Mailing List Software: How To Choose One For Your Business

Email marketing is a great way to tell others about a sale you’re having, an event you’re hosting, or even share a new blog post that you recently published. Before the internet age you may have had to put ads in newspapers, print out and distribute flyers, or even publish a press release. However, today this is much easier using mailing list software.

Although it is possible to send emails to a huge number of people using the BCC field in Gmail or other methods, the simplest and most effective way to do so is by using a mailing list software.

Send mass emails using mailing list software.

A mailing list software or an email list software is created to help businesses send professional and targeted emails to hundreds or even thousands of people at the same time.

When you want to choose a mailing list software for your business, there are many aspects that you need to look into. When you have a checklist of all the features you require, it becomes easier for you to then select the mailing software that perfectly suits your business needs.

What are mailing lists?

In the simple sense, a mailing list is a list of addresses to which the same information is being sent.

If you are an ecommerce marketer, you will have collected a list of mail IDs for all your customers.

Although several different types of mailing lists exist, the two most common types are discussion lists and announcement lists.

A discussion list allows people to discuss chosen topics among themselves, while marketers use announcement emails to send vital information regarding products or services to their subscribers.

How do mailing lists work?

Mailing lists are quite different because of their ability to apply complex rules and determine how customers process the messages they receive.

The good thing about a mailing list is that it can be configured in several ways to meet the marketer's goals and objectives.

Factors to be considered for a mailing list

The following are some factors that you need to look into when creating a mailing list:

Multiple Mailboxes

Mailing lists use multiple mailboxes to be filtered into different mailboxes and can be sent accordingly.

For example, when a message is posted to the typical mailing list, it will be forwarded to all the subscribers. But if it is specifically meant for people belonging to a specific age group, it will be diverted to a mailbox containing the list of those emails and sent accordingly.

Configurable rules

Most mailing lists are configured in list type through various combinations available in the emblem-make argument string.

Choosing a good email software will help select rules for mailing different groups of subscribers.

Essential features of a good mailing list software

An email list software is a tool that helps you create and send professional business emails to your mailing list. Using this kind of tool will help you educate others about your business, announce new features in your products, alert your audience to sales you may be having, and even invite them to an event that you are hosting. They help you share content and build trust with your audience.

There are many different email list software out there that offer a wide range of email automation features and email customisation tools.It can be tough to find one that really suits your business both functionality wise and budget wise.

Basic features of email list management software

Most businesses are just looking for a basic email list software that helps them to quickly build an email list and create newsletters that they can schedule out to this list. Others may require more complex features to study and improve their email campaigns in the future. No matter what your business needs may be, there is a good mailing software out there to help you get your work done.

Most mailing software offer basic features such as embeddable signup forms to build your email list from those who visit your website, ways to organize or segment your email list, newsletter and email templates that you can use to create your own professional looking email campaigns, and performance reports for your email campaigns.

Advanced email list manager software features

Some email lists manager software offer more complex features such as A/B testing, drip campaigns, transactional emails, etc. that may not be completely necessary for your business.

Other important features that need to be present in your mailing list software are a good deliverability rate, ease of use, and customisation.

Contrary to what some people might be saying, email marketing is not dead. Your email marketing software matters a lot when it comes to building, managing and growing your list, so it pays to weigh the benefits of each software before you make your final decision.

It is so important to find the right email list software that works for you and your business.

You need to be very careful while choosing a mailing list manager software….

It is so important to find the right email list software that works for you and your business. It should be one that does the tasks you require the most, and offer you flexibility, comfort, and total control over your email list.

If your mailing list software does not have these basic features, then your email campaigns are bound to fail. It may look like they’re going well, but if you are not able to manage your list properly, segment them, carry out targeted email marketing, and constantly work to improve your processes, then there’s no point in working with it.

If you don’t start your email marketing campaigns the right way, you’re also putting your company’s reputation at stake. It is through your email marketing that you build trust with your audience. It is also through the same email marketing that you can put off your audience. Doing it right is therefore crucial.

No matter which mailing list software you finally choose, it is important that you know what makes a software good or bad so that you can make a wise decision. What works for someone else may not work for your business, so it’s best to find out what you need exactly.

Tips for managing your mailing list

Here are some tips to effectively manage your email list:

1. Clean your email list

Here are some of the reasons you need to regularly scrub your email list:

Reduce the cost of sending: Sending more emails will cost you more money as most email marketing services operate on a “pay what you need” model.

The larger your email list, the greater the cost of sending emails. Thus it is imperative that you remove all unwanted emails from your mailing list.

Minimise the bounce rate and avoid the spam folder: Bouncing occurs when the recipient's server rejects your email. Make sure that you do the necessary optimisation to minimise the bounce rate.

Remove all invalid email addresses from your mailing list and unsubscribe all inactive users to ensure high deliverability and prevent the service providers from blacklisting your IP address.

2. Make a great first impression

The welcome email that you send to your customer sets the stage for future communication.

This will create a positive experience regarding your brand and make them more receptive to your future emails.

Some ways to make a great first impression include:

  • Offering your subscribers a welcome gift.
  • Greeting your subscribers by name.
  • Requesting your subscribers to follow you on social media.
  • Ask them how you can be of further help to them.

3. Allow your audience to manage their subscriptions

Several studies have shown that marketers often send too many emails to subscribers which ends up creating a negative impression.

So how to know the correct mailing frequency that is acceptable to your subscribers?

Now, there are no hard and fast rules here. For some businesses, mailing every week will work, while an email every two weeks could work best for other brands.

You need to discover the right frequency that works for you through trial and error.

Additionally, you could ask your subscribers their preference for receiving the emails.

4. Use contact tags

A contact tag is something that you add to an email to represent specific details. This will help you to be more precise with the mail content.

These include:

  • Geolocation
  • Click rate
  • Products purchased
  • Attend webinars/emails etc

5. Use A/B testing

Marketers can use the power of A/B testing to test different email subject lines and choose the one that works best for their business.

By using this, you will understand the engagement rates of different sets of emails and choose the one that incites more responses.

The benefits of using a mailing list software for your email marketing

Email marketing gives you many benefits that other forms of marketing cannot. In this section, we are going to be discussing the benefits of email marketing, and why you should be using an email list software for your marketing needs.

Here are the benefits of using an email list software:

A) Reach Out To Your Customers Anywhere, Anytime

A mailing list software allows you to reach out to your customers with your email marketing campaigns at any time of the day, and no matter where in the world they live.

Some email list software also allows you to schedule your emails to your list according to each individual’s time zones.

B) Build Stronger Relationships With Your Customers

No matter how big or small your business is, email marketing allows you to personally contact each customer of yours with a personal message in their email inbox. Email marketing helps you build trust among your customers as you provide them with valuable information or help in the area they need help in.

C) Increase Traffic To Your Business Website

An email list helps people remember you and share your content easily with their contacts. It will help you get your business out to more people and thus bring in more traffic to your business website. There’s no greater marketing than word of mouth, so make sure that you are providing genuine help to those on your email list.

An email list helps bring in more traffic to your business website.

D) You Own Your Mailing List

Social media, search engines, and other such platforms may constantly change their algorithms and hurt your business, but your email list is completely yours. People have chosen to hear from you regularly, and there is nothing more precious than this. Cherish your mailing list and nurture it for great results in your business.

Your email list not only helps you connect with people interested in your business, but also helps you turn them into customers.

How do you choose the best mailing list software

The qualities that make a mailing software the best choice for one business may not be the perfect one for another. It all boils down to your individual business and your email marketing needs.

Some of the factors you need to take into consideration while choosing your mailing software are the following:

1) The price of the software

The first factor you need to consider is definitely the price of the mailing list software. There are any competitors out there offering the same features and benefits, so why pay more for something you can get at a much cheaper price?

2) Features

How many features does the software have? Does it allow you to segment your list easily? Does it measure important metrics like open rates, click through rates, etc.? Your mailing list software should have enough features for managing, creating, delivering, and tracking your emails.

These are some of the most important features of an email list management software: 

Importing Data: It should be simple for you to import your subscriber’s information. You should be able to instantly add information from CSV, spreadsheets like Excel, API Integrations, and Online Forms.

Segmentation: Your email list software should let you segment your audience based on various factors like location, behavior, values, geography, etc. After that, the tool should let you message all these groups separately.

Email Cleansing: Email cleansing means removing emails that don't participate a lot in your email marketing campaign. You should remove them from your mailing list. If not, there will be a lot of inactivity on your mails, and Email Service Providers like Google will think that your messages are spam.

Customer Database: Creating a customer database should be very comprehensive. You should be able to add various details to your customer profiles to help with the personalization of the messages.

Online Forms and Surveys: If you are doing email marketing, you will be creating a lot of online forms and surveys. The software should have form templates where you can add your questions. Your software should also let you add the information from the form or the survey to your mailing list.

Stock Pictures: Your email list software provider should be able to give you Free Stock Pictures that you can use in your email. Well, many companies overlook this factor, but Thankfully, we have been offering around 500,0000 for our clients to choose from.

Mobile-Friendly Newsletters: 53% of the web traffic came from mobile phones in 2019 You should be able to create separate versions of newsletters for smaller phone screens.

Integration APIs: The user should be able to access the email marketing software with codes. Also, there should be ready-made Application Programming Interfaces that let you update your database and automate messages in real-time.

Data Protection and Security: Email list is a very sensitive subject when it comes to data. The software should be secure, and at the same time, you should be able to create a consent in your online forms to let your users know that their personal information is safe.

Autoresponders: Autoresponders are emails that are automatically sent to email list subscribers or customers because of an action or during some specific time. For example, 'Thank You for Buying' or 'Happy Birthday' emails. A good email list management software should let you create them.

A/B testing: A/B testing refers to testing your emails in a small group of people before sending them out to the mass.

Advanced Analytics: A good mailing list program should be able to provide you all the necessary analytics like click and open rate, bounce rate, unsubscribe rate, spam complaints, etc.

Furthermore, the information about delivery failure, recipient's location, device engagement, top-performing lists, survey results, etc. should be accessible to you. If you want, you should also be able to integrate your software with Google Analytics and other tools.

An email list helps bring in more traffic to your business website.

3) Usability

Another point to nate is how easy it is to actually use the features of the software. There’s no point getting a software that has supposedly great features that you barely get to use because of the complexity.

Does the software have a good user interface? Does it allow you to easily create professional looking emails that are ready to be sent? Is the whole process of creating an email tedious?

These are the things that your software should have to make it easy to use:

Drag and Drop Editor: People with limited HTML knowledge should be able to create email structures like professionals. For this, they should be able to point, select, and drag and drop various elements including text, and multimedia on the screen.

Image Editor: Your email management software should have essential image editing features like resize, crop, adjust brightness, add text, etc.

Email Templates: Email templates are ready-made structures or designs on which you can add text or pictures to create emails. There should be templates for creating mails for various purposes like informing, lead generation, making a sale pitch, etc.

4) Reviews and online testimonials

Now the website of the software you are considering may already have some reviews and testimonials of past customers, but it pays to check other non-biased sources as well. Are previous customers happy with the software? Has the software solved some issues that you are having for other people? Is it really worth the investment?

You can even check the social media handles of the software to see what kind of issues or reviews the customers are talking about.

Compare reviews on mailing list softwares.

5) Cost effectiveness

Okay, so maybe you decided to go for a more expensive software because of all the great reviews and the wonderful features that it has. The next step is to ask yourself if the software will really be cost effective for you in the long run.

Are you really going to be using all those amazing features or is it just one or two features that you’re excited about?

6) The Credibility of the Server

Email Delivery Services use their own servers to help you create and send messages to your prospects and customers. One of the most important things to ask your email service provider is if it has ever been blacklisted.

You see, when an IP address is involved in a spam, and caught, there is a good chance that all the other marketing mails sent from it will be flagged. Well, it may be an irrelevant question to ask, given that most of the email service providers have strict policies against spam messages and multiple servers, but you should be safe than sorry.


Now that you know what you need to consider while choosing a mailing list software, it’s up to you to make a wise decision for your business.

Remember, no two businesses are the same, and your needs may differ widely from the needs of a business that may probably even be in your industry. Plan carefully, choose thoughtfully, and build a strong email list to make your business even more successful!