How to Build an Email List for Affiliate Marketing

By the pprawat.com team

Dates on this page: vendor rules, prices and limits were checked on each vendor’s own pages on Oct. 30, 2026.

An email list is a group of people who asked to get emails from you. For affiliate marketing, a list lets you help the same people more than once and mention an offer when it fits, instead of hoping a stranger buys on the first visit.

This guide walks through the whole setup in seven steps, with copy you can adapt. We also point out the common mistakes that quietly ruin a new list, so you can avoid them without paying for them.

pprawat.com earns money from affiliate links in some of its guides and emails. If you buy through one, we may earn a commission at no extra cost to you.

The 7 steps: 1. Free gift · 2. Opt-in page · 3. Autoresponder · 4. Welcome sequence · 5. Subscribers · 6. Deliverability · 7. Measurement

The whole setup on one page

If you only read one section, read this. It’s the full path from nothing to a working list, in the order to build it. A few steps get their own row, so the 7 steps fill 8 rows.

#	What you build	What it looks like when it’s done	Test before moving on
1	Free gift	A one-page PDF with one clear promise in its title	A friend can say what it is after one read
2	Opt-in page	Headline, 3 bullets, email field, button, frequency line, privacy link	Sign up on your phone with a second email address
3	Thank-you page	“Check your inbox”, sender name, subject line to look for	You land on it after signing up
4	Autoresponder list	One list, double opt-in on, a tag for each traffic source	Your test sign-up shows the right tag
5	Domain authentication	SPF, DKIM and DMARC records added in your DNS	“Show original” in Gmail shows DMARC PASS, with DKIM passing for your own domain
6	Welcome sequence	5 emails: gift, intro, tip, question, first offer	Each email arrives on the right day for your test address
7	Tracking	A `tid` on every affiliate link and a spreadsheet with one row per send	A test click shows your tid in the network report
8	Weekly check	Postmaster Tools spam rate, clicks per delivered, network sales	Spam rate below 0.3%, ideally below 0.10%

Each row is explained step by step below.

Why build an email list for affiliate marketing?

Search rankings and social reach can change overnight. A list of people who chose to hear from you is different: you can reach them when you have something useful to say.

Email also lets you follow up. Most people want time and trust before they buy something a stranger recommends. A short series of helpful emails gives them both.

But a list is not money by itself. Here is the reality check: a list can look big on paper while most people on it never open or click a single email. A list only works if the people on it want what you send. Every step below is about getting that part right.

Step 1: Pick a free gift people actually want

The free gift (often called a lead magnet) is what someone gets in return for their email address. It sets the tone for every email after it.

A good beginner gift:

Solves one small, specific problem.
Can be used in 15 minutes or less.
Matches the topic of the offers you plan to promote later.
Can be described in one plain sentence.

Examples: a one-page checklist for setting up a first opt-in page, a list of 20 subject lines with a note on why each one works, or a short worksheet for picking a first affiliate product.

A common mistake: a vague opt-in promise. People join without a clear idea of what they will get, and many never read a single email. A specific gift attracts people who want that specific help.

A quick test: if a friend can’t tell you what the gift is after reading your headline once, rewrite the headline.

What a one-page gift looks like (excerpt):

Your first opt-in page: the 6-part checklist
1. Headline names the gift and the result. ☐
2. Three bullets on what’s inside. ☐
3. One email field, one button that says what happens next. ☐
4. A line on how often you’ll email. ☐
5. Privacy policy link. ☐
6. Tested on a phone with a second email address. ☐

Step 2: Build a simple opt-in page

Your opt-in page (also called a squeeze page or landing page) has one job: get the sign-up. Keep it short.

What to put on it:

A headline that names the gift and the result.
Three short bullets on what is inside.
An email field. A first-name field is optional.
A button that says what happens next.
One line on what else they will get and how often.
A link to your privacy policy.

Copy-ready example:

Get the free 1-page checklist for your first opt-in page
– The 6 parts every opt-in page needs
– A headline formula you can fill in
– The test to run before you send any traffic

[Email address] [Send me the checklist]

You’ll get one short email a day for the first 5 days, then a tip about twice a week. Unsubscribe anytime. Privacy policy.

Then make a thank-you page. Tell people to check their inbox, give them the sender name and subject line to look for, and ask them to move the email to their main inbox if it lands somewhere else.

Single opt-in or double opt-in?

With single opt-in, someone joins as soon as they submit the form. With double opt-in, they must click a link in a confirmation email first.

Single opt-in grows a list faster, but it also lets in people who never meant to read your emails. Double opt-in adds a step, so fewer people finish it. The ones who do have shown the address is real and that they want your email. When you don’t yet know the quality of your traffic, we lean toward double opt-in. Look for the setting in your autoresponder’s list settings.

Step 3: Choose an autoresponder

An autoresponder (also called an email service provider) stores your subscribers, hosts your forms and sends your emails. You set up a series once, and it goes out to each new subscriber on schedule.

Look for:

Sign-up forms or landing pages.
An autoresponder or automation feature for your welcome series.
Tags or segments, so you can mark where each subscriber came from.
A way to authenticate your own domain (Step 6).
Clear reports on delivered emails, clicks, unsubscribes and complaints.

We use GetResponse. Check the plan before you design a sequence, because features differ a lot by tier. As of Oct. 30, 2026, GetResponse’s free plan covers up to 500 contacts, 2,500 newsletters a month and 1 landing page, and autoresponders and automation workflows are listed as premium features you get for the first 14 days. After that, you lose access to premium features, though you can still create and save drafts of autoresponders and workflows (GetResponse free plan). On paid plans, autoresponders and the landing page builder are included; Starter has 1 custom automation workflow, and Marketer and above have unlimited workflows (GetResponse pricing). Our own plan’s automation limits mattered more than we expected.

Free plans compared (checked on each pricing page, Oct. 30, 2026):

Tool	Free contacts	Emails a month	Automation on free
GetResponse	500	2,500 newsletters	Autoresponders and workflows only during the first 14 days; after that, drafts only (free plan)
MailerLite	250	2,500	Up to 3 active automations (pricing)
Kit	10,000	Unlimited broadcasts	Automated sequences not on the free plan (pricing)
Mailchimp	250	500 (250 a day)	Flows not included (compare plans)

The takeaway: if you want a welcome sequence running for free, pick a tool whose free plan includes automation, or budget for a paid plan from the start.

The legal basics for US senders

The FTC’s CAN-SPAM Act compliance guide covers commercial email. Among its rules: don’t use false or misleading header information, don’t use deceptive subject lines, include a valid physical postal address, identify the message as an ad, give a clear way to opt out that keeps working for at least 30 days after you send, and honor opt-out requests within 10 business days. Most autoresponders add the unsubscribe link for you. You still need to add your address and keep subject lines honest.

Step 4: Write a welcome sequence

The welcome sequence is the set of emails each new subscriber gets in their first days. New subscribers pay the most attention, so these emails matter most.

The first email (the one that delivers the gift) tends to get more clicks than the ones after it, and interest can fade fast. Make the first few emails count.

A simple 5-email welcome series:

Right away: deliver the gift. One link to the gift. Invite a reply. Nothing to sell.
Day 1: who you are and what to expect. What you write about, how often, and a promise to always say when a link earns you a commission. Repeat the gift link in a P.S.
Day 2 or 3: one practical tip. A small task they can finish in 15 minutes, such as “Write down 3 problems your ideal reader has.”
Day 4: ask a one-word question. “What’s hardest for you right now: traffic, offers, tech or time?” Replies tell you what to write next.
Day 5 or later: your first offer, if it fits. Explain what the product teaches, who it suits, who should skip it, and the refund terms as written on the sales page.

Copy-ready email 1:

Subject: Your opt-in page checklist is here

Hi,

Here’s the checklist you asked for: [link]

Start with item 1, the headline. It decides whether anyone signs up, so make it say exactly what people get.

Hit reply and tell me what you’re building. I read every reply.

[Your sign-off]
P.S. For the next few days you’ll get one short email a day, then a tip about twice a week. If it’s not useful, the unsubscribe link is at the bottom.

Rules for every email:

One idea and one main link.
Honest subject lines. No fake “Re:” or “Fwd:”.
A plain disclosure next to every affiliate link, such as “Heads up: that’s my affiliate link, so I may earn a commission if you buy, at no extra cost to you.” The FTC’s endorsement guides FAQ explains why a clear disclosure is needed.
No income promises and no copied earnings screenshots.

Step 5: Get subscribers (free and paid)

Free ways to get subscribers

Blog posts on your own site. Answer the questions your gift solves. Put the opt-in form near the top and at the end.
Helpful answers in communities. Facebook groups, Reddit and niche forums can work if you follow each group’s rules. Answer the question in full first, and mention your gift only where links are allowed.
Pinterest. Pins that point to a helpful blog post (not straight to an affiliate link) can bring readers over time.
Your email signature and profiles. Add one line about your gift.

Free traffic is slow, but it tends to bring people who chose to find you.

Paid ways, including solo ads

Solo ads. You pay another list owner to send your opt-in page to their list, usually priced per click.
Social and search ads. You pay the platform for clicks to your opt-in page.

Before you buy a solo ad, read are solo ads worth it? for how buying works, the mistakes that waste a budget and a checklist to use first.

Two rules for any source:

Tag every source. Use a separate form or tag for each source, so you can see which one sends real readers. Skipping this is one of the most common gaps, and it can’t be fixed after the fact.
Never buy sign-ups or lists. People who didn’t choose to hear from you tend to ignore your emails or mark them as spam, and that hurts delivery for everyone on your list.

Step 6: Deliverability basics

Deliverability means your emails reach the inbox, not the spam folder.

Authenticate your domain (SPF, DKIM, DMARC)

SPF, DKIM and DMARC are DNS records that show your emails really come from you. Google’s email sender guidelines say everyone sending to Gmail accounts needs SPF or DKIM, a secure (TLS) connection, and a spam rate in Postmaster Tools below 0.30%. Bulk senders have more rules. Google counts you as one if you send close to 5,000 or more messages to personal Gmail accounts in 24 hours, counting all subdomains of your main domain together, and once you reach that, you’re treated as a bulk sender for good (sender FAQ). Bulk senders need SPF and DKIM, a DMARC record (the policy can be “none”), a From: domain aligned with SPF or DKIM, and one-click unsubscribe plus a visible unsubscribe link in marketing email (sender guidelines). Even if you’re small, set up all three now. In GetResponse, DKIM is set under Profile, then Emails and Domains (GetResponse DKIM help).

Send from an address on your own domain, not from a free mailbox.

To check it worked, open one of your emails in Gmail, click More (the three dots beside Reply) and choose Show original (Gmail help). Look for “PASS” next to SPF, DKIM and DMARC. A PASS alone isn’t the full test: DMARC also needs alignment, meaning the domain in your From: address matches the domain that passed SPF or DKIM (sender FAQ). If you send from your own domain through an email provider, SPF often passes only for the provider’s return address. In that case, alignment depends on DKIM: if DKIM passes for the same domain as your From: address (shown as d=yourdomain.com), that is enough for alignment. A healthy result looks like this: DKIM passes for your domain, DMARC passes, SPF may pass only for your email provider’s return address, and one-click unsubscribe headers are present.

Watch your spam complaint rate

Google’s sender guidelines ask senders to keep the spam rate reported in Postmaster Tools below 0.10% and to avoid reaching 0.30%. Postmaster Tools is free. Add your domain and check it once a week.

On a small list, every complaint matters. On a send to a 500-person list, one complaint is 0.2% of everyone you mailed. Postmaster Tools counts differently: its spam rate is the share of messages delivered to engaged recipients’ inboxes that those recipients then marked as spam (Postmaster Tools dashboards), so you can’t work it out from your list size. Treat any single complaint as a reason to look at that email.

A clean technical setup doesn’t make people read. A list can pass every compliance check in Postmaster Tools, show a near-zero spam rate and have nearly all its mail accepted, and still get very few clicks. When that happens, look at relevance, frequency and lead quality.

Keep your list clean

Let hard bounces drop off. Don’t add them back.
Send a short “do you still want these emails?” message to people who haven’t clicked in a while. Keep those who click or reply.
Stop mailing people who stay silent. A 90-day sunset is a simple rule to start with.
Suppress instead of deleting. Deleting and re-importing contacts can wipe out the record of who unsubscribed.

Don’t send too much, too fast

Daily emails to a whole list, with no segments and no preview text, wear readers out fast. Start with 1 or 2 emails a week and send more only if clicks hold up. Google’s advice is to “start with a low sending volume to engaged users, and slowly increase the volume over time” (sender guidelines).

Step 7: Measure what matters

Track these for each email in a simple spreadsheet.

Metric	How to work it out	What to watch for
Clicks per delivered email	unique clicks ÷ delivered. In GetResponse, “Clicks” counts how many people clicked a link and “Total clicks” counts every click (click map help); use Clicks	Your main number for each email. Write down which GetResponse count you used, Clicks or Total clicks, so your totals stay comparable
Sales per click	sales with that email’s tracking ID ÷ clicks on that link	Not measurable without a tracking ID on every affiliate link
Unsubscribes and complaints	count for each send	Any complaint is a reason to look at that email; a jump in unsubscribes after one send is a warning sign
Opens	opens ÷ delivered (secondary only)	Secondary only. Note whether GetResponse’s bot and Apple Privacy filter was on

Tracking sheet columns to copy: send date · subject · segment · delivered · unique clicks · clicks ÷ delivered · tracking ID · network sales · refunds · unsubscribes · complaints.

Why opens come last: Apple’s Mail Privacy Protection hides the reader’s IP address and “prevents senders from seeing if you’ve opened the email message” (Apple support), so open counts can’t be trusted on their own. Judge each email on clicks, replies and sales.

To get sales per click, add a tracking ID to each affiliate link, named after the email it sits in. On JVZoo, add ?tid=yourcode to the end of the link (or &tid=yourcode if the link already has a ? in it); JVZoo allows up to 24 characters, lowercase letters and numbers only, and shows results on the Affiliate Transactions page (JVZoo support). Explodely links take a tid= value too (Explodely help). Match network sales to emails once a week, count only the sales the network reports, and subtract refunds. A click is never a sale.

On a small list, compare 2-week totals instead of single emails. One click more or less can swing a rate a lot.

Your first-week checklist

Day 1: write a one-sentence gift promise and make the gift.
Day 2: set up your autoresponder and authenticate your domain.
Day 3: build the opt-in page and the thank-you page.
Day 4: write the 5 welcome emails.
Day 5: test everything with your own email addresses. Check the headers with “Show original.”
Day 6: set up Postmaster Tools and your tracking sheet.
Day 7: share your first helpful post where your readers already gather.

Where to go next

Once your list is set up, learn how an affiliate network approves and pays affiliates in our JVZoo affiliate program guide. Thinking about paying for traffic? Read our checklist first: are solo ads worth it?.

FAQ

How many subscribers do I need before I promote an affiliate offer?

There is no fixed number. What matters is that your subscribers know you and have had useful emails first. Send a few value emails, then mention one offer that fits the gift they signed up for.

Is double opt-in better for affiliate marketing?

It usually gives you a smaller list of people who confirmed they want your emails. Single opt-in tends to let in more people who never engage. If your traffic quality is unknown, double opt-in is the safer start.

How often should I email my list?

Start with 1 or 2 emails a week and watch your clicks and complaints. Sending daily emails to everyone tends to wear readers out. Send more only when your numbers hold up.

Do I need a website to build an email list?

You need an opt-in page, and many autoresponders host one for you. GetResponse’s free plan includes 1 landing page (GetResponse free plan). A WordPress site helps because your blog posts can bring free readers to your form.

Can I start for free?

Yes, with limits. GetResponse’s free plan covers up to 500 contacts, but autoresponders and automation workflows are only available for the first 14 days (after that, drafts only), so a running welcome sequence needs a paid plan or a tool whose free plan includes automation (see the table in Step 3).