I cover 5 simple ways to build an email list from scratch, with practical examples.
Starting from zero with your email list can feel overwhelming, especially if you’re a new agency or just starting to build your online presence. But here’s the thing: email isn’t going anywhere. It’s still one of the most direct, cost-effective ways to stay in touch with people who care about what you do.
An email list basically consists of people who said, “Yeah, I want to hear from you.” That could be someone who filled out a form on your homepage, grabbed a discount code, or signed up through a link on Instagram.
It might not sound flashy, but this kind of direct line to your audience pays off. For example, brands with small but active lists often see consistent sales every time they send out a launch email. And bigger lists with strong engagement? Those can bring in thousands with a single campaign.
The main idea here isn’t just to collect email addresses though, but to make sure those people actually want to be there. Once they’re in, you can keep them interested with the kind of content they signed up for in the first place. But it all starts with building that list.
Just getting started? Nice. You don’t need a huge following or fancy tools to build your list but you need the right approach:
1. Choose the Right Email Tool for Your Brand
Before you start sending anything, you’ll need a tool to help manage your emails. This is where an email service provider (ESP) comes in. Your ESP will be the dashboard for everything email-related, sending campaigns, organizing your contacts, checking how well your emails are doing, and more.
There are popular platforms like Mailchimp, Klaviyo, HubSpot, and Braze that all come with nice templates and plenty of features, but they’ll ask you to upgrade to a paid plan if you want to unlock the good stuff like custom templates. For smaller budgets, MailerLite and Constant Contact are friendlier on the wallet and still get the job done nicely.
Not sure which one to go with? Ask yourself a few things:
- Do I want something beginner-friendly or super customizable?
- Am I sending out a regular newsletter, product promos, or just the occasional update?
- Do I need features like automated welcome emails or audience tags?
- What’s my budget?
These questions will help you weigh your options before committing to a platform.
If you’re also looking to find new leads, tools like ContactOut can speed things up. It lets you track down emails from LinkedIn and company websites, which is helpful when you’re building your first list and need to connect with potential customers or collaborators.
Take your time here. Picking a tool that fits how you work will save you a lot of stress later.
2. Give People a Real Reason to Sign Up
Most folks won’t hand over their email address just because you asked nicely. You’ve got to give them something that feels worth it. And no, “get updates” usually won’t cut it.
- A discount on your first project or audit (great for design, branding, or marketing agencies)
- A free downloadable resource, like a homepage checklist, social media calendar, or copywriting template
- Early access to new services, case studies, or free workshop invites
- A short email series that solves a real pain point, something like “How to improve your website’s UX in under a week”or “5 fixes for underperforming landing pages”
I especially love HubSpot as an example, because they have a huge library of resources like e-books, market reports, templates, all free to get in exchange for your email. Once you get the resource in yur email, you know you made the right choice.
These little perks show people you’re offering value up front and will attract the right people who will stick around, open your emails, and maybe even become customers. So think about what your audience really cares about, and start there.
3. Add Clear CTAs Across Your Site and Content
Needless to say, to get your people subscribed to your newsletter, you need to invite them first. And not just once. You’ve got to give them multiple chances to sign up across your site and content.
Start with the basics, like a sign-up form on your homepage, footer, service pages, and even under your blog posts. If you’re sharing case studies or insights, pop a quick form at the end with a line like, “Want more tips like this? Subscribe for fresh ideas in your inbox.”
Don’t forget your social channels, either. Drop your sign-up link in your bio and mention it every now and then, especially when you’ve got something useful to share, like a free checklist, a new downloadable, or a behind-the-scenes look at a recent project.
When it comes to the actual call to action, skip the generic “Subscribe to our newsletter.” Try something more specific like:
- Get weekly branding tips from real client projects
- Sign up for free resources that help you build better websites
- Be the first to hear about new templates, freebies, and agency insights
A little urgency can help, something like “Only available this week” or “First dibs for subscribers”. Just make sure it feels genuine. The idea is to make subscribing feel like a smart move rather than a hard sell.
4. Use Social Media to Send Folks to Your Signup Form
If you’re already active on social, you’ve got a great head start. Platforms like Instagram, Facebook, and TikTok can help you grow your email list too.
Let’s say you’ve created a free guide or discount for new subscribers. You’re already offering value to potential subscribers so this is a great opportunity to mention it in your posts, stories, or video captions and tell people exactly where to sign up. On Instagram, for example, you can’t drop a clickable link in a regular post but you can add it to your bio or include it in a story with the link sticker.
You could post something like:
“Want 15% off your first order? Hit the link in bio to grab it 💌”
or
“Just dropped a free guide to organizing your workspace. Grab it through the link in my profile!”
Over on Facebook or X, you’ve got more freedom to share direct links. You can even pin a post with your signup link to the top of your feed so it’s always visible.
The idea is to treat your email list like it’s part of your content, because it is. If people already like what you’re sharing, chances are they’ll want more of it in their inbox.
5. Add a Simple Signup Form to Your Site
Sometimes the basics work best. A no-frills email signup form still does the job well. Just give people a clear spot to drop their email, and you’re already moving in the right direction.
You’ll want the form to be easy to find though, not hidden in a corner. Drop it into your homepage, stick it in your footer, and make sure it shows up on your blog pages too. The easier it is to spot, the more likely someone is to use it.
If your agency site’s on something like Webflow, WordPress, or Squarespace, you’ve got plenty of tools and plugins to set this up without a headache. If you can’t go fully sitewide, the form can show up somewhere obvious, like the top of the homepage or in a floating banner that sticks as people scroll.
Keep the copy short and focused. Instead of a dry “Subscribe to our newsletter”, try:
- Get smart web design tips, straight to your inbox
- Agency insights and free resources—just once a week
- Be the first to see our latest templates and tutorials
You don’t need anything fancy here. Just a clean form with clear text and a reason to sign up.
And there you have it!
Growing an email list isn’t a mystery or a chore. You’re just giving people a reason to stay in the loop. Add some real value, keep things easy to join, and show up in their inbox with stuff they actually care about. That’s it. No need to overthink every little step.
In the meantime, if you want to get more insights and even more inspiration, check out what else we have in our blog or jump straight into some of these articles: