Once you get your profile or email program set up, make sure it is displayed prominently on the website. There are many websites -sometimes large companies website's - that make you really search for the email sign up and social media (Facebook, Twitter and others) icons - often hiding them at the bottom and separating the email sign up from social media icons.
Why? Why are they making it difficult for people to find a way to follow them? It seems so simple, but the best ideas often are: Make it easy for your customers. Let me repeat that. Make it easy.