I’ve always believed in the power of email lists. Social media is great for reaching people, but email is personal. It lands directly in someone’s inbox, stays there until they delete it, and can be read—or re-read—anytime.
As a publicist, I always remind my clients: bring an email sign-up sheet to every public appearance. It’s a simple yet powerful PR tool — especially for in-person events. Skipping it? That’s a missed opportunity.
Of course, there are other ways to grow your list, like adding a sign-up form to your website. Here’s a stat worth noting: email marketing influences purchase decisions (28%) more than social media ads (22%). Plus, you control your list—unlike social media, where algorithms dictate who sees your content.
I’ve attended workshops and book signings where presenters set up laptops for sign-ups that go directly into their email software. This can work well, especially for Gen Z and Millennial audiences. However, it takes longer to enter the information, and most people are more likely to sign up if the process is quick and easy.