10 reasons why your brand needs a mailing list
Email marketing is a strong yet often forgotten medium that every business should invest time into. Whether you have a blog, YouTube channel, or a specific product or service, your brand needs a mailing list so you can reach your audience. A mailing list is how you stop ‘renting’ (aka just having them on social media) your audience and start ‘owning’ your audience through data capture.
For those blissfully unaware, a mailing list is simply a collection of emails that your business gathers from previous customers/fans or audiences who are interested in being up to date with your business and learn more about you.
The truth of the matter is that people consume emails differently to other media, and that is a major advantage for your business.
Here are some reasons that might convince you that your brand needs a mailing list ASAP.
Emails Vs. Social media
Let’s be real, You can’t even sign up for a new social media account without being asked for your email, even the owners of these platforms know how valuable mailing lists are. In terms of ROI and potential to reach clients, mailing lists work better than social media platforms, as you are 6x more likely to get higher click-through rates through emails instead of tweets. Also, email is 40 times more effective at acquiring new customers than FB or Twitter.
With Social Media platforms it’s hard to predict if your client will see your post or engage with it. but emails are more promising, think about it, when you send someone an email, it stays in their inbox, it doesn’t just get lost in a timeline and disappears. It stays there till the person decides they want to read it.
A great way to remain in your audiences’ mind.
Having a mailing list is the best way to stay connected with your audience, and reach them more intimately. Also, bear in mind that it is easier for them to refer back to your email, or forward it to more people.
Everyone has an email.
In recent research conducted by Radicati, it was shown that there are 3.8 billion active email accounts. That’s pretty much half of the people on Earth. In case you aren’t convinced yet, studies also show that at least 91% of consumers check their email on a daily basis!
When done well, it is a strong tool.
A lot of people might be wary of signing up to mailing lists, to avoid spam or irrelevant emails that just clutter their inbox, but if you actually spend time writing up a well written, useful and engaging email, people will look forward to reading your next email. The key here is quality over quantity!
Some examples of brands that are doing it right are:
- The Dollar Shave Club use humour to keep their audiences engaged and coming back. This is smart because the audience will associate the brand with positive emotion.
- Uber is also killing the game by using localisation and personalisation to build a stronger relationship with their customers. Instead of having one massive mailing list, they break it down to different demographics so they can speak to their audience locally.
- Sephora uses customised subject lines and email content, so the email feels even more personal.
It’s these little extra steps that make mailing lists a strong tool to connect and build strong relationships with your audience.
It is FOR your audience.
It’s safe to say that if someone goes out of their way to sign up to your mailing list, they are interested in your business. So it’s a great place for you to send offers and news that are uniquely for your audience while promoting your products and services.
Give you insight into who your readers are.
If you use a professional email marketing service like Mailchimp or Flodesk, this gives you valuable tools that allow you to learn more about your different audiences and what kind of content they engage with the most.
You OWN it.
When you think about it, you own your mailing list, as opposed to other platforms where you don’t have control over changed policies or annoying updates. There is a term called Digital Sharecropping which means that when you use a platform for your online presence, the content essentially does not belong to you, it belongs to the platform. With mailing lists, you to preserve ownership over your connection with customers. So make the best out of it and own it like a boss!
Increase customer loyalty
Make sure they get the best of your business by sending exclusive content and offers that are only available to your mailing list subscribers, your customers will feel more special and will more likely remain loyal to your brand.
This is a perfect place to educate and display your knowledge, expertise, and opinions in your industry to consumers. Spread awareness and build authority.
Further your reach
As your list grows and flourishes, similarly the potential for your readers to share your message with others also increases. This sharing has the potential to extend your reach toward new business opportunities, clients, collaborations and more customers.
So if your business does not have a mailing list, now is the perfect time to create one!
*Bonus* here are our top tips for growing your list:
Encourage subscribers to forward/share your emails
Host a virtual event
Add a link to your email signature
Create a lead magnet
Share your sign up link everywhere!