How do I build an email list for my auction company from scratch?

Start by collecting addresses everywhere you already meet customers: on bidder registration forms, at checkout, on your website, and on a sign-up sheet at previews and sales. Always ask permission and say plainly what people will receive, such as sale announcements and occasional news.

Give people a reason to join. Early notice of upcoming sales, first look at featured items, or a short preview gallery tends to work well. Many companies also let subscribers choose interests, such as firearms, jewelry, or real estate, so they only get notices they care about.

Use a reputable email service that handles unsubscribes and list management, because email marketing laws apply and vary in their details. Keep the list clean by removing addresses that bounce, and resist buying lists. A smaller list of people who actually asked to hear from you almost always outperforms a large list of strangers.