20 Effective Email List Growth Tactics for E-Commerce

Platforms like Shopify and Magento make it easier than ever to launch an e-commerce store. But with lower barriers comes more competition—and getting noticed is no longer the challenge. The real challenge is building consistent, long-term growth.

That means acquiring new customers, keeping them engaged, and bringing them back. And the most consistent way to do that? Your email list.

More than 40% of all online revenue comes from returning customers, and email remains the most cost-effective channel to re-engage them. A strong email list is not just a database—it is a core asset for retention, conversion, and long-term brand value.

But growing that list requires more than scattered tactics. It starts with strategy.

This guide walks through proven email list growth strategies tailored for e-commerce. We’ll begin with the high-level approach to building a sustainable subscriber base, and then break down the email list growth tactics—from popups and exit intent to offline collection and referral campaigns—that turn strategy into results.

As part of a foundational email list growth strategy, always include passive signup opportunities for visitors already interested in your brand.

On-page email opt in forms—commonly placed in the header or footer—give users a static place to join your subscriber list without needing a popup or incentive.

The most basic version is a footer form, like this example from Universal Store:

Lore Perfumery takes a stronger approach by featuring their opt-in form at the top of the homepage, making it visible without scrolling:

These forms may convert at lower rates, but they are essential for users actively seeking to sign up for your email updates.

One of the most widely used email list growth tactics is the standard popup. These forms appear after a delay, on scroll, or immediately on page load—forcing a decision from the visitor.

While they can be intrusive if poorly implemented, popup forms remain a powerful tool for building your email list quickly—especially when combined with incentives.

This tactic works best when you:

• Use scroll or time-based triggers
• Limit frequency per session
• Match copy to your offer (e.g. discount, product access, free content)
• Avoid immediate load popups on mobile

Popups are most effective at the top of the funnel when a visitor is still deciding whether your products or services are relevant. They bridge awareness and intent—key stages in any email list growth strategy.

A core part of most high-performing email list growth strategies is offering value in exchange for the signup. Incentivised popups do exactly that.

Whether it’s a discount, a free gift, or early access to a product, users are more likely to join your subscriber list if they see immediate value. In fact, a RetailMeNot study found that 71% of consumers prefer to receive coupons via email.

Incentives are especially effective on new users, mobile traffic, and during flash campaigns. You can easily implement them with tools like Gleam’s Capture app, which lets you create flexible offers without development.

Find Out How to Make Your Own Discount Popups

Take a look at how you can use Capture to build your own discount popups and use them to generate leads and drive sales.

Slide-up opt in forms offer a subtle, non-disruptive way to grow your email list without taking over the screen. These forms appear after a set scroll depth or time and stay present until dismissed—making them great for long-session users or repeat visitors.

They are especially useful when you want to:

• Offer time-limited discounts across multiple pages
• Promote a campaign without interrupting the flow
• Retain users on mobile without triggering popup fatigue

Pair slide-ups with a small lead magnet or coupon to improve conversion rates.

Sometimes users don’t want to be interrupted—so give them control. A discount tab stays fixed to the side or bottom of the page and expands only when clicked, revealing the offer or form.

This tactic performs well with hesitant visitors who don’t respond to popups or automatic triggers but may opt in when they’re close to purchase.

This is especially helpful on product pages, where potential customers are actively considering a purchase.

Use this tactic to support your broader email list growth strategy without compromising user experience.

Not all visitors behave the same—so your forms should not either. Using source-based or audience-specific messaging is a high-impact tactic in your broader email list growth strategy.

By detecting referral sources like social media platforms, paid ads, or direct traffic, you can customise email opt in forms to resonate with that segment.

This example uses Gleam Capture to show a Reddit-specific message. You can tailor opt-ins to offer targeted perks, copy, or even time-limited promotions based on where the visitor came from.

This tactic helps increase relevance, trust, and ultimately, conversion rates.

When users add items to their cart and abandon it, they’re clearly interested—just not convinced. You can use exit-intent or idle-time opt in forms to convert them before they leave for good.

For potential customers not yet subscribed, a popup can do two things:

• Collect their email address
• Offer a small incentive to complete the purchase

If they’re an existing user, show the coupon or offer without resubscribing them:

This is one of the most effective email list growth tactics for bottom-of-funnel users—especially when paired with post-exit email flows.

If you already have the customer’s contact information—especially their email address—you can trigger retargeting campaigns that recover revenue without needing an additional opt-in.

A simple email sent 30 minutes after abandonment can remind users of what they left behind, often with a coupon code or urgency-driven offer.

This complements your other email list growth strategies by nurturing users after the point of exit—often converting more efficiently than display ads or SMS.

For real-world results, check out these cart abandonment case studies.

Many users want to know what they’re signing up for. A targeted landing page with clear value is one of the most strategic ways to build your email list—especially from social, ads, or influencer campaigns.

These pages should highlight:

• What kind of content users will receive
• How often emails are sent
• Any incentives for joining (discounts, early access, etc.)

This example from a niche store combines weekly tips, product reviews, and a $5 off coupon. It’s simple, focused, and speaks directly to their target audience.

Tip: Use UTM parameters and Google Analytics to track which traffic sources deliver the highest conversion rates.

Offering gated content—like a live webinar or email-based course—is another smart email list growth tactic. It works well in industries where education or community-building are key to the sales cycle.

This strategy helps:

• Position your brand as an authority
• Engage users early with content marketing
• Generate high quality leads who are more likely to convert later

It’s also ideal for social media platforms, partnerships, or newsletter cross-promotions. Use registration as the gate to grow your subscriber list.

Many shoppers browse on mobile or during work hours—but don’t buy right away. With an “Email My Cart” feature, you give them a way to pick up where they left off—and you gain a verified contact.

This tactic supports both conversion and long-term email campaigns. By subscribing to save their cart, users enter your funnel and can later be retargeted with product reminders or exclusive offers.

It’s a low-friction, high-leverage addition to your email list growth strategies—especially for high-ticket or research-driven products.

One of the most overlooked yet effective email list growth tactics is simply asking users to subscribe during checkout. This tactic targets customers at their highest point of intent—right before they complete a transaction.

Whether it’s through account creation or a checkout opt-in checkbox, these placements convert consistently and require no extra action from the user.

This tactic supports any email list growth strategy focused on retention, repurchase, or onboarding campaigns.

Running a contest is one of the most powerful ways to rapidly grow your email subscribers. It works because you’re not just asking for an opt-in—you’re offering something valuable in return.

Gleam’s Competitions app is used by thousands of brands to promote their e-commerce stores. With conversion rates averaging 26%—and some as high as 70%—contests are a proven email list growth strategy at scale.

To maximise ROI, send a consolation coupon to non-winners after the campaign ends. This converts engaged participants into buyers who may have only needed a small push.

Explore more engagement ideas:
Promote your contest

Instant rewards offer an alternative to contests with one big difference: users get something immediately after opting in. This creates instant gratification and builds your list with users who are highly motivated.

You can use rewards to:

• Offer a coupon in exchange for an email
• Unlock gated content with a form
• Encourage social media follows
• Collect feedback in return for a code

All of these are versatile marketing strategies that allow you to grow your list while also supporting acquisition or retention campaigns.

Unlike contests, there’s no draw or delay—users get the value instantly, which can lead to better conversion rates and a more qualified email list.

Surveys are a smart way to engage users and gather valuable insights—while simultaneously growing your email list. When positioned correctly, they become a powerful tool for lead generation, segmentation, and better customer experience.

Quizzes and product match surveys can serve two purposes:

• Help customers discover relevant products or services
• Invite users to enter their email address in exchange for discounts or content

This approach not only improves UX but also delivers high quality subscribers based on interest and behavior.

Explore how Adore Me uses competitions to grow their e-commerce business.

Use this template:
Survey Reward Opt-In

If you run a physical store or host events, offline list-building should be part of your email list growth strategy. Whether it’s during checkout or at a pop-up event, asking for contact info while customers are actively engaging with your brand is one of the highest-intent touchpoints you’ll find.

You don’t need complicated hardware. A basic tablet setup with Mailchimp or Gleam can route signups directly to your email campaigns.

Offline acquisition works best when tied to:

• Purchase receipts
• Event check-ins
• Product demos
• Loyalty card signups
• Raffles or instant giveaways

Explore ideas to promote your next event and drive real time list growth from the ground up.

Email receipts are an underutilised but highly effective tactic for list growth—especially in retail or event-driven environments.

When customers check out in-store or at a kiosk, offer to email them a receipt. This gives you a natural opportunity to ask for newsletter consent while collecting their contact information.

This approach:

• Creates a consistent process across locations
• Gives you a compliant way to collect email addresses
• Feeds into post-purchase flows and email campaigns

It also works with mobile POS systems or basic opt-in checkboxes during checkout, making it a scalable addition to your email list growth strategy.

Referral campaigns reward existing users for bringing new subscribers—making them a cost-effective and viral way to grow your list.

One of the best-known examples is Harry’s, who launched a pre-release campaign that rewarded users for inviting friends:

• 5 Referrals – Free Shave Cream
• 10 Referrals – Truman Shave Handle
• 25 Referrals – Winston Shave Set
• 50 Referrals – 1 Year of Free Blades

The results? 100,000+ email subscribers in under a week.

Whether you use an open-source app like Prelaunchr or a platform like Gleam, referral programs allow your customers to act as ambassadors—and deliver high-trust signups that scale with your target audience.

This tactic performs best when combined with:

• Tiered incentives
• Viral share mechanics
• Limited-time campaigns

If you are ready to put these email list growth strategies into action, Gleam makes it easy to start. Our Capture app gives you everything you need to implement the tactics covered in this guide—without writing code or relying on a developer.

From pre-built templates and incentive-driven popups to source targeting and real time analytics, Capture is designed to help you build your email list effectively and sustainably.

It connects with all major email service providers and supports behavior-based rules to personalise your offers for every visitor.

Learn how to grow your email list using Gleam

Drive Sales And Grow Your Mailing List With Capture

Check out our helpful documentation for step by step instructions on setting up your own Capture Coupons or get started right away!

Not every growth tactic is a good one. Some common approaches may seem efficient, but they often harm your brand, list quality, and deliverability in the long run.

Here are key practices to avoid—along with why they fail and how they impact your results:

• Buying email lists This may seem like a shortcut, but these contacts never consented to hear from you.
  This leads to spam complaints, deliverability issues, and potential violations of email regulations like GDPR or CAN-SPAM.

• Pre-checking newsletter opt-ins by default Automatically opting users in during account creation or checkout is misleading.
  It typically results in high unsubscribe rates and poor engagement.

• Using misleading copy in opt-in forms
  If you offer a discount or lead magnet, make sure it’s delivered immediately.
  Otherwise, you risk breaking trust and damaging your sender reputation.

• Collecting too much personal information up front
  Asking for phone numbers, dates of birth, or shipping addresses on initial signup adds unnecessary friction.
  This often reduces form completions and increases abandonment.

• Failing to validate or clean your email list
  Low-quality or fake emails inflate your list size and harm performance.
  This degrades sender reputation and skews campaign metrics.

• Over-emailing your list Bombarding new subscribers with too many emails—especially without segmentation—leads to fatigue.
  It increases unsubscribes and decreases long-term engagement.

• Ignoring unsubscribe requests or user preferences
  Delaying opt-outs or continuing to send after users disengage is both non-compliant and unethical.
  It can lead to legal consequences and negative customer sentiment.

A long-term email list growth strategy should focus on attracting high quality, permission-based contacts who genuinely want to hear from your brand. Avoid shortcuts that may compromise your reach, results, or reputation. With Gleam, you can implement proven, compliant opt-in tactics—from giveaways and popups to rewards and on-page forms—that integrate seamlessly with your marketing tools and grow your list the right way.