Yes, search is dead last on my preferred methods of email list building scale. Why? Cost. Unfortunately, it’s very difficult for marketers looking to build their free newsletter file to compete with the internet’s high fliers. However, there are ways to be effective here.

For example, if you know your paid listing is going to result in a fourth or fifth ranking, use that to your advantage. While results one through three are most likely going to be hard pitches, use your listing for the softer pitch. Instead of "Buy X here." try "Free tips to buying x" to grab attention. Also, be sure to post and, more importantly, properly tag past issues of your newsletter. This way they’ll get spidered and have lives of their own.