A well-structured and clean mailing list is a strategic necessity for avoiding blacklists and having a good delivery of your email campaings.

A contact list always adds many benefits to communication work, because through it, professionals and companies can relate directly to the public, without intermediaries.

But this and other benefits of mailing are only possible if the emails are able to reach the recipients’ inbox.

To do this, all lists must go through email verification. In this way, invalid emails (hard bounces) and harmful emails (such as spamtraps and temporary emails) are removed, which helps to deliver messages to the inbox.

Just to remind you, bounces are all emails that fail to be delivered to the recipient, for temporary (soft bounces) or permanent (hard bounces) reasons.

The biggest problem with unverified lists is the large number of invalid and harmful emails, leading to blocking by ISPs.

In other words, mailings that don’t go through email verification end up in the spam folder or even blocked, and the sender is classified as a spammer. And that’s exactly what senders don’t want to happen, right?

For all these reasons, a healthy mailing list allows an email marketing campaign to reach its contacts, increasing visibility and the chance of engagement.

In addition, email marketing is a channel that allows the message to be personalized. This differential builds a communication with more potential for connection with the recipients.

In this post, we’ll see why mailing is fundamental in email marketing, covering everything from building an effective list to the best practices for optimizing your results.

How to build an effective list

Before you start collecting email addresses, it’s very important to understand who your target audience is.

Create your persona and identify their interests. You can do this for free, for example, using HubSpot’s “Make My Persona” tool.

This understanding will help you target your contact collection actions at people who are really interested in your products or services.

With the persona well defined, you can now encourage them to sign up to your mailing list. To do this, you need to offer something of value in return, which could be content or access to exclusive promotions. Here are some examples:

• Exclusive content: ebooks or guides that solve a problem or answer a question frequently asked by your audience. You can also provide access to webinars, podcasts, videos or articles that are not available to the general public.
• Discounts and promotions: give exclusive discounts or special offers to new subscribers.

Attention to registration forms

They are the email collection tool. That’s why they’re important for building a mailing list. For your form to really attract good leads, consider a few strategic points:

• Position your forms in well-accessed places on your site, such as the homepage, blog, footer or contextual pop-ups.
• Keep the form simple, asking only for essential information such as name and email. Long sign-ups can discourage potential subscribers.
• Integrate a real-time verification API into the form. This way, emails with typos, no engagement, invalid, non-existent or any other harmful contact will be recognized and prevented from joining your lists.

The importance of automation

Segmentation is fundamental to the success of any digital marketing strategy that uses mailing as a tool.

This practice allows you to create more targeted and effective campaigns, meeting the distinct needs and interests of each segment within the mailing list, such as personal preferences, characteristics, specific dates, among others.

And the use of an automation platform brings efficiency, precision and scale to the process.

For example, if a user makes a purchase or downloads an ebook, they signal a preference and can be segmented according to their needs. Automation will ensure that the lead receives communications relevant to their preferences and their stage in the inbound funnel.

By segmenting your audience, you can measure the results of your campaigns more precisely. This allows you to see which segments are responding best to your marketing actions, so you can make adjustments as necessary.

Email marketing automation tools allow for continuous testing, integration with other tools, detailed reports and scalability. All this has a positive impact on the customer experience.

Strategies to increase your mailing list

Grow your mailing list to expand your reach and engagement and improve the effectiveness of your marketing campaigns.

Here are some ways to do it:

Create effective landing pages

Well-designed landing pages are essential for collecting emails. The ones that convert the most focus on the benefits to the user of signing up; clean design and persuasive CTAs.

Take advantage of social networks

Social networks are an excellent platform for promoting your mailing list. Create posts that encourage followers to subscribe.

Promote webinars and lives where subscribing to the mailing list is a condition of participation.

Add a link to the sign-up form in your Instagram bio, Facebook page and other social networks.

Use your own content

Make sure your content is optimized for capturing leads: create timeless content that continues to attract traffic over time, with integrated CTAs for subscribing to the email list.

Make valuable parts of your content available only to users who provide their email address.

Important information for any mailing

Make sure that all your email collection practices comply with the General Data Protection Act (LGPD).

Be clear about the use of your recipients’ data: ensure that users know exactly what their emails will be used for. Use legal notices in the footer or link to the Privacy Policy.

Provide an unsubscribe option: make it easy for subscribers who want to leave the list to unsubscribe. That way, you don’t run the risk of being classified as a spammer by an angry user who couldn’t find the opt-out button.

How to measure the success of your mailing campaigns

KPIs – Key Performance Indicators – are the metrics that show the performance of an email marketing campaign and, consequently, the receptiveness of the public.

Automation platforms provide this data to email marketers.

Through the KPIs of a campaign, we can find out:

• Open rates, which indicate how many people opened the emails in relation to the total number of recipients.
• Click-through rates, which measure the number of people who clicked on one or more links within the email, in relation to the total number of emails sent.
• Conversion rates, which show the percentage of recipients who took the desired action after clicking on a link in the email (for example, making a purchase, filling in a form or downloading content).
• Bounce rates, which indicate the percentage of emails that were not delivered to recipients. There are two types of bounces: “soft” (temporary) and “hard” (permanent).
• Unsubscribe rates, which show the percentage of recipients who have opted out of your mailing list.

• And the most important of all: ROI, which measures the profit made in relation to the cost of the email campaign, helping to determine the financial effectiveness of your email marketing strategy.

There are a multitude of other metrics for analyzing the performance of an email marketing campaign. We’ve listed the main ones.

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