Why Your Next Social Contest Should Grow Your Email List (Not Just Your Follower Count)
Social media contests used to feel like the marketing version of a party trick. Flashy. Fun. Lightly chaotic. But lately? They’ve started to feel more like a group project gone wrong—too many rules, too many hoops to jump through, and too little actual return.
Last week, we tackled the (very persistent) myth that email marketing is dead. Spoiler: it’s not. In fact, it might be the only digital channel you fully own. Which is exactly why we think it’s time to revisit another “outdated” tool—social media contests. Not to drive likes. Not to boost follows. But to build your email list. Yes, that email list—the one that actually makes you money.
The Contest Trap: Where Most Brands Go Wrong
Let’s start with the usual formula:
Follow us on Instagram
Like this post
Tag 3 friends
Share it to your Story
Stand on one foot and spin in a circle while reciting your brand mission statement
OK, maybe not that last part. But you get the idea.
The problem with contests like these isn’t that they don’t work—it’s that they often don’t work well. You get a temporary spike in followers (some real, some bots, some just in it for the giveaway), a few shares, and maybe a couple of extra comments. But then the contest ends, the buzz dies down, and you’re back to where you started. Slightly more tired and no closer to converting those followers into customers.
Rethinking the Goal: From Virality to Value
Let’s shift the focus. Instead of chasing temporary attention, what if your next contest was designed to build something lasting?
We’re talking about using contests to grow your email list—strategically, intentionally, and with a real plan behind it. Email still delivers one of the highest ROIs in digital marketing. But the game has changed. People don’t just give out their email addresses for fun anymore (remember when we used to sign up for everything with our real email? Wild times). Today, you need to earn that sign-up.
That’s where a smartly designed social contest comes in.
The Simplest Contest We’ve Ever Run (And Why It Worked)
Yesterday, we launched a contest for one of our Nova Scotia-based clients. The goal was simple: increase email subscribers.
The mechanics? Even simpler:
Sign up for the email list.
That’s it.
Every new subscriber is automatically entered into the draw for a gift card—no tagging, no sharing, no acrobatics required. And because the prize is drawn from the email list, we’re not just collecting entries. We’re growing an owned audience.
Here’s what makes it click:
Low barrier to entry: One action. One benefit. Friction = minimal.
Immediate value: The welcome email includes a 10% discount on their first purchase (online or in-store).
Ongoing value: The brand doesn’t stop at the sign-up. Their welcome flow is actually helpful. Not spammy. Not salesy. Just good content.
Why Email Sign-Ups Beat Follower Counts (Every Time)
Here’s a hard truth: you don’t own your social media audience. Instagram could change its algorithm tomorrow (again) and your engagement could vanish. But your email list? That’s yours. You control when you send, what you send, and how often you send it. No middleman. No mystery.
And when people opt into your list, they’re raising their hand. They're saying, I want to hear from you. That’s a different level of intent than a double-tap on a giveaway post.
Plus:
Email subscribers are more likely to buy. (Way more likely.)
You can segment and personalize emails in ways you just can’t on social.
You’re building long-term relationships, not just momentary impressions.
How to Make It Work for You
Thinking about trying this approach? Here’s what we’ve learned:
1. Keep it ridiculously simple
Don’t overthink the entry process. Ask yourself: would you enter your own contest? If not, strip it back.
2. Offer real value
This doesn’t have to be a massive prize. A $25 gift card or an exclusive product drop can work wonders—especially if you’ve built up trust and excitement around your brand.
3. Follow through with a great welcome flow
This is where most brands drop the ball. You’ve got a new subscriber—don’t just say “Thanks!” and disappear. Use that moment to welcome them, give them a discount, tell them what to expect, and maybe even make them smile.
4. Promote it in all the right places
Yes, post it on social. But don’t forget your bio, your website, your email footer, and even your in-store signage. The more touchpoints, the better.
Final Thoughts: Social Contests Aren’t Dead—Just Misused
Used well, contests can still be magic. But they have to be part of a bigger strategy. One that builds your email list, nurtures your audience, and drives real business outcomes.
So no, social contests aren’t dead. They’ve just grown up. And it turns out, they’re still a pretty good time—especially when they work.
Thinking about trying a contest like this? We’d love to help you build one that actually moves the needle. Let’s talk.
