Building Your Email List

Maybe you don’t understand the value of building your email list, and you don’t understand what it means to build an email list.

I know when I first started I sure didn’t understand what it was or the importance of building that list.

Build an Email List


Briefly, an email list is a list where a person has given you their name and email in exchange for getting something of value from you—-for free.

Big hint here: what you give them for free must have high value to that person. In fact it has to have such high value that if you wanted to, you could sell it.

I can already hear you saying WHAT! Here’s an example. One of our free offers to encourage people to give us their name and email is to give them a free 7 day email course on 7 simple things they can do to make their dog training better. You can see how this works here.

Sounds simple right? It is. Plus the more than 500 people who have signed up to get that free information— think it is valuable.

Let me drive down deeper with the importance of this. I see a lot of dog trainers putting a lot of time and effort connecting with people on their Facebook page. That’s great but what happens if Facebook changes the terms of service as they constantly do? What if they delete your page with no notice? Then where are you?

If the only place you engage with clients and potential clients is on Facebook, then you’d better be sure to stay on the good side of Facebook.

Social media is great and certainly is an important part of your marketing plan. But the best way to market is to build an eager base of customers and future customers by emailing them regularly at least once a week.

This is done all the time by both online businesses and regular physical businesses.

When someone has shown an interest in your dog training, whether it’s online or offline, those are the people you want to build a relationship with going forward.

Once someone trains their dog with you the likelihood that they will work with you again goes way up. That’s why it’s so critical to send out regular emails to your list to let them know what you’re up to and what you have going on.

Having your own email list means you get to tell folks about upcoming special classes and more. Getting an email once a week from you keeps you always present in their mind.

And guess what? Your email subscribers share those emails.

We probably get at least 30 or more new people on our list every week because someone shared our newsletter with them. How easy is that to build your customer base?

Easy Steps to Build Your Email List


  • Get an email service provider. AWeber is the one we use and it’s very easy and not expensive. They have wonderful tutorials to teach you everything step by step.
  • Put together something of really high value as your give away.
  • If you have a website, and I sure hope you do, then you can easily put a form on your website to capture their name and email. Once they sign up and confirm their email your “dynamite free info” is delivered by AWeber to their email address they gave you.


I know this is outside the comfort level of many of you. But I want you to succeed and I know you can succeed. None of this has to be complicated. I know you can do this.

Market Your Dog Training BusinessLeila Martin, is the brains behind the success of Jim Burwell’s Petiquette on the marketing side. She has run our online and offline marketing system since 2006. Leila’s ability to grow our online presence using both a website and social media in the dog training world has been a critical part of success .

She has tripled the number of visitors to our website and increased our revenue by 25% each year. Our appointment book is always filled.
Bottom line: We do what we teach and we teach what we do.  In her spare time Leila can be seen in her office dancing with our black lab Sammy Burwell

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