How to Build Your Mailing List and Own Fan Engagement

Rich Nardo, partner at Flux88 Studios and VP at ngagency

In today’s fast-paced digital landscape, establishing direct, meaningful connections with your fans is more essential than ever. Whether you’re a filmmaker, musician, athlete, or lifestyle brand, relying solely on social media leaves you vulnerable. Platforms can change overnight, and if you don’t own your fan relationships, you risk missing out on huge opportunities. Imagine having a massive following on TikTok, only for the platform to vanish—what then? Without a solid backup plan, those connections are lost. To truly thrive, it’s time to think beyond social media and cultivate lasting relationships with your audience.

The Power of a Mailing List

Want to know a tried-and-true way to connect with your fans that’s unlikely to disappear? Enter your mailing list!

Sure, it might sound old-school, and you might be wondering, "Who even opens promo emails anymore?" While you’re not entirely wrong, more people than you realize still do! Your mailing list isn’t just a sales tool; it’s a safeguard against social media’s unpredictability and a powerful way to guide your fans to every corner of your online world.

Tips for Building Your Mailing List

Here are some effective strategies to help you build and maintain a robust mailing list:

1. Make It Fun and Provide Exclusives for Fans

Traditional promotional mailing lists often feel like a constant sales pitch, which most people don’t appreciate. That’s why we love platforms like Substack or BeeHiiv, which provide a more engaging experience filled with unique content that excites fans about joining your mailing list.

Even if you’re hesitant to use another platform, you can enhance your existing list. Think beyond just announcing sales! Offer exclusive content, host contests, and provide sneak peeks to incentivize sign-ups. Make your mailing list an extension of your overall brand, creating a vibrant community that fans genuinely want to be part of. Your audience will appreciate the value and fun, fostering deeper connections that keep them coming back for more!

2. Don’t Be Afraid to Ask

This might sound counterintuitive after discussing the importance of not being too pitchy, but don’t hesitate to ask for email addresses! You can easily do this through a landing page on your website, hosting giveaways that require an email for entry, or strategically placing your sign-up widget wherever you engage with your fans.

Responding to DMs or comments on social media to encourage sign-ups is a smart move. Dedicated social posts promoting your mailing list are also effective. If you’re offering a valuable mailing list that benefits your fans, there’s no shame in making them aware of this opportunity! It's all about enhancing their experience and fostering a stronger connection with your community.

3. Build Your List IRL

While your mailing list is digital, your approach to acquiring emails doesn’t have to be! If you’re promoting a brand or creative project, you’re likely participating in in-person events, too. Often, these gatherings turn into opportunities for people to say, “Follow us on social media.” But why not revisit the tried-and-true method of collecting email addresses instead?

Fans will benefit far more from these direct interactions than from merely following you on Instagram. By engaging them face-to-face and encouraging them to sign up for your mailing list, you create a more personal connection that can lead to long-lasting relationships and greater loyalty to your brand. Plus, it’s a chance to share exclusive content and updates that they won’t want to miss!

Final Thoughts

In summary, building your mailing list is a powerful strategy for owning fan engagement. By implementing these tips and focusing on meaningful connections, you can ensure that your audience remains engaged and invested in your journey.