The recent changes that are happening in the digital landscape right now have reminded me about the importance of direct, personalised and reliable communication with our audiences. One of the ways we can do this is through effective email marketing, supported by a targeted and relevant mailing list.
A mailing list is like a digital address book that helps us directly communicate with our target audience. It allows us to nurture relationships, build brand loyalty, and drive sales. Yet so many businesses are failing to really utilise it to their advantage. Many are getting caught up on marketing on other platforms that we have no control over, and we are forgetting about effective, personal email communications.
It goes without saying that to make your email marketing most effective, you need to have a mailing list that’s up-to-date and segmented according to interests or demographics that are relevant to your audience and messaging. This should be an ongoing task and requires regular cleansing to make sure your messages resonate with the right people.
Why will your mailing list be important in 2025?
The reason why your mailing list will be important in 2025 is that many of the channels that we use to promote and grow our business, such as Google, LinkedIn, Instagram and Facebook are shifting their focus to keep users on their platforms. You can read my latest post where I explain more about this here >>
Google is providing AI-Overviews in the search results pages, giving users exactly what they need without having to click.
And Google isn’t the only platform that’s killing clicks:
- Facebook and LinkedIn’s algorithms don’t show posts containing external links as much as they show ‘native’ content (i.e., longer form posts or videos that don’t involve links).
- Instagram won’t let you include a link in a post at all (hence all those encouragements to ‘click the link in bio’).
- YouTube often asks you if you really want to follow that link to an external website — making you feel dubious about the link destination.
So where does this leave us?
We need to recognise that the platforms are pushing users away from clicks, which means we can no longer depend on them. Quite simply, we have to beat the platforms at their own game – and our mailing list will be our winning formula.
It’s an asset that we’ve worked hard to create, build and nurture, so 2025 should be the year to wipe off the dust, make sure the recipients on your list are still relevant, and start using all the advantages that email has to offer your business.
Email marketing keeps us top of mind
You can be forgiven for thinking that email is an outdated marketing channel. It really isn’t. Email marketing is the preferred method of communication between a business and its customers. It just has to deliver the right message, at the right time to the right people. It needs to be used intentionally, with purpose, not just a scatter-gun approach.
In this content-saturated world, the focus should be on creating content that people actually care about and promoting that in multiple ways, including email, so that you stay top of mind across multiple platforms.
Here are some of the ways we’re helping clients utilise their mailing list:
- For an events company: integrating an ‘be added to our mailing list’ whenever they book an event so they can target them for future events that are most relevant to them.
- For a management consultant who is sending weekly emails to his mailing list to demonstrate expertise and offer value, nurturing them through to a sale.
- For a financial services company who is offering a quiz to generate leads and using the data collected in the quiz to send targeted emails and nurture people through the sales process.
Email is going to be one of the most valuable channels in 2025, and your mailing list is the holy grail.
If you need help growing or nurturing your mailing list, book a discovery call with us to see how we can help.