Last week I wrote about why the money isn’t really in the list.
It’s in the relationship you have with the people on it.
But that raises an obvious question…
What if you don’t have much of a list yet?
Or what if your list has gone a bit stale and you’d like to build it properly?
The good news is that list building is still very much alive in 2026.
The bad news is that some of the old advice no longer works particularly well.
The days of throwing up a generic lead magnet and expecting subscribers to pour in are largely behind us.
Today, people are far more selective about who gets access to their inbox.
That’s actually good news.
Because it means quality matters more than quantity.
If I were starting from scratch today, here’s what I would focus on…
1. Create Something Small But Useful
Most lead magnets are too big.
People don’t want another 47-page PDF they’ll never read.
They want a quick win, something like…
A checklist.
A cheat sheet.
A prompt pack.
A template.
Something they can use immediately.
The best lead magnets solve one problem, not ten.
2. Build Around An Interest, Not A Product
One mistake I see all the time is people trying to build a list around a product they haven’t sold yet.
It’s usually easier to build around an interest.
For example:
- Kindle publishing
- Affiliate marketing
- AI tools
- Productivity
- Side hustles
- Writing books
People subscribe because they’re interested in the topic.
They buy later because they trust you.
3. Pick One Traffic Source
Most people spread themselves too thin.
If I were starting again, I’d pick one:
- YouTube
- TikTok
- Medium
- Substack
Not all of them but just one to start. You can always add more later.
4. Write Emails People Want To Read
This sounds obvious but it isn’t.
Most people write emails as if they’re broadcasting.
The best emails feel like conversations.
Make it useful, interesting and occasionally entertaining.
People stay subscribed when they enjoy hearing from you.
5. Ask For Replies
One of the fastest ways to improve a list is to ask a genuine question.
Replies tell you:
- What people want
- What they’re struggling with
- What they might buy
And they help turn subscribers into relationships.
6. Stop Obsessing Over Numbers
I know people with lists of hundreds who earn more than people with lists of thousands.
Focus on:
Trust
Consistency
And relevance.
The numbers tend to take care of themselves.
Useful Resources This Week
Seth Godin – Permission Marketing
https://seths.blog/2008/01/permission-mark/
Beehiiv – 7 Best Newsletter Landing Page Examples (And Why)
https://www.beehiiv.com/blog/newsletter-landing-page-examples
Marketing Examples – A Much Improved Newsletter Sign-Up Flow
https://marketingexamples.com/retention/newsletter-signup-flow
Inbox Collective – 19 Great Newsletter Landing Pages You Can Learn From
https://inboxcollective.com/19-great-newsletter-landing-pages-you-can-learn-from/
EmailOctopus – Best Newsletter Sign-Up Form Examples and Tips
https://emailoctopus.com/blog/best-newsletter-sign-up-form-page-examples-and-tips
MailPoet – The Ultimate Guide to Newsletter Landing Pages
https://www.mailpoet.com/blog/the-ultimate-guide-to-newsletter-landing-pages/
Really Good Emails – Newsletter Inspiration Archive
https://reallygoodemails.com/
Marketer Milk – 10 Jaw-Dropping Newsletter Landing Pages
https://www.marketermilk.com/blog/newsletter-landing-page
Your TED talk this week is How Great Leaders Inspire Action – Simon Sinek
This isn’t an email marketing talk – it’s about why people follow some people and ignore others.
The lesson applies just as much to emails and newsletters as it does to leadership.
And Finally…
Last week I released a new Weekend Systems guide called It’s Not The List.
The whole premise is simple:
A disengaged list of 10,000 people will often make less money than an engaged list of 500.
If you’re building a list, rebuilding a list or trying to get more from the audience you already have, you may find it useful.