Research shows that email marketing can deliver a return on investment of $36 for every $1 spent, outpacing social media and paid search.
That may come as a surprise to most people, but not you. You understand the immense value of email marketing. That’s why you’re so excited to use it to grow your business.
But there’s just one problem: you don’t have an email list.
Everyone has to start somewhere, right? Even the biggest businesses with million-person email lists began with zero subscribers at some point. Starting from scratch doesn’t have to be daunting. You just need a step-by-step plan to grow your email list.
How to Build an Email List?
Here is a 10 step process to build your email list in 2025.
- Define Your Audience and Email Goals
- Pick the Right Email Marketing Tool
- Create an Irresistible Lead Magnet
- Build an Email Capture Landing Page
- Automate Your Welcome Email Sequence
- Drive Qualified Traffic to Your Opt-In
- Use Social Proof to Increase Signups
- Engage Subscribers with Value-Packed Emails
- Clean Your List and Stay Compliant
- Optimize Your Strategy and Scale Growth
Define Your Audience and Email Goals
We know you’re probably chomping at the bit to start growing your email list, but there’s some preliminary work that needs to be done.
Before creating signup forms or crafting catchy subject lines, you need some clarity on what you want to accomplish. Why do you want an email list in the first place? Is it to sell a product? Build a personal brand? Share insights? Your intent will shape everything downstream.
Equally vital: who are you trying to reach? A generic “target audience” won’t cut it. Think in terms of motivations, problems, and digital behavior. Do they binge YouTube tutorials? Do they skim newsletters on their commute? Create a subscriber persona. When you write, write to that person.
Set measurable goals early. Whether it’s reaching 1,000 engaged subscribers or generating 50 leads a month, defining success gives you something to optimize for.
Pick the Right Email Marketing Tool
The tools you use to manage your email list matters more than most people think. Entry-level options like MailerLite, ConvertKit, and Brevo (formerly Sendinblue) are user-friendly and flexible.
Prioritize deliverability, automation, and segmentation capabilities. You want a platform that grows with you, not one that becomes a headache the moment your list starts to be substantial. If you’re a data nerd or plan to scale fast, consider integrations and analytics dashboards.
Create an Irresistible Lead Magnet
People guard their inboxes like sacred ground. To earn a spot, you need to offer something they genuinely want. A high-value lead magnet does exactly that.
The best lead magnets are specific, easy to consume, and solve a real problem. While eBooks work, think outside the box: a cheat sheet, free template, exclusive webinar, resource vault, or even a personality quiz can spark signups.
Don’t bury the value in vague language. Tell people exactly what they will get and how it will help them.
Build an Email Capture Landing Page
A killer lead magnet is useless if no one signs up. That’s where your landing page comes in. This isn’t the place for fluffy brand poetry. You need clear and precise language.
Start with a magnetic headline. Reinforce it with a punchy subhead. Add a bulleted list of benefits, not features. If you have testimonials or social proof, now’s the time to use them. Keep the form fields minimal (name and email should do).
Make it easy. Mobile-friendly, fast-loading, visually clean. Friction kills conversions.
Automate Your Welcome Email Sequence
The first few emails after someone joins your list are make-or-break. An automated welcome sequence helps you strike while the interest is fresh.
Structure it like a conversation. Start with a thank-you and set expectations. Follow up with your origin story or mission. Then deliver something valuable—a tip, a tool, a behind-the-scenes peek. Don’t pitch too soon.
Think of this drip sequence as your onboarding experience. First impressions are super important.
Drive Qualified Traffic to Your Opt-In
You built the house. Now you need guests. Getting eyeballs on your opt-in page is an ongoing effort that requires a multi-channel approach.
Use your own platforms first. Pin the offer to your social media profiles. Add a CTA banner on your homepage. Mention it in your blog posts, podcast, or YouTube videos.
Expand from there. Write guest posts with embedded signup links. Run Facebook lead ads. Collaborate with aligned content creators. The goal is consistent exposure in relevant spaces.
Use Social Proof to Increase Signups
People follow other people. They also hate missing out. Smart use of social proof and urgency can nudge hesitant visitors across the finish line.
Show how many people have downloaded your guide. Include a short quote from a happy subscriber. Use deadlines when offering time-sensitive bonuses.
These tactics shouldn’t feel manipulative. Done well, they reflect confidence in your offer and transparency about its value.
Engage Subscribers with Value-Packed Emails
Getting the email is only half the battle. Keeping subscribers interested is the long game.
Consistency matters. Whether you send weekly, biweekly, or monthly, create a rhythm your audience can count on. Mix up your content: stories, tips, curated links, Q&As. Use segmentation to keep things relevant.
Pay attention to engagement signals. If people aren’t opening or clicking, test new formats. Don’t be afraid to prune the list either—a smaller engaged audience beats a bloated, silent one.
Clean Your List and Stay Compliant
Sloppy list management isn’t just lazy—it can tank your deliverability and get you blacklisted. Clean lists are healthy lists.
Scrub inactive subscribers quarterly. Use double opt-in, especially if you want to prevent bots. Make unsubscribing easy.
And yes, follow the rules: GDPR, CAN-SPAM, and CASL exist for a reason.
Optimize Your Strategy and Scale Growth
No two email lists behave the same. That’s why tracking and iteration matter.
Look at more than open rates. Clicks, replies, unsubscribes… they all tell a story. Test subject lines, CTA placements, and sending times. What resonates today might fall flat next quarter.
As your list grows, explore advanced tactics: segmentation by behavior, A/B testing, referral incentives, even paid retargeting to bring back past subscribers.
Trust The Process
Starting an email list from scratch takes patience, trust-building, and a mindset that values long-term connection over quick wins.
The list you grow now might become your brand’s most powerful asset. Treat it accordingly.
