The Ultimate Beginner’s Guide to Building a Profitable Email List from Scratch

Picture this: You’re sipping your morning coffee, still in your pyjamas, while the kids are happily playing (read: making a mess) in the living room. Your phone buzzes—a sale. Moments later—another sale. And just like that, your email list is doing the heavy lifting for your business while you’re away from your desk.

That’s the beauty of a well-crafted, profitable email list. It works for you around the clock, turning subscribers into paying customers, even when you’re not “on.” If you’re a course creator, coach, or digital product creator, this is a game-changer for your business.

In this blog post, I’m going to walk you through how to start an email list from scratch and turn it into a profit-generating machine. Ready? Let’s dive in!

1. Why You Need an Email List

Let’s start with the basics—why bother with an email list in the first place? Well, imagine owning a piece of the internet where you can directly communicate with your audience, no algorithms getting in the way. That’s what an email list gives you—control. You own the list, and that means you’re not at the mercy of social media changes.

Plus, email marketing is one of the most profitable channels out there. Studies show that for every $1 you spend on email marketing, you can expect an average return of $42.

2. Set Up the Basics

Alright, now that we’re clear on why you need an email list, let’s get into the nuts and bolts of setting one up.

First, you’ll need an email marketing platform. This is where your list lives, where you create and send emails, and where you track how well your emails are performing. My personal fave? ConvertKit. It makes sending real-time and automated emails super easy and straightforward.

Next, create a simple opt-in form where people enter their email address in exchange for a valuable freebie. I typically create my opt-in form in Convertkit and then embed it on a landing page I create in my website, Showit. Keep it straightforward: a catchy headline, a brief description of what they’re signing up for, and a spot for their email. Done!

Oh, and don’t forget about GDPR compliance. You want to make sure you’re collecting and storing emails legally. Most email platforms have built-in tools to help you stay compliant, so you’re covered.

3. Create a Lead Magnet That Converts

Here’s where the fun begins. To get people onto your list, you need to offer them something irresistible—a lead magnet. Think of it as a freebie that’s so good, they can’t help but sign up.

The key is to understand your audience’s needs. What keeps them up at night? What are they dreaming of? Your lead magnet should offer a taste of the solution you provide in your paid offerings.

For example, when I first launched my email marketing course, I created a “Welcome Email Template” as my lead magnet. It was quick, easy to use, and helped people set up their email sequences in minutes. And guess what? It worked like a charm. People signed up, used the template, and many of them went on to buy the full course.

4. Drive Traffic to Your Opt-In

You’ve got your lead magnet and your opt-in form ready to go. Now, how do you get people to see it?

Start with organic traffic. Blog about topics related to your lead magnet, share it on social media, and optimise your website for search engines. The goal is to get in front of people who are already interested in what you offer.

Paid ads are another powerful way to drive traffic quickly. Platforms like Facebook and Google Ads allow you to target specific audiences who are more likely to be interested in your lead magnet. Just make sure you’re clear on who you’re targeting and what you want them to do (i.e., sign up!).

And don’t forget about partnerships. Collaborating with others in your industry—whether it’s through guest posts, joint webinars, or list swaps—can expose your lead magnet to a whole new audience.

5. Nurture Your Subscribers

So, you’ve got people signing up—amazing! But here’s where a lot of people drop the ball. It’s not enough to just get subscribers on your list; you need to build a relationship with them.

Think of it like dating. You wouldn’t propose on the first date, right? Start with a warm welcome email sequence that welcomes subscribers to your list, introduce yourself, and let them know what to expect from you. Then, over time, share valuable tips, success stories, and insights that show you’re the real deal.

As you nurture these relationships, keep your eyes on the prize—turning subscribers into paying customers. The key is to offer consistent value and slowly build up to your pitch.

6. Turn Subscribers into Paying Customers

Now, let’s talk about the money-making part—turning those subscribers into buyers.

This is where your sales funnel comes in. A sales funnel is essentially a journey that guides your subscribers from interest to purchase. Start with educational content that builds trust, then gradually introduce them to your paid offers.

Your sales emails are critical here. They need to be compelling, clear, and focused on solving your audience’s problems. Don’t be afraid to ask for the sale—if you’ve done your job of nurturing well, your subscribers will be ready to buy.

And timing is everything. Know when to make your offer—too soon, and you’ll scare them off; too late, and you might miss the window of opportunity. Scarcity and urgency can help here—limited-time offers or bonuses can encourage quick action.

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7. Measure Success and Optimising

You’ve set up your list, created a lead magnet, nurtured your subscribers, and made your offers. But how do you know if it’s working?

Start by tracking key metrics like open rates, click-through rates, and conversions. These numbers will tell you how well your emails are performing and where you might need to make adjustments.

A/B testing is your best friend when it comes to optimisation. Test different subject lines, email content, and even the timing of your sends. Small tweaks can lead to big improvements.

And remember, building a profitable email list is an ongoing process. Keep an eye on your metrics, stay flexible, and be willing to make changes as needed.

You’ve got this!

Building a profitable email list from scratch takes time, effort, and a bit of strategy. But the rewards? They’re worth it. Imagine having a direct line to your most engaged audience—one that generates sales day and night, even while you’re taking time off.

Ready to take your email marketing to the next level? Join Inbox to Income, my comprehensive email marketing membership. Inside, you’ll learn how to attract quality leads, nurture them consistently, and sell on autopilot—so you can focus on what you do best while your email list does the selling for you. Don’t miss out—join today and start making money with email.