Businesses are continually seeking ways to maintain a strong connection with their customers. One of the most effective ways to achieve this is by creating and maintaining a customer mailing list. Whether you are a small business owner, a freelancer, or a large corporation, having a mailing list can transform how you communicate, market, and grow.
But what exactly is a customer mailing list? Why does it matter? And how do you build one that works? Let’s break it down together.
What is a mailing list of customers?
A mailing list of customers is simply a collection of email addresses and contact details of people who have interacted with your business. In short, it is your audience, the people who have shown interest in what you offer. And because they have already shown interest, this list becomes a goldmine for building trust, encouraging repeat purchases, and growing your brand. These could be:
1. People who bought your products or services
2. Website visitors who signed up for updates
3. Subscribers to your blog or newsletter
4. Attendees of your events or webinars
5. Leads from your social media campaigns
Why is a customer mailing list important?
The importance of a mailing list for customers includes:
1. Direct communication: Social media algorithms can limit how many people see your posts. However, with email, you are in their inbox directly, personally, and without a middleman. This gives you more control over the message and timing.
2. Cost-effective marketing: Unlike traditional advertising, email marketing is a budget-friendly approach. You do not need a considerable budget to send thousands of emails. Plus, email campaigns can be automated, saving you time and effort while reaching thousands of potential customers instantly.
3. Customer retention: It is easier and less expensive to retain a customer than to find a new one. A mailing list helps you stay top of mind. With regular communication, you build loyalty and encourage repeat business. You can also inform past customers about new products, exclusive offers, or company updates.
4. Personalization: A mailing list allows you to segment your audience and send tailored messages. The more personal your emails, the higher the chance of conversion. For example:
- New customers can get a welcome series
- Loyal customers can receive special discounts
- Inactive users can receive re-engagement emails
How to build a mailing list of customers
Building a mailing list does not happen overnight, but with the right strategies, it can grow quickly.
1. Create a sign-up option on your website
Your website should have a clear call-to-action (CTA) encouraging visitors to sign up. This can be presented in various forms, such as a pop-up, sticky banner, footer signup form, or a dedicated landing page. Offer something valuable in exchange, like a discount, a free e-book, or exclusive updates.
2. Use social media to attract subscribers
Use platforms like Instagram, Twitter, and Facebook to promote your mailing list. Share the benefits of joining and use enticing visuals. Examples:
- “Sign up to get 10% off your next order.”
- “Subscribe to receive our weekly insider tips.”
- “Download our free guide when you join.”
3. Collect emails at checkout
If you run an online store, always ask customers to provide their email during checkout. Make it optional, but make it attractive by offering order updates or a thank-you coupon.
4. Host giveaways and contests
People love free stuff! Organize giveaways where entering requires submitting an email address. Ensure that you communicate what they will receive and follow up to keep them engaged.
5. Use lead magnets
A lead magnet is a free offer given in exchange for an email address. The key is to offer something valuable, relevant, and helpful. Examples include:
- Downloadable checklists or guides
- Access to a private webinar
- Industry reports or toolkits
Tools for managing your mailing list
Once you start growing your customer mailing list, using the right tool can save you hours of manual work and help you get better results. One of the most trusted platforms out there is Arkesel, an all-in-one email marketing and automation tool used by many users. Here’s what makes Arkesel stand out:
1. All-in-one platform and intuitive builder: Design, send, and analyze emails from a single dashboard, no need to switch tools. Offers a user‑friendly drag‑and‑drop editor pre-loaded with modern templates.
2. Advanced automation: Trigger campaigns based on events like subscriptions, birthdays, unsubscribes, and interactions (opens/clicks). Includes automation for transactional and reminder emails (e.g., for confirmations, renewals).
3. Smart segmentation and testing: Build contact segments for targeted outreach and A/B or split-topic testing. Streamlined segmentation improves relevance and avoids sending duplicate or irrelevant emails.
4. In‑depth analytics: Access campaign performance metrics like open rates, click rates, deliverability, and historical trends. Paid plans offer unlimited storage of statistics; basic plans include time-limited storage.
5. Developer‑friendly email API: Easily integrate email campaigns with your CRM or custom systems using Arkesel’s Email API. Seamless syncing of contact lists and sending via code takes minutes.
6. Flexible pricing plans which include:
a. Free: Up to 1,000 subscribers / 5,000 emails per month, basic support, 30-day analytics.
b. Basic (GHS 70/mo): Up to 2,500 subs / 25,000 emails, full editor, 90‑day stats, prioritized support.
c. Pro (GHS 150/mo): Up to 7,000 subs / 70,000 emails, unlimited analytics retention, prioritized support.
Bonus: Omnichannel support and future CRM
Arkesel is not limited to email; it also offers SMS, voice, USSD, and OTP services, all via a unified API. Their upcoming AfriCRM platform promises AI-driven marketing automation, real-time analytics, and integrated multi-channel communication. If you are just getting started, try Arkesel’s free plan to explore the basics, then scale as your audience and business grow. Other tools worth considering include:
a. ConvertKit: Ideal for content creators, bloggers, and writers who want simplicity with automation.
b. ActiveCampaign: Best for growing businesses that need advanced CRM and automation.
c. MailerLite: Ideal for startups and small businesses seeking an affordable and user-friendly platform.
d. GetResponse: Suitable for mid-sized companies that want landing pages, webinars, and automation features.
Best practices for growing and using a mailing list
To maintain a healthy and productive mailing list, keep these best practices in mind:
1. Always ask for permission: Sending emails to people who did not sign up can harm your brand and trigger spam complaints. Use a double opt-in process where new subscribers confirm their email before being added to your list. This helps ensure that only genuinely interested people receive your emails. Also, be clear about what kind of content they will be getting and how often..
2. Clean your list regularly: Over time, some subscribers stop engaging, and some email addresses become invalid. Continuing to send emails to these contacts can lower your open rates and lead to delivery issues. Remove people who have not opened your emails within the last 3–6 months. You can try a re-engagement campaign first, and if there is still no response, take them off the list.
3. Segment your audience: Your subscribers have different interests, needs, and behaviours. Sending everyone the same message will not always work. Divide your list into smaller groups based on factors such as location, purchasing habits, or their interaction with your emails. This way, each group gets messages that are more relevant to them. For instance, new customers might get a welcome series, while long-time users might get loyalty rewards or upsell offers.
4. Provide value: Every email you send should offer something useful. If people don’t find value in your messages, they will ignore them or unsubscribe. Share helpful tips, exclusive deals, important updates, or inspiring stories. The goal is to make readers look forward to your emails.
5. Use clear calls to action: Every email should guide readers to take a specific action, such as purchasing a product, signing up for an event, or downloading a resource. Do not overwhelm them with too many choices. Stick to one main CTA and make it easy to find by using a clear button or bold link. Use action-oriented words like “Get your discount” or “Start your free trial” to encourage clicks.
Common mistakes to avoid
Even with the best intentions, mistakes can ruin your strategy. Avoid these:
1. Buying email lists: These individuals did not opt in to receive communications from you. It is spammy and often illegal.
2. Emailing too often: Leads to unsubscribes and complaints.
3. Not optimizing for mobile: Most people read emails on their phones. Use responsive designs.
4. Ignoring analytics: Track your performance and use insights to improve.
Build relationships, not just lists
Your mailing list is more than just a business tool; it is a way to connect with real people. Think of it as a relationship channel, not just a sales channel. When you treat your subscribers with respect, offer them valuable content, and communicate consistently, they will be more likely to trust and engage with your brand. Do not focus solely on growing numbers. Focus on quality, people who care about what you do.
Take time to understand what your audience needs. Ask for feedback, reply to their questions, and personalize your emails based on their preferences or actions. Done right, your emails will not only boost sales but also build loyalty and deepen the connection between your brand and your audience. That is the foundation for long-term success.
