A mailing list is a very important tool for any marketing action. It is the only one that allows you to send personalized messages directly to users’ email inboxes. And all of this, at no cost and with a high probability of getting some kind of response.
A mailing list is one of the most personal marketing channels and has the best conversion rate.
While the average conversion rate for ads is around 7%, email marketing has a rate of 15%. More than double, which indicates that it is one of the best ways to reach users with any offer, promotion, or new product launch.
When creating a mailing list, we must ensure that it meets certain factors such as:
-Being easy to segment
-Messages must be personalized.
-Users must be active.
How to build a mailing list?
There are several procedures to build and grow a mailing list:
-Create a newsletter: If we want users to be active, that is, to open emails and interact with them, it is necessary to offer something periodically so they don’t forget they are subscribed. A newsletter is one of the best ways to keep a mailing list active while providing information or entertainment.
-Offer something to new subscribers: To increase the subscriber list, we must include subscription forms on our website, social networks, and posts. The goal is to convert traffic into subscribers, and for that, we need to hook them.
The best way is to offer something in exchange for the subscription. It can be anything: a guide, a whitepaper with a study about your sector, a free session, or discounts for some of the available products or services.
-Hide the best content: One way to attract subscribers is to offer your best pieces of content as a lead magnet or lock them behind a subscription form.
This works especially well in Business to Business (B2B) strategies, where we can use studies and whitepapers as lead magnets to collect subscriptions. Although it is possible to do this in any sector; for example, if you have created a step-by-step guide video, you can hide it on YouTube and offer it only to new subscribers.
Other options you should consider
-Create a landing page: The goal of a good landing page is to get leads and, therefore, it is also an excellent way to increase the number of subscribers. The landing page should work like a flytrap, meaning once the user lands on it, their best option should be to subscribe. These pages should have certain well-crafted elements such as a title, a subtitle, testimonials, and a CTA.
-Take care of the mailing list: Over time, if not maintained, mailing lists become “corrupted.” Many people subscribe and forget, don’t open emails, or don’t interact with the content. It is important to work on the list, remove users who have been inactive for a long time, and analyze the performance of each email.
It is also necessary to segment users so that, when a group of users has not opened an email for about 6 months, we can send a message reminding them why they subscribed or send relevant news, offers, or any content that reactivates them.
