How Louise Buckley Is Doubling Her Email List—And the Simple Strategy You Can Steal

Louise Buckley didn’t start out in ecommerce. She runs a boutique clothing business in the UK with a bricks-and-mortar shop and an online store—so yes, she’s juggling two businesses at once.

But when she joined Reliable Revenue, she got crystal clear on one thing:

If she wanted to grow her sales, she had to grow her list.

Fast-forward five months, and she’s already added almost 2,000 subscribers.
She’s aiming to double her list from 4,700 to 10,000 by the end of the year.

Here’s how she’s doing it—and what she’s changing next to close that gap.

First, Let’s Talk Numbers

When Louise started Reliable Revenue back in March, she had just under 3,000 people on her list. Today? 4,700. That’s a net growth of 400–500 subscribers a month.

At that pace, she’ll probably end the year with around 6,000–6,500.

But her goal is 10,000.

So we broke down the gap:

• She needs an extra 3,000–4,000 subscribers
• That’s about 600–800 additional subscribers per month
• And she has five months to do it

What’s great is she’s already doing a lot of things right. Her site’s converting. Her forms are working. And her customers? They come back. A lot.

Now it’s about putting a few new levers in place—and making the most of the traffic and attention she already has.

What Louise Is Already Doing (And Doing Well)

Let’s start with her lead gen. Here’s what’s already running on her site:

• Mobile Flyout (Popup):
  15% off for new subscribers.
  → Submit rate: 7.47%
  → Revenue: £1.3K over 90 days
  
  
• Exit Intent Popup:
  Same 15% offer.
  → Submit rate: 16.26%
  → Revenue: £375
  
  
• Gated Sale Page:
  Offers access to permanent sale items.
  → Submit rate: 12.9%
  → Revenue: £369
  
  
• In-Store Opt-In:
  When her receipt printer broke, she started asking: “Do you want your receipt texted or emailed?”
  → Most customers chose email.
  → She never fixed the printer. Smart.

Let’s pause here. These submit rates are stellar. The average submit rate for popups is around 2–3%. Reliable Revenue sets the benchmark at 5–9%.

Louise is exceeding that across the board.

The takeaway:
If your popups are converting like this, the issue isn’t your setup.
It’s likely traffic. And that’s easier to fix than you think.

Let’s Talk Traffic

Right now, Louise gets about 6,000 site sessions per month, with 19,000 sessions over the last 90 days.

That’s respectable traffic for a boutique. And her returning customer rate is 62%, which is high.

But when we looked at how many emails she’s collecting from those visitors (roughly 400–500/month), we realized something:

What would happen if she could capture even more emails from the same traffic—without spending more on ads?

That’s where her live selling comes in.

The Untapped Opportunity: Live Selling

Louise goes live every Wednesday from the shop floor.

Three women, different sizes and shapes, all modeling the same clothes so shoppers can see how they really fit. It’s smart. It’s fun. And it sells. She gives away two £25 vouchers every week and features new arrivals and bestsellers.

But here’s the kicker:

• She’s not promoting the lives in advance
• She doesn’t drop product links during the live
• And people regularly miss them because they didn’t get notified

So we talked about a simple fix:

Add a gated “Live Sale” signup page on your site.

Call it “Never Miss a Live” or “VIP Early Access.”
Put it in your menu. Talk about it in your lives. Tease what’s coming with blurred photos and say things like “Only 2 mediums left.”

Then automate a reminder email that goes out every Wednesday morning, before the live starts.

💡 Bonus: You can reuse the same gated page as a mini product collection. Feature the live sale items there and drop that one link during your live.

Add Brand Collaborations to the Mix

One of our favorite practically free ways to grow your list is to collaborate with another store owner who shares your audience. Louise is already planning an event with another boutique owner. The goal? Email list growth. Not just likes or shoutouts.

Here’s how to do it right:

• Set up a hidden landing page with a special offer:
  “Get £10 to spend in-store” (instead of 15% off)
• The partner emails her list, sends them to that page
• They sign up, get a single-use discount code, and Louise captures the email

Do one of these every month, and Louise could add hundreds of new subscribers—for free. All buyers. All warm.

What About Ads?

Right now, Louise isn’t running any paid ads. But she’s ready to start.

Instead of creating a polished brand video, she’s going to:

• Use her weekly live sales as ad content
• Run video view ads to her existing warm audience
• Spend £3–4/day
• Rotate the live video each week

No complicated funnel. No Advantage+ confusion. Just smart, consistent visibility.

She’s also going to test a simple view content ad for a bestselling item that’s always in stock. Something she can “set and forget.”

Here’s What Louise Is Doing Next

Let’s recap her growth plan:

1. Use a gated page to promote weekly live sales

→ Add email capture + product collection
→ Send reminders every week
→ Use scarcity and FOMO in her messaging

2. Run video view ads using her weekly live recordings

→ Just £3–4/day
→ Show to warm audiences
→ Build consistency without a big lift

3. Do one brand collaboration a month

→ Offer £10 to spend in exchange for email
→ Set up a short Klaviyo flow
→ Keep the traffic warm and buyers-only

4. Track it all

→ Use Klaviyo custom reports to track sales from each form
→ Give each collaboration its own discount code
→ Watch the list grow and convert

One Last Thing

When Louise looked at everything she’s doing—from her strong email capture rates to her engaged customer base—it became clear:

She doesn’t need to reinvent anything. She just needs more people to see it.

And with a few small tweaks, she’s set up to hit 10,000 subscribers without burning out or chasing every shiny tactic.

RELATED LINKS:

Check out Louise’s shop here: Be You Lifestyle Boutique

Get on the Reliable Revenue waitlist: https://www.thesocialsalesgirls.com/reliable-revenue

Christina's transitioning from in person to online sales: https://www.thesocialsalesgirls.com/blog/christinas-transitioning-from-in-person-to-online-sales-here's-how-episode-298

The Most Powerful Marketing Activity: https://www.thesocialsalesgirls.com/blog/the-most-powerful-marketing-activity-episode-285

€600+ sales with a list of 40. Here’s how: https://www.thesocialsalesgirls.com/blog/proof-that-action-leads-to-results-episode-135