Mailing Lists: An important strand to your marketing.

I’m going to say it, everyone hates mailing lists but it’s probably not a surprise that most of the people reading this are on several. That’s because a mailing list is one of the most important ways a business stays in touch with customers and potential customers.

Why are mailing lists important?

Building your mailing list is probably one of the most important things you can do. Because your list is a gateway, essentially, into your customer’s personal lives.

A direct connection to someone’s email is almost as core as having a key to their house. You are kept in the same esteem as their bank, utilities, and other core things they hold close.

Any list you have becomes one of your main ways to make sure your brand is in front of prospects & customers and your way to offer them new deals, important updates, and get them to either convert or buy more from you.

How do businesses make them less annoying?

I started this blog post off by saying that mailing lists are annoying when you are on the receiving end of them. Businesses should be making an effort to make sure their emails are not one of those that are annoying.

There are many ways a business can do this and most of it comes down to common sense when you are making your emails.

Personalised emails work better

Using the most popular email clients available on the market today, you can easily personalise each and every email. I’m not just talking about adding someones first name but being much more personalised than that.

Conditional displaying of content will really help increase your conversion rate because from either browsing habits interaction with previous emails you slowly but surely find the right content for each member of your mailing list.

Frequency is massively important

One of the most important things to keeping your emails less annoying to those on your list is frequency. No one likes to be bombarded with junk mail, so it makes sense that email is the same.

You can easily keep your audience engaged with an email to everyone once a month, or once every two weeks. I would definitely recommend no more than once a week. If you get an email from the same company once a day, you’d be annoyed and your audience would be too.

The right mix of content is key

Like your actual website where you need to moderate your content, your emails should be exactly the same. You don’t want to be too promotional, or too heavy on your selling.

An example of an email innocent send out to their mailing list on a semi-regular basis.

My favourite example of good emails is innocent, they are really good at mixing a good introduction with some news and product selling. They even dropped their frequency from once a week to every two weeks because they knew it would work in their favour.

What software can you use to make a mailing list?

The market is now flooded with tools to help your email marketing, I get calls every week from people asking me to use theirs. But who should you be using?

MailChimp is the most popular email platform simply because they are free and if you are just dipping your toe in the email water, then this is definitely the one you should go for. Its automation is good, targeting is okay, and list management is good. Although I have mentioned previously that with the new pricing structure, as a paid tool it’s not as worth it.

If you are looking for something more advance then DotDigital or Campaign Monitor should be your go-to. These two platforms are great advances to the basic functionality of MailChimp and add great automation features to help you grow your personalisation.

You can use HubSpot, which is a CRM with built-in Marketing capabilities but any good email marketing platform should be able to integrate with a leading CRM.

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