Picture this: It’s January 2024, and I’m staring at my email list of 400 subscribers, wondering if there might be another way to grow my list.
One that would let me test new products while growing my audience at the same time.
While I love using paid ads for lead generation (you know I’m team ‘there’s an ads strategy for every season of business) I decided to see what would happen if I got really intentional about collaboration opportunities.
Fast forward 12 months, and I’ve grown my list from 400 to 1,100 subscribers through strategic marketing partnerships – all while testing new products and measuring everything along the way.
The best part? The data shows these aren’t just random subscribers – they’re humans who actually open my emails and engage with my content!
Let me break down exactly how I did it and what I learned, because there’s a way to grow your list that feels good and brings in quality subscribers who actually want to hear from you.
Prefer to listen to the podcast version? You can!
The Strategy: Intentional Collaboration
I kept seeing other business owners participating in bundles and summits, not just growing their audiences but building meaningful connections with other business owners too.
So I decided to experiment: I committed to participating in one collaboration opportunity each month (though I’ll be honest – some months I skipped and doubled up later!).
I approached this whole year with a scientist’s mindset – because you know me, if we’re not measuring it, did it even happen?
I tagged every subscriber in my email service provider so I could track exactly where they came from and how they engaged.
Here’s what most people don’t tell you about collaboration strategy – you don’t have to say yes to everything and not every opportunity you come across is a good one, for you!
The Numbers (Because You Know I Love Data! 📊)
- Pitched 13 opportunities
- Accepted to all but 2 that I applied to (that’s an 84% acceptance rate!)
- Grew from 400 to 1,100 email subscribers
- Maintained 40-50% open rates
- Achieved 2.3% click-through rates in recent campaigns
Key Lessons Learned
1. Quality Over Quantity
While tripling my list size is exciting, what’s even more valuable is the engagement level.
My subscribers are actively opening emails, clicking links, and – most importantly – having real conversations with me about what they need.
2. Be Strategic About Where You Show Up
The most successful collaborations were ones closely aligned with what I do.
For example, my biggest growth came from the Google Tool Summit (which was perfect since I build Looker Studio dashboards) and the Growth Bundle where I featured Analytics Uncomplicated.
Pro tip: Don’t talk yourself out of applying!
I almost didn’t pitch for the Google Tool Summit because I thought “someone else with a larger audience will probably cover this.”
So, glad I didn’t listen to that voice inside my head!
3. Use Collaborations to Test Products
Instead of spending money on ads to validate new products, I used bundles as a testing ground.
It’s like beta testing but without the struggle of building interest in your front facing marketing strategy.
I love having a way to test things that doesn’t disrupt the flow of what is already working in my business!
This approach helped me:
- Test new product ideas
- Gather real feedback
- Iterate and improve offerings
- Build products people actually want
Let me tell you about Analytics Uncomplicated – it’s now one of my most successful products, but it started as a small piece pulled from my larger programs specifically for these collaborations.
I remember being SO nervous about whether people would find it valuable, but everyone seems to dig it!
This taught me something huge: sometimes what feels basic to us is exactly what our audience needs.
4. Build Genuine Connections
Through this process, I found a few bundle hosts whose values aligned perfectly with mine – they prioritize diversity, create valuable opportunities, and genuinely care about their participants.
My favorite bundle hosts are Cat Griffin and Leticia Collins!
Adrienne Farrow and Megan Taylor produce excellent Summits!
These are relationships I’ll continue nurturing in 2025.
5. Be Yourself
Want to know the most surprising thing I learned?
The bundles where I was most authentically myself – talking about data and analytics with my usual nerdy enthusiasm – performed WAY better than when I tried to be more ‘professional’ or formal.
Turns out, people actually want to learn about analytics from someone who gets excited about UTM parameters! (Yes, I really do get excited about UTM parameters 🤓)
I’ll be honest – there were definitely moments this year where I questioned this whole strategy.
Some months I’d stare at my metrics wondering if I was crazy for not just running ads like everyone else.
But looking at my data now, I can see how this slower, more intentional approach definitely has a place inside of my business.
The Honest Truth About What I’d Do Differently
cue slightly embarrassing confession
You know how they say the cobbler’s children have no shoes?
Well, this marketing specialist didn’t write proper sales sequences to follow each bundle. 🫣 I know, I know – it was a huge missed opportunity!
But here’s the thing: between client work and creating products for these collaborations, something had to give.
I made a conscious decision to focus on growth in 2024 and save the sales sequence optimization for 2025.
And you know what? That’s okay!
Sometimes we have to choose what we’re optimizing for, and this year it was about building the foundation.
Looking Forward to 2025
Based on what I learned this year, I’m adjusting my email list building strategy for 2025:
- Being more selective with opportunities, focusing on those most aligned with my audience
- Prioritizing pre-recorded summit collaborations
- Exploring more one-on-one collaborations with service providers who have adjacent audiences
- Paying close attention to the sales sequences that follow collaborations
The Real Talk
While the numbers are great, here’s what really matters: this approach allowed me to grow sustainably while staying true to my values.
I built relationships, tested products, and grew my audience organically.
Marketing doesn’t have to be complicated or expensive – it just needs to be intentional and aligned with your business goals.
Want to start tracking your own marketing metrics?
Grab my Marketing Measurement Playbook to learn exactly what to measure and how to use that data to grow your business.
Have you tried collaborations to grow your email list? I’d love to hear about your experience! Drop me a DM on Instagram to share your story.
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