While there are the Mount Rushmore social media brands like Instagram and Facebook, new social media companies are trying to prove they’re a part of the conversation, too. And most, if not all, fade into the sunset. 

Bluesky, anyone? 

Google Plus? 

Long gone.

But email… good ol’ email has found a way, even in a world where teams Slack one another all day, to keep chugging along.

While Instagram is peerless for brand engagement — even TikTok doesn’t have the power that Instagram does for conversion through passionate follower intent — the inbox is unmatched when it comes to hyper-specific ways to get someone’s attention and keep them informed about what you’re up to. 

And for that reason, even the hottest social media creators must embrace this elder statesman of the digital world. Even if it’s a hearty handshake. But it’s not always easy.

Here’s something to noodle on: you don’t own your Instagram followers, but you do own your email list. With so many moving parts in Instagram, cross-pollination of social media accounts is critical. Why? If Instagram goes down, so does everything you’ve worked to create. Your whole business is in the hands of the platform. By curating an email list, you can tell people where to find you or what your next move is — even if they’re off social media. You can export an email list into just about any app; your followers are on different platforms. An email list ensures there’s always a way to stay in touch. 

So let’s talk about how to build yours.

Instagram, The Inbox, and You: The Fundamentals of Email Collection

(In classic David Attenborough voice) The elusive email address is the golden ticket to building a loyal, engaged fan base. But how do you get people to willingly hand over their email addresses? It’s sort of unusually intimate, right? After all, we’re all so used to getting spam emails 24/7, and most people don’t want another. 

Building an email list isn’t an overnight thing, either. It takes patience, but as the subscribers grow, there is power in having a platform different than just an Instagram account and maybe a TikTok. 

Spoiler alert: It’s not by shouting, “Sign up for my newsletter!” from the rooftops. But we do have some important facets of grabbing emails that should go into just about every strategy.

Make an offer

Make it so compelling that they’ll want to “subscribe” faster than you can say whatever new slang word is hot. 

• Discount Dreams: If you’re selling products or services, offer your followers a unique discount code available only through email. Because who doesn’t love a good deal?
• Freebies and Downloads: Create value-packed content like eBooks, guides, or checklists that your audience will find irresistible. “Free” is a magic word that works wonders.
• The Inside Scoop: Promise them the latest news, updates, and announcements in their inbox. Become their go-to source for staying in the loop on what you’re doing and the industry you serve.

Bonus fact: Changing your email subscription offer from time to time can actually help you understand your Instagram followers better! If one offer works better than another, it can give you some indication of the kinds of content you could consider making more of!

Hint at a deeper connection

Use Instagram Stories as your hype machine! If you send emails that ask questions, you can start hinting at your newsletter by featuring answers your community gives you. Tease your non-email-giving audience with a taste of what they’ll get in your emails. Create polls, ask questions, and let them swipe up into your world!

Build that buzz

Think about when you go to your local Trader Joe’s, Walgreens, or when a sunglasses brand wants to offer you a 35% off promo code — they all want your email list because they know they’re speaking directly to you and away from the noise that scrolling social media has. Seriously, how often have you been asked to give away your email address in a week. We’ll give you a minute to reflect.

Makes sense, doesn’t it? 

As a creator, you have to convince your followers that your email list is different, that you won’t blow up their inboxes with crap. Whatever content you’re sharing via the email list has to excite people. They should want to sign up because they see an immediate reason to say HELL YEAH. Whether it’s total access into your world or the chance to sip champagne on a yacht with their favorite rapper, it comes down to the value, big time. 

How you get people excited to sign up should have the same fervor — can you translate that vibe you bring into the signup process? Make them feel like they’re a part of something awesome?

Other tactics to get people to click that link ASAP: 

• Polls and Quizzes: Use Instagram’s interactive features to engage your followers and direct them toward your email list. A fun quiz or poll can lead naturally to, “Wanna know the results? Sign up to get them first!”
• Collabs with Other Creators: Team up with other influencers for giveaways or co-hosted events that require email signups to enter. Not only do you expand reach, but tap into new audiences. 
• Host Instagram Lives: Use live sessions to connect with your followers in real-time. Share snippets of what they can expect from your emails and guide them toward subscribing.
• User-Generated Content: Encourage followers to share their experiences with your content or products, tagging you in their posts. Feature these stories and encourage more followers to join your email list to be spotlighted.

Get your inbox poppin’

Now that you’ve got them interested, make signing up as smooth and frictionless as possible. The easier it is, the more likely they’ll do it. If you make it a whole thing, the signups won’t come. Email requires a little more work and that’s ok. 

If you’re an Instagram Influencer, email can be the secret you’ve got in your back pocket to keep everyone guessing as to how you convert those followers into straight up dollars. 

A curated email list informs more than an Instagram feed because you’re not at the behest of the algorithm, so if Instagram doesn’t show your content for whatever reason, your email goes to the inbox with no gatekeeping. That’s pretty slick. 

Here’s what you can do to get those interested followers to take action immediately: 

Link in Bio, Because Obviously

That Instagram bio? It’s primo real estate. Your call-to-action (CTA) needs to be punchy. Got Linktree? Use it to whip up a landing page with multiple links where your email signup option screams “Click me now.” Oh, and while you’re at it, maybe give Manychat a whirl for those next-level engagements. We’re a little biased, we know. 

Story Swipe-Ups

You’ve hit the big leagues with 10K+ followers? Congrats, the swipe-up feature in Stories is your golden ticket. Direct followers straight to that signup page, no detours. Craft killer story CTAs and point your audience to the link in your bio and get them right into that email inbox. This is a powerful way to get email addresses from Instagram followers while taking them from follower to buyer. 

Pinned Post Promotions

Time to play pinball with your content. Highlight the benefits of joining your email list in a pinned post. Use top tier visuals and captivating captions that demand attention. 

Compelling CTAs in Posts

Let captions do the talking. Remind followers why joining your email list will be the best decision they make today. Be playful, be bold, but you have to be authentic. People love a good story, so spin one that makes your CTA a no-brainer.

Beyond the account and into the stratosphere 

At the heart of all things follower, it’s about the connection of trust. Most people don’t want their inboxes flooded with spam messages and self-promotion. Someone giving over their email address is a sign they want to support what you’re doing and that they believe in you. A curated email list is a big act of trust, so keep in mind, these people really believe in what you’re doing. 

Remember, Instagram is a social platform. People want to see what their friends are doing, but they also want to escape and scroll — the app was designed for people NOT to leave. When asking someone to leave Instagram, you ask them to stop scrolling and take a different action. The key here is that intent — signing up for an email list isn’t as easy as tapping “follow.”

If you’re not an email whiz, that’s okay. Tools to manage email lists like MailChimp, Salesforce, and Zoho take care of everything once the follower is in your system.  

Keep these things in mind if you’re going to engage your Instagram followers and convert them to your email list: 

• Consistent Quality: Deliver on your promises. Ensure that the content you send via email is as good as or better than what they see on Instagram. Keep your emails valuable, entertaining, and consistent.
• Transparent Intentions: Be upfront about what subscribers will get from your emails. Transparency builds trust, and followers are more likely to subscribe when they know exactly what to expect.
• Show Appreciation: Occasionally, reward your subscribers with unexpected gifts or shoutouts. A little gratitude goes a long way in building a loyal community. 
• Engage and Respond: Encourage subscribers to reply to your emails and try to engage with them. Personal interaction fosters a sense of belonging and loyalty.

But Wait: Legal Considerations for Email Marketing

If you’re going to maintain an email list, it’s essential to know these terms. You can’t just email a person whatever you want. There are rules when it comes to email marketing. These are the biggest two: GDPR (General Data Protection Regulation) and CAN-SPAM Act.

The GDPR is a regulation enacted by the European Union to protect EU citizens’ privacy and personal data. It applies to any organization that processes the data of individuals in the EU, regardless of where the organization is based. The CAN-SPAM Act is a U.S. law that sets the rules for commercial email, establishes requirements for commercial messages, and gives recipients the right to have emails stopped from being sent to them. 

When a user signs up for your newsletter, include a checkbox that states, “I consent to receive emails and understand that my data will be used in accordance with the privacy policy.” Make sure the privacy policy link is easily accessible.

Your email list needs to check these boxes for GDPR:

• Explicit Consent

Before adding someone to your email list, you must obtain their explicit consent. This means they need to actively opt-in by checking a box to subscribe.

• Clear Privacy Policy

Provide a clear and concise privacy policy explaining how to use subscribers’ data. This policy should be easily accessible to subscribers.

• Data Access and Deletion

Subscribers have the right to access their data and request its deletion. You should have a process in place to fulfill these requests promptly.

• Data Protection

Implement appropriate security measures to protect personal data from unauthorized access or breaches.

CAN-SPAM Act must-haves

• Accurate Sender Information

Your emails must include accurate “From” and “Reply-To” information identifying you or your business.

• Clear Subject Lines

The subject line should accurately reflect the content of the email and not be misleading.

• Identification as an Advertisement

If applicable, clearly state that your email is an advertisement or promotional content.

• Include a Physical Address

Your email must include a valid physical postal address where you can receive mail.

• Opt-Out Mechanism

Provide a straightforward way for recipients to opt out of receiving future emails — process opt-out requests promptly (within ten business days).

• Example of Compliance in Action

At the bottom of your email, include a section with your physical address and a link or instructions on how recipients can unsubscribe from your email list.

If you’re considering how to convert your Instagram followers into email evangelists, there’s still more to learn. If you’re an Instagram user looking to build an email list, we’ve got you covered. Turn each follower into someone who rings that virtual cash register.  Check out the next piece in this series on how to convert the follower list into the tribe that loves and supports you — no matter the platform.