“I think mailing lists are so effective because they allow you to show up in people’s inboxes. That’s the power of the email list right there, is that almost everybody has an email. Email is still how the world runs.”
Nearly everyone has an email address. Your audience may be scattered throughout different social media channels, using one or two more heavily than the rest. But most probably have an email address they check at least once per week if not more frequently.
The people on your list—if setup correctly—have opted-in to receive your emails. They want to consume the content you’re creating. And you know this because they’ve asked to receive it. This is a stark contrast to social media marketing, where one is constantly battling algorithm updates in an effort to interrupt someone’s scroll. (But having a presence on social media is important!)
And because people generally opt-in to a mailing list to receive an offer or to learn more about a topic, they’re often pre-qualified. This is one reason why email marketing is usually one of the highest converting channels.
There are so many possibilities when it comes to starting a mailing list. If you’re a wedding photographer, you could use an email list to connect with recently engaged couples and stay in touch with past couples (the latter is especially helpful if you also offer family photography services). And if you have an online store, email lists are a great way to send educational content and keep people informed of recently added products.
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To learn more about this topic, check out the episode with Nate Grahek of Sticky. This episode can be found between episodes 24 and 25.