Every day, 4.6 billion people check their email. That’s more than half the world’s population opening their inbox daily—and your ideal customers are among them.
While social media algorithms hide your posts and paid ads get more expensive, email marketing delivers an incredible $42 return for every $1 you spend. The problem? Most beginners don’t know where to start.
What if you could have a direct line to people who actually want to hear from you? This complete guide shows you exactly how to build that connection, even if you’ve never sent a marketing email before.
What is Email Marketing?
Email marketing is sending targeted messages to people who have given you permission to email them. The goal is to build relationships, provide value, and eventually turn subscribers into customers.
Think of it like this: Instead of hoping potential customers stumble across your business, email marketing lets you stay in touch with people who are already interested in what you offer. For anyone wondering how to start email marketing, this permission-based approach is your foundation.
Why Start Email Marketing? (3 Key Reasons)
1. Incredible Return on Investment
Email marketing generates $42 for every $1 spent according to Litmus research. No other marketing channel comes close to this ROI.
2. You Own Your Audience
Unlike social media followers (which platforms can take away), your email list belongs to you. 91% of consumers check email daily, making it the most reliable way to reach your audience.
3. Direct Communication
Email lets you have one-on-one conversations at scale. You can speak directly to hundreds or thousands of people as if you’re talking to just one person.
Step 1: Choose Your Email Marketing Platform
This is your first and most important decision when getting started with email marketing. You need software that can send emails, manage your subscriber list, and track results. Here’s what beginners should look for:
Essential Features for New Email Marketers:
- Easy-to-use email builder (drag-and-drop preferred)
- Pre-made templates so you don’t start from scratch
- Contact management to organize your subscribers
- Basic analytics to see what’s working
- Signup forms to collect email addresses
- Good customer support for when you need help
Top Beginner-Friendly Platforms:
AWeber – Best for complete beginners
- Done-for-You Setup Service: Marketing experts create your complete email marketing system in just 7 days, including professional email templates, custom landing pages, signup forms, automated welcome sequences, newsletter drafts, list segmentation, and strategic campaign planning
- 14-day free trial to test everything risk-free
- Extensive educational resources and video tutorials
- Live phone support and dedicated customer success team
- Proven templates from an organization with over 25+ years of email marketing expertise
Need help? Sign up for Done-For-You Email Marketing Setup for just $79
Mailchimp – Popular free option
- Free plan supports up to 500 contacts
- Includes SMS marketing capabilities alongside email
- Drag-and-drop email builder with mobile optimization
- Integrates with 300+ apps and platforms
ActiveCampaign – Great for advanced automation
- Powerful automation builder with visual workflow mapping
- Advanced behavioral tracking and personalization
- Built-in CRM for managing customer relationships
- A/B testing for subject lines, content, and send times
Pro tip: Most platforms offer free trials. Sign up for 2-3 options and test them out before deciding.
If you want to skip the learning curve entirely, AWeber’s done-for-you service gets you professionally set up and running in just one week – the fastest way to get started with email marketing.
Step 2: Set Up Your Foundation (Before You Send Anything)
Create Your “From” Identity
Decide how you want to appear in subscribers’ inboxes:
- From name: Use your business name or your personal name
- From email: Use a professional email address (avoid gmail/yahoo)
- Reply-to email: Make sure you can receive and respond to replies
Write Your Email Address Collection Strategy
You need a clear reason why someone should give you their email address. This is called a “lead magnet” or “opt-in incentive.”
Popular lead magnets for beginners:
- Free PDF guide related to your expertise
- Exclusive discount code for your products/services
- Weekly newsletter with valuable tips
- Free email course (5-7 lessons sent over time)
- Checklist or template that solves a problem
Example Lead Magnets by Business Type:
- Fitness coach: “7-Day Meal Prep Guide”
- Marketing consultant: “Social Media Content Calendar Template”
- Online store: “15% off your first order”
- Photographer: “Posing Guide for Families”
Step 3: Create Your Email Signup Form
Your signup form is how people join your email list. Keep it simple – you can always collect more information later.
Signup Form Best Practices:
- Ask for minimal information (just email address and first name)
- Clear headline that explains what they’ll get
- Compelling call-to-action button (“Get My Free Guide” vs. “Submit”)
- Mention how often you’ll email (“Weekly tips” or “Monthly updates”)
Where to Place Signup Forms:
- Your website header or sidebar
- Bottom of blog posts
- Pop-up or slide-in forms (use sparingly)
- Dedicated landing page
- Social media profiles
Sample Signup Form Copy:
Get My Free Marketing Checklist
Join 1,200+ business owners getting weekly marketing tips that actually work.
[Email Address Field]
[Get The Checklist]
We respect your privacy. Unsubscribe anytime.
Step 4: Plan Your First Email Series
Don’t just collect emails and forget about them. Plan what you’ll send to new subscribers in their first week.
Your Welcome Email Sequence (3-5 emails):
Newbies to email marketing should not overlook this important series.
Email 1: Welcome + Deliver Your Promise (Send immediately)
- Thank them for subscribing
- Deliver your lead magnet
- Set expectations for future emails
- Include a personal touch (photo, brief story)
Email 2: Your Story + Build Trust (Send 2-3 days later)
- Share why you started your business
- Explain how you help people
- Include social proof or testimonials
Email 3: Valuable Content (Send 4-5 days later)
- Share your best tip, insight, or resource
- Don’t sell anything – just provide value
- Ask a question to encourage replies
Email 4: Social Proof + Soft Introduction to Services (Send 1 week later)
- Share success stories or customer results
- Mention your products/services (don’t hard sell)
- Include links to learn more
Email 5: Clear Call-to-Action (Send 10 days later)
- Make a specific offer or invitation
- Explain the benefit clearly
- Include an easy way to take action
Step 5: Write Your First Email
Keep it simple and conversational. Imagine you’re writing to a friend who asked for your advice.
Email Writing Formula for Beginners:
Subject Line (30-50 characters)
- Be specific and create curiosity
- Avoid spam words like “FREE!!!” or “Act Now!”
- Examples: “Your marketing checklist is here” or “The mistake I see everywhere”
Opening (1-2 sentences)
- Address them by name if possible
- Reference why they’re receiving the email
Body (2-3 short paragraphs)
- Share one main idea or tip
- Use simple language and short sentences
- Include personal touches or examples
Call-to-Action (1-2 sentences)
- Tell them exactly what to do next
- Make it easy with a clear button or link
Closing
- Sign with your name
- Include your contact information
- Add required unsubscribe link
Sample First Email:
Subject: Welcome! Your marketing guide is inside
Hi [First Name],
Thanks for downloading my marketing checklist! You should have received it in a separate email, but if not, just reply and I’ll send it again.
Over the next few days, I’ll share some of my best marketing tips that have helped hundreds of small businesses grow. These aren’t generic strategies you’ll find everywhere – they’re specific tactics I’ve tested with my own clients.
First tip: Most people try to do everything at once and end up doing nothing well. Pick ONE marketing channel and master it before adding others. Email marketing is perfect for this because it’s affordable, measurable, and you control it completely.
Tomorrow, I’ll share the biggest mistake I see new businesses make (and how to avoid it).
Talk soon,
[Your name]
P.S. Hit reply and tell me your biggest marketing challenge. I read every response!
Step 6: Launch and Send Your First Email
Before Hitting Send – Final Checklist:
- Test your email by sending it to yourself first
- Check links make sure everything works
- Review for typos and formatting issues
- Verify your from information is correct
- Confirm your unsubscribe link is working
Choosing When to Send:
Best days: Tuesday, Wednesday, Thursday
Best times: 10am-11am or 1pm-3pm (in your audience’s timezone)
But remember: The best time is when YOUR audience is most engaged. You’ll learn this through testing.
Step 7: Track Your Results
Key Metrics for Beginners:
Open Rate: Percentage of people who opened your email
- Good benchmark: 20-25% for most industries
- Low opens? Try different subject lines
Click Rate: Percentage who clicked links in your email
- Good benchmark: 2-5% for most industries
- Low clicks? Make your call-to-action clearer
Unsubscribe Rate: Percentage who opted out
- Good benchmark: Under 0.5% per email
- High unsubscribes? You might be selling too hard or emailing too often
Common Beginner Mistakes to Avoid
Many people start off slow when beginning with email marketing. Here are the most common pitfalls and how to avoid them:
1. Waiting for the “Perfect” Setup
Start with good enough and improve as you go. You’ll learn more from sending imperfect emails than from spending months planning perfect ones.
2. Trying to Email Everyone
Focus on a specific audience. It’s better to be extremely relevant to 100 people than somewhat relevant to 1,000.
3. Only Sending Sales Emails
Follow the 80/20 rule: 80% valuable content, 20% promotional. Build trust before asking for sales.
4. Inconsistent Sending
Set a schedule and stick to it. Whether it’s weekly or monthly, consistency builds trust and expectations.
5. Ignoring Mobile Users
Over 60% of emails are opened on mobile devices. Keep your emails simple and mobile-friendly.
Your First 30 Days: Simple Action Plan
Week 1: Foundation
- Choose and set up your email platform
- Create your lead magnet
- Set up one signup form
- Write your welcome email sequence
Week 2: Launch
- Add signup forms to your website/social media
- Send your welcome series to test subscribers
- Start promoting your email list
Week 3: Content Creation
- Plan your regular email content
- Write 2-3 emails ahead of time
- Create a simple content calendar
Week 4: Optimize and Grow
- Review your first metrics
- Test different subject lines
- Ask for feedback from subscribers
- Plan month 2 improvements
When to Consider Done-for-You Services
If you’re feeling overwhelmed, consider having experts handle the technical setup while you focus on growing your business. Done-for-you email marketing services will:
- Set up your entire email system
- Create professional email templates
- Write your welcome sequence
- Set up your landing page to collect emails
- Draft your weekly newsletters
This is especially valuable if:
- You’re launching a new business and need results quickly
- You’re not tech-savvy and want professional setup
- You prefer to focus on your core business while experts handle marketing
- You want proven templates and strategies from day one
AWeber’s done-for-you service handles everything mentioned in this guide, letting you start with a professionally optimized email marketing system from day one.
Frequently Asked Questions
How many subscribers do I need to start?
You can start email marketing with just a few subscribers. Focus on quality over quantity – 100 engaged subscribers are better than 1,000 uninterested ones.
What if I don’t have a website?
Many email platforms provide landing pages, so you can collect subscribers without your own website. Share your signup link on social media, business cards, or in person.
How often should I send emails?
Start with weekly or bi-weekly emails. Consistency matters more than frequency. Pick a schedule you can maintain long-term.
What should I write about?
Share tips, behind-the-scenes content, customer stories, industry insights, and occasionally promote your products/services. Ask your subscribers what they want to hear about.
Ready to Get Started?
Email marketing might seem complex, but it doesn’t have to be. Start with the basics: choose a platform, create a simple lead magnet, set up a signup form, and send valuable content consistently.
Remember: Every expert was once a beginner. The most important step is the first one.
Your email marketing journey starts with a single subscriber and a single email. Take action today, and you’ll be amazed at what you can build over the coming months.
The key to successful email marketing is providing genuine value to people who want to hear from you. Start there, and everything else will follow.