About Email Lists: A Cornerstone of Communication


Email list communication has become a part of daily life for many people. Whether receiving updates about a favorite product, reading an online newsletter or discussing new approaches to managing a health challenge, individuals, businesses and organizations communicate through email lists every day.

If your business has an online presence then the opportunity exists to build a very effective email marketing list. A targeted email list allows you to constantly nurture prospects by providing them with information and offers in order to eventually turn then into a revenue producing conversion.

The benefit of email lists is that they can quickly and effectively distribute messages to a large number of people who have explicitly requested to receive the information, known as subscribers. The terms opt-in or permission-based email lists are used to refer to this type of communication.

email-chartIn broad terms, there are two types of email lists: announcement lists and discussion lists. The main difference is that only the list owner or editor can send messages through an announcement list, while discussion lists are interactive, allowing any list member to post messages for distribution to the entire list, with or without moderation. Announcement lists are often used for email newsletters, special offers and other alerts, while discussion lists are used to create virtual communities where groups of people can come together to discuss various topics. Email lists are also an essential part of commercial opt-in email marketing.

Why Email Lists?

Email lists are among the most cost-effective means of communication available and have become a widely used channel for businesses and organizations of all types and sizes.

Top 5 Reasons to Use Email Lists

1. Email Lists Are Quick and Flexible

Organizations can quickly send time-sensitive information to a large number of subscribers worldwide. Email messages, particularly HTML messages, provide great flexibility and allow an organization’s unique graphic profile to be used, with images and links to additional resources.

2. Email Lists Have a Wide Reach

Email lists can reach people from around the world without the barriers of geography or time zone. Since email is a part of many people’s daily routine and is receivable on cell and smartphones, recipients can immediately respond to messages.

3. Email Lists Are Cost-Effective

Email lists are one of the most cost-effective tools for today’s communicators. Organizations can get direct feedback, which in turn leads to better business decisions and results.

4. Email Lists Are Easy to Administer

Email list management software is specifically designed to handle large numbers of subscribers and can operate on modest hardware. Depending on requirements, organizations can purchase a license for the software or use a hosted email list service.

5. Email Lists Allow for Customization

Email messages can be easily customized according to each recipient’s individual preferences. This allows organizations to build loyalty and trust through a more personal relationship with subscribers.

What makes email content work?

All of us are far too familiar with email newsletters that waste our time, pitches that annoy us, and downright spam. Those don’t work.

What works is a value exchange — your valuable information for your prospect’s valued time. Your subscribers need to know they can trust you … that you’re not a soulless self-promoting spam-bot.

Good email content deepens your relationship with your audience through effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your prospect needs and shares with others (inspiring referrals and word-of-mouth).

Email List Services

mailchimp-constant-contactThere are a ton of companies who will help you build and manage your email list, but probably the two most popular are MailChimp and Constant Contact.

If you Google one or both services you can find many, many reviews and even a comparison or two. Personally, I went with MailChimp early on and have been pleased as punch with their service. Someday, I’m sure I’ll get around to trying Constant Contact, too.