What should I use to start an email list from scratch?

If you want one simple recommendation: start with MailerLite for a small business or a straightforward newsletter. It has signup forms, a landing page, and basic automations on its free plan—but the current free tier is limited to 250 subscribers and 2,500 emails per month, so check the upgrade cost before you build a large list. (mailerlite.com)

A couple of alternatives, depending on what you’re making:

• Kit — a good fit for a creator or writer. Its free plan allows up to 10,000 subscribers and unlimited broadcasts, but automated email sequences require a paid plan. (help.kit.com)
• Brevo — worth considering if you expect to store lots of contacts but send less often. Its free plan allows up to 100,000 stored contacts, but caps sending at 300 emails per day. (help.brevo.com)

To get started, choose one platform, create a simple signup form, offer a clear reason to subscribe, and send a brief welcome email. Only add people who have agreed to hear from you—don’t upload or buy a list.

To start an email list, you need an email service provider first, then a signup form and an incentive to get people to join. Most guides suggest the same basic setup.

1. Pick an email marketing platform. For beginners, MailerLite comes up most often. One guide calls its free plan one of the most generous around. Its free tier is listed at up to 250 subscribers and 2,500 emails/month, so check the current limits on the vendor's site. Brevo is another option; one source notes its free plan allows up to 300 emails a day. Mailchimp has the most learning resources, and Kit suits creators, with a free plan that reaches 10K subs. One guide adds that at the very start, sending basic email campaigns and managing your first contacts may be feasible through platforms like Gmail and Outlook. That works only until you need forms and automation.

2. Create a signup form and landing page. Put a form on your site, and make a dedicated page for the list. One guide suggests keeping the form minimal, name and email should do. Another recommends one landing page for the newsletter and one per lead magnet, each with a single CTA.

3. Offer an incentive. A lead magnet gives people a reason to sign up. Guides suggest a template, checklist, or flowchart that solves one specific problem, or a discount if you sell products.

4. Start with a waitlist and your personal network. HubSpot's guide suggests that a waitlist can work before you have a product. Its author grew their first 700 subscribers before launching anything. The same guide also recommends emailing 50–100 personal contacts with a quick, genuine note, since early subscribers tend to be the most engaged.

5. Promote the list everywhere. Useful channels include website pop-ups, social media bios, podcasts, webinars, and referral rewards. One source describes an email list as a channel you control, unlike social media followings tied to changing algorithms.

6. Set up a welcome automation and keep the list clean. Omnisend advises building a welcome automation so the new subscribers automatically get what they bargained for. Avoid purchased lists. HubSpot's guide says never buy a list — every subscriber should have explicitly opted in. Also keep in mind that privacy rules require consent, as one guide notes about existing contacts: these are folks who need to have expressly agreed to receive emails from you per privacy laws.

Suggested first steps: Sign up for MailerLite or Brevo's free plan, build a simple landing page with one lead magnet, email your personal network, and set up a welcome email. If you run a Shopify store, its built-in forms are another low-cost option.

Starting an email list from scratch is one of the most effective ways to build a direct, reliable connection with your audience. You don’t need a complicated system to begin—just a clear foundation.

1. Choose an Email Marketing Platform

To start, you need a dedicated service that handles list management, signup forms, and email delivery. Avoid using personal email accounts (like Gmail or Outlook), as they are not designed for bulk sending and can lead to spam issues.

Many platforms offer generous free tiers that are perfect for beginners:

• For Ease of Use & Newsletters: MailerLite is widely recommended for its clean, intuitive drag-and-drop editor and a strong free plan that includes automation and landing pages.
• For Scaling with Unlimited Contacts: Brevo (formerly Sendinblue) allows for unlimited contacts, which is helpful if you want to grow your audience without worrying about immediate subscriber caps.
• For Content Creators: Kit (formerly ConvertKit) is highly regarded by creators for its robust features and a very generous free tier (often up to 10,000 subscribers), making it a great long-term choice.
• For Simple Needs: Mailchimp is a well-known, beginner-friendly option, though its features and limits can be more restrictive as you grow.

2. Build Your "Simple Foundation"

You do not need a website or a complex funnel to get your first subscriber. You only need five core elements:

1. A Clear Audience: Know who you are talking to and what value you provide.
2. A Useful Free Resource (Lead Magnet): Give people a reason to sign up. This could be a simple checklist, a PDF guide, a discount code, or exclusive tips.
3. A Signup Page or Form: Use the tools provided by your email platform to create a basic landing page or embeddable form.
4. A Delivery Email: Set up an automated "welcome" email that sends the resource immediately after someone joins.
5. Consistent Communication: Plan to send helpful, relevant content regularly—even if it’s just once every two weeks.

3. Focus on Quality, Not Just Quantity

When you are just starting out, it is tempting to worry about the number of subscribers. However, an engaged list of 10 people is far more valuable than 1,000 people who never open your emails.

• Don't buy lists: Always build your list organically. Buying lists damages your reputation and will result in high unsubscribe rates and spam complaints.
• Prioritize Trust: Focus on solving a problem or providing genuine value in every email you send.
• Start Now: You don’t need the perfect strategy. Sign up for a free account today, set up a simple signup form, and share the link with your current network or on social media.

For most people starting from zero, MailerLite is a good default: it combines signup forms and landing pages with basic email campaigns and automation, without much setup. Its current free plan allows up to 250 active subscribers and 2,500 emails per month; you’ll need to upgrade or reduce your list if you exceed the subscriber cap. ¹

If you’re mainly building a creator newsletter and want room to grow before paying, consider Kit instead. Its free plan supports up to 10,000 subscribers, but its free-tier automation features are limited, so check that it suits your welcome-email needs. ²

A simple way to get started:

1. Pick one platform and create a signup form or landing page.
2. Offer a clear reason to subscribe—useful updates, a short guide, or a regular newsletter.
3. Add a brief welcome email that sets expectations.
4. Invite people who have agreed to hear from you; don’t buy or scrape addresses.
5. Send consistently, and make unsubscribing easy.

Before committing, check the plan limits and features on the provider’s current pricing page—they can change. ¹²

Sources: [MailerLite pricing]¹ · [Kit plan information]^2
1: https://www.mailerlite.com/pricing
²: https://www.emailtooltester.com/en/reviews/convertkit/pricing/