Quality over quantity
A smaller list of genuinely interested, consenting subscribers who actually open your emails is more valuable than a large list built from purchased contacts or vague consent — the latter also risks compliance problems and poor deliverability.
Natural capture points
- At booking — an opt-in checkbox during the booking process (not pre-checked by default).
- At checkout — a simple, low-pressure ask.
- On your website, if you have one — a clear signup option, ideally with a genuine reason to subscribe (tips, exclusive offers).
- In-person — a simple sign-up sheet or QR code at your front desk.
Give people a genuine reason to opt in beyond "get our emails" — "get first access to seasonal promotions" or "monthly tips for your [skin type/hair type]" gives a clearer sense of value.
Never buy or scrape email lists
Purchased, scraped, or otherwise non-consenting email lists violate email marketing regulations and most email platforms' terms of service — beyond the compliance risk, sending to people who never opted in produces poor engagement and high spam complaints, which can damage your ability to reach even your genuine subscribers.
Keep your list clean over time
Periodically remove long-unengaged subscribers (those who haven't opened emails in a long time) — a smaller, engaged list often performs better (and costs less, on platforms that charge by list size) than a large, stale one.
Frequently asked questions
Should I require double opt-in (a confirmation click)? This is a stricter but often better-practice approach that confirms genuine interest — check what your email platform supports and recommends.
How fast should my list grow? Steady, organic growth from genuine interest is healthier than a rapid influx from a low-quality source — don't chase list size at the expense of genuine consent and engagement.