A list grows when people see a reason to join, at the moment they're interested. There are no shortcuts worth taking; there are a handful of places that reliably work.
Give a reason to sign up
"Subscribe to our newsletter" is a weak offer. Say what people get and how often: "One email a month with new arrivals and a members-only discount." A clear promise also sets expectations, which keeps unsubscribes down later.
Put the form where interest is highest
- Your website's footer on every page: low effort, steady results.
- After a purchase, with a tick box at checkout (unticked by default).
- A dedicated signup page you can link from social media bios, receipts and posters.
- In person, at a counter or an event: a QR code to the same signup page.
Ask for as little as possible
An email address and maybe a first name. Every extra field loses people. You can learn more about subscribers later from what they click.
Record consent properly
Keep a record of when and how each person agreed, and what they were told. Make the consent text plain ("I'd like to receive the monthly newsletter"). Double opt-in, where people confirm by clicking a link in an email, proves the address is real and theirs.
In 404 Emails, every signup form keeps a consent record per subscriber, and you can switch on double opt-in for each form. See Signup forms.
Welcome people straight away
The first email is the one most likely to be read. Send it immediately after signup: say thanks, repeat what they'll get, and give them something useful now. An automation can send it for you.