26 August 2021

Make the most of your Mailing List

Josh Lewis

Emails probably aren’t your first thought when you think business growth and success, but when it comes to getting results a well-managed mailing list has a high return on investment. In fact, some studies indicate that for every 1 dollar you spend on email the expected return is over 40 dollars. As an owned communication channel this makes email very important for your business.

First of all, to make the most of your mailing list you need to have people who have signed up to your list. Growing your subscriber base takes time, but fortunately there are some ways to speed things up a little. Having a sign-up option on your webpage is a great place to start but to really make people want to be a part of your list you should offer them something in return.

Newsletters are a great way to add people to your mailing list while ensuring that they are interested in your product.

Now that you have people in your list the next big problem is what do you send to them. Some emails are a necessary part of your communication with customers or investors, these include reports and announcements. While these are great for your dedicated readers without other content you may lose engagement. Adding a newsletter or giving regular new updates through your mailing list will help keep your readers opening your emails. In fact, newsletters are among the top 4 types of email content people are most likely to open. Creating an engaging template is another great way to keep your emails interesting.

Timing of your emails is important. You should be aiming to engage with your subscribers as much as possible while avoiding crossing the line that turns your content into spam. The best way to achieve this is to send your newsletter or updates weekly.

Finally, don’t forget to scrub and verify your list regularly. People are constantly updating their email addresses as they change jobs or lose the need for a previous account. These empty accounts will have a negative impact on your engagement analytics. To get the best results your list needs to be accurate.

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