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12 Winning Strategies for How to Build an Email List You need a list of email addresses before you can fully utilise email marketing. Although you can take actions right away to start building your business mailing lists even before you sell your first product or subscription, your subscriber list will increase as you start making sales. The typical commerce conversion rate is between 2.5 and 3%, but email-based landing page traffic has an average conversion rate of above 6%.