Using Mailing Lists
Mailing Lists have numerous advantages but with the rise of more and more mailing lists and e-newsletters, do users actually read the email and e-newsletters they receive?
According to research, the answer depends on whether the email is
- targeted
- informative
- timely and up to date
- easy to read and formatted with headings for easy scanning
Otherwise only 11% of e-newletters are read thoroughly.
Mailing lists can be created by allowing users to sign up via a company website. This is generally known as the opt in mailing list. Unfortunately, many websites offer only one opt in email list and therefore the demographics of mailing list users are unknown and it is impossible to create targeted email.
Mailing lists can be created from company databases. Clients, staff, stakeholders, shareholders, suppliers and creditors can all be separated into multiple mailing lists. Customers can be divided into multiple targeted mailing lists.
A separate database of people who do not use email should also be created. All returned mail should be investigated and the email addresses of current mailing list members confirmed by creating a link inside the email.
Mailing lists must -
- be targeted. If you have many customers, then you must have multiple targeted mailing lists, not one large general mailing list.
- have an opt out option, to allow users to automatically unsubscribe.
- the subject line of the email for a bulk mailing list must be targeted and enticing.
- email must be formatted to be read quickly. Information must be delivered that is current and the email should be brief.
- Email should direct readers to specific pages on their website. This means that information is archived on the website for easy reference and reduces the size of email. A long email is less likely to be read.
- Do not use subject lines like 'newletter number 42' or 'company blah weekly newsletter'. Make sure that the email title entices the recipient to read the email. Increasingly, large volumes of information means that an email subject title needs to stand out.
- Sending email too frequently should be avoided.
The difference between SPAM and email.
SPAM is unsolicited mail. Because it is easy and inexpensive to send email, it is also easy and inexpensive to send junk email.
Just because a person joins your mailing list does not necessarily mean that he or she wants to be bombarded with useless information.
Unless an electronic newsletter is deemed important, it will not be read.
Avoid brochure emails
Email can look really impressive by adopting a brochure format, but unless the pictures are there for a reason and the email engages the reader by providing useful information, then it is better to send a text based email.
If you need to display products, then a link inside an email to the page on your web site where the product is displayed is in my opinion a better option. This leads the person back to your web site. An email formatted like a brochure is uninviting because it resembles advertising but by providing a link, you are giving the customer a choice to view your product. This empowerment is the difference between informative email and advertising. Informative email is inviting, email that resembles advertising is pushy.