If you plan to use email to communicate with an audience whose email address you might not have yet, then you’ll need to start capturing email addresses and building your list from scratch. Fortunately for you, there is a 2-part formula for building your email list that is followed by many of the most successful email marketers around. The formula is: 

A valuable incentive + simple subscribe opportunities = large email list

To break through your reader’s defenses, you must offer something genuinely tempting. Something of real value. Something they would even pay for – if you weren’t so generously giving it away in exchange for their email address.