The Importance of a Mailing List

 

Why a mailing list?

An effective email marketing strategy drives engagement, revenue and delivers a highly effective ROI compared with other channels.  As highlighted by Smart Insights, email marketing has a return on Investment (ROI) of around 3,800%, which has got to be worth a try!

My love of mailing lists re-established after reading a blog from Leonie Dawson, which highlighted how much organic social media reach is continually falling with less and less of our followers actually seeing our posts. 

Also, we do not ‘own’ our followers, therefore we would not be able to find them again if something happened to our accounts, then we would not be able to contact them again. 

The main aim of your mailing list should be to nurture leads, build trust and grow strong customer relationships. 

If you have an online store or booking system, you can also drive sales without the reader having to search around your site for them. 

Is this just another thing for me to do?

I recommend creating a strong content strategy that works across your social media and email marketing. 

You don’t need to reinvent the wheel and create fresh content for each. 

A great tip is to perhaps hold back on some details and information, encouraging readers to join your mailing list as a hook to find out more. 

How should I set up my email marketing list?

There are many different systems out there, but my favourite one is MailChimp. 

I love Mailchimp for many reasons, here are some:

  1. The account is free for the first 2,000 subscribers
  2. Your own MailChimp landing page to customise and capture subscribers
  3. In-build GDPR fields
  4. Automated welcome emails
  5. Customisable your email newsletter templates 
  6. Schedule your newsletter (available on premium and some established accounts)
  7. Great analytics including who has opened your mail, and how many times they’ve 
  8. Create a popup for your website to capture subscribers

How easy is Mailchimp to use?

I find Mailchimp is fairly straight-forward to once the account has been set up and templates have been formed. 

Creating the contact lists, implementing the GDPR settings, designing the landing pages and creating the workflow of welcome email and newsletter template are the trickiest parts, but can be completed by yourself. 

If you find this frustrating, I offer full account set-up and mentoring to help you get up to speed too. 

How often should I send a mailout?

Email marketing strategy needs to be part of your content strategy and would recommend creating a mailout at least once per month, which of course, needs to be monitored and analysed to establish the best days, times and frequency to contact your list. 

What about GDPR?

GDPR is an EU legislation introduced in May 2018 which drastically changed the world of email marketing. 

This means that we can no longer add a contact to our mailing list without their consent. 

MailChimp has inbuilt tools that allow you to create a GDPR opt-in to ensure compliance. 

Email marketing previously gained a bad reputation for being spammy, but many experts feel that GDPR has made a huge transformation since GDPR. 

How do I get people to sign up for my mailing list? 

The best way to encourage people to join your list is with a ‘lead magnet’ which gives them the incentive to sign up.

Within this lead magnet, you need to include some information that will provide value and is of interest to them, but ensure that you don’t overdeliver – though there is a fine balance!

What is a lead magnet?

Lead magnets vary depending on your product, service, industry and target audience. 

They are often workbooks, ebooks, and audios designed to demonstrate your services, provide value and supply some information that your audience is looking for. 

Your lead magnet should be released as part of a strategic promotional campaign in order to gain maximum impact and boost the number of signups

For example, I created a Marketing Workbook as my lead magnet, which provides strategic questions that allow readers to highlight what areas of their marketing they want to improve, samples some processes in how Pink Flamingo works and provides a template to create an action plan. 

Creating a strategy

If you’re looking for assistance with implementing an effective email marketing strategy, please get in touch or book a call below