How to start a mailing list from scratch

Why your mailing list matters (even more than social media)

Let’s start with a stat that might surprise you: email marketing delivers an average return of £28 to £30 for every £1 spent (source). That’s better ROI than any other digital channel. While algorithms come and go, your email list is yours. Direct access. No gatekeepers. No guesswork.

Is email right for you? (spoiler: Yes)

Email lists are powerful for service providers, creatives, coaches, product businesses — pretty much everyone. But like anything, it helps to know what you’re getting into. Here’s a quick breakdown:

Pros and Cons of Starting an Email List

What should you say in your first email?

Your first email doesn’t need to be a masterpiece. Just be real. Here’s a simple format I use with clients:

1. Say hi and introduce yourself
2. Tell them what to expect (how often you’ll email and about what)
3. Share one quick win, idea or tip
4. Invite replies (this boosts engagement and deliverability)

How to get people to sign up to my mailing list

Let’s get creative. Here are ways you can encourage people to join your list:

If you’re online:

• Add your signup link to your social bios
• Share it in posts or stories (“Want tips like this? Join my email list”)
• Include it in your email signature
• Drop it in Facebook groups (when allowed)
• Mention it on podcast guest spots or in comments

If you see clients in person (e.g. hairdresser, therapist, coach):

• Set up a tablet or phone at reception with your signup page open
• Create a beautiful sign that says “Get tips, offers & updates — pop your email here”
• Use a guestbook or clipboard with a GDPR-friendly opt-in message
• Add a QR code to business cards, loyalty cards, or receipts

Writing emails when you’re not a “writer”

You don’t need to be a copywriter to write good emails. Honestly, the best ones sound like you. Use your natural voice. Keep it short. Share what’s useful or interesting.

Need help getting started? Try this:

• “Here’s something I’ve been thinking about lately…”
• “A quick tip that saved me time this week…”
• “If you’re dealing with [common problem], this might help.”

How often should you email (and should you tell people?)

Yes, tell them. Set expectations upfront. I usually say something like:

• I’ll pop into your inbox every Friday with tips on growing your business using SEO and smart marketing.

Consistency matters more than frequency. Pick something sustainable: weekly, fortnightly, or even monthly.

How to use social media to grow your  mailing list (for free)

You don’t need ads. Just a strong CTA (call to action) and some consistency.

• “If this post was helpful, you’ll love my email list. Join here [link]”
• Pin a story highlight with your signup info
• Run a giveaway where email signup is the entry method
• Share behind-the-scenes tips or previews available only to your list

Choosing the right email platform (with cost comparison)

Here are three beginner-friendly tools I often recommend — all suitable for up to 1,000 subscribers:

Can I use my Gmail to send the emails?

Technically, yes — you could send group emails using Gmail. But I strongly recommend you don’t.

Here’s why:

• No unsubscribe link: This is a legal requirement under GDPR and other email laws.
• Looks unprofessional: Group emails from personal addresses can come across as spammy.
• No analytics: You won’t be able to track who opened, clicked, or responded.
• Deliverability issues: Bulk emails from Gmail are more likely to land in spam folders.

Using an email platform like kit.com, MailerLite, or Mailchimp keeps you compliant and gives your emails a better chance of being seen and acted on.

Gmail vs. email platforms: why it matters

Here’s why email platforms are better:

• They let people unsubscribe (legal requirement)
• They look more professional
• They track opens, clicks and replies
• They’re more likely to land in inboxes, not spam

And with GDPR, you must offer a way to opt out easily. Platforms like Kit.com or MailerLite handle that for you.

How do I know my email marketing is working?

Look at:

• Open rates: Aim for 30–40%
• Click-throughs: Are people engaging with your content?
• Replies: Are they talking back? That’s gold.

Remember: a tiny, engaged list will always outperform a big, quiet one.

Ready to Start?

Here’s what I want you to do today:

1. Pick an email platform and set up a free account
2. Create a simple signup form or landing page
3. Share the link in one place (social, DM, in person)
4. Write and send your first email

You do not need a full strategy, automation sequence or 1,000 followers. You just need to start.

And I promise: once you do, you’ll wonder why you waited so long.

Which platform would I recommend?

I have got experience with Flodesk, MailChimp and Kit.com. While Flodesk allows you to create super beautiful emails, think about your customers! When you receive a super designed email (in techie terms this is called an HTML email), you instantly know it’s a marketing email.

Hubspot has done some extensive research and you can find out that plain emails are opened and read more often. 

As a wedding photographer, I instantly fell in love with Flodesk, but I found after only a few months I didn’t get decent reports, so I switched to kit.com. 

A few of my clients use Mailchimp, but I find this very restrictive as you can only have one sign-up form and it’s super clunky to use – especially for beginners. 

Kit.com has amazing support and great resources to learn how to use it.