How to collect a mailing base in 2025?

by | Jan 22, 2025 | Basics

In the world of email marketing, the mailing base is one of the most valuable assets of any company. It's a key element of communication to build lasting relationships with customers, increase sales and strengthen brand image. But in 2025, with increasingly stringent data protection regulations and growing consumer expectations for personalization and transparency, acquiring contact data requires a whole new approach.

What's more, consumers are becoming increasingly aware of their value as recipients - an email request is no longer enough. Users want to know what they will gain by signing up for a newsletter, and how their data will be used. In turn, companies must not only comply with regulations, but also meet their audience's expectations by offering them more than just marketing content.

Why is it so important? Because a mailing database is not just a list of email addresses - it is first and foremost a tool for building engagement, creating loyalty and understanding customer needs. At a time when the battle for the recipient's attention is more intense than ever, and competition is steadily increasing, an effective and thoughtful strategy for acquiring a mailing base can determine the success or failure of marketing communications.

So how do you create a mailing base that not only meets formal requirements, but also translates into real business results? How do you attract users, build trust with them and provide them with value that will make them eager to open each of your messages? In the rest of this article, we'll give you a step-by-step approach to this process, avoiding mistakes that can cost you dearly.

 

Start with user value

 

Today's Internet user expects value for their attention and contact information. Gone are the days when simply asking for an email address and promising "updates" was enough. In 2025, to effectively acquire data, companies must offer something that will realistically address the audience's needs and convince them that the brand is worth trusting. A well-designed sign-up form is not just a place to enter an email address, but also the point of contact where the user decides whether to enter into a closer relationship with the brand.

Here are some tried-and-true suggestions that can encourage users to provide their data:

  • Free e-book, report or guide
    Valuable educational content is a classic that never goes out of style. The key is to make sure the material is well tailored to your target audience. It could be a guide on the latest industry trends, a report with unique data or a practical step-by-step guide. The more specialized and specific the benefits it offers, the greater the chance of conversion.
  • Access to exclusive content, such as webinars or videos
    Exclusivity works like a magnet. An invitation to participate in a webinar hosted by an expert, access to video content that can't be found anywhere else, or the opportunity to view recordings from industry conferences are great ways to stand out. This type of content can also reinforce your brand's image as an industry leader.
  • Discount code for your first purchases
    Discounts are one of the most effective methods of attracting new customers, especially in e-commerce. A simple code for 10-15% discount on first purchases or free delivery is a gesture that can effectively convince the undecided. It is important that the discount be time-limited - time pressure increases the chances of faster action.
  • Invitation to the loyalty program
    Building a mailing base is also an excellent opportunity to develop loyalty programs. The suggestion of signing up for a customer club with unique benefits, such as earlier access to promotions, exclusive offers or collecting points for purchases, can be a strong motivator to sign up.

For the modern user, it is crucial that the benefits offered are clearly communicated and truly valuable. The more you hit the specific needs of your target audience, the greater the chance that your mailing base will quickly grow with valuable subscribers. Remember that the quality of your base is much more important than its number - it's better to have a smaller list of engaged recipients than a large group of people who ignore your messages.

 

Ensure compliance with RODO

 

In 2025, data protection regulations are even more stringent, and compliance is key not only to avoiding penalties, but also to building trust among users. Customers are increasingly aware of their rights and expect transparency when it comes to data processing. To meet these expectations and operate in compliance with the law, companies must adhere to a few basic principles.

  • Clearly communicate what data you are collecting and for what purpose
    When creating signup forms, it's important to clearly define what information is required (e.g., email address, first name) and what it will be used for. Transparency is key - the user needs to know whether his or her data will be used only to send the newsletter, or also for marketing, analytics or remarketing purposes. Explanations should be in plain language, avoiding convoluted legal jargon.
  • Get informed consent from users before adding them to your mailing list
    Consent for the processing of personal data must be voluntary, informed and unambiguous. This means that the checkbox next to the signup form must not be checked by default. Moreover, the content of the consent should clearly indicate what the user agrees to, such as "By signing up, you agree to receive newsletters and commercial information." It's also a good idea to provide the user with access to the privacy policy, so that he or she can carefully read the data processing rules.
  • Enable easy unsubscription
    The right to unsubscribe is a fundamental part of data protection. Every email should contain a visible and easily accessible unsubscribe link. It is important that the unsubscribe process is quick and uncomplicated - the user should not have to provide a reason or perform additional steps. Automatic confirmation of removal from the list can further strengthen trust in the brand.

Adherence to these rules is not only a legal requirement, but also part of building a positive corporate image. Customers appreciate brands that treat their data with respect and operate transparently. Remember, in a time when users have choices, it is trust that often determines whether someone chooses to do business with your company. By acting in compliance, you are laying the foundation for a long-lasting and effective relationship with your audience.

 

Bet on enrollment forms 

 

Newsletter sign-up forms should be visible, intuitive and attractive, as their thoughtful design is what determines whether a user decides to enter their information. In 2025, the key to success is not only the visibility of the form, but also its functionality and how it interacts with the user experience on your site. Avoid pushy elements that may annoy, and instead focus on solutions that naturally encourage people to sign up.

Here are some tried-and-true places to put your sign-up forms:

  • Home page - as a slide-out popup or banner
    The homepage is your brand's showcase, so it is one of the most effective places to promote newsletter signups. Popups can be particularly effective if they are triggered at the right moment, such as after a few seconds spent on the page or when trying to leave it. However, it's worth making sure the popup is visually appealing, doesn't obscure the entire page and contains a clear call to action, such as "Join our newsletter and receive a 10% discount on your first purchase."
  • Blog - at the end of each article
    Blog articles are the perfect place to grab the attention of people interested in a particular topic. After reading a valuable post, users are more likely to leave their email address, especially if the sign-up form states that they will receive similar, exclusive content by subscribing. Alternatively, you can add the form in the middle of the article, in the right context, such as after citing data or presenting a solution to a problem.
  • Product page - with a proposal to receive exclusive offers
    On product pages, you can capitalize on the user's excitement and interest by offering additional value, such as "Sign up to receive notifications about promotions for this product" or "Join the newsletter and gain access to offers available only to subscribers." Such personalization of the message works especially well in e-commerce industries, where customers are often looking for bargains.

To make the forms effective, keep the number of required fields to a minimum. In most cases it is enough to ask for an e-mail address, possibly a first name if you plan to personalize messages. A form that is too long or too much data requested may scare users away.

Additional form design tips:

  • Highlight the benefits - clearly communicate what the user will gain by signing up for the newsletter.
  • Use call-to-action (CTA) buttons that are clear and compelling, such as "Join now" instead of "Sign up."
  • Test different formats and placement of forms - A/B testing will help you find the most effective solution.
  • Ensure responsiveness - the form should look great on both computers and mobile devices.

Remember that a well-designed sign-up form is not just a technical addition to your website, but also part of your customer acquisition strategy. Aesthetics, usability and value communication all play a role in your effectiveness in building your mailing base.

 

Take advantage of social media

 

Social media is one of the most powerful marketing tools in 2025. With them, you can reach a wide audience, build relationships with them and effectively promote sign-ups to your newsletter. However, simply providing a link to a sign-up form is not enough - it is crucial to properly plan activities that will engage users and show them the value of joining your mailing list.

Here are some proven ways to use social media to increase your subscriber base:

  • Create ads directing to the sign-up form
    Social media ads, such as campaigns on Facebook, Instagram or LinkedIn, can be extremely effective, especially if you optimize them well. Target your ads to your target audience using precision targeting tools. For example, you can reach people interested in specific topics or demographic segments. It is important that your ads are visually appealing and include a clear call to action (CTA), such as "Join our newsletter and receive a free e-book!".
  • Adding a link to the newsletter in the bio on Instagram, TikTok or LinkedIn
    Your bio is the place that all visitors to your profile see, so it's worth using it to promote your newsletter. Instead of a classic description, you can add a short message encouraging people to sign up, such as "Want more valuable content? Subscribe to our newsletter! [link]." On Instagram, you can additionally use the "link in bio" feature with tools such as Linktree to redirect users to the signup page.
  • Organizing contests with mailing list sign-ups
    Contests are a proven way to attract attention and engage your audience. The rule is simple: participants must sign up for your newsletter to enter the contest. Make sure the prize is attractive to your target audience, such as a product from your offer, access to exclusive content or vouchers. It's also important to clearly communicate the rules and comply with data regulations.

Additional ideas for using social media:

  • Publish content to promote the newsletter - Regularly share posts that communicate the benefits of signing up for a mailing list. For example, you can show what a sample newsletter looks like, what it contains, and why you should receive it.
  • Work with influencers - Influencers can help you reach new audiences. Ask them to recommend your newsletter to their followers, highlighting the value you offer.
  • Host live broadcasts - During live shows on Instagram, TikTok or YouTube, you can establish a closer connection with your audience and invite them to subscribe, offering, for example, a special bonus only for new subscribers.

Social media is the space where authenticity and engagement count the most. Therefore, the key to successfully promoting a newsletter is not only to have an attractive offer, but also to build a relationship with your audience. The more consistent, valuable and user-driven your communications are, the greater the chance that your mailing base will begin to grow rapidly.

 

Create landing pages

 

Dedicated sign-up pages, or landing pages, are one of the most effective ways to build an email database. Unlike forms placed on homepages or blogs, a landing page allows you to fully focus the user's attention on one specific action - signing up for your newsletter. This allows you to increase conversions by minimizing distractions and focusing on communicating value.

To make your sign-up page effective, pay attention to a few key elements:

  • Attractive headline
    The headline is the first thing a user will see when he or she enters the site. It must be short, clear and eye-catching. Focus on the benefits the user will receive, such as "Join our newsletter and receive 20% discount on your first purchases!" or "Get access to exclusive tips and tools - for free!". Opt for benefit language that communicates value right away.
  • A brief and succinct description of the benefits
    Under the headline, put a concise description that elaborates on what you promised in the headline. For example: "Our newsletter is your source for inspiration, tips and special offers to help you get more out of our product. Sign up and receive a unique discount code and access to content that is not available to the public." It's a good idea to use bullet-points at this point to quickly convey key information.
  • Call to action (CTA)
    The CTA is the heart of any landing page. Your button should be clear, inviting and clear in its message. Instead of the standard "Sign Up," use more dynamic and specific phrases, such as "Join Now," "Get Your Discount," or "Get a Free Guide." It's crucial that the CTA is visible and easily accessible - it's best to place it at the top of the page and in several other places.

Additional elements that can increase the effectiveness of a landing page:

  • Visual elements
    Photos, graphics or video can greatly enhance the appeal of your site. Use visuals that support the message - such as an image of the e-book you are offering or a photo of smiling people representing your target audience.
  • Social proof
    User reviews, number of subscribers or logos of companies that use your services can increase trust. For example: "Join over 10,000 satisfied subscribers!"
  • Responsiveness and page loading speed
    Your landing page needs to work great on mobile devices, as most users are browsing the internet right now on smartphones. Make sure your page loads instantly - every second of delay lowers conversions.
  • Additional incentives
    To increase effectiveness, you can introduce elements such as a timer (e.g., "Offer valid for 24 hours only!") or rewards for first-time subscribers ("The first 100 people will get free access to our course").

A landing page is a powerful tool, but its effectiveness depends on the details. Be sure to regularly test different variations - changes in headlines, graphics or CTAs can have a huge impact on results. With a well-designed sign-up page, you can significantly increase your mailing base while building trust and user engagement.

 

Summary 

 

Building a mailing base in 2025 requires a thoughtful strategy that combines delivering value to users with full respect for their personal data. The key to success is offering compelling benefits, such as exclusive content or discounts, and using modern tools such as responsive signup forms, landing pages and social media. With the right approach, trust and compliance, your mailing database will become not only a contact list, but also a source of loyal and engaged customers who are eager to interact with your brand.