3. Mailing list

Have a listen, if you like:

The Robora · Mailing list

So email is all good unless you have no one on your mailing list, in which case: it ain’t gonna work.

As I said earlier, I use Mailchimp to collect email addresses and send out emails. I pay for it – about £35 a month – and I find it really easy to use. Both for regular emails, sales ones and automated ones (like ‘abandoned cart’ – more on this later).

In terms of ‘passive’ sign-ups, there are three options for sign-up boxes.

  1. A pop-up sign-up box that appears when people visit your website and they either sign up or click the cross in the corner to make it disappear. Some people find pop-up boxes annoying. And if you have a Facebook ad running, you need to disable your pop-up box. BUT it’s a very effective way to get people signing up to your mailing list… without actually doing anything.
  2. A static sign-up box on your website. This can be anywhere on your homepage, within your website’s design and functionality capabilities. I’m not sure many people go looking for this, but if your sign-up box is visible and your message is alluring (more on that in a minute), you might get some.
  3. Have a link to your sign-up box on your social media bio. If you have a Linktree bio (so you have a variety of links all on one page), you can include your mailing list sign-up link here. This will be useful if you do any of the ‘active’ sign-up activities I’m going to suggest, as you can direct people here to sign up.

Sign-up message

We will talk in the next topic about what your regular mail-outs should be about and include but in brief, you will be giving stuff away. Ideas, tips, advice, offers, discounts etc. So you could include this in your message on your sign-up box (whether static or pop-up).

Tell people what they will be getting, to their inbox, if they sign up to your newsletter.


We all love an incentive. I’m particularly drawn to ‘free downloadable worksheets’. Anything that asks me questions and gives me prompts to think about my work/life is a winner. This got me signing up to mindset coach Rebecca Caution’s mailing list very quickly.

Photographer Elle Narbrook offered a great incentive for people to sign up to her mailing list, on Instagram. She showed a gif she’d made of herself and said that if you sign up to her mailing list, she’ll teach you how to make a gif of yourself. I signed up.

And then, once signed up, I was offered access to her library of stock images. For free. Now again, this is a great freebie. We all need stock images from time to time – here’s a library of them, and you get access. But it’s clever, because she (rightly) asks that you tag her if you use them in social. So there’s a few new followers, potentially. And you spreading the word about her – and so, her work.

You can also try a competition, whereby to enter you join the mailing list and then you’re entered into a prize draw to win a prize. However, I’ve tried this and while I got a big influx of sign-ups, which was exciting, I then got a load of unsubscribes, including THE WOMAN WHO WON THE PRIZE. What a blow.

The lesson there was that the ‘prize’ needs to be something only your niche audience would really appreciate – like a one-to-one session with you. Because otherwise, you get random people signing up who don’t want your brilliant weekly newsletter, they just wanted the prize for a weekend away (or whatever it is).

Bespoke mailing list

I create a bespoke email list including anyone who I know is really interested in a course I have coming up. So if I talk about a new course on Instagram, I’ll often say: DM me your email address and I’ll make sure you hear as soon as it goes live.

I then have a list of ‘super warm’ people and I send them each a personal email, telling them that the course is now live – maybe selling it a bit more; a few lines about why they might like the course. And this is my most effective selling tool by far.

It’s a personal service. It’s takes time. And it’s worth it.


You will also be getting email addresses from your funnel. The idea is that you get their email address in exchange for access to your video workshop/webinar. And then you can keep it, send an automated series of emails (I’ll share ours shortly) and then they filter into your general mailing list.