Following on from our recent blog ‘How to launch without an audience’, we thought it would be helpful to go into more detail on how to start (or grow) your email list even if you don’t have a website yet. 

We’ve already explained that the reality is, your audience is bigger than you think. 

But for you to be able to communicate with people without algorithms interfering, you need to invite them onto your email list. So you can communicate with them! 

Let’s walk through step by step how to start and grow your email list. 

Step 1: Choose your platform

You can’t send marketing emails from your personal Gmail. You’ll need an email platform - and the good news is, most are simple to use and free to begin with.

Good options to explore:

• MailerLite (great balance of features + simplicity)
• Flodesk (beautiful design, one price forever)
• Mailchimp (popular but more expensive as you grow)
• ConvertKit (great automation abilities, free up to 1,000 subscribers, best for the more techy)
• Or your course platform - New Zenler, Teachable and others include email tools
  

Top Tip: Before committing, check how pricing increases as your list grows. Some start free but get expensive quickly.

Step 2: Create a freebie

People rarely sign up ‘just because.’ Give them something helpful in exchange for their email - something quick to use and easy to say yes to.

Keep it simple:

• A 1-page checklist
• A tip sheet
• A short tutorial video or series of them
• A visual routine or planner
• A webinar

If you have one of our dog trainer toolboxes, you already have ready made resources you can use for this. 

Make it focused:
It should solve one small, specific problem or give one clear win. And it should be related to a service you offer - so you’re attracting the right people! 

• 5 ways to make your puppy walks easier this week
• My go-to settle training routine (With a 1-Minute Video)”
• Recall PowerUp Hacks: How to get reliable recalls with games
  
  

Step 3: Make your sign-up page

Your platform will guide you through this. You don’t need a full website to start - just a landing page that collects names and emails - and connects to your email platform so you can follow up. 

Checklist for your page:

• A short headline - e.g. ‘Free Download: Make your puppy walks less stressful (and more fun)’
  
• A line or two of benefit-focused copy
  
• First name + email fields
  
• A thank you message (or redirect to the freebie)
  

💡 Want to be fancy? Add a photo or brand colours - but done is better than perfect.

Step 4: Write a welcome sequence

This is the secret sauce. A few short emails that go out automatically after someone signs up will build trust and help them put what you’ve shared into action.

A simple 5-email flow:

1. Welcome + Deliver the Freebie - ‘Here’s the thing you asked for!’
   
2. Who You Are + Why You Do This - ‘Here’s what I believe and how I help.’
   
3. Quick Win - A tip or small insight that helps them take action
   
4. Client Story or Testimonial - ‘This is what’s possible with support.’
   
5. Gentle Invite - ‘If you ever need more help, here’s how we can work together.’
   

💡 Don’t overthink it. Write like you’re emailing a real person you’ve worked with before.

Step 5: Share it everywhere

Once you’ve got your freebie and welcome emails set up, it’s time to let people know it exists!

8 places to share your sign-up link:

• Your website
• Your social media bios and posts
• Your personal Facebook page
• Your email signature
• Blog posts or YouTube video descriptions
• Posters with a QR code
• Facebook groups (where allowed)
• Conversations with clients or local businesses
  

💡 Keep sharing it regularly - people often need to see something a few times before they take action.

Step 6: Start emailing (even if your list is small)

One of our Connect members said, “I’ve only got 10 people - it doesn’t feel worth it.”

But 10 real people who trust you are far more valuable than 1,000 strangers scrolling past your Instagram post.

So start emailing regularly.

Weekly, fortnightly, monthly - whatever rhythm you can stick to. The goal is consistency, not quantity.

💌 Need content ideas?

• A training insight from your week
• A question you’ve been asked recently
• A client success story
• A short tip (even 2 lines can help!)
• A behind-the-scenes look at what you’re working on
  
  

Step 7: Keep going (and let it be imperfect)

You’re not building a mailing list for the sake of it. You’re building a real connection with people who need what you do and who want to hear from you.

You’ll get better as you do it more regularly. You’ll learn what your audience loves and you’ll start getting replies which show you’re on the right track. 

The most important thing is to start before you feel ready. Because your people are out there, and they’d love to hear from you.

Want more help with this?

The full replay of our Connect masterclass, Launching Without An Audience, is available now including even more guidance on email strategy, social media alternatives, and reaching out to your existing contacts with confidence.

Not a member yet? Come join us in Connect - we’d love to welcome you in. 💛