MeanCEO: Tech Startups and Startup Ideas

How to Build an Email List from Zero as a Startup | BOOTSTRAP in EUROPE | Startup Guides

TL;DR: Build Email Lists, Not Just Products

An email list is a startup’s best asset for customer development, launch traction, and revenue growth. Start by offering a simple lead magnet, creating a focused landing page, and setting up a strong welcome sequence. For Europe-based startups, GDPR compliance transforms this process into a trusted and scalable strategy.

💡 Ready to build a growth system on a budget? Check out Bootstrapped Marketing: The €12K/Year Startup Growth Playbook for actionable insights.
How to Build an Email List from Zero as a Startup | BOOTSTRAP in EUROPE | Startup Guides starts with an uncomfortable truth: most founders do not have a traffic problem first. They have an attention capture problem. If nobody gives you permission to contact them again, your startup keeps restarting from zero every day.
An email list is a permission-based audience you own. For startups, that means a group of people who agreed to hear from you directly about your product, insights, launch updates, offers, or research. Unlike rented reach on social platforms, your email list stays with you even when algorithms change or ad prices jump.
Why it matters for your startup: an email list gives you repeat access to early users, beta testers, pilot customers, and future buyers. For a bootstrapped founder in Europe, that matters even more because cash is tight, paid acquisition is often overpriced, and grant timelines do not wait for your growth experiments to mature.
I am writing this from the point of view of Violetta Bonenkamp, also known as Mean CEO. I have built ventures across deeptech, education, AI, and startup tooling, and I have dealt with the specific reality of building in Europe, where grants exist, regulation is real, and women founders still get too much vague inspiration and not enough business infrastructure. Your email list is part of that infrastructure.
Average signup form conversion rates often sit around 1% to 5%, while high-performing landing pages with a strong offer can reach 10% or more, according to Benchmark Email.
By the end of this guide, you will understand how to build your list from zero, what assets you need first, which mistakes kill growth early, and how to do this in a lean way that works for pre-seed teams, solo founders, female founders, and student entrepreneurs.
Are you getting customers from ChatGPT yet?

More and more traffic is coming from Perplexity, ChatGPT, Grok and other AI tools.

👉 Rank on ChatGPT

What is email list building for a startup, really?

Email list building is the process of attracting people, capturing their email addresses with consent, and then keeping them engaged through useful messages. In startup terms, it is a low-cost distribution asset that helps you validate demand, learn customer language, and create repeat touchpoints before and after launch.
The challenge for startups is simple. You usually begin with no audience, no brand trust, and no traffic engine. Research from page-one sources on this topic keeps repeating the same pattern: founders need a lead magnet, a landing page, social distribution, and a welcome sequence. That pattern appears in guidance from ClickFunnels on startup email funnels, Canto on building an email list from scratch, and Sequenzy on growing a SaaS list from zero.
Here is why that matters. A startup without an email list depends on chance. A startup with an email list can test messaging, announce features, recruit interview participants, and bring people back without paying again for the same attention.
For founders in Europe, this is also practical. GDPR means you need clear consent and clean records, but that same discipline leads to a healthier list and better deliverability. Sloppy collection tactics create legal risk and bad data. Clean opt-ins create a business asset.

Why does email list building matter now for bootstrapped startups in Europe?

The startup context in 2026 is brutal if you rely only on paid growth. Ads are expensive, social reach is unstable, and investors remain selective. Also, many founders can now build a product or a Minimum Viable Product in hours with no-code tools and AI, so product creation is no longer the hard part. Distribution is.
An email list solves a real founder problem by giving you a direct channel for testing and selling. It helps with four things fast:
  • Low-cost customer development: ask questions, send surveys, recruit beta users.
  • Launch readiness: warm up a waitlist before release day.
  • Revenue support: convert subscribers into demos, trials, pilots, and paid plans.
  • Compounding distribution: each useful email increases the odds that the next one gets opened.
As a founder who has built with limited resources, I prefer assets that compound. That is why I like email. It works well with content, communities, referrals, grants, and partnerships. It does not need a giant team. It needs discipline.
If you are early-stage, pair your list-building work with a clear content marketing plan for startups. Content gives people a reason to find you, and email gives you a reason to keep the relationship.

What are the fundamentals you need before collecting your first subscriber?

1. What is a lead magnet?

A lead magnet is a useful resource people get in exchange for their email address. It can be a checklist, template, mini-course, benchmark report, webinar, calculator, prompt pack, or waitlist incentive. The point is not to bribe random people. The point is to attract the right people.
Startup relevance is obvious. A good lead magnet pre-qualifies interest. A founder building HR software might offer an interview scorecard template. A climate startup might offer a CSRD readiness checklist. A female founder community might offer a grant list for women-led startups in the EU.

2. What is a landing page?

A landing page is a focused page designed to convert visitors into subscribers. It should explain what the person gets, why it matters, and what happens next. It should remove distractions. No clutter, no ten menu items, no vague language.
Page-one sources repeatedly stress the same thing. Dedicated signup pages convert better than generic site pages when the offer is clear. VerticalResponse on signup pages and free tools and This is DCP on forms, popups, and landing pages both point in that direction.

3. What is a welcome sequence?

A welcome sequence is the first set of emails new subscribers receive after joining. It introduces your startup, delivers the promised resource, sets expectations, and starts trust-building. This matters because the first few emails often get the highest open rates you will ever see from that subscriber.
If you skip the welcome sequence, you waste your warmest moment. Many founders build a form and then disappear for three weeks. That is lazy marketing, and lazy marketing kills list growth.

4. What does consent mean in startup email marketing?

Consent means the subscriber knowingly agreed to receive emails from you. In the EU context, that means clear wording, no pre-ticked boxes, and a transparent explanation of what they are joining. If you run webinars, events, or download forms, be precise. If you collect data for one purpose and email for another, you create trouble.
As someone who has dealt with compliance-heavy sectors and EU processes, I strongly prefer making protection and compliance almost invisible inside the workflow. Your form copy, CRM tags, and automation should make the right action the default one.

How do you implement email list building step by step from zero?

Let’s break it down into a 12-week plan that works for a startup with little cash and very little time.

Phase 1: Assessment and planning, weeks 1 to 2

Start by auditing what you already have, even if it feels like nothing. Do you have a site, a product teaser, a social account, a PDF, a webinar recording, research notes, customer interviews, or a thesis project? One of these can become the seed of your first lead magnet.
  1. Define your audience: pick one segment only. Early SaaS buyers, student founders, fintech operators in DACH, women launching a first startup in the Netherlands, and so on.
  2. Define the problem: what urgent question can you answer now?
  3. Define the offer: what useful thing will they get in return for subscribing?
  4. Define the next step: what should they do after joining? Book a call, join a beta, read a guide, or reply to a question.
Tools for this phase can stay simple. Use your email platform, a no-code landing page builder, and a spreadsheet or CRM. I strongly believe founders should learn to do this themselves first. If you cannot build your own first list funnel, you will not know who to hire later.

Phase 2: Foundation building, weeks 3 to 6

Now build the minimum setup. You need one lead magnet, one landing page, one embedded form on your site, one popup on a high-intent page, and one welcome sequence.
  • Landing page headline: make a clear promise.
  • Form fields: ask for the minimum. Usually email and maybe first name.
  • Thank-you page: tell subscribers what to expect next.
  • Welcome email 1: deliver the promised asset.
  • Welcome email 2: explain the problem you solve.
  • Welcome email 3: ask one simple question and invite a reply.
If your startup is pre-launch, build a waitlist page. If your startup already has users, build a resource page. If your startup sells to a niche market, build a mini library for that niche. You do not need a masterpiece. You need a working door.

Phase 3: Traffic, testing, and scale, weeks 7 to 12

Once the system exists, you need traffic. This is where many founders get confused and start buying ads too early. I would begin with direct outreach, organic content, communities, and partnerships. Paid traffic can come later, after you know the page converts.
  1. Direct outreach: email or message 20 to 50 relevant people you already know.
  2. Social posts: publish snippets from the lead magnet and point to the signup page.
  3. Community participation: answer questions in founder and sector communities.
  4. Partnerships: swap newsletter mentions or co-host a webinar.
  5. Referral loop: ask new subscribers to invite one peer.
  6. Weekly review: track source, conversion, opens, clicks, and replies.
If you bootstrap, your social media strategy for bootstrapped startups should support the list, not distract from it. Social reach should feed owned reach.
Education must be experiential and slightly uncomfortable. That principle applies to startup marketing too. Your list grows faster when you stop polishing and start shipping, asking, testing, and learning from real subscriber behavior.

What should your first lead magnet be as a startup?

Choose the offer based on your market, buying cycle, and founder bandwidth. Here is a practical table.
Startup type
Best first lead magnet
Why it works
Time to create
B2B SaaS
Checklist or template
Fast to build and tied to a business task
1 to 3 days
Deeptech or climate
Explainer guide or benchmark PDF
Builds trust in a complex category
3 to 7 days
Edtech or community startup
Email course or toolkit
Keeps people engaged over time
2 to 5 days
Consumer app
Waitlist perk or early access
Works when curiosity and urgency are high
1 day
Service-to-product founder
Audit worksheet
Attracts people already aware of the problem
1 to 2 days
My advice is provocative on purpose: do not spend three weeks designing a fancy ebook nobody asked for. Make the smallest useful thing first. If people sign up for a plain checklist faster than for your polished 40-page PDF, your market just taught you something.

Which list-building channels work best when you start from zero?

1. Your website

Put signup forms where intent is high. Homepage, blog posts, resource pages, pricing page, product waitlist page, and exit-intent popup if used carefully. Do not spam every visitor with five popups in ten seconds. You are building a relationship, not harassing a stranger.

2. Social media

Use short posts, founder stories, carousels, and video snippets that connect to your email offer. If your lead magnet solves a precise pain point, post one insight publicly and reserve the full resource for subscribers. This works especially well on LinkedIn and X for startup audiences.

3. Communities

Community-led growth works well in the early stage because trust transfers through repeated useful participation. If you want the broader playbook, read about community-led growth for early-stage startups. The short version is simple: contribute first, mention your resource only when it actually fits the conversation.

4. Webinars and events

Live sessions are underrated in Europe. They fit B2B buying cycles, grant-heavy sectors, university spinouts, and ecosystems where trust still matters a lot. One webinar can attract subscribers, reveal objections, and generate sales conversations at the same time.

5. Partnerships and referrals

Cross-promotion with complementary startups can speed up list growth with almost no cash. Also, a referral loop can turn a small list into a bigger one if the reward is relevant. If you want structure for that, see customer referral programs that actually work.
Boost Your SEO by Getting Featured in Our Blogs and get a backlink.

We publish content about startups, education, tech, funding, etc. that ranks well not only in Google but also in Perplexity, ChatGPT, Grok and other AI tools.

👉 Get featured now!

What does a strong welcome sequence look like?

Most startups need 3 to 6 emails. You do not need a giant automation machine. You need clarity and rhythm.
  1. Email 1, immediately: deliver the lead magnet, thank them, and repeat what they can expect.
  2. Email 2, day 2: tell a short founder story or market insight that explains why your startup exists.
  3. Email 3, day 4: teach one practical lesson linked to the problem.
  4. Email 4, day 6: share a case, lesson, or build-in-public update.
  5. Email 5, day 8: ask a question and invite a reply.
  6. Email 6, day 10: offer a next step such as a beta invite, demo, waitlist move-up, or call.
Notice what is missing. No desperate sales pitch on day one. Early subscribers are not there to be squeezed. They are there to understand whether your startup deserves their attention.
This is one of the reasons I prefer AI and no-code for startup operations. You can build this sequence in an afternoon, tag people by behavior, and keep the process manageable without hiring an agency.

What are the best practices that still work in 2026?

Practice 1: Match the lead magnet to buying intent

If your offer is too broad, your list becomes noisy. If it matches a painful business task, your list becomes useful. A founder building payroll software for SMEs in Germany should not offer a generic startup newsletter. She should offer a payroll compliance checklist for cross-border hiring.
Track subscriber-to-reply rate, subscriber-to-demo rate, and unsubscribe rate after the welcome sequence.

Practice 2: Build one landing page per audience or offer

Different audiences respond to different language. A student entrepreneur, a procurement lead, and a CTO do not join for the same reason. If you can, create separate pages instead of one vague page trying to please everyone.
Track page conversion rate, traffic source conversion rate, and cost per subscriber if you test paid traffic later.

Practice 3: Ask for replies early

Replies are gold. They improve sender reputation, reveal customer language, and uncover objections. One direct question in your welcome sequence can produce market research you would otherwise pay consultants for. I would skip the consultants and ask the market.
Track reply rate, common themes in replies, and how many sales conversations start from those replies.

Practice 4: Publish consistently and distribute actively

One good post or resource per week is enough if you actively circulate it. Share it in communities where you have earned some trust, post on social, mention it in your email signature, and reference it during calls or events. A tiny but steady publishing habit beats random bursts.
Track weekly subscriber growth, list source mix, and open rate by content topic.

Practice 5: Keep your forms short and your copy clear

Extra fields reduce conversions unless there is a strong reason to ask them. Start simple. Clear headline, one-sentence benefit, one visual if helpful, and one visible form. That is enough.

What mistakes do founders make when building an email list?

Mistake 1: Building the list before defining the reader

Founders often chase volume first because a bigger number feels good. A list of 300 relevant people beats a list of 3,000 random subscribers every time. The impact of a vague list is poor engagement, weak deliverability, and fake confidence.
How to avoid it:
  • Define one reader segment and one problem.
  • Create one offer for that segment.
  • Write landing page copy using the exact language they use.

Mistake 2: Sending nothing after signup

This is common and avoidable. Founders get excited about the form and forget the follow-up. The impact is wasted attention and lower trust.
If you already made this mistake, send a reset email. Acknowledge the gap, deliver value, and explain what subscribers will get from now on.

Mistake 3: Overdesigning the lead magnet

Perfectionism is expensive. This problem hits first-time founders and women founders especially often because they feel they need to overprepare before taking space in public. You do not. The market rewards relevance more than polish.
Make the resource fast, useful, and specific. Improve it after the first 50 signups, not before the first five.

Mistake 4: Ignoring compliance and consent

This is not glamorous, but it matters in Europe. Hidden consent or vague signups can damage trust fast. Use plain language and proper records.

Mistake 5: Talking only about your startup

Nobody joins your list to hear endless product updates. They join because they want help with a problem. Your product matters, but it should appear inside a stream of useful insight, not replace it.

What mistakes do female founders make more often, and why?

I want to be direct here. Women do not need more motivation posters. They need systems. In list building, I often see three patterns among first-time female founders in Europe.
  • They wait too long to publish: they feel they need a perfect site, perfect branding, or a full funnel before asking for email signups.
  • They underclaim expertise: they have the knowledge but present the offer too softly, which hurts conversions.
  • They avoid direct asks: they give value but hesitate to ask for replies, shares, referrals, or demos.
The fix is structural. Use templates, deadlines, clear offers, and simple weekly targets. One landing page. One lead magnet. One email per week. One ask per email. Confidence often follows execution, not the other way around.
Women do not need more inspiration. They need infrastructure. A clean signup system, a useful resource, and a weekly send schedule beat motivational content every time.

Which metrics should you track from day one?

You do not need a giant dashboard at the start. Track a small set of metrics that actually tell you whether the list is becoming a business asset.

Foundational metrics

  • Landing page conversion rate
  • New subscribers per week
  • Welcome email open rate
  • Reply rate
  • Unsubscribe rate
  • Traffic source by subscriber

Advanced metrics after three months

  • Subscriber-to-demo rate
  • Subscriber-to-trial rate
  • Subscriber-to-customer rate
  • Revenue per subscriber
  • Engagement by segment
For deliverability hygiene, page-one advice also points to list cleaning and segmentation. MTR Marketing on startup email testing and deliverability highlights segmentation, list cleaning, and spam testing as practical steps that protect inbox placement.

How should your email strategy change by startup stage?

Pre-seed and seed stage

Your reality is uncertainty and limited cash. Focus on one lead magnet, one landing page, one weekly email, and active reply collection. Success looks like your first 100 to 500 relevant subscribers and clear evidence of what they care about.

Series A stage

Now you likely have more than one audience. Split your list into segments by role, use case, or funnel stage. Build dedicated nurture sequences, webinars, and product education emails. Success looks like email contributing to pipeline and expansion revenue.

Series B and beyond

You now need stronger segmentation, lifecycle messaging, and tighter reporting. Your list should support content distribution, onboarding, upsell, event attendance, community, and account-based motions. Success looks like email woven into revenue operations, not treated as a side channel.

What is a realistic 4-week action plan?

Week 1: define one audience, one problem, one offer. Audit existing assets and choose a lead magnet topic.
Week 2: build the landing page, embedded form, and thank-you page. Set up the welcome sequence.
Week 3: publish and distribute. Message your network, post on social, share in relevant communities, and add the signup link to your email signature.
Week 4: review data. Which source converted best? Which email got replies? Which wording worked? Then improve one thing only and repeat.

Glossary of terms founders confuse all the time

Email list: a database of subscribers who gave permission to receive messages from you.
Lead magnet: a useful resource exchanged for an email address.
Landing page: a focused webpage designed for one conversion goal, such as a signup.
Welcome sequence: an automated set of first emails sent to new subscribers.
Deliverability: the likelihood that your emails reach the inbox rather than spam or promotions tabs.
Segmentation: grouping subscribers by behavior, role, interest, or funnel stage so you can send more relevant emails.
Minimum Viable Product: the simplest working version of your startup product used to test demand. It is not the same thing as your lead magnet, though both can support validation.

Key takeaways

  1. Email list building is one of the smartest owned-growth moves for startups in 2026, especially if you bootstrap in Europe.
  2. The winning path is clear: lead magnet, landing page, welcome sequence, distribution, feedback loop.
  3. Start small and specific: relevance beats reach in the beginning.
  4. Measure what matters: conversion, replies, engagement, and movement toward revenue.
  5. Do it yourself first: use no-code and AI tools, learn the mechanics, then expand.
Is your startup on ChatGPT?

More and more traffic is coming from Perplexity, ChatGPT, Grok and other AI tools.

👉 Rank on ChatGPT

Closing thoughts

Building an email list from zero is simple, but it demands consistency. That is why it suits disciplined founders better than flashy ones. If you are bootstrapping, this channel gives you something rare: direct access to people who asked to hear from you again. That is trust, and trust compounds.
From my point of view, as a European founder who has built across AI, game-based education, deeptech, and grant-heavy systems, email remains one of the few channels where small teams can still compete with larger players by being smarter, faster, and more useful. No-code tools make setup fast. AI helps with drafting and testing. Your job is to keep the relationship honest and relevant.
Once your list starts growing, the next logical question is bigger than email. It becomes: how do you build a market around your startup before you even push hard on sales? That is why your next read should be community-first marketing for startups. A strong email list and a real community support each other, and together they make early-stage growth far less fragile.

People Also Ask:

How to build an email list from zero?

To start building an email list from nothing, begin by selecting an email service provider that suits your business needs. Offer lead magnets like free courses, eBooks, discounts, or helpful content in exchange for customer emails. Create signup forms and integrate them into high-traffic areas such as landing pages, social media, or blog posts. Employ referral incentives to encourage existing subscribers to share your content. At events, collect emails in person with QR codes or physical signup sheets. Using social media ads or partnerships with relevant influencers can also help boost your list.

What is the 3 21 0 email rule?

The 3 21 0 email rule helps improve productivity by following a structured approach: check your email three times daily (morning, midday, and evening), spend no more than 21 minutes per session managing your inbox, and aim for inbox zero after each session or at least keep it well-organized. This method minimizes distractions while maintaining effective email communication.

How much is a 1000 email list worth?

The value of a 1,000-person email list varies depending on its quality and segmentation. An email list with active subscribers interested in niche or premium products can generate between $100 to $600 per 1,000 emails annually. These numbers depend on factors like industry, open rates, and conversion effectiveness.

What is the 30/30/50 rule for cold emails?

The 30/30/50 rule for cold emails suggests dividing your efforts as follows: spend 30% of the time researching prospective clients to ensure they belong to your target audience, another 30% crafting personalized and compelling content, and the remaining 50% following up diligently, as many initial emails may be overlooked or ignored.

How can women entrepreneurs effectively grow their email lists?

Female entrepreneurs can tap into networks that support women-led businesses to grow their email lists. Hosting webinars and leveraging partnerships with female-focused brands or platforms often proves effective. Consistently share stories of challenges and success to build a relationship with your audience, encouraging deeper engagement and growth.

What are lead magnets, and why do they matter for startups?

Lead magnets are incentives offered to potential customers in exchange for their contact information, such as eBooks, templates, free trials, or exclusive access to content. Startups use lead magnets to quickly grow their email lists by providing immediate value to potential users, building trust, and nurturing future conversions.

What tools help create and manage email lists efficiently?

Popular tools like Mailchimp, ConvertKit, and ActiveCampaign allow you to create, manage, and segment email lists quickly. These platforms offer analytics for tracking open rates, responses, and subscriber engagement while providing automation options to send scheduled or behavior-triggered emails effectively.

Is email marketing relevant for startup businesses in 2026?

Email marketing remains a dependable strategy in 2026, allowing startups to establish direct relationships with customers without algorithm dependency. Personalization, segmentation, and the introduction of new AI tools have refined how startups nurture leads and improve engagement, making email one of the most effective channels for startups to generate consistent revenue.

How important is engagement rate compared to list size?

Engagement rate often outweighs list size when measuring an email list's effectiveness. High open and click-through rates from engaged subscribers indicate stronger customer relationships. A smaller but active list will generate better results compared to a large, unengaged one, especially for startups working with limited budgets.

How can startups avoid spam filters when sending emails?

To avoid spam filters, startups should only send emails to a list built using proper opt-in protocols. Avoid using spammy words in subject lines, ensure your domain is authenticated (with SPF, DKIM, etc.), and personalize emails with proper segmentation. Ensuring content relevance and using a reliable email service provider also improve deliverability rates.

How can offline events grow an email list?

Offline events like workshops, trade fairs, or networking events offer interactive opportunities to collect emails. Startup founders can use QR-coded digital forms, host exclusive sessions where attendees sign up for updates, or exchange business cards with a clear opt-in follow-up communication. These face-to-face engagements often foster stronger trust and list quality.

FAQ on Building an Email List from Zero for Startups

How can startups personalize emails without a large team?

Startups can leverage tools like Mailchimp and Klaviyo for segmenting and automating email campaigns. Personalization doesn’t require a large team but depends on understanding subscriber behavior, which segmentation tools enable. Use dynamic tags for names and preferences to create tailored experiences.

What is the best lead magnet idea for niche markets?

For niche audiences, offer specific resources such as industry benchmarks, calculators, or checklists. For example, an HR software startup could provide an interview scorecard template. Niche-targeted lead magnets attract more relevant subscribers compared to generic offers. Learn more from this guide on email marketing for startups.

Why does email list segmentation matter?

Segmenting helps send the right message to the right audience. This improves open rates and conversions. For instance, separating beta testers from active users enables personalized messaging for each group. Segmentation is foundational for startups to maximize subscriber engagement and ROI.

Can startups use low-cost tools to build their first list?

Yes, tools like Mailchimp (free plans for small lists), ConvertKit, and Substack offer inexpensive entry points for startups. These platforms include email automation, landing page creation, and analytics, perfect for lean teams beginning their email list-building journey.

Is it better to focus on quality or quantity for list growth?

Quality matters more than quantity, especially for startups in niche industries. A small list of 300 engaged contacts often leads to better conversions than 3,000 irrelevant subscribers. Opt for targeted lead magnets and precise audience definitions to ensure high-quality list growth.

How can startups ensure GDPR compliance when list-building?

Transparency is key. Use clear opt-in forms without pre-checked boxes, and disclose how subscriber data will be utilized. Openly explain the purpose of your emails and store consent records. This ensures GDPR compliance while building trust with European audiences.

What content frequency works best for startups?

Sending one high-value email per week is effective for early-stage startups. Avoid overwhelming subscribers. Focus on solving problems or providing insights relevant to your audience. Consistency in timing and quality establishes trust and keeps engagement rates high.

How do communities contribute to early list growth?

Communities foster trust and credibility. Actively participate by answering questions and sharing insights. Mentioning your lead magnet selectively boosts conversions. Align this with strategies suggested in articles like this guide on nurturing lists for startups.

What common mistakes should startups avoid in email marketing?

Avoid sending generic content or skipping follow-ups post-signup. Overcomplicated lead magnets and forms also hamper conversions. Prioritize relevance, consent, and active engagement to grow a genuinely interested, high-performing list while avoiding unnecessary churn.

Do AI tools assist in email list growth for startups?

AI tools automate content creation, A/B testing, and segmentation, vital for resource-constrained teams. Platforms like ChatGPT for email drafts and Predict Email Insights improve targeting, enabling startups to scale efforts effectively without overwhelming their operations.
2026-03-09 07:45 Guides