Email List-building Done Right
Marketing your voice over business requires a strategic approach, and email marketing remains one of the most effective ways to connect with potential clients. However, with evolving privacy laws and stricter regulations on email marketing, it’s crucial to build and manage your email list the right way. The good news? When done correctly, email marketing can be a powerful tool for growing your business and nurturing valuable client relationships. Let’s explore the best ways to ethically and legally build an email list that gets results.
Quality Over Quantity: The Right Way to Build Your Email Marketing List
The most effective email lists are built organically through opt-in consent, meaning recipients voluntarily subscribe to receive your emails. The best place to start? Your website.
Ensure your website includes a clear and compliant sign-up form where visitors can voluntarily subscribe to your mailing list. This can be:
A newsletter subscription form on your homepage
A lead magnet, such as a free industry resource or exclusive content in exchange for their email
An opt-in at checkout if you sell products or services
A pop-up form that appears after a visitor spends time on your page
For compliance, make sure your form includes:
A clear description of what they are signing up for An unchecked opt-in box (pre-checked boxes may no longer be compliant)
A privacy policy link outlining how their data will be used
By growing your list through opt-ins, you’ll build an audience that actually wants to hear from you, improving open rates and engagement while ensuring compliance with email regulations like GDPR, CAN-SPAM, and CASL.
Cold Outreach: What’s Legal and What’s Not
Reaching out to potential clients via email can still be effective—if done correctly. Unlike a marketing newsletter, cold outreach is a one-on-one communication, which means it requires a more personalized approach.
Before sending an email, ask yourself:
Do I have a legitimate business interest in reaching out? (i.e., offering a service that aligns with their industry)
Am I contacting a business address rather than a personal email? (Some laws prohibit B2C cold emails)
Am I providing an easy way to opt out of future contact? (This is required under CAN-SPAM and GDPR)
Cold emails should be brief, targeted, and valuable. Instead of pushing a sales pitch, focus on how your services solve a specific problem for the recipient. And never add recipients of cold outreach emails to your marketing list unless they explicitly opt in.
Buying Email Lists: Is It Worth It?
Short answer: No.
While some companies still sell email lists, purchasing contacts comes with serious risks:
You don’t know where the emails came from, making compliance nearly impossible
Your emails could be marked as spam, hurting your domain reputation
You’ll likely see low engagement and high unsubscribe rates
Instead of buying a list, focus on targeted and compliant email list services that follow proper data privacy laws. If you’re using a third-party service, ensure they:
Have permission from recipients to receive marketing emails
Maintain updated and segmented lists
Provide clear opt-out options in every email
The Best of Both Worlds: Blending Outreach and Marketing
Email marketing isn’t just about either cold outreach or newsletters—it’s about using both strategically.
A great approach includes:
Cold outreach to introduce yourself to potential clients and start a conversation
Opt-in email marketing to nurture leads and provide value over time
Consistent follow-ups with warm leads to maintain relationships
This combination maximizes your reach while staying compliant and respectful of privacy laws.
Email Best Practices for Maximum Impact
If you want to get the most out of your email marketing, keep these best practices in mind:
✔ Avoid spam trigger words (e.g., “free,” “limited time,” “guaranteed”)
✔ Keep it personal—address recipients by name when possible
✔ Provide clear value—offer useful insights, not just sales pitches
✔ Make unsubscribing easy—a complicated opt-out process will frustrate recipients
✔ Use an email marketing service (e.g., Mailchimp, ConvertKit, Constant Contact) for compliance and automation
Email marketing is a powerful tool—when used correctly.
By building your list organically, following privacy laws, and using a mix of cold outreach and email campaigns, you can create lasting relationships with clients while keeping your business legally compliant and professional.
Ready to take your email marketing to the next level? Start today by optimizing your website for opt-ins, refining your cold outreach strategy, and ensuring every email you send is targeted, valuable, and compliant. And reach out for help - I'm always here!
Thanks for reading - Anne
Work with Anne
Anne Ganguzza is California-based Voice Actor, Voiceover Coach, and award-winning Director & Producer specializing in target-marketed Voiceover Demo Production.
