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If you know anything at all about marketing in today’s technological landscape, you probably already know that having an email list is imperative. There’s just no getting around that fact that most of the world today communicates through a screen.

Even more important is having an email list that’s engaged, with people that actually want to receive your emails. That’s no small feat in an era of too much information and inbox overwhelm. So how does one go about building such a holy grail of modern-day marketing? There are several ways actually and implementing a few of them at once will likely give you the best results.

What's the Deal With E-Newsletters?

Remember the "club fair" when you first started college, everyone with great enthusiasm signs up for way too many clubs but in the end only really joined one or two. Similarly, it's become an all too familiar occurrence, email inboxes brimming with newsletters we signed up to receive. The realization usually starts with a Monday morning inbox mess, and a when did I sign up for that moment?

They can make or break an email campaign, because the subject line is the only thing—read that again—the only thing that prompts someone to open your email and read it. Unless it's an email from Grandma that you have to open, you'll look to the subject line to either pique your interest or trash it. 

How many times have you opened an email newsletter only to delete it two seconds later? Or even worse, just delete it without even clicking open — which you've done the past 10 times? It happens to all of us. But why? One reason is that the newsletter just isn't interesting enough to catch your attention. In our overly busy, exceedingly digital lives, we simply don't have time for cluttered, visually flat emails that don't immediately pique our interest.