What is a mailing list?

Sep 15, 2020

Mailing lists are a crucial part of modern business.

Gone are the days of mailing lists consisting of traditional physical mailing addresses. These days most mailing lists consist of first and last name and email address.

Mailing lists allow businesses to engage with prospects and reach out to people who have opted in to receive communications from them.


Why are mailing lists important

Email is still king.

According to digital marketing expert Neil Patel, email has one of the highest ROIs across online marketing channels, especially when used with other marketing channels like social and search.

Why? He says that “email provides greater visibility compared with fleeting tweets and the fractured attention spans on Facebook.”

Email is an excellent method for nurturing prospects and retaining engagement with long-term customers.


How to capture email addresses

Content is key for capturing email addresses.

Those that are genuinely interested in your product are more likely to give you their details if you offer them some high-quality conten.t You can gather these using the following methods:

  • Use a personalised call to action (CTA) for each blog or landing page
  • Create a pop-up or slide-in for each page of your site which promotes your newsletter
  • Create a timed pop-up survey
  • Pitch your email newsletter on your social media accounts
  • Pitch your email newsletter on your email signature
  • Include an email CTA on your About Us page

Using techniques like those mentioned above will help your business to cultivate a strong, loyal mailing list, which means your email marketing strategy will attract better long-term subscribers.


Mailing lists and getting to know each other

Email marketing can also help marketers to learn about their audience, insights that can support business growth – but always remember that you are a guest in their inbox.

Marketing expert Neil Patel has said:

People are inundated with interruptions, pitches, and advertisements everywhere they look. Though you might think your email is special, there is a high probability that to the reader, it looks the same as the rest. Therefore, it’s important to remember where you are and use your good manners as a result.”

First, it is important that you have permission to send the emails to this specific list. Users that have not given your organisation permission are more likely to report your email campaigns as spam. Emails that are spam are less likely to be engaged with, so rather than wasting your and their time, always secure express permission to email.


Engaging with your list

A good guest will always bring something to the table and the best gift an email marketer can share is content. Make sure that the content you are serving up to the list is high quality and relevant. Your recipients will be receiving hundreds, maybe even thousands of emails every week, so make sure yours stands out!

Guides, blogs, and other content marketing will help your business to be perceived as an authority and a thought leader and will increase brand awareness among those who may not be familiar with the work you do.


Key to success with mailing lists

Keep your mailing list up to date.

List hygiene is vital if you want to maintain a healthy mailing list.

Keeping your list clean is incredibly important to the success of a marketing campaign. For best results, make sure you clean and check your list a few times a year. If you notice a spike in bounce rates, it may also be time.

Once you get rid of incorrect, invalid emails, you should be left with a stronger list of contacts. When cleaning try to tick the following steps:

  • Remove duplicate addresses
  • Remove addresses with typos
  • Fix addresses with typos
  • Update invalid addresses
  • Remove invalid addresses
  • Delete emails from hard or soft bounces

Campaign Monitor says:

“Don’t worry if you have a lot of invalid email addresses—people move, change jobs, and get new addresses all the time, often forgetting to update their opt-ins.

Removing these addresses from your list is important, as the higher your bounce rate is, the more it hurts your sender reputation and the less likely your mail is to get delivered.”

It is important that your business has a regular schedule for updating its data. Without regularly making sure that the data you are using is as accurate as it can be, your organisation cannot guarantee that you are contacting the right people as the market continues to change shape.

With the right data, you can target audiences by segmenting your list using factors such as sector, job function or company turnover and promote your content to a wide but precisely targeted audience.


Reengaging with your mailing list

Once you have cleaned up your data, it is time to reengage with your mailing list.

If you are unsure whether some your recipients still want to receive emails from your business, consider sending a “break up” email to them.

If your contact still wants to engage with your business and stay in your contact database, they will opt in. Those who don’t should be removed from your database.

If you are not keen on sending a break-up email, another option for cleaning up your data is a “we miss you” email.

These emails work in two ways. One, they can help you to reengage defecting customers. Two, they can encourage recipients to go back and complete their profile.

“We miss you” emails are most successful when an email offers a limited discount or special offer. If the customer is enticed and purchases, they can be given a prompt to enter additional information to complete that purchase. This is an excellent way for marketers to gain updated and accurate data, straight from the customer.


Managing your mailing list

In most cases, when data changes, the customer will not be quick to update their information, so sometimes a little reminder can go a long way. 

A clever way for an organisation to keep their data as up to date as possible is to include an “Edit Your Profile/Preferences” CTA in emails. This may seem like a simple tip, but it can be effective if the customer engages with your organisation regularly.


Keep it personal

Highly segmented mailing lists have higher performance levels.

The Direct Marketing Association has revealed that segmented and targeted emails generated almost 60%of all revenue for the marketers.

The fact is, the more segmented your email list, the more personalised an and relevant an email campaign can become.

Don’t get left behind. Readers don’t want to be addressed as “Dear Sir/Madam” any more, they want to be addressed by their first name and they want content that is shaped for their needs – which is where segmentation comes in.

Segmentation can help your business to provide more relevant content to your email recipients, which in turn will create better engagement.

The more information you collect, the more opportunities you must tailor your emails to. There are many ways you can segment your data, gender, persona, age, geography… the list goes on!


What about GDPR?

If your organisation is not holding accurate and updated information – it could be breaking EU regulations.

The General Data Protection Regulation (GDPR) came into force on 25 May 2018 and governs the storage and processing of data rather than its collection.

Although the UK has left the EU, GDPR still applies to companies doing business with an EU country or having EU citizens on their data list. It is predicted, however that, a revision of GDPR, known as the ‘UK GDPR’, will come into force on 1 January 2021.

GDPR legislation has threatened many marketing practices. With the potential for prospects to be targeted automatically through a combination of information on what content they have interacted with and their professional status and interests, ‘one-size-fits-all’ marketing content is no longer sufficient. Organisations need to ensure they are collating as much data as possible – and using it.

Remember, consent must be given and not assumed. We outline the dos and don’ts of gaining consent below.

  • Marketers must be able to demonstrate how the data subject has consented to the processing, therefore they must record who gave consent and how.
  • The data subject MUST be able to withdraw this consent at any time.
  • Withdrawing consent should be easy and accessible.
  • Consent should cover all processing activities carried out for the same purposes.
  • If processing for multiple purposes consent should be given for all those purposes.
  • Consent should not be considered freely given if the data subject has no genuine or free choice.
  • Silent consent, pre-ticked boxes or inactivity should not constitute consent.



Email marketing is in our blood

If you are new to email marketing or want to expand your reach – Cadence can help.

Email marketing is what we do. Our databases are hand-researched, by people who understand the structure of the multiple markets we cover – and they cover the length and breadth of the United Kingdom, so you can be sure we’ve got your audience sorted and ready to go.

Whilst there are many providers of data, Cadence Marketing is not only perfectly primed to set you up with the right audience but can also manage your campaigns for you – giving you more time.

We offer unique push-based email marketing solutions, designed to engage both the public and private sector and, ultimately, to get you results.

Whether you are looking to syndicate marketing content, generate an audience for an event (physical or digital) or deliver a webinar, we can help and, what is more… we know what we are doing.

Use our free Query Builder tool to identify your potential audience size.

Get started.

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