The power of a mailing list

By Linda Julian

There are mailing lists…  and then there are mailing lists.  One is built of clients, contacts, and people interested in what you have to mail and say.  The other kind is a mailing list cobbled together from anyone and everyone  -  people with whom you don’t have any real connections in terms of shared interests.

Powerful mailing lists are packed with names of people interested in what you have to say, the work you do, and your connections to their business world.  That is, names and contact details of people who are likely to value an email (or snail mail) you send and have an interest in developing or maintaining some kind of relationship with you. 

The power of your mailing list directly relates to the propensity of each name to react to your message by:

• opening
• reading
• thinking about
• responding to it.

Your mailing list is in the low-power league if it comprises people who:

• relegate your message to junk mail
• instantly hit delete
• bin your letter unread
• don’t have a clue about who you are or what you’re talking about
• have little or no interest whatever in what you have to say or offer to them.

High power mailing lists are full with contacts who:

• are inclined to open your email
• are generally interested in what you have to say or offer
• read attentively
• pass your material along to others
• get into dialogue with you.

Professionals who want to benefit from mailing to promote their service must first invest the effort in assembling a mailing list with potential for real power.

If you want help or advice to put together a powerful mailing list to promote your services, please get in touch.