How to create an email list from scratch

If you landed here because you’ve been searching for how to create an email list, yay for you considering email marketing! Taking email marketing seriously a few years ago changed my freelance business for the better. Now, I’m so thankful that I put the effort in to start an email list, and have continued to grow it since then.

In this blog post, we’ll cover:

• Advice on how to create an email list in 2025.
• How I started my email list.
• Strategies to try as you gain email marketing skills and experience.
• What email marketing can do for your business
• Recommended tech tools to create an email list.
• How to email subscribers weekly on a consistent schedule.

How I started my email list as a copywriter

Everyone starts from somewhere. So that means, yes, many online business owners, freelancers, and solopreneurs have come before you to Google “how to create an email list.” I’m sure even I did back in the day. Honestly, I can’t really remember because I researched so much when I was first starting my business.

I Googled everything, signed up for webinars and courses by experts in different fields, went back to university to study marketing, and even invested in 1:1 coaching and high-level mentorship. Tens of thousands over the years, plus all the time spent reading and learning for free.

Everyone starts from somewhere. That doesn’t mean you need to start from scratch though. You’re lucky because you get to read the SparkNotes or TLDR from people like me. You’re welcome. 🙃

So here’s how I started my email list as a copywriter.

My first lead magnet: How to create an email list

My first lead magnet was called the Launch Copy Checklist. It was a simple PDF download before I even had real branding, and it got me to about 200 subscribers. I started by emailing them monthly, then a bit more, but still sporadically.

In 2020, I decided to take email marketing more seriously. That looked like creating 2 more lead magnets, and hiring help to run paid meta ads. One was another checklist, and the other was a mini course based on my framework. That mini course content still exists years later, just reformatted and updated for current trends… Proof that coming up with winning content can stand the test of time.

I chose to run ads early on because I wanted to accelerate growth, but you can use organic channels as well. In different seasons of my business, I use different paid or organic channels.

Why email marketing matters

If you’re still on the fence about email marketing, I get it. It’s a commitment. The barrier to entry feels harder. You don’t just sign up for a social media platform and start posting sh*t. There’s more involved.

More strategy. A different way of marketing. New tools to learn.

It can feel like a lot. But email marketing can be such a valuable tool for your business.

Before email marketing, most of my sales came from social media. People would find my services or click to buy my digital products through Instagram specifically. Now, most leads come from my email marketing.

At the time of writing this post, I just launched a new group coaching program. The majority of those who joined are people who were on my list for months or even years before deciding to work together.

Here’s a few general reasons why email marketing matters:

• Social media platforms change often, which means you might need to start from scratch over and over again with each new channel.
• You compete for space in home feeds, Stories, etc. Everyone tries to shout louder than the next person (and the paid ads).
• You need to feed it daily, which often includes visual content. While yes, visuals can help optimize emails, it’s a text-based channel. I find this easier as a writer by trade.
• Email marketing is personal. The email lists you’re on aren’t public information. And it can create direct conversations if subscribers reply.
• Your email list is yours, so you can shift and change, try new tech tools, and it’s okay.

There’s so many more reasons, but that’s the start of it.

Why and how to create an email list

When you choose to create an email list for your service-based or freelance business, you choose:

• Flexibility in your marketing.
• Ownership of your results.
• Long-term growth and sustainability.

Wtf do I mean by all those business buzzwords?

Basically, you get to own your email list. You get to decide what content to send them, and your chances of them seeing it are much better than whether or not they’ll see an Instagram post. Rather than only 1-10% of your subscribers seeing your content (what’s common on Instagram lately), you could get 30-40% or even higher by optimizing your emails.

Email marketing is intimate. You meet people where they are… in their inbox. You get to drop in alongside the work they’re doing, and contacts they’re messaging with.

This creates stronger connections. People on your email list truly get to know you and your business if you email consistently. They recognize or maybe even look for your emails each week. They show they want more by subscribing.

How to Create an Email List in 2025

Things are obviously different now compared to when I first started. The difference in lead magnets, for example, is extreme. Back then, fluffy was okay. There was less competition, and the idea of getting a free resource in exchange for your email was newer. I’m honestly surprised my first lead magnet worked so well for me. I’d never share something that minimal (embarrassing looking back, but true) in the current online landscape.

Now, people are more protective of their emails. You need to create something with legitimate value. You can keep it simple as you learn and grow, but you do need to provide value. Put your ideal customers first. Respond to their needs in a way that maintains the integrity of your messaging and paid offers.

However, you don’t want to overwhelm people on the opposite side. Some lead magnets are too much. Some subscriber promises are too much. The perfect storm depends on your target audience, but yes… you can go overborad.

With that in mind, here’s my top tips on how to create an email list in 2025.

Get email subscribers with a footer on your website

First things first, you need to have a place on your website that collects subscribers. Commonly, this is in your website footer. It should include a promise of what they can expect from joining your email list. This footer would be the same across all core website pages.

Create an email list with a lead magnet to attract subscribers

Build a lead magnet that solves an immediate and urgent problem for your ideal clients or customers. Give them a quick win, or an introduction to what it’s like to work together.

Share this on social media or as a pop-up on your website. When it’s working well, you may want to turn paid ads on to increase traffic.

Write an email welcome sequence to nurture new subscribers

Someone subscribes to your list… yay! Then what? That’s what your welcome or nurture sequence is for. It introduces new contacts to your world. It guides and warms them, so when they start getting your regular weekly emails, they understand your core message or key talking points.

Make a content plan to drive traffic to the lead magnet

After creating a lead magnet and writing a welcome sequence, you need a content plan to drive traffic to that lead magnet.

Answer questions like:

• What channels will you show up on?
• Why are these the best fit?
• Who are you trying to reach?
• What core messages do you need to communicate?
• What’s your CTA?

Make a content plan for the newsletter list

What do you want to send your subscribers each week? The content you put on your social media or blog should be different than what you send subscribers each week. People viewing each are at different stages of your funnel, and different stages of awareness.

Please don’t copy and paste your latest Instagram post into your email marketing platform as-is. While topics and themes can overlap, and you can repurpose parts across channels, you need to address each stage of the funnel uniquely.

Optional: Use paid ads to get subscribers

You don’t need to put ad spend into building your email list at first, but it is something to consider long-term. Ad spends helps alleviate the pressure of social media because they run in the background for you. Of course, you need to manage your ads or hire someone to do it for you, but it could eliminate time spent creating so much organic content (if that’s something you want).

How to create an email list with paid advertisements

My experience with paid ads has been overall positive, but I found the best results when managing my own to be honest! I’ve done both ways.

When I hired someone to manage my ads for me, I felt a disconnect between the ads and my other content. They did what may have worked to get low costs per lead, but those subscribers weren’t entirely aligned with my ideal client. A lot of them ended up unsubscribing because of that disconnect.

When I manage my own ads, the customer journey feels better. I get to target who I want with ad copy and creative I make myself. I prefer to have support with the setup though because I’m not an ads manager. I get help to put the pieces in place, but can tweak and manage ongoing on my own.

The second option also helped me get low costs per lead, but the backend of the funnel worked better too. Those new subscribers went on to purchase more (including higher ticket offers, like my mastermind).

The point of sharing this is to show you that paid ads versus not is just the difference in strategy. Some people blow up with organic content. Some prefer paid ads. Depending on your business model, you may see different results.

How to create an email list: Email subscribers weekly

If you’re ready to commit to a consistent weekly newsletter to your subscribers, read this post. It covers weekly newsletters more in depth!

Email a Newsletter Weekly: Grow an Email List for your Business

Strategies to consider when planning how to create an email list

If you’re just getting started now, you don’t need to worry about more advanced email marketing strategies. But I want to share these with you to give you an idea of what’s possible.

When you get better at email marketing, you can do cool things with your email platform data. For example you, can segment subscribers, build automated sales funnels, and send targeted content.

Other good ideas of strategies you should consider when planning how to create an email list:

• Segment automations and funnels to drive sales.
• Send additional content outside of weekly newsletters to specific audience segments.
• Track and categorize subscribers to better understand their behaviour, and how to respond to it.
• Map the overall customer flow through your email marketing ecosystem.

How to create an email list: Email marketing tech tools

I typically recommend ActiveCampaign as a first choice for email marketing. It’s such a robust platform. However, it can be quite the learning curve if you’re new to email marketing, so other options like Kit or Flodesk might be a better fit.

Check out my business tech stack recommendations here.

How to create an email list: Final recommendations

If you’re just starting with email marketing, start simple. Make it easy for yourself. Get support where you can.

If you’re ready to get consistent with your email marketing, The Newsletter Weekly Prompt Pack is a resource you need in your toolkit. It includes 52 weeks of email prompts that you can write in 30 minutes or less each week. Learn more and download for free here.

The Newsletter Weekly Prompt Pack is for freelancers and service-providers who aren’t natural marketers. It includes direction on how to structure your weekly email newsletters, prompts to easily plug your own stories into, and subject line swipes for inspiration.