How to Build an Email List From Scratch (in 6 Easy Steps)

TL;DR

To build an email list from scratch, you need 4 things: an active website, an opt-in form tool like OptinMonster, an email marketing service like Constant Contact or Brevo, and a freebie lead magnet to entice subscribers.

Here’s a super simple 6-step process to building your email list from scratch:

1. Set up your email marketing service and create a new list.
2. Create your first opt-in form with OptinMonster.
3. Connect the form with your email marketing service.
4. Offer a valuable lead magnet (like a discount, checklist, or free guide).
5. Drive traffic to your signup form (e.g., from social, SEO, content, communities, etc.).
6. Send a welcome email to deliver the promised lead magnet and start the relationship.

An email list is one of the most dependable assets for growing your online presence. You own it. You control it. And it doesn’t vanish when a platform changes the rules. 

At OptinMonster, email marketing is our bread and butter. In the last 12+ years, we’ve helped thousands of businesses build their very first email lists (and grow them at scale later). 

This guide is based on that hands-on experience. It cuts the noise and walks you through the essential steps so you can set up your own list confidently, easily, and quickly.

In this article, we will teach you how to build your email list from scratch in 6 easy steps.

But, first, let’s start with defining what an email list is.

What Is an Email List?

An email list is simply a group of people who gave you their email address because they want to hear from you. These are folks who are raising their hand and saying, “I’m interested.”

That might be because they liked something you offered, want updates from you, or found your advice helpful. And unlike social media, where you rely on algorithms, email lets you land straight in their inbox.

The benefits of an email list are huge:

• You get full control over how and when you communicate.
• You can build real relationships with people who already trust you.
• You can turn subscribers into customers, fans, or even collaborators.

It’s one of the most reliable ways to stay connected, grow your brand, and build something that lasts. A big email list is also good for business because it boosts your credibility, portrays you as an expert, and helps reinforce your online presence.

4 Things You Need Before You Start Building an Email List

Here are 4 things you will need to get started building an email list:

1. You need a website where people can sign up for your email list.
2. You need an opt-in form builder, like OptinMonster, that helps you capture email subscribers, so you can start building your list.
3. You need an email marketing service (like Constant Contact or Brevo) to store your email list and message your subscribers.
4. You need a freebie lead magnet that gives people a reason to subscribe (discount code, checklist, free guide, etc.)

Think of these as your starter kit. Once you have them, you’re ready to go.

How to Build an Email List in 6 Easy Steps

Here’s how all the pieces fit together:

You add an opt-in form to your website with OptinMonster. This is what visitors use to subscribe. Then, you drive traffic to your site using channels like Facebook, YouTube, search engines, etc.

Your lead magnet gives people a reason to join. When they enter their email, OptinMonster sends their info to your email marketing service (Constant Contact, Brevo, etc.). That service stores the email and allows you to send emails to your subscribers.

Here’s a super simple 6-step flow to building an email list:

1. Set up your email marketing service and create a new list. 
2. Sign up for a lead generation software and build your first opt-in form.
3. Connect your opt-in tool with your email marketing service.
4. Offer something valuable in exchange for email addresses (i.e., a lead magnet).
5. Drive traffic to your form so people can sign up.
6. Start sending emails and building relationships with your subscribers.

Let’s talk about each step in more detail.

Step 1: Set up Your Email Marketing Service

Your email marketing service is the foundation of your list.

Choose a beginner-friendly tool. We recommend Constant Contact or Brevo, but you’ll find plenty more options and comparisons in our blog post on the best email marketing tools. 

Once you sign up, create your first list.

Let’s assume you’re using Constant Contact for your email marketing service. This is how you’ll create a new list.

• Log in to your Constant Contact account.
• On your dashboard, click the “Create List” button at the top.
• Select a name for your list.
• Click Save.

That’s it. 

You’ll find step-by-step guidance on how to create your first email list in this article: How to Create and Manage Contact Lists in Constant Contact.

---

Step 2: Create Your First Opt-in Form

This is the form visitors will use to join your list.

With OptinMonster, you can choose different types of forms:

• Lightbox popups – A centered popup that dims the background, grabbing full attention.
• Floating bars – A non-intrusive sticky bar that remains at the top or bottom of the page.
• Sidebar opt-in forms – A signup form placed in the sidebar of a blog to capture subscribers.
• Slide-in forms – A small form that slides into view from the corner of the screen as users scroll.
• Inline forms – A form embedded directly within content or blog posts, blending in with the page flow.
• Fullscreen welcome mats – A fullscreen form that is the first thing visitors see when they land on your website.
• Exit-intent pop-ups – A pop-up triggered when a visitor is about to leave, aiming to capture last-chance leads.

Each form type serves a purpose, and you can even combine multiple types. 

For example, use an exit-intent pop-up for visitors who are about to quit your website, as well as a floating bar pop-up for scroll events. You’ll have plenty of options with OptinMonster.

Ask only for the email address to reduce friction and make it easier for people to complete the form. Use a simple headline and natural button text.

We also recommend matching the form’s design to your site for a more trustworthy and on-brand look.

If you’re not sure which form you should start with, give lightbox popups a try. 

Here is step-by-step guidance on how to create a lightbox popup with OptinMonster: How to Create a Lightbox Popup Campaign.

Following is a video tutorial on how to do it if you prefer watching the steps in action and following along. 

And if you want to try other types of forms, here are our documentation and video tutorials for each type of form we mentioned earlier. You can follow these tutorials and set up your first opt-in form in minutes.

• Lightbox Popups: Text Tutorial | Video Tutorial 
• Floating Bar Campaign: Text Tutorial | Video Tutorial
• Sidebar Forms: Text Tutorial | Video Tutorial 
• Slide-in Forms: Text Tutorial | Video Tutorial
• Inline Forms: Text Tutorial | Video Tutorial
• Fullscreen Welcome Mat Campaign: Text Tutorial | Video Tutorial
• Exit-intent Campaigns: Text Tutorial | Video Tutorial 

---

Step 3: Connecting OptinMonster With Your Email Marketing Service

Once you’ve set up your opt-in form, you also need to connect it with your email marketing service. 

The connection allows OptinMonster to capture leads through its forms and send them to your email marketing service, where your list would be stored and managed.

OptinMonster integrates with almost all email marketing services, and the integration process is extremely easy.

For our example, we are using Constant Contact. Here is how you can connect the two:

• In OptinMonster’s campaign builder, navigate to the Integrations tab.
• Click Add New Integration.
• Select Constant Contact from the dropdown field.
• Click the Register Constant Contact button to start authorization.
• Log in to your Constant Contact account and allow OptinMonster permission.
• Select the “List” we created in Step 1 (this is the list that OptinMonster would send the leads to in Constant Contact).

You can also follow a step-by-step tutorial in this documentation if you want more detailed instructions with screenshots.

---

Step 4: Offer a Reason to Subscribe

People don’t sign up just because a form exists. They need a reason.

Create a lead magnet that’s relevant, quick to consume, and immediately valuable. This could be:

• A checklist
• A discount code
• A short guide or mini-course
• A consultation or audit

The key is relevance. A good lead magnet should feel like a no-brainer for your audience with a lot of value. If you run a fitness blog, offer a “7-Day Home Workout Plan.” If you’re a local bakery, try a “10% Off First Order” code.

Don’t overcomplicate it. Keep it simple and solve a problem your audience cares about. The more helpful and relevant your offer is, the higher your conversions will be.

And avoid generic offers and CTAs such as “Get Updates.” They’re useless.

Lead Magnet Examples for Different Types of Businesses

Want a few ideas? Here are a few lead magnet examples by business type to help you get started:

• eCommerce: 10% off, free shipping, bundle deal, loyalty reward
• Bloggers: Cheat sheet or template, printable planner, content calendar
• Coaches: Free consultation, discovery call, personal roadmap
• SaaS: Free trial, swipe file, onboarding checklist, feature walkthrough
• Marketing agencies: Audit template, audit checklist, sample proposal, pricing calculator
• Course creators: Mini-course or workbook, lesson preview, student success stories
• Nonprofits: Event invitation, donor story, impact report, behind-the-scenes tour
• Local businesses: Loyalty punch card, event coupon, free sample, VIP club invite

We’ve curated a few resources on lead magnets if you want to learn more.

• 60+ Lead Magnet Examples
• 100+ Lead Magnet Headlines That Make People Click
• What is a Lead Magnet Funnel and How to Build One Fast?

---

Step 5: Drive Traffic to Your Signup Form

By now, you have your list set up.  You’ve got your sign-up form.  And you have an enticing lead-magnet offer.

Now, the only thing you need is traffic. After all, even the best form won’t help if no one sees it, right?

Here are a few potential sources of traffic you can tap into:

• Social media
• YouTube video descriptions
• Community forums
• Email signatures
• Webinars and podcast appearances
• Search engines
• Guest posts on other websites

These are just a few ideas. Try to be as creative as possible and drive traffic from every possible source. 

Write evergreen blog posts that attract long-term traffic to your site. Repurpose your lead magnet and promote it on different platforms. Collaborate with partners or influencers who can share your form with their audience. Guest post on relevant blogs and include your opt-in link.

The more exposure your form gets, the faster your list will grow. 

Here is a list of resources that might help you at this point:

• How to Increase Your Blog Traffic
• 20+ Traffic Hacks to Drive Email List Sign-ups
• 15 SEO Tips To Help You Boost Your Traffic & Rankings in 2025

---

Step 6: Send a Welcome Email

At this point, your list is live. People can sign up and receive your welcome message. 

Your welcome email is your first interaction. Send it immediately after they sign up. Include at least the following:

• A thank-you message
• The promised lead magnet freebie
• A short intro about your brand
• What to expect next

Keep the tone casual and human. This builds rapport and keeps people engaged.

Here are a couple of resources to help you build the perfect welcome emails:

• How To Write the Perfect Welcome Email Series
• 14 Welcome Email Examples To Boost Engagement

---

Keep Growing Your Email List

Congratulations!  You’ve built your first email list from scratch.  But your job doesn’t end here.

List-building doesn’t stop after the first few subscribers.  Now is the time to grow your email list, and here are a few tips on how to do just that:

• Refine form placement
• Experiment with CTA button text and colors
• Experiment with different lead magnets
• Try new signup triggers (like scroll percentage or exit intent)
• A/B test call-to-action copy, buttons, and placements
• Use social proof to increase credibility
• Create FOMO
• Encourage referrals

If you want more information, check out this post on how to grow your email list, which contains a lot of tips and actionable examples for you. 

We hope you found this guide helpful and actionable. If you found any value, please do let us know in the comment section below 🙂 And if you have any questions, feel free to reach out to us. 

Numerous businesses have used OptinMonster to build and grow their email list. For example:

• How PortraitFlip generated 750+ leads in just 6 months.  PortraitFlip went from nearly 0 subscribers to attracting over 100+ new signups every month with OptinMonster, converting over 3% of their mobile traffic into leads.
• How Social Media Examiner Added 250,000 Email Subscribers Using OptinMonster.  Social Media Examiner added a remarkable 250,000 new email subscribers to their pipeline, grew their email list by 66%, and increased conversions by 15% – all with OptinMonster. 

You can, too! Ready to start building an email list? Sign up for OptinMonster today!