Building Your Most Valuable Digital Property

It’s not your website.

Your email list is the most valuable digital property your business has.

It’s your direct pipeline to your customers – reaching them in their Inboxes.

No having to hope they visit your website. Or crossing your fingers that Facebook will show your organic post on your customers’ feeds. By the way, did you know that a post’s average organic reach is only around 6.4% of a page’s total likes/followers?


One of the most effective ways to build your email list is by having an attractive lead magnet on your website.

A lead magnet is something of value you are offering in exchange for that person’s email address.

Depending on your business, it could be:

  • a special discount
  • a checklist of actionable advice
  • a quiz – either for fun or to help the user gain clarity on a specific topic
  • a cheat sheet
  • a how-to guide
  • access to a special video tutorial

You may even need to experiment to see which type of lead magnet generates the most interest.

Make sure that the language you use is catchy & enticing, and is very specific to the audience you are trying to attract. There’s no point in having a large mailing list, but they are most people who would not be interested in your products or services.


It’s also extremely important to ensure you are using a reputable email marketing service which will allow you to not only easily manage your email list, send out emails, provide you with reports but above all else ensures you are conforming to Canada’s Anti-Spam Legislation (CASL).

That includes an easy way for people to unsubscribe to your mailing list, and you having a record of implied or express consent to have their email address.

Services such as,,, and are just a few of the industry leaders in this area.


There are several different options to choose from, and you may need to do some testing here as well to see which is more effective. These can include:

  • a feature box located at the top of your website
  • pop-up boxes
  • a dedicated landing page where you focus on sending organic & paid traffic (ie. Facebook/Instagram and/or Google Ads)
  • a sidebar on your website

Until next time!