Quick answer: How do you start an email list?

1. Choose an email marketing platform.
2. Decide who your newsletter is for.
3. Create a signup form or landing page.
4. Offer people a good reason to subscribe.
5. Create a welcome email.
6. Promote your signup page.
7. Send valuable emails consistently and monitor your results.

Estimated setup time: 2–4 hours for a basic newsletter. Starting cost: $0 with a suitable free plan.

Starting an email list is one of the most practical ways to build an audience, promote your business and stay connected with potential customers. Whether you’re a blogger, freelancer, affiliate marketer, content creator or small business owner, email marketing allows you to communicate directly with people who are interested in what you have to offer.

Unlike social media, where algorithms determine how many people see your content, an email list gives you a more direct way to reach your audience. You can share helpful information, announce new products, promote your latest blog posts and build relationships with subscribers over time.

The best part is that you don’t need a large budget or advanced technical skills to get started. Several email marketing platforms offer free plans that let you collect subscribers, design newsletters and create signup forms without paying a monthly subscription.

In this guide, we’ll explain how to start an email list from scratch, compare some popular email marketing tools and show you practical ways to attract your first subscribers.

What Is an Email List?

An email list is a collection of email addresses from people who have voluntarily agreed to receive messages from you or your business. These individuals are called subscribers, and they typically join your list through a signup form on your website, a landing page or another online channel.

For example, imagine you operate a website that reviews artificial intelligence tools and business software. Someone visits your website to read an article about the best AI writing tools. While reading, they see an invitation to subscribe to your newsletter for weekly AI tool recommendations and practical tutorials.

If they enter their email address and subscribe, they become part of your email list. You can then send them relevant content, new product reviews, tutorials and occasional promotional offers, provided these communications are consistent with what they agreed to receive.

An email list differs from a regular collection of business contacts because subscribers have specifically agreed to receive your communications. That permission is an important part of responsible email marketing.

Why Should You Start an Email List?

An email list can become a valuable business asset because it allows you to maintain relationships with your audience beyond their first visit to your website.

One significant advantage is that you’re not entirely dependent on social media platforms to communicate with your followers. Social media algorithms change frequently, and even accounts with thousands of followers may reach only a portion of their audience. With email marketing, you can send messages directly to subscribers, although successful delivery still depends on factors such as your sender reputation and email authentication.

Email marketing can also help increase traffic to your website. Whenever you publish a new article, product review or tutorial, you can share it with subscribers who are interested in that topic. This creates opportunities for repeat visits instead of relying exclusively on search engines or social media to attract readers.

Another benefit is the ability to promote products and services. If you’re an affiliate marketer, you can recommend relevant products and include appropriately disclosed affiliate links. If you sell digital products, courses or consulting services, your email list provides a way to introduce these offers to people who already know your business.

Perhaps most importantly, email allows you to build trust over time. Not everyone who discovers your business will be ready to purchase something immediately. By consistently providing helpful information, answering common questions and recommending suitable solutions, you give subscribers reasons to remain connected with your brand.

Step 1: Decide Who Your Email List Is For

Before choosing email marketing software or designing a signup form, identify the audience you want to attract.

This is an important first step because people are more likely to subscribe when they understand exactly what they’ll receive and how it will benefit them.

For example, if you run a personal finance website, your newsletter might focus on budgeting tips, money-saving strategies and financial planning resources. If you’re a fitness coach, you might send weekly workout ideas, healthy recipes and advice on developing sustainable exercise habits.

Similarly, someone operating a technology review website could create a newsletter featuring useful AI tools, software comparisons, website-building tutorials and digital marketing recommendations.

Rather than trying to appeal to everyone, focus on a specific group of people and the problems they’re trying to solve. Consider what questions they frequently ask, what information they’re searching for and what resources would make their lives easier.

You should also decide how frequently you’ll communicate with subscribers. A weekly newsletter is a manageable starting point for many beginners, but you can choose a different schedule depending on your audience and the time you have available.

The important thing is to establish a clear expectation and deliver the type of content people signed up to receive.

Step 2: Choose an Email Marketing Platform

Once you’ve identified your audience, the next step is selecting an email marketing platform. This is the software you’ll use to collect email addresses, organize subscribers, create newsletters and monitor the performance of your email campaigns.

Although you could technically collect email addresses in a spreadsheet, dedicated email marketing software is a more practical option. These platforms provide tools for managing subscriptions, sending messages to multiple recipients, handling unsubscribe requests and automating certain tasks.

Several popular platforms offer free plans, making them accessible to beginners. However, their features, subscriber limits and pricing structures vary.

1. MailerLite

MailerLite is an email marketing platform that offers tools for creating newsletters, signup forms, landing pages and automated email sequences. Its interface is designed to make email marketing accessible to people who don’t have extensive technical experience.

One of MailerLite’s useful features is its drag-and-drop email editor. Instead of writing code, you can arrange text, buttons and other elements to create professional-looking newsletters.

MailerLite also includes landing page and automation tools. For example, you can create a signup form offering a free checklist and configure an automated welcome email that delivers the resource when someone subscribes.

Its free plan currently supports up to 250 subscribers and 2,500 monthly email sends, with allowances for three forms, three automations and one landing page.

2. Kit (formerly ConvertKit)

Kit is designed primarily for creators, bloggers, newsletter publishers and people who sell digital products.

The platform focuses on helping creators build relationships with their audiences through email newsletters, signup forms and landing pages. It also provides features for selling digital products and managing subscribers.

Kit’s free Newsletter Plan currently supports up to 10,000 subscribers and includes unlimited landing pages, forms and email broadcasts. However, automated email sequences and certain advanced features require a paid subscription.

3. Brevo

Brevo combines email marketing with customer relationship management and other business communication tools.

It allows businesses to create email campaigns, organize contacts and automate certain communications. Its broader business features may appeal to companies that want to manage customer relationships alongside their marketing activities.

Brevo’s free plan currently allows up to 300 email sends per day and storage for up to 100,000 contacts. It also includes basic reporting and marketing automation for up to 2,000 contacts.

The daily sending restriction is an important consideration. Even if you have several thousand contacts, you won’t necessarily be able to email all of them on the same day without upgrading.

Brevo may suit a small business that wants to manage customer contacts and send relatively modest volumes of marketing emails.

Visit: Brevo’s official website

4. Mailchimp

Mailchimp is a widely used email marketing platform that offers email templates, audience management, signup forms, landing pages and campaign reporting.

Its visual email editor allows users to create newsletters without extensive design or coding experience. Mailchimp also provides additional marketing and automation features through its paid plans.

Its free plan currently supports up to 250 contacts and 500 monthly email sends, subject to a daily sending limit of 250.

Although its free plan has relatively restrictive limits, Mailchimp remains an option for beginners who want to familiarize themselves with email campaign creation before selecting a paid plan.

Visit: Mailchimp’s official website

Which Email Marketing Platform Should You Choose?

Your choice should depend on your business goals, expected audience size, budget and the features you intend to use.

If you want to build a creator-focused newsletter and accommodate a relatively large number of subscribers on a free plan, Kit is worth exploring. If you’re interested in experimenting with automated welcome emails and landing pages, MailerLite offers useful beginner-friendly features.

Brevo provides an alternative for businesses that want email marketing alongside contact management, while Mailchimp offers a familiar platform for creating basic campaigns.

Before registering, compare the latest plans on each provider’s official website. Free-plan allowances and pricing can change, and a platform that works well for your first hundred subscribers may not necessarily be the most economical option as your audience grows.

Step 3: Create a Lead Magnet to Attract Subscribers

Now that you’ve chosen an email marketing platform, you need to give people a reason to join your list.

One effective way to attract subscribers is to offer a lead magnet. A lead magnet is a free resource or benefit that people receive when they sign up for your email list.

Lead magnets are especially useful because they provide something of immediate value to your audience. Instead of simply asking visitors to subscribe to your newsletter, you’re offering a resource that can help them solve a problem or achieve a particular goal.

For example, if your website focuses on affiliate marketing, you could offer a free PDF titled “The Beginner’s Guide to Affiliate Marketing.” The guide might explain how affiliate marketing works, how to find suitable programs and how to promote products responsibly.

If your website focuses on artificial intelligence, you could create a checklist featuring ten useful AI tools for small businesses. Someone interested in improving their productivity may be willing to subscribe to receive that resource.

Other popular lead magnets include downloadable templates, worksheets, free email courses, resource lists and short video tutorials.

How to Create Your First Lead Magnet

You don’t need to spend money hiring a designer or creating an extensive eBook. A short, practical resource can be enough to attract your first subscribers.

Start by identifying one problem your audience frequently encounters. If you’re targeting people who want to start an online business, for example, you could create a checklist covering the essential steps involved in launching a website.

Next, use a tool such as Canva or Google Docs to create your resource. Canva offers customizable templates for eBooks, checklists and worksheets, while Google Docs is suitable for creating straightforward text-based guides.

Organize your content into clear sections, include practical examples and make sure readers can easily apply the information. Once your resource is complete, export it as a PDF.

You can then upload the document to your website or another suitable file-hosting service and include its download link in your welcome email.

Remember that your lead magnet should be closely related to your newsletter. Someone who downloads a website-building checklist is more likely to appreciate future emails about hosting, website builders and online business tools than unrelated promotional messages.

Step 4: Create Your Email Signup Form

Your signup form is where people enter their email addresses and agree to receive your communications.

Most email marketing platforms include built-in tools for creating signup forms, so you generally won’t need to hire a developer or write code.

For this example, we’ll use MailerLite, although the general process is similar with other platforms.

After creating your MailerLite account and completing any required verification, navigate to the Forms section. Select the option to create an embedded form, give it a descriptive name and choose the subscriber group where new signups should be added.

You can then customize the form’s headline, description, input fields and subscription button.

For example, if you’re building a newsletter about digital marketing, your headline could read “Get Better at Digital Marketing.” Underneath, you could explain that subscribers will receive weekly tutorials, useful tools and a free digital marketing checklist.

Your subscription button might say “Get My Free Checklist” rather than the generic “Submit.”

Keep the form as simple as possible. In most cases, requesting an email address and an optional first name is sufficient. Asking for unnecessary personal information can create additional barriers to subscribing.

You should also explain how subscribers’ information will be used and provide a link to your privacy policy.

Should You Enable Double Opt-In?

Double opt-in is a subscription process that requires people to confirm their email addresses before they’re added to your active mailing list.

After someone completes your signup form, they receive a confirmation email containing a link. Their subscription becomes active after they click that link.

This extra step helps verify that the email address belongs to someone who genuinely wants to receive your messages. It can also reduce invalid subscriptions and certain types of spam.

Although double opt-in adds another step to the signup process, it’s worth considering when building a new email list.

Step 5: Create a Landing Page

If you don’t have a website yet, you can still start collecting email subscribers by creating a landing page.

A landing page is a standalone webpage designed to encourage visitors to take one specific action. In this case, that action is subscribing to your email list.

Many email marketing platforms, including MailerLite and Kit, offer landing page builders that allow you to create a signup page without purchasing separate website-building software.

For example, imagine you’re launching a newsletter for freelancers. You could create a landing page offering a free resource titled “Five Email Templates to Help You Find Your First Freelance Clients.”

Your landing page would explain what the resource contains, who it’s designed for and how it can help. Visitors would then enter their email addresses to receive the templates.

An effective landing page should have a clear headline, a concise explanation of your offer and an easy-to-find signup form.

Avoid filling the page with unrelated information or multiple competing offers. Your primary objective is to help visitors understand the value of subscribing.

Once your landing page is published, you can share its link through social media, YouTube descriptions, online communities where promotion is permitted and other relevant channels.

Step 6: Add Your Signup Form to Your Website

If you already have a website, adding your signup form to relevant pages can help turn visitors into subscribers.

For example, someone reading an article about starting an online store may be interested in downloading a free e-commerce launch checklist. Placing a relevant signup form within that article creates an opportunity to convert the visitor into a subscriber.

You can also place signup forms on your homepage, in your website footer or at the end of popular blog posts.

If you use WordPress, you can add an email signup form using the embed code provided by your email marketing platform. Some providers also offer dedicated WordPress plugins to simplify the process.

MailerLite, for example, provides an official WordPress plugin and instructions for embedding forms on websites.

The placement of your form matters. A signup offer related to the article someone is reading will generally make more sense than an unrelated promotion.

You can also experiment with pop-up forms, but avoid creating an intrusive experience that interrupts visitors before they’ve had an opportunity to engage with your content.

Step 7: Set Up Your Welcome Email

Your welcome email is the first message subscribers receive after joining your list. It’s an opportunity to introduce your business, deliver your promised resource and explain what subscribers can expect from future communications.

If you offered a free PDF or checklist, your welcome email should include a working download link. Avoid making subscribers search through your website to find something you promised to send them.

You should also briefly explain who you are, what your newsletter covers and how often you’ll be sending emails.

For example, a welcome email from a digital marketing website could thank subscribers for joining, provide their free checklist and explain that they’ll receive weekly tips about SEO, email marketing and useful business software.

Keep your message friendly and straightforward. You don’t need a long introduction or an elaborate sales pitch.

How to Automate Your Welcome Email

One advantage of using email marketing software is that you don’t have to manually send a welcome email every time someone subscribes.

In MailerLite, you can create an automation workflow that begins when a subscriber joins a particular group. Add an email step, write your welcome message and configure the workflow to send the email automatically.

Before activating it, test the process using your own email address. Make sure the signup form works, the welcome email arrives and any download links function correctly.

You can eventually expand your welcome email into a short automated sequence. For example, your first email could deliver the free resource, your second could share a useful tutorial two days later, and your third could introduce subscribers to your most popular articles.

However, there’s no need to create a complicated sequence when you’re just getting started. One useful welcome email is enough to begin.

Step 8: Get Your First 100 Email Subscribers

Creating your email list is only the beginning. Once your signup forms and welcome emails are ready, you’ll need to attract people who are genuinely interested in your content.

Your first 100 subscribers can provide an opportunity to understand your audience, improve your newsletter and discover which topics generate the most interest.

You don’t necessarily need paid advertising to reach this milestone. There are several ways to promote your newsletter organically.

Promote Your Newsletter Through Blog Posts

If you operate a blog, start by adding relevant signup forms to your most useful articles.

For example, if you publish an article titled “How to Start Affiliate Marketing Without a Website,” you could offer readers a free affiliate marketing starter checklist.

Visitors who find your article through Google or another search engine may subscribe if your resource helps them take the next step.

As you publish additional articles, look for opportunities to include relevant signup offers. Over time, your website can become an ongoing source of new subscribers.

Use Social Media to Attract Subscribers

Social media can help introduce your newsletter to people who haven’t discovered your website.

Rather than repeatedly posting links asking people to subscribe, share useful content related to your newsletter.

For example, if your newsletter focuses on AI tools, you could publish a short video demonstrating three ways small business owners can use AI to save time. At the end, invite viewers to subscribe for more practical tutorials.

You can also include your newsletter’s landing page in your Instagram, Facebook, LinkedIn or other relevant social media profiles.

Create Helpful YouTube Videos

YouTube can be another way to attract email subscribers, particularly if your content involves tutorials, product demonstrations or software reviews.

Suppose you create a video showing beginners how to build their first WordPress website. You could offer viewers a free website launch checklist and include your landing page link in the video description.

This approach works because the free resource complements the information viewers are already interested in.

Collaborate With Other Creators

Collaborating with people who serve a similar audience can introduce your newsletter to potential subscribers.

You could write guest articles, participate in podcasts, contribute to relevant newsletters or collaborate on educational content.

For example, someone who publishes a newsletter about freelancing might collaborate with a creator who teaches digital marketing. Both audiences could benefit from learning about tools and strategies that help freelancers attract clients.

Focus on collaborations that provide genuine value rather than simply exchanging promotional messages.

Step 9: Send Your First Newsletter

Once you’ve attracted your first subscribers, it’s time to start communicating with them regularly. One common mistake beginners make is spending so much time collecting email addresses that they forget to send useful emails.

You don’t need hundreds of subscribers before sending your first newsletter. Even if you have only ten people on your list, you can begin building relationships by sharing information they’ll appreciate.

Start with a topic that directly relates to your audience’s interests.

For example, if your newsletter focuses on online business, your first email could explain five free tools that beginners can use to launch a website. You could briefly introduce each tool, explain what it does and include links to relevant tutorials.

Your newsletter should have a clear subject line, a useful introduction and an obvious purpose. Keep paragraphs relatively short so subscribers can comfortably read your messages on their phones.

Avoid trying to cover too many unrelated topics in one email. A focused newsletter that solves one problem or shares a few closely related resources can be more useful than a lengthy message filled with information your audience doesn’t need.

You can also invite subscribers to reply with questions or suggest topics they’d like you to cover in future newsletters.

Step 10: Monitor Your Email Marketing Results

After you’ve sent several newsletters, review your campaign reports to understand how subscribers are responding. Most email marketing platforms provide statistics that show how many messages were delivered, how many recipients opened your emails, which links were clicked and how many people unsubscribed.

Your subscriber growth rate is another useful measurement. If your landing page attracts hundreds of visitors but very few people subscribe, you may need to improve your headline, explain your offer more clearly or provide a more relevant lead magnet.

Click rates can help you identify which topics and resources generate interest. For example, if subscribers frequently click links to AI tutorials but rarely engage with general business news, you might decide to publish more practical AI content.

Keep in mind that email open rates aren’t completely reliable because certain email privacy features can automatically register opens. Consider clicks, replies and meaningful actions alongside your reported open rates.

Don’t worry about achieving perfect statistics immediately. Use your reports to understand your audience and make gradual improvements.

Step 11: Avoid Common Email Marketing Mistakes

Starting an email list is relatively straightforward, but certain mistakes can affect your results and damage the trust you’ve worked to establish.

One of the biggest mistakes is purchasing email lists. Although buying thousands of email addresses might seem like a quick way to grow your audience, those people haven’t necessarily agreed to receive your messages. Purchased lists can generate spam complaints, contain invalid addresses and violate email marketing platform policies.

Another mistake is sending too many promotional emails without providing meaningful value. If people subscribe to receive helpful tutorials but only receive sales pitches, they may quickly lose interest.

You should also avoid making promises you can’t maintain. If you advertise a weekly newsletter, establish a realistic schedule that allows you to consistently deliver useful information.

Pay attention to email deliverability as well. Using a professional sending domain and configuring email authentication can help receiving email providers verify your messages. Follow your email platform’s instructions for setting up SPF, DKIM and DMARC.

Finally, make it easy for people to unsubscribe. Respect subscribers’ preferences, include a clear unsubscribe link and follow the email marketing and privacy requirements that apply to your business and audience.

Frequently Asked Questions About Starting an Email List

Can I start an email list for free?

Yes. Several email marketing platforms offer free plans that allow beginners to collect subscribers, create signup forms and send newsletters. Kit, MailerLite, Brevo and Mailchimp are examples, although their subscriber limits and available features differ.

You may eventually need a paid subscription as your audience grows or you require more advanced features.

Do I need a website to start an email list?

No. You can use a landing page provided by your email marketing platform to collect subscribers without creating a separate website.

However, having a website can be beneficial if you plan to attract visitors through search engines, publish articles or sell products.

How many subscribers do I need to make money?

There’s no specific number of subscribers that guarantees income.

Your earning potential depends on factors such as your audience’s interests, the products or services you offer, how engaged your subscribers are and the effectiveness of your marketing.

A smaller list of genuinely interested subscribers may generate more business than a much larger list of people who rarely engage with your content.

How often should I email my subscribers?

The appropriate frequency depends on your audience and the type of content you publish.

For many beginners, sending one useful newsletter each week is a manageable starting point. You can adjust your schedule based on subscriber feedback and your ability to consistently create worthwhile content.

What’s the difference between an email list and a newsletter?

An email list is your collection of subscribers who have agreed to receive your communications. A newsletter is a recurring email you send to those subscribers.

Your email list can also be used for welcome messages, educational email sequences, product announcements and other communications that subscribers have agreed to receive.

Can I use email marketing for affiliate marketing?

Yes. Email marketing can be used to recommend relevant affiliate products, provided you follow applicable laws and your email platform’s policies.

Focus on products that are genuinely relevant to your audience, explain their benefits and limitations, and clearly disclose affiliate relationships.

Avoid overwhelming subscribers with promotional emails. Helpful content and transparent recommendations can contribute to stronger long-term relationships.

Final Thoughts: Start Small and Grow Your Email List

Building an email list doesn’t have to be complicated or expensive. With a suitable email marketing platform, a clear understanding of your audience and a useful reason for people to subscribe, you can start collecting email addresses and developing relationships with potential customers.

Begin by choosing a platform that fits your budget and business goals. Create a simple signup form, offer a relevant free resource and set up an automated welcome email. Once everything is working, start promoting your newsletter through your website, social media and other appropriate channels.

As your audience grows, pay attention to the content subscribers find useful and make adjustments based on their feedback and engagement.

You don’t need thousands of subscribers or an elaborate marketing system to begin. Start with your first ten subscribers, provide them with genuine value and build from there.

Affiliate disclosure: This article may contain affiliate links. If you purchase through our links, we may earn a commission at no additional cost to you. Our recommendations are based on product features, published information and suitability for different users.