How to Start Email Marketing

Start email marketing by designing the relationship first, then choosing the tools. That keeps the software from dictating the strategy.

Updated September 2026

1. Define who the emails are for

Choose a specific audience and the problems or interests your emails will consistently address.

2. Give people a reason to subscribe

Your signup promise can be the newsletter itself or a relevant lead magnet. Make sure the incentive matches what you plan to send later.

3. Choose the minimum software you need

Use our email marketing software guide to compare list management, sending, automation and cost.

4. Create the welcome experience

Tell new subscribers what to expect, deliver anything promised and give them a useful first step. A short welcome series can help when more context is needed.

5. Establish a repeatable rhythm

Pick a schedule you can maintain and improve from real feedback rather than chasing arbitrary frequency rules.