Email marketing remains one of the most powerful tools for driving business growth and profitability. As Alex, an experienced marketer, shares, his email list has been the number one driver of profits in his business, vastly outperforming social media channels. If you’ve been itching to start your own email list but don’t know where to begin, this guide will take you through the entire process step-by-step, so you can unlock growth by building an engaged email audience from scratch.
Why Build an Email List?
Unlike social platforms where algorithms control your reach, your email list is an owned asset. It lets you connect directly with people interested in your brand, products, or services. Alex’s personal success story highlights this: with just 2,300 highly engaged email subscribers and minimal social media following, he generated $84,000 from a product launch by sending only eight emails.
Whether you want to promote a product now or might consider it in the future, having an email list is essential to sustainable growth and revenue generation.
Step 1: Sign Up for an Email Marketing Service
Before anything else, you need to choose an email marketing platform to collect and manage your subscribers. Popular options include:
- Mailchimp
- ConvertKit
- ActiveCampaign
- Flodesk
- Klaviyo
Each platform has its pros and cons, so research which one fits your budget and offers the features you need. For beginners, MailChimp is a great choice thanks to its free plan and user-friendly interface. As your list grows, you can consider migrating to a tool with more advanced features like segmentation and conditional sending.
The key is to pick a platform that will help you get started quickly without overwhelming you.
Step 2: Create a Valuable Freebie (Lead Magnet)
People don’t usually sign up for email lists just to receive emails—they need a reason to do so. A highly effective strategy is to offer a valuable freebie, also known as a lead magnet, in exchange for their email address.
Consider what you can provide that aligns with your expertise and audience’s needs. Some examples include:
- A PDF guide or checklist
- A template
- A webinar or masterclass
- A mini online course
- A coupon code or discount
- A free trial or sample
- A giveaway or contest entry
Use simple design tools like Canva to create your freebie. But the freebie is just one piece—next, you need a landing page where people can submit their email addresses to receive your offer.
Step 3: Build a Landing Page That Converts
A landing page (also called an opt-in or squeeze page) is a standalone webpage designed solely to capture email addresses. Its content should be clear, concise, and focused on the benefits of your freebie.
Key elements of an effective landing page:
- Compelling headline that highlights the value
- Call to action (CTA) placed above the fold (visible without scrolling)
- Benefit-driven bullet points explaining what subscribers will gain
- Social proof or credibility banner (testimonials, endorsements, or your credentials)
- Brief bio positioning you as an authority
- Multiple CTAs sprinkled naturally throughout the page
For inspiration, look at examples from marketers like Jenna Kutcher or Marie Forleo, who place opt-in banners prominently at the top of their sites.
Step 4: Write Your “Day Zero” Autoresponder and Welcome Sequence
Once someone subscribes, the relationship begins. Before you actively promote your list, prepare a series of emails designed to engage and nurture new subscribers automatically:
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Day Zero Autoresponder – This is the immediate thank-you email that delivers the freebie and sets the tone for your brand. It’s your chance to make a strong, positive first impression.
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Welcome Sequence (1-3 emails) – Follow-up emails to introduce subscribers to your brand voice, mission, and what they can expect from you. Use these emails to build trust and rapport.
Alex recommends sending 1-3 indoctrination emails that gradually lead into adding more value and eventually presenting an offer.
By automating these emails, you save time and stay connected with your audience consistently, creating loyal subscribers who are primed for future promotions.
Step 5: Promote Your Landing Page and Grow Your List
Now the fun part—getting subscribers! How you promote your freebie depends on whether you already have an audience.
Here are some effective tactics:
- Feature your landing page prominently on your website: Place opt-in banners at the top of your homepage (above the fold) to capture immediate attention.
- Use pop-up forms: A timed or exit-intent pop-up can dramatically boost sign-ups.
- Leverage social media: Share your freebie on Facebook, Instagram, LinkedIn, Twitter, or YouTube.
- Add your landing page link to email signatures and other communications.
- Network and collaborate: Partner with complementary brands or influencers for shoutouts or joint giveaways.
- Run paid ads: When you have a budget, paid traffic can accelerate growth.
Conclusion
Building an email list from scratch is a foundational strategy for any business or personal brand looking to unlock sustainable growth. By following these five essential steps—signing up for an email service, creating a valuable freebie, building a landing page, setting up your welcome emails, and promoting your list—you can start nurturing a loyal audience that will support your products and services for years to come.
Remember, email marketing is not just about collecting contacts; it’s about building relationships, providing value, and growing your business steadily and strategically.
Ready to get started? Pick your platform, create your lead magnet, and begin your journey to email marketing success today!
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