Growing an e-mail list is an essential part of a large scale e-mail marketing effort. An existing client base is important to nurture, but it is as equally important to expand to new circles in a meaningful and relevant way, without deterring people from your messages altogether. What are some of the biggest mistakes people make when trying to grow their e-mail lists?

Many companies like to use purchased or rented lists to expand their base. This can be quite problematic, because people receiving e-mails for items that they did not request are usually more prone to flag the message as SPAM. It is generally recommended not to use e-mail lists for this reason. The credibility of your sources is also very crucial. If you purchase a list from a source that doesn't have a very good foundation and you send your e-mails to this list, your own company image can be damaged. It can be perceived as another SPAM feeding exercise rather than a legitimate effort to reach out.

Many people use websites with sign-up boxes to get people to sign up for their lists. One big mistake people make when doing this is that they create a separate pop-up box to open when a user enters their website – this is a sure way to irritate somebody who wants to come to your site. If someone is interested in signing up, create a visible sign up box at the top of your page, but don't create a pop out window that will force those who are not interested to close the window.

Another big mistake that people often make is that they create sign-up processes for their users that are long winded and deterring. If you ask your users to submit excessive amounts of information, they will most likely give up in the middle of the process and abandon the list altogether. Keep it short, simple and easy for the users!

Don't limit your users to signing up at the instant they visit your site. Give them other options. Be understanding of the fact that your users may not want to sign up for your list at this moment, but that they may change their mind with time. Give them other means to be informed of your offers – perhaps on social media sites like Facebook or Twitter – they can follow you on these of their own volition and later on choose to get on your list after all!

Finally, give the user the ease and liberty to get off the list in the way that they can get on. If you do not give importance to their choice to get off the list, they will instantly be guarded about signing up to begin with. Nobody likes to sign-up for something where opting out is a complicated, hidden and messy process that may involve being on the phone with a customer service agent for hours. Respect their options, and they will respect your list as well!