Once I got down to construct an e-mail record from scratch for MarketingIdeas.com, I didn’t have a product. No pricing web page. No polished model. Only a one-liner and a waitlist.
Inside a number of weeks, that waitlist had grown to lots of of individuals, and that record grew to become the muse for every thing that adopted. Since then, I’ve helped others construct e-mail lists from scratch utilizing easy, repeatable ways that don’t depend on paid advertisements or large audiences.
Constructing an e-mail record offers you one thing most platforms can’t: a direct, lasting relationship with the individuals who wish to hear from you. No algorithms. No middlemen.
On this put up, I’ll stroll by way of email marketing methods which have labored greatest for me and the way you should use them to develop your personal record, even in the event you’re ranging from zero.
Desk of Contents
Qualities of a Nice E-mail Listing (When Constructing from Scratch)
Earlier than we soar into ways, let’s set the muse. Not all e-mail lists are created equal. In my expertise, a foul record (low engagement, no focusing on, excessive spam complaints) is worse than no record in any respect. Right here’s what makes an inventory beneficial:
1. Individuals requested to be there.
In case you take away one factor, let it’s this: by no means purchase an inventory. Each subscriber ought to have explicitly opted in. That’s not only a authorized factor. It’s a belief factor. If somebody didn’t ask to listen to from you, they most likely received’t open your emails, and so they positively received’t purchase something from you.
2. Emails are legitimate and updated.
I run common cleanups to take away bounces, invalid addresses, and zombie subscribers. Instruments like NeverBounce or Bouncer may help, however even simply monitoring open/click on information in your e-mail platform is a stable begin. A smaller, clear record will constantly outperform a bloated one.
3. You’ve got the correct viewers (who really engages).
If I‘m sharing progress ideas and half my record solely cares about crypto memes, I’ve failed. Your subscribers ought to need what you‘re providing. Which means getting particular about who you’re speaking to, and maintaining your content material targeted.
However relevance alone isn‘t sufficient. I’d slightly have 1,000 individuals who open, click on, and reply than 10,000 who don‘t. Engagement issues — not only for deliverability, however for momentum. In case your viewers is each aligned together with your content material AND actively collaborating, you’ll get replies, shares, and referrals with out asking.
The candy spot? When somebody sees your e-mail and thinks, “That is precisely what I wanted proper now,” after which acts on it. That‘s when you already know you’ve acquired the correct individuals in your record.
Professional tip: I e-mail new subscribers once I can (extra on that later). In case you’re utilizing a instrument like HubSpot’s free email tracking software, it’s simple to identify your most engaged subscribers, which helps you prioritize who to observe up with first.
4. You possibly can phase it simply.
Sooner or later, you’ll wish to ship totally different messages to totally different teams by matter, firm measurement, location, no matter. That’s exhausting to do if all you’ve collected is an e-mail deal with. Even one or two additional information factors (like business or function) go a great distance.
5. It’s continually rising (with high quality management in-built).
An excellent record compounds. I prefer to purpose for 3 to five% month-to-month progress, whether or not that’s from new lead magnets, social posts, or visitor appearances. The bottom line is having one or two always-on sources driving site visitors to a signup.
However this is the counterintuitive half: making it simple to unsubscribe really helps your progress. I do know that sounds backwards, however hear me out. When somebody can depart with one click on, it builds belief and improves your record high quality. You solely need genuinely subscribers anyway.
If somebody doesn‘t wish to hear from you, that’s nice. Higher to lose the contact cleanly than have them mark you as spam or simply ignore your emails without end. A smaller, engaged record will at all times outperform a bloated, uninterested one.
So sure, develop aggressively, however maintain the exit door broad open. The individuals who keep are those who wish to be there.
As soon as you already know what makes an inventory beneficial, the query turns into: how do you construct one? Listed here are the precise ways I’ve used to develop lists from nothing to hundreds of engaged subscribers.
Tips on how to Construct an E-mail Listing From Scratch
Once I began constructing my e-mail record from scratch, I didn’t have a product, a publication, or perhaps a lead magnet. Just some issues I’d discovered the exhausting method and a way that others would possibly discover them helpful. You don’t want a elegant setup to get going. Among the simplest list-building ways are surprisingly low-lift.
These are the precise ways I’ve used to develop lists from nothing to hundreds of extremely engaged subscribers.
1. Construct an e-mail record from scratch with a waitlist (even pre-launch).
One of many best methods I’ve grown an e-mail record from scratch is by launching a waitlist, even earlier than I had a completed product. Whether or not it is a product launch, course, service, or occasion, all you want is a straightforward touchdown web page with one compelling line:
“The earlier you be part of, the earlier you’ll get entry.”
That’s it. No incentives, no e-book, no “free information,” only a feeling of early entry. Then shamelessly plug the waitlist in every single place, like talking gigs, social posts, networking occasions, even DMs. Intention for 500–700 signups earlier than you launch something.
It doesn’t even matter what you’re launching. The waitlist offers you a head begin and an e-mail record you’ll really personal. That’s precisely how I grew my first 700 subscribers earlier than launching MarketingIdeas.com.
Choose one thing you‘re engaged on and throw up a easy touchdown web page this week. You’ll be shocked how many individuals need early entry.
2. Ship a private “heads-up” e-mail to your community.
One of many quickest methods to construct early momentum is to e-mail 50–100 associates or colleagues with a fast private observe:
- Hey, I’m engaged on a brand new [project/product/service] that I feel you’d discover helpful as a result of [specific reason]. Need me so as to add you to the record and maintain you posted?
This sort of private contact converts 10x higher than a chilly blast. It’s informal, human, and offers individuals context earlier than you ask for something.
And bonus: Individuals who be part of your record early are sometimes probably the most engaged. They’ll open your emails, reply, and typically even cross them alongside to others. That form of power is tough to pretend and is tremendous useful once you’re nonetheless figuring issues out.
3. Create a lead magnet that solves one pressing downside.
I’ve seen numerous lead magnets fall flat when persons are attempting to develop their e-mail record, normally as a result of they attempt to do an excessive amount of. I discovered this the exhausting method after making a 50-page “final information” that no one downloaded. Seems, individuals need options, not dissertations.
A greater method is to give attention to one particular downside your viewers is actively attempting to resolve. For instance:
- A wage negotiation e-mail template for job-seekers
- A “starter pack” of prompts for somebody launching a publication
- A call-making flowchart for founders selecting between two instruments
One of the best-performing ones I’ve seen are easy, quick to make use of, and really feel like they had been made by somebody who will get it. And with vibe coding tools, they’re simple to create. Begin with one downside you clear up repeatedly in conversations, and switch that right into a easy template or guidelines.
I normally gate the lead magnet behind a easy type, simply an e-mail subject, possibly a primary title. Then I put it on the market in every single place: in social bios, in weblog put up CTAs, in group boards, even in replies to related questions on X or Reddit. The important thing isn’t simply creating an incredible useful resource. It’s placing it in entrance of the individuals who want it.
4. Begin easy, then get smarter with progressive profiling.
Most entrepreneurs ask for an excessive amount of, too quickly — e-mail, title, firm, function, business, favourite pizza topping. That’s a quick approach to kill conversions.
I prefer to maintain issues mild in the beginning. For lead magnets, I normally simply ask for an e-mail. That will get individuals within the door. Then, I layer on further context regularly, a follow referred to as progressive profiling.
Right here’s what that may seem like:
- Step 1: Simply ask for an e-mail to entry the free useful resource.
- Step 2: On the obtain affirmation web page, ask for the corporate measurement.
- Step 3: In a follow-up e-mail, immediate them to inform you extra, or supply a 2-question survey about their greatest problem.
The profit? You decrease the barrier to entry however nonetheless collect the intel it’s good to phase and personalize later. And since these prompts come after somebody has already proven curiosity, completion charges are a lot greater.
Plus, it feels pure. You do not be taught every thing about somebody in 5 minutes. Why ought to e-mail signup be totally different?
5. Publish one share-worthy piece of content material monthly.
When constructing an e-mail record from scratch, I attempt to publish one thing every month that makes individuals suppose, “Wow, I must share this.” It might be a case research with actual numbers, a contrarian take, a step-by-step tutorial, or simply my greatest recommendation from the trenches. Typically it’s behind-the-scenes stuff or fast business observations I put up on LinkedIn or X.
For instance, I shared the outcomes of an excellent easy A/B check, simply including a blurred screenshot behind our signup type. That is it. No fancy design, no lengthy explainer.
That put up acquired shared like loopy as a result of it was so easy but efficient. The trick is to ensure the content material stands by itself. Then, shut with a transparent CTA like: “Extra ideas like this in my publication: [Insert URL]”
You don’t want an elaborate funnel. Simply share one thing useful and provides individuals a easy subsequent step if they need extra.
Yet another factor: in the event you’re struggling to determine what to jot down about, search for the place persons are already asking questions, like Reddit, Slack teams, X threads. Then, reply a type of with extra depth than anybody else has.
6. Personally interact with each new subscriber (at the very least for the primary 1,000).
When somebody joins your record, don’t simply let the affirmation e-mail do the speaking. For my first 1,000 subscribers, I despatched a fast observe inside 24 hours, thanking them and asking what they had been engaged on or the place they wanted assist.
It wasn’t a marketing campaign or automation. It was only a real message from me.
That straightforward gesture led to trustworthy conversations, consulting gigs, loyal readers, and quite a lot of referrals. Individuals bear in mind once you deal with them like a human, not only a information level.
It doesn’t scale without end, however in the event you’re simply getting began, nothing beats private connection.
Whilst my record has grown, I‘ve saved that very same power in my welcome emails. I can’t personally reply to each new subscriber anymore, however I ensure they get fast worth and really feel like they’re becoming a member of one thing actual, not simply one other publication.
As a substitute of a boring “Thanks for subscribing!” message, I ship new subscribers straight into the great things. Which means actual advertising ways they will use immediately, plus that sense of being a part of a group of people that really get it.
7. Make your pop-ups useful (not annoying).
I used to suppose pop-ups had been annoying by default. However as soon as I began triggering them primarily based on habits, they felt rather a lot much less intrusive. In some instances, they even helped.
The supply is every thing. “Subscribe for updates” will not reduce it. However one thing like “Need the precise guidelines I used to get 1,000 subscribers? Seize it right here” offers individuals an actual cause to say sure.
Listed here are a number of codecs I’ve seen work:
- Exit-intent popups that present up proper as somebody’s about to go away the tab
- Scroll-triggered popups that seem as soon as a reader hits a sure level within the put up
- Content material upgrades that really feel like a pure subsequent step after studying
The Gamification Twist
Now, right here‘s the place it will get attention-grabbing. I used to be skeptical at first. A spin-to-win wheel felt like one thing I’d see on an e-commerce website promoting cellphone instances. However then I seemed on the information: 13.23% conversion rate, in comparison with 3–5% for traditional popups.
So I examined it.
I set it to indicate after somebody had been on my website for 100 seconds, sufficient time to sign real curiosity. As a substitute of a boring “Join updates” CTA, they acquired to spin for one thing beneficial: a 15-minute seek the advice of, a swipe file, or a behind-the-scenes teardown.
Not solely did it enhance conversions, however it made the entire signup expertise really feel extra enjoyable and memorable.
These gamified variations work greatest for consumer-facing manufacturers or SaaS instruments with free plans, however I’ve even seen creators use them successfully for newsletters. If you wish to strive it, instruments like OptinMonster and Wheelio make setup simple.
The important thing with any pop-up: Preserve your prizes genuinely useful, make it really feel like a bonus (not a trick), and by no means interrupt the expertise. It ought to really feel like a pure subsequent step, whether or not it is a easy overlay or a spinning wheel.
8. Match your CTAs to what persons are really studying.
Generic CTAs convert like generic recommendation: poorly. I’ve examined this time and again, and the outcomes are evident. In case your CTA matches the content material somebody’s already studying, conversion charges soar.
If somebody’s studying a weblog put up about e-mail advertising, why not present them a CTA that claims, “Need the precise template I used to get 1,000 e-mail signups? Seize it right here.” That message is far more related than a generic publication pitch.
I’ve seen personalised CTAs outperform fundamental ones by an extended shot. HubSpot discovered that personalized CTAs convert 202% better. In my expertise, that tracks.
That stat caught with me, so I began maintaining my setup easy, simply extra intentional.
I don’t overthink this half. First, I verify which pages are getting probably the most site visitors, normally in GA4. That offers me a stable place to begin.
Then I ask myself: why is somebody on this web page within the first place? Are they searching for a how-to? Evaluating instruments? That context shapes what sort of CTA is sensible.
Typically I tweak the headline or swap in a extra related supply. Different occasions, I’ll get a little bit fancier and set off one thing primarily based on habits, like when somebody scrolls a lot of the method down or visits the web page greater than as soon as. HubSpot’s smart content and Optimonk each come in useful there.
9. Construct e-mail subscribers by way of free workshops and demos.
I’ve constructed a few of my greatest e-mail lists off the again of a easy, free workshop. Most entrepreneurs overthink this one. You don’t want a webinar sequence with customized slides and paid advertisements. You simply want one good concept and a calendar hyperlink.
No fluff, no exhausting promote. Simply one thing genuinely helpful that solves an issue for the correct viewers.
Even when solely 20% of attendees convert, these subscribers are excessive intent. They already hung out with you, discovered from you, and noticed the worth you carry. That form of engagement is value far more than a chilly e-mail deal with.
Bonus tip: after the workshop, ship the recording and slides solely to attendees who joined your record. That provides exclusivity and drives extra opt-ins post-event.
10. Visitor put up or seem on podcasts.
Once I began constructing my e-mail record from scratch, I didn’t have an enormous record. However I knew how one can write, and I had a number of sturdy opinions. So I pitched a handful of newsletters and blogs in my house, and one visitor put up introduced in over 400 subscribers in every week.
The trick? Go the place your viewers already hangs out.
In case you write for a weblog or publication, embody a byline like: “Tom Orbach writes MarketingIdeas.com, a free publication for entrepreneurs who hate fluff. Get it right here.”
In case you’re on a podcast, ask the host to incorporate your signup hyperlink within the present notes. Say one thing like, “In case you favored this dialog, I break down stuff like this each few weeks. Hyperlink’s within the notes.”
And in the event you’re simply getting began, pitch creators are only one or two steps forward of you. They’re normally extra open to collaborating, and their viewers is prone to join with the place you might be proper now.
One stable visitor look can herald 200–500 subscribers. That’s how Lenny Rachitsky — writer of the wildly in style product and progress publication, Lenny’s Newsletter — famously built his list. It’s how I grew mine, too.
11. Develop your e-mail record by including worth in feedback.
In case you don’t have time to create content material constantly, commenting on different individuals’s posts can nonetheless construct visibility and develop your record. Most entrepreneurs overlook this tactic, however it works.
Take Ben Tossell, creator of Ben’s Bites, a every day publication overlaying the newest in AI. Early on, he constantly replied to tweets about AI instruments with one line: “Shouting this out in tomorrow’s publication!”
It was easy, easy, and frequent sufficient that folks observed. When he replied to a tweet from Google’s CEO, it acquired practically 26,000 views and led to lots of of recent subscribers.
You don’t want to repeat Ben’s precise method, however I’ve seen outcomes simply by:
- Clarifying a degree or including a helpful stat
- Sharing a related hyperlink (if it genuinely helps)
- Dropping a fast stat or lesson
Choose a number of individuals your viewers already follows and remark constantly. This isn’t to advertise your self however so as to add one thing helpful. Your replies ought to make individuals suppose, “Who is that this?” That’s the beginning of consciousness.
12. Ask at checkout, however make it non-compulsory.
In case you promote something on-line, your checkout movement is a goldmine for certified e-mail signups.
I’ve added a easy checkbox that claims: “Sure, I’d prefer to get updates and provides.”
I at all times depart it unchecked by default and clearly clarify what subscribers will get. No nice print, and no surprises.
In my expertise, these subscribers typically outperform others in open and click on charges. They’ve already made a purchase order or proven critical intent, which makes them among the most precious individuals in your record.
13. Leverage your current networks (even the small ones).
You do not want an enormous following to start out constructing your record. I discovered this early on. Typically, your greatest subscribers come from the connections you have already got.
In case you‘ve acquired even a small following on Twitter, LinkedIn, or wherever else, point out your record there. Not in a pushy method, however casually: “Began a weekly e-mail with advertising insights that don’t make it to social. Drop me a DM if you’d like in.”
And right here‘s one thing most individuals overlook: your e-mail signature. I added a easy line to mine (“PS: I ship weekly advertising breakdowns to 2,000+ individuals. Be a part of right here: https://weblog.hubspot.com/advertising/list-building”), and it’s introduced in dozens of subscribers from on a regular basis work conversations.
You‘re already speaking to individuals who know and belief you. Give them a simple approach to get extra of what you’re sharing.
14. Create touchdown pages for each main matter you cowl.
Right here‘s one thing I want I’d carried out earlier: as a substitute of sending all my site visitors to 1 generic signup web page, I began creating particular touchdown pages for various subjects I write about.
Once I visitor put up about e-mail advertising, I ship individuals to a touchdown web page particularly about e-mail ideas. Once I‘m on a podcast speaking about content material technique, there’s a unique web page for that. Each speaks on to what introduced them there within the first place.
HubSpot discovered that firms see a 55% bump in leads once they go from 10 to fifteen touchdown pages. It is sensible. If somebody discovered you thru a particular matter, they wish to know you will maintain speaking about that matter.
It is like having totally different conversations with totally different individuals as a substitute of giving everybody the identical pitch. Far more private, far more efficient.
15. Flip your greatest subscribers into recruiters.
After getting a number of hundred engaged subscribers, a few of them will love what you are sending sufficient to share it. Why not make that simpler for them?
I began together with a easy line in my greatest emails: “Know somebody who’d discover this convenient? Ahead this their method. They will subscribe right here: https://weblog.hubspot.com/advertising/list-building.”
However right here‘s the place it will get attention-grabbing: you’ll be able to supply one thing in return. I’ve seen creators give their subscribers a month of free, unique content material, and even small rewards for profitable referrals. One publication I observe offers you a $10 espresso store present card for each three individuals you refer who keep subscribed for a month.
The bottom line is making it really feel such as you’re asking for assist, not working a pyramid scheme. Your greatest subscribers already wish to share your stuff, simply give them a cause and a simple approach to do it.
Greatest E-mail Listing Builders
Now that we’ve mentioned the simplest methods to develop your e-mail record, listed below are a number of instruments that may assist with the method. As I discussed beforehand, it is best to solely use these instruments to construct an inventory of subscribers who’ve consented to obtain e-mail from you.
1. HubSpot’s Email Tool
Greatest for: Crafting e-mail templates, designing touchdown pages and CTAs, and managing the client lifecycle.
You’ll be pleased to know there are answers for rising your e-mail record with out breaking the financial institution. HubSpot provides each paid and freemium variations of its e-mail instruments that can assist you get began shortly.
Further Marketing Hub capabilities embody:
- Touchdown web page creation
- Pop-up and stand-alone CTA type templates
- All-in-one resolution
With HubSpot, you’ll be able to increase your open and click-through charges, tailor emails to recipients, and phase your record with out design or tech assist. It’s simple to make use of, intuitive design can have you mastering e-mail lists and campaigns like a professional.
2. Mailchimp
Greatest for: Designing advertising campaigns for e-mail and touchdown pages that convert.
Mailchimp is another choice in the marketplace that provides e-mail instruments that vary from free to paid enterprise degree. This instrument comes with ready-made e-mail templates, scheduling instruments, and e-mail automation choices.
Its premium choices will assist you give attention to and extract probably the most worth out of your most loyal subscribers.
3. Constant Contact
Greatest for: Normal e-mail administration and constructing lead technology touchdown pages.
Fixed Contact is named an all-in-one digital advertising platform, however it does supply a good choice of e-mail instruments that may assist your campaigns stand out and get extra signups. This paid service permits customers to shortly drag and drop chosen photos and template options into customized emails, use ready-made e-mail templates, ship automated welcome and deserted cart emails, and analyze outcomes with e-mail monitoring.
4. Get Response
Greatest for: Performing segmentation primarily based on person habits.
Get Response comes with what you’d anticipate from e-mail advertising software program with the bonus of lead scoring and touchdown pages constructed into the platform. Nevertheless, this platform will not be as user-friendly because the others on this record and would require a little bit of a studying curve to reap the benefits of all of the software program has to supply.
Options embody:
- Contact administration
- Automation and scheduling
- Business-specific templates
- Reporting
- Touchdown Pages and Lead Scoring
These superior options do come at a premium, so in the event you’re trying to dive deep into segmentation, you’ll must improve from the free model.
5. Optimonk
Greatest for: Rising e-mail, messenger, and SMS signups.
In case you’re trying to improve your present advertising ways for a extra private method that will get leads, look no additional than Optimonk. This platform has a number of integrations, together with HubSpot, so chances are high it’s going to work together with your current CRM.
One of many standout options of this instrument is its subscriber recognition instrument, which lets you goal pop-ups just for guests who haven’t subscribed but.
Options embody:
- Subscriber recognition
- A/B testing
- Optimized for cell
- CTA and e-mail templates
Better of all, they provide a free-for-forever choice so you’ll be able to construct your record on a price range.
Extra Worth, Extra Signal-Ups
You don’t want a million-dollar instrument or a viral thread to construct an e-mail record from scratch. You want consistency, relevance, and a real want to assist your viewers clear up an issue.
That’s what drives sign-ups.
In case you supply worth, individuals will stick round. And in the event you keep curious, experiment typically, and be taught from what works (as a substitute of simply following tendencies), your record will develop quicker than you suppose.
I deal with my record like a long-term relationship. Not a transaction. Not a funnel. It’s a spot the place belief builds over time, and that belief pays off in additional methods than clicks and opens.
Begin small. Be helpful. Preserve going. And bear in mind, your first 100 subscribers matter greater than your first 10,000. Deal with them like gold, and so they’ll assist you discover the remaining.
Editor’s observe: This text was initially printed in November 2020 and has been up to date for comprehensiveness.
