How to grow your email list using social media
If you’ve ever scrolled through business blogs or marketing advice, you’ve probably seen the debate: “Social media or email – which is better?” Honestly, it’s a conversation I’m tired of. It’s not helpful to pit them against each other when they both have their strengths and, with the right strategy, work brilliantly together to achieve your marketing goals.
We ALL know that we don’t own our social media. Your Instagram or Pinterest account could disappear tomorrow (not that we want that, but it could). But you do own your email list. That’s why so many marketers stress building it. Yet, email can’t grow itself. You need a way to reach new people in the first place and that’s where social media comes in.
Pinterest: Your visual search engine ally
Pinterest isn’t a social platform in the traditional sense, but it’s an incredibly effective way to reach new audiences and drive traffic to your free resources. Here’s how:
1. Pins linking to lead magnets
A lead magnet is a free resource (a guide, checklist, template or mini course) that people can get in exchange for their email. On Pinterest, create Pins specifically for these resources.
Example: An interior designer could create a Pin titled “5 Tips to Make Your Small Space Look Luxurious” linking to a PDF checklist. Anyone who clicks gets the checklist and joins your email list.
2. Pins linking to blogs with newsletter invites
Not every Pin has to be a freebie. You can drive people to your blog posts and include a newsletter sign up invitation at the end. This works especially well for longer form content, where readers get value first and then are asked to subscribe for more.
Example: A wellness coach posts a Pin for a blog called “10 Simple Morning Habits to Boost Your Energy”. At the end of the blog, there’s a gentle invitation: “Love these tips? Join my weekly newsletter for more actionable ideas!”
3. Use pop ups on your website (without being annoying!)
While Pins drive traffic to your website, pop ups can help convert visitors into subscribers. Timing and tone are key. A subtle slide in popup works better than full screen interruptions. Don’t use passive aggressive language on your pop up invitation. People either want to sign up or not. Leave the decision making to them. The goal is to make subscribing easy and natural.
Instagram: Your list building powerhouse
Instagram is also fantastic for building your email list because it’s interactive and personal. Here’s how you can use it:
1. Link to a freebie in your bio
Make sure your Instagram bio clearly states the value someone will get when they sign up and the link takes them straight to a landing page with your lead magnet.
2. Use Stories and Reels to promote your freebie
Create short, snackable content teasing your free resource. Add a link sticker direct to it.
3. Set up AI powered DMs
ManyChat and other automation tools can send your lead magnet directly to followers’ DMs. This feels personal, immediate and bypasses the need for them to click through a landing page if they’re browsing on mobile.
Example: A wellness coach posts a Reel on “3 Ways to Reduce Stress in 5 Minutes” and offers a free downloadable meditation. Through ManyChat, anyone who comments or clicks a CTA automatically receives the link in their DMs. Instant sign up, minimal friction.
Repurpose email content for social
The content you create for your email list can inspire social posts. Snippets, tips or graphics from your latest newsletter can become Pins, Instagram carousel posts or Reels. This gives your emails a second life and encourages social followers to join your list for the full content.
Build trust across channels
Some people will see you first on Pinterest, others via Instagram. Once they find your content helpful, they’re more likely to sign up for your emails. Your social content becomes a trust building bridge to your owned space i.e. your inbox.
Stop thinking “social vs email”
Instead, think: “How can these channels support each other?” Pinterest and Instagram aren’t the enemy of email, they’re the accelerators. Social brings the audience to you, email keeps them close.
The takeaway? Social media is the invitation, email is the conversation. And the businesses that succeed are the ones that use both to nurture a community that wants to hear from them again and again.
Need help putting this into action? If you’d like support building a content strategy that grows your email list while making the most of Pinterest and Instagram, book a chat with me. I can help you create a plan that actually works.
And if you’d like regular tips, ideas and encouragement straight to your inbox, make sure you’re signed up for my newsletter. It’s full of practical advice to help you show up on social media without the overwhelm.
