Your email list is your most valuable marketing tool.
As someone running a writing business, I’ve heard that for the past decade or so. During that decade, social media platforms have come and gone. Even if a platform sticks around, one flip of a switch and your posts are no longer visible.
Maybe that’s why email marketing remains the most popular form of marketing. One survey revealed that 41% of businesses find email marketing their most effective marketing channel, while social media and paid search were each rated most effective by only 16% of respondents.
It’s what you do with the email addresses you collect that determines just how impactful your email marketing will be, however. A well-designed, effective newsletter can help you create a bond with your customers, boosting loyalty and keeping sales strong. This guide to how to start a newsletter will help you assemble emails that your customers will actually look forward to opening.
6 Steps to Start a Newsletter That Will Earn You Subscribers
1. Choose a Provider
Your biggest expense when it comes to email marketing will be the platform you use to build and send your newsletter. While many services offer free or low-priced entry-level plans, pay close attention to the price you’ll pay once you grow your list to a certain point. If you’re like me and you tend to procrastinate on switching services, these options can hit your bank account hard once you reach thousands of subscribers.
That said, there’s no shortage of email platforms with enticing features. Here are some of the most popular:
- MailChimp: By far the most popular email marketing platform, with a market share of nearly 58%, MailChimp is a full-featured solution. However, it can be pricey. The cheapest plan is $20 a month after a 14-day trial and includes only 500 contacts and 6,000 emails a month.
- MailerLite: I distribute one of my newsletters through MailerLite and it’s a solid, user-friendly choice. The best thing about MailerLite is that you can coast on the free plan while you’re growing. It includes up to 1,000 subscribers and 12,000 monthly emails.
- HubSpot: Another free option is HubSpot, which offers email tools that include customizable templates and automation. The free plan covers 2,000 contacts.
- Constant Contact: I’ve used this tool and, while it does offer advanced segmentation, I found its drag-and-drop editor challenging. The tools weren’t very intuitive, and I had a tough time finding how-to articles addressing its more confusing features. The Lite plan is only $12 a month and includes up to 500 contacts.
- Beehiv: While I haven’t tried this one, the free plan is pretty enticing. You get up to 2,500 subscribers, as well as unlimited email sends.
- Kit: If you don’t mind their branding on your emails, Kit is worth considering. Formerly known as ConvertKit, this platform offers an impressive 10,000 subscribers on its free plan.
- Flodesk: My most active newsletter is with Flodesk. The clean, simple design of its templates stood out to me, but be aware that this does limit your design options. I like the flat fee, though. No matter how many subscribers you get, you’ll pay only $35 a month.
2. Build Your List
If you don’t have a single subscriber yet, building a list from scratch can be tricky. You want to grow your audience, but you also need to ensure they’re quality subscribers.
Carlos Gil, marketing expert at GetResponse, cautions against trying to be a one-size-fits-all marketer. Instead, he recommends establishing a niche. Once you’ve identified your unique value proposition, he advises creating free content on platforms like Medium or on social media to help build authority. Once you’ve begun drawing people in, you can funnel them to your newsletter.
“A great way to do this is by offering a lead magnet, like a free guide or checklist,” Gil says. “And don’t underestimate the power of community — engage with people who comment on your posts and ask them to subscribe. The more personal you are, the faster your list will grow.”
3. Choose a Send Schedule
Consistency is a huge part of understanding how to start a newsletter. You’ll want to choose a schedule that satisfies your readers but that you can also manage.
According to recent research from GetResponse, most marketers send one to two newsletters every week, and that send schedule works best for click-through and open rates. The results indicated that for businesses with engaged subscribers, up to 12 newsletters a week will work just fine, but the click-through rates are better at the lower ranges. No matter what schedule you choose, though, the most important factor is whether you can maintain it.
“It’s vital to keep sending your newsletters as promised,” says Liviu Tanase, CEO at ZeroBounce. “That’s how you build familiarity with your audience, but also, it helps you build trust with email service providers so that your emails can go to the inbox [rather than to spam].”
4. Create a Content Plan
Tanase points out a common issue with consistent sending. Marketers start out with plenty of enthusiasm but after a few newsletters, that enthusiasm fizzles. Yes, creating each issue takes time and effort, but he also notes that many creators run out of ideas pretty soon. He has a tip to help avoid falling into this trap, though.
“Create a content plan before you launch,” Tanase says. “Map out at least 10 emails with clear topics or themes. This gives you clarity and ensures you have a clear direction.”
It also gives you the breathing room to think about what your topics will be after that, rather than scrambling for ideas each week.
5. Track Your Results
Once you’ve sent your first newsletter, you’ll need to pay close attention to the results. Most platforms have built-in analytics that provide information on your open rates, clicks, unsubscribes, and spam complaints. Monitor those closely and use the information to inform your campaigns moving forward.
“Use email analytics to identify topics and formats that drive engagement, then build on that foundation,” says Laura Toma, senior email marketing strategist at Semrush. “By staying genuine and tailoring your content to your audience’s preferences, you’ll create a newsletter that delivers real value and success.”
6. Monitor Your List
Your email list is an ever-evolving tool. As hard as you work to grow it, Tanase warns that your list will degrade on average by at least 25% every year. He stresses the importance of keeping an eye on your list to ensure your emails reach your audience.
“For your emails to land in the inbox, remember to keep your bounce rate under 2%, which is the industry benchmark,” he says. “Remove anyone who marks your newsletter as spam. Check every new signup before adding it to your list to see if it’s valid. A healthy email list is fundamental and will help your newsletter thrive.”
Mistakes to Avoid When Launching Your First Newsletter
Failing to Deliver Value
Customers sign up for your newsletter for a reason: They want to hear what you have to say. But as Gil points out, it can be far too easy to create a one-way newsletter that doesn’t engage readers.
“Treat your newsletter like a conversation — include personal stories, ask questions, and make your readers feel like they’re part of something bigger,” Gil says. “Another common misstep is failing to deliver value consistently. Don’t launch until you’ve nailed down what your audience wants, whether that’s tips, insights, or curated news.”
Focusing on Aesthetics over Usability
Before I launched my first newsletter, I spent weeks reading similar newsletters from competitors. I fell into a trap common to those curious about how to start a newsletter — focusing too much on the design of each newsletter when content was the most important part.
“While aesthetics contribute to engagement, obsessing over perfect images or complex email templates can be a time drain,” Toma cautions. “Instead, use clean, pre-designed templates and focus your energy on delivering high-quality content that resonates with your audience.”
Inconsistency
Should you send once a week? Twice a month? Once every quarter?
While GetResponse’s survey found once or twice a week brought the ideal metrics, it’s more important to set a schedule you can maintain. As Jaina Mistry, director of brand and content marketing at Litmus, points out, if you’re overly ambitious in your initial send schedule, you could end up neglecting your newsletter after a few issues.
“Coming up with content for a newsletter is challenging and time-consuming,” Mistry adds. “When you’re considering creating a newsletter, realistically ask yourself how much time you can dedicate to the newsletter, including the content creation. Use that to guide you on newsletter cadence.”
Key Takeaways
Learning how to start a newsletter from scratch can feel daunting, but with so many tools now available, it’s a manageable task to tackle. With most platforms, you’ll simply pick a template and start writing. As long as you work hard to build and manage your email list, you’ll find your newsletter is converting to sales in no time.
Frequently asked questions (FAQs)
Can you start a newsletter for free?
Plenty of newsletter providers offer free entry-level plans — MailerLite, HubSpot, Beehiv, and Kit all offer free plans that let you start growing your list. You’ll eventually need to upgrade to a paid plan, though, so make sure you compare paid tiers across platforms before you choose one.
“Email is one of the most affordable marketing channels,” Tanase says. “Many well-known, trusted providers offer a free plan, where you can send a certain number of emails to a number of subscribers. If your list is under 2,000 contacts, you can likely find a free or low-cost option. It’s also worth reaching out to customer support and asking for a free trial.”
How do you start a newsletter with no subscribers?
Plenty of businesses start from zero and grow, but when you’re struggling for an audience for your marketing emails, having zero subscribers can be discouraging. Tanase understands the struggle, and his top tip is to just keep sending helpful, relevant emails. Over time, word-of-mouth will help you grow. He also adds a few extra tips to make sure you’re maximizing each send:
- Add a subscription link to every newsletter you send so that if someone forwards it to a friend, they can easily subscribe.
- Talk about your newsletter often. Use every other channel at your disposal to entice people to sign up. Add your subscription link to all your social media bios.
- Offer exclusive content. People are more likely to subscribe to your newsletters if the content is unique.
What are the three types of newsletters?
The three types of newsletters are:
- Informational: This type of newsletter is designed to provide information to readers.
- Promotional: With this type, you highlight your products and/or services, as well as any special offers.
- Relational: This type is geared toward reader interactions. The goal is to focus on nurturing relationships.
While you can send a combination of all three, Gil recommends starting with informational newsletters.
“When you’re just starting out, your primary goal should be to provide value and establish yourself as an expert,” Gil says. “Teach people something, share curated insights, or provide updates they won’t find anywhere else. Once you’ve earned their trust, you can layer in relational and promotional elements.”
