Building a mailing list – good practice

In the age of digital marketing, one of the most effective tools for building lasting and valuable relationships with customers is email communication. Both large and small businesses, regardless of industry, use this medium to reach their audience, to inform them of news, promotions or special offers. This is possible with a properly built and managed mailing database.

The key question we need to ask ourselves is: how do we effectively build a mailing base? The answer to this question is not simple, but with well-planned measures, you can build a mailing list that will be a valuable tool in your marketing strategy.

From this article you will learn:

• What is a mailing list?
• What is the importance of a mailing base in the context of marketing activities
• What legal aspects are related to a mailing list?
• How to build a mailing list?
• How to maintain an active mailing base?

Definition of a mailing list

Email marketing is an integral part of a marketing strategy. However, the key to the effectiveness of this strategy is a properly built mailing database. It allows you to effectively reach out to your customers and maintain regular contact with them.

A database, also referred to as a mailing list, is a collection of e-mail addresses that are gathered and managed in order to send out various types of messages. These can include information about new products, updates, special offers, as well as valuable content related to the business of a particular company.

The importance of a mailing list in marketing activities

In today’s digital world, the mailing list is extremely important in the context of marketing activities. This is because it enables direct communication with customers and potential customers and provides the opportunity to tailor messages to their preferences and needs. A properly managed mailing list is not only a way to increase sales, but also a tool for gaining customer loyalty and building long-term relationships with them.

Building a mailing list and legal aspects

Before discussing mailing list building techniques and strategies, it is important to discuss the laws that govern the collection and processing of personal data. The most important of these is the General Data Protection Regulation (RODO), which has been in force throughout the European Union since 25 May 2018.

The RODO introduces a number of requirements regarding the processing of personal data, including data, used in email marketing. Under this regulation, companies can only send emails to those who have given their consent. This consent must be informed, unambiguous and voluntary. This means that subscribers must tick a box or take some other action to agree to receive emails.

In addition, the DPA requires companies to inform subscribers about what data they collect, how they process it and how long they keep it. Subscribers also have the right to access their data, the right to rectification, the right to be forgotten (erasure), the right to restrict processing, the right to data portability and the right to object to processing.

In Poland, additional provisions, relating to e-mail marketing, can be found in the Act on the Provision of Electronic Services. According to it, sending unsolicited commercial information is prohibited.

Regardless of the country in which you operate, you must be aware of the applicable legislation and comply with it when building your mailing list. Keep in mind that compliance is not only your duty, but also a way to show your customers that you respect their privacy and care about the security of their data.

Methods for building your mailing base

There are many methods you can use to build a valuable subscriber list. Let’s examine some of the most popular ways to build an email database that can help you build and grow your contact list.

Sign-up form

Website sign-up forms are one of the primary tools for building an email database. What is worth paying special attention to?

Location of the sign-up form

Before you add a form to your website, think carefully about where you place it. There are a couple of locations that usually produce the best results. The first is the header of the page – right next to the main menu or as part of a slider. This is the place that attracts the most attention from visitors. You can also add the form in the footer of the page or in the sidebar. Consider also placing the form in the ‘About Us’ or ‘Contact Us’ tab, or as a pop-up element that will appear when certain conditions are met, for example, after a few minutes spent on the page.

Elements of the sign-up form

A well-designed sign-up form should be simple, yet contain all the necessary elements. First and foremost, it must include a field for an email address and a ‘Subscribe’ button (or similar CTA). It is very important to include a checkbox with clear text indicating that you agree to receive emails. Also remember to include a link to the privacy policy. In addition, you can ask for additional information, such as your first name, which will enable you to personalise your communication later.

Value-added offers

In the world of digital marketing, offering added value is one of the most effective ways to convince people to sign up to your mailing list. It gives you the opportunity to offer potential subscribers something of value in exchange for their email address (this is known as a lead magnet). Added value also helps to build trust and create a valuable customer relationship. You can offer added value through:

E-books, reports, webinars

Valuable content is one of the best ways to attract subscribers. E-books, reports, webinars are great tools that not only showcase your knowledge and expertise in a particular area, but also provide subscribers with information that can help them solve specific problems or achieve their goals. For example, if you run a blog about cooking, you can offer an e-book with interesting recipes. If you are an SEO expert, on the other hand, you can offer a free webinar on the latest trends in search engine optimisation.

Discount coupons, competitions

Discount coupons and competitions are other popular techniques used to build your mailing list. A coupon for a discount on first purchases or an imaginative competition for new subscribers can be a strong motivation to sign up to a mailing list. Customers love a bargain and feel appreciated when they receive interesting offers – especially ones they cannot find anywhere else. Keep in mind that the rewards offered should be in line with your brand and attractive to your target audience.

Whatever you decide to offer your audience, the key is to deliver real value to your subscribers. This will not only allow you to increase the number of subscribers, but also to build a strong and lasting relationship with them.

Social media

Social media is not only a place where you can engage with your community and promote your products or services. They are also an effective tool for building your mailing base. How can you use social media communication?

Posts encouraging people to sign up

A simple and effective way to increase your subscriber base is, first and foremost, to publish regular posts that encourage people to sign up to your mailing list. In them, you can inform your community about the benefits of subscribing, such as access to dedicated offers, updates or unique content. Remember to always include a direct link to the sign-up form. This will make it easier for potential subscribers to sign up.

Paid advertising

Paid advertising on platforms such as Facebook, Instagram or LinkedIn is another effective strategy for building your mailing list. Thanks to advanced targeting tools, you can reach a precisely defined audience that is most likely to be interested in your offer. In this context, you can choose to use lead advertising, which allows users to sign up to your mailing list directly from the ad, or direct users to a landing page with a sign-up form.

Remember that it is very important to maintain consistency between your brand and the content you offer. Your posts and adverts should reflect your brand identity and provide value that is appealing to your target audience.

Offline events

Although we live in a digital age, offline events are still a valuable tool to build your mailing base. Direct contact with potential customers allows you to establish personal relationships and effectively communicate the value of your offer. Above all, you can use:

Trade fairs and conferences

Trade fairs and conferences are an excellent opportunity to collect email addresses. At such events, you have the opportunity to meet many potential customers interested in your industry. You can offer them the opportunity to sign up to your mailing list directly at your stand, while presenting your attractive offer, which may include promotional product prices, exclusive materials or access to special resources. Remember to make it clear that by signing up to the list, the person agrees to receive messages at their email address.

Stationary shops

If you have an offline business, such as a shop, restaurant or service salon, you can use this to build your mailing list. Offer customers the opportunity to sign up to your mailing list. They will then be able to receive notifications about special promotions, events or news.

The key to success with offline events is to respect data protection laws. All consents to receive emails must be given voluntarily and people who sign up to your mailing list must be informed about how you are collecting their data and how you intend to use it.

Working with partners

Working with partners is another effective mailing list building strategy. Working together with companies or influencers who already have a trusted audience base can help you grow your subscriber base quickly.

Collaborating with other companies

If you are in an industry where there are companies that offer products or services that are complementary to yours, but at the same time are not their direct competitors, it is possible to enter into collaborations that generate mutual benefits. For example, you could offer joint promotions – people signing up to your mailing list would receive discounts on both companies’ products. Such a partnership could attract customers interested in the offerings of both companies, thereby increasing the number of subscribers on both mailing lists.

Influencer partnerships

Nowadays, influencers have a huge impact on their communities. As such, collaborating with them can be a great way to reach new audiences. In return for promoting your brand and encouraging your audience to sign up to your mailing list, influencers may receive a commission for each new subscriber or another form of compensation. However, it is important to choose the right influencer whose audience overlaps with your target audience and whose style and values are in line with your brand.

Collaborative webinars, courses, e-books

You can also collaborate with partners to create valuable content such as webinars, online courses or e-books. People interested in accessing such content will need to provide their email address, which will help you to grow your mailing base.

Remember that any collaboration should be transparent with your audience. Inform them that you are partnering with another company or collaborating with an influencer. Also, always comply with privacy laws and data protection regulations.

An active mailing base – best practice

A mailing list, a valuable element of a marketing strategy, is not just about constantly attracting new subscribers. At its core, it is also about generating interest from those people who are already on the list. Here are some best practices to help you engage your subscribers and, in turn, build an effective mailing list:

Regular communication with your subscribers

Constant contact with your subscribers is the key to success here. Be sure to regularly send valuable content that meets their expectations. This will keep your subscribers interested and engaged. You can use newsletters, product updates, special offers or industry tips and information, among other things.

Personalisation and segmentation of your mailing list

Audience engagement and the effectiveness of your campaigns can also be improved by using subscriber data for email personalisation and mailing list segmentation. Personalisation can include simple elements such as the subscriber’s name (addressing the recipient by name) or more advanced elements such as tailoring content to the person’s preferences or purchase history. Segmentation, on the other hand, allows messages to be tailored to specific groups on the list, making them more likely to engage.

Monitoring and optimising results

To maintain an active mailing list, it is also important to regularly track results and use the data obtained to optimise your strategy. Consider factors such as open rate, click-through rate, conversions or number of unsubscribes. These can provide you with valuable information on what is working and what is not. Test different elements such as subject line, content, timing and frequency of sending and optimise your email marketing campaigns this way.

Mailing list removal process

It is also important to allow subscribers to easily unsubscribe from your mailing list. Forcing people to stay on your database when in fact they no longer want to be there can lead to more spam submissions and lower engagement rates. Keeping people on your list who no longer express interest in your emails can therefore negatively impact your reputation as a sender.

This is why it is so important to allow subscribers to easily unsubscribe from your mailing list when they are no longer interested in your messages. Providing a clear unsubscribe link and a simple unsubscribe process are key to maintaining a good reputation, avoiding spam reports and keeping engagement rates high.

Summary

Building an effective mailing base is a key part of your marketing strategy that requires planning, consistency and a thoughtful approach. Remember that an effective mailing base is not just about the number of email addresses you collect, but also the relationship you establish with your recipients. After all, it is the people behind the email addresses. Your success, on the other hand, depends on your ability to connect with them, maintain that connection and deliver value to your recipients.

Want to implement email marketing into your strategy? Get in touch with us!