Email list for marketing in 2022 How to build high quality email list

by Nicholas H. Online marketing expert

Despite numerous innovative marketing tools like chat bots or social media channels like TikTok, Snapchat or Instagram, newsletters are still one of the most effective tools to regularly get in touch with your community and potential customers.

Done right, newsletters are an ingenious tool for maximizing sales and significantly increasing the profits of your website or other marketing channels.

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But what does properly implemented mean?

That's exactly the question I'm going to get to the bottom of in this post!

You will not only find out why you should not do without your own newsletter under any circumstances, but also how to gain subscribers and identify the right content for your target group.

1. What is a newsletter actually?

A newsletter is a regular or one-off email sent to the contacts on an email list.

The content of this email can be varied and not only contain an overview of recent blog posts or news, but also promote new or existing products, offer a discount for subscribers' birthdays or inform about an abandoned cart.

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Newsletters can generally be divided into four categories:

Single Message: Did you create a new blog post or want to draw attention to an event? Then you will probably send a one-on-one message to your subscribers.
Regular newsletter: a daily, weekly or monthly newsletter, for example with different recipes for the week.
Autoresponder: An autoresponder e-mail is sent immediately after registering for the newsletter. This can be a single welcome email or a series.
Action-based messages: Here, emails are sent after a specific user action, including clicking on a link.

1.1 What advantages does a newsletter offer?

Creating a newsletter for your readers, potential customers or existing customers has many advantages:

Familiarity with the medium: Everyone knows e-mails. The medium enjoys a high level of trust. And that for pretty much all target and age groups!
Low costs: Professional newsletters can be created for low monthly costs. Initially, if you have few or no contacts, you can even create your newsletter for free (some tools are even free up to 2,000 contacts)
Quickly created: A newsletter can be created in one to two hours (or, depending on the type, in a few minutes) and sent to all subscribers at the touch of a button
Simple measurement of success: opening and click rates can be measured for every mail. This means you can optimize and adapt your email strategy at any time.
Easy integration: A newsletter opt-in can usually be integrated quickly and easily anywhere on your website

Platform Independence: With an email list you are independent of all platforms. If you don't like a newsletter tool anymore, you can simply export your email list and send your mails with another tool. Try this with Instagram followers.

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1.2 Cost of a newsletter

You should not send professional newsletters with Outlook, Gmail and Co., especially if your mailing list is constantly growing. Then it can quickly happen that your e-mails end up in the spam folder or your e-mail account is blocked due to sending limits.

Rather, you need a specially developed tool that not only manages your contacts in accordance with strict EU data protection regulations, but also allows you to send an email to all subscribers with just one click.

How much a newsletter tool costs depends on how much you use it. In general, there are three pricing models for newsletter tools:

By number of contacts: the more contacts you have on your list, the higher the monthly or yearly amount you pay (this is the most common pricing model)
By number of emails sent: The more emails you send per month, the more you pay (you can usually have unlimited contacts for this)
One-time e-mail quotas: You pay a one-off amount and can send a certain number of e-mails to a mostly unlimited number of recipients.

With many providers, the price also depends on the range of functions. Advanced features like split testing, premium support, advanced segmentation, scoring, automations, CRM or other marketing features cost more per month.
For starters, you don't have to worry too much about prices.