Sharing accomplishments of friends or sharing something exclusive can boost status.
  • 2. Identity Projection: People seek validation in their identity and want to communicate their point of view. Sharing content that aligns with their beliefs allows them to express themselves and seek validation.
  • 3. Safety: Fear is deeply embedded in our psychology, and sharing information about threats or safety concerns helps people organize their world and protect themselves.
  • 4. Order: People are motivated to share tools that help them optimize and organize their lives and bring others into the same protocol of organization. Sharing such tools improves efficiency and perception.
  • 5. Novelty: People are attracted to new things that are not stale but not too strange. Sharing new products or information makes individuals appear ahead of the curve and open to new experiences.
  • 6. Validation: Sharing content that boosts self-esteem or validates one's accomplishments can drive sharing behavior. People share to feel positive about themselves and their place in the world.
  • 7. Voyeurism: Sharing content that allows others to experience vicarious enjoyment or schadenfreude motivates individuals to share. Sharing allows others to live through their experiences.


Growing your email list requires a strategic approach that combines valuable incentives, targeted lead sources, and optimized website conversions. By understanding the psychology behind sharing, you can create viral content that resonates with your audience and encourages them to share. Incorporating these tactics and insights into your email marketing strategy in 2022 will help you grow your email list and improve the effectiveness of your campaigns.

Actionable Advice:

  • 1. Create a high-quality lead magnet that is valuable and intent-specific to capture more email signups.
  • 2. Focus on one primary opt-in form and direct your social profiles to it for better conversion rate optimization.
  • 3. Optimize your website design and user experience to capture visitors' attention and encourage them to sign up for your email list. Use dynamic popups and social proof elements to enhance conversions.

Remember, growing your email list is an ongoing process that requires continuous experimentation and refinement. Keep analyzing your results, adapting your strategies, and staying updated with the latest trends in email marketing to achieve long-term success.

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