Molly Thompson's 3-Step Playbook For Growing Her Email List by 100K with Grocers List
When Google’s helpful content update went into effect last year, Molly Thompson (@what_mollymade) lost 60% of her traffic from Google.
Something that could have been catastrophic for her business.
But because she’s been so focused on building an email list, her revenue was still up during that time.
In 2024, she grew her email list by 100k subscribers. And today, she sees 250-300k pageviews a month directly from the emails she sends.
So even though she was eventually able to build back her traffic from Google, her business and perspective has changed forever.
“That gives me so much peace of mind knowing that all of that traffic has nothing to do with an algorithm.”
So what exactly has she been doing to see such massive growth? You’re about to find out.
Why Email Is More Important Than Ever
For Molly, “Growing my email list is one of the best ways to create a direct, personal relationship with my audience. Social platforms and Google often change their algorithms, but my email list is an asset I fully own. It allows me to reach people who truly want my recipes, updates, and offers without worrying that the content will get lost in a crowded feed.”
And it’s paid off in a big way. Email is where she sees the highest engagement (and sales) on products she owns (like her planner and membership).
Email isn’t just the #1 way to build a direct relationship with your audience that YOU own, it can also help drive consistent traffic to your site and more revenue for your business.
So if you haven’t built a consistent email strategy, it’s time.
Molly’s strategy before Grocers List
Before finding Grocers List, Molly's approach to converting her Instagram audience into email subscribers was costly, complicated, and inefficient.
Manychat was too expensive
After seeing several reels go viral, her contacts in ManyChat skyrocketed, forcing her to pay hefty monthly fees unless she continuously removed contacts manually.
And she’s not alone. Dinner in 321’s Laura Ashley had a similar experience using Manychat before making the switch to Grocers List, too.
Manychat took too much time
Outside of having to remove contacts to keep her bill in check, Molly had to set up every single automation on desktop before posting to Instagram.
And as a creator, time is one of her most valuable resources. But even with all the manual hoops she had to jump through, she wasn’t getting the results she expected:
“I was doing little to no email lead generation on Instagram, but would sometimes rely on a static link in my bio or mention my website, hoping people would remember to visit and sign up. The process wasn’t smooth or immediate.”
So when a fellow food blogger raved about how much easier Grocers List made her Instagram automation, she went all in.
Molly’s Exact Grocers List Playbook
Molly has found that “offering high-value freebies, like a short recipe ebook or meal-planning guide, drives sign-ups like crazy.” So she’s been doubling down on that exact playbook?
Why does it work? Because “people love getting something tangible right away, and that “first win” makes them more likely to stick around and engage with my future content.”
Here’s what that looks like:
1. Create a Mini-Ebook, Roundup of Recipes, or Free Meal-Plan PDF
Molly focuses on making sure it’s visually appealing and helpful. It should be something people can start using today.
Something like this Easy Healthy Dinner eBook:
2. Promote via Instagram Reels
From there, Molly will share a quick recipe teaser with all of the recipes in one reel and mention the free ebook.
Here are a few examples:
3. Use Grocers List to Automate the DM
When people comment or engage, Grocers List automatically sends the link to the Convert Kit landing page sign up. “It’s seamless because they don’t have to hunt for the link in my profile or wait for me to respond manually. They can always come back to their direct messages with me to find a link they requested.”
Here’s what that looks like inside the DMs:
From there, they can click the link and be sent straight to the landing page they were interested in.
“Having that automated flow has made all the difference because it removes friction and speeds up the entire process.”
But that’s just the beginning of her Grocers List playbook.
Comment for Recipe and Save to Email
Using our Comment for Recipe feature, Molly has grown her email list by 15k+ subscribers. This looks really similar to her ebook strategy, but rather than sending her audience to a landing page, she can drive signups directly in Instagram DMs.
Here’s what that looks like:
From there, her audience also has the option to go straight to her website to view the recipe (driving more traffic to her site) or add the ingredients to Instacart.
“Grocers List connects directly to my Instagram Reels and automates the flow, but added even more value because it’s visually appealing, the posting process is easier, and the ‘save to email’ button with each recipe DM has also built my email list on autopilot.”
Molly’s Real Results
While Molly’s email list growth has been insane, she’s also seen major benefits across the rest of her business using Grocers List.
Let’s break down the numbers…
Email List Growth with Grocers List
100,000 new subscribers in 2024 alone
15,000+ subscribers using the "Save to Email" feature
90%+ conversion rates on her email opt-in pages
More Revenue and Traffic with Grocers List
250,000-300,000 monthly pageviews directly from email campaigns
Increased revenue despite losing 60% of Google traffic
Everything Else Molly Loves About Grocers List
Higher Instagram engagement from increased comments
Improved audience trust through responsive messaging
Increased affiliate income through deep linking capabilities
For Molly, "Grocers List is one of the tools in my business I couldn't do without."
Molly's Final Advice: Why Every Recipe Creator Needs Grocers List
After seeing such dramatic results with Grocers List, Molly is passionate about sharing her experience with other food creators who might be struggling with the same challenges she once faced.
When asked what advice she would give to other recipe creators, Molly doesn't hold back:
"If you're serious about growing your email list and nurturing a loyal audience, Grocers List is a must-try. It removes so many barriers—no more manually sending messages, no more hoping people click a link in your bio, and no more complicated funnels that are hard to track. With Grocers List, the process is smooth and automated, and best of all, it leads to higher conversions (my email opt-in conversion rates are 90% or higher), and more time back in your day to focus on what you do best: creating great recipes."
For Molly, Grocers List isn't just another marketing tool. It's the bridge between social engagement and email list growth that has helped her build a channel she fully owns.
Ready to follow Molly’s playbook? Try Grocers List today. And be sure to follow @what_mollymade on Instagram for more inspiration.
