Does your mailing list size matter?

The answer is: yes and no.

On the one hand, a larger mailing list can give you the potential to reach more people with your content and offers. This can lead to more sales, more website traffic, and more engagement.

On the other hand, a smaller mailing list can be more engaged and responsive. This is because smaller mailing lists are typically made up of people who have already expressed an interest in your content or products, and who are more likely to open and click on your emails.

So, which is better? A large or small mailing list?

It really depends on your goals. If you are looking to reach the largest possible audience, then you should focus on growing your mailing list as large as possible. However, if you are looking for a more engaged and responsive audience, then you should focus on building a smaller, more targeted list.

The Perks of a Large Mailing List:

Greater Reach: Perhaps the most apparent advantage of having a substantial mailing list is the ability to reach a large audience with a single click. This is especially beneficial when you have a significant announcement, product launch, or event to promote.

Higher Conversion Rates: A larger list typically means more opportunities to convert subscribers into customers. It's a numbers game, and the more people you can reach, the more potential buyers you have in your corner.

Better Data Insights: Large lists provide more data for analysis. You can gain deeper insights into what works and what doesn't in your email marketing campaigns, helping you refine your strategies over time.

Stronger Social Proof: A big mailing list can serve as a form of social proof. When potential subscribers see a substantial number of people have already subscribed, they may be more inclined to join in.

Challenges of a Large Mailing List:

Cost and Resources: Managing a large mailing list can be costly and time-consuming. Email marketing services often charge based on the number of subscribers, so the more you have, the more you'll pay.

Engagement Can Drop: While a large list provides the potential for high conversion rates, it doesn't guarantee them. As your list grows, subscriber engagement might drop, leading to lower open and click-through rates.

Risk of Spam Complaints: With a larger list, you're at greater risk of receiving spam complaints or being marked as a sender of unwanted emails. This can harm your sender reputation.

Personalization Challenges: Tailoring content to the specific interests of each subscriber becomes more challenging as your list size increases.

The Perks of a Small Mailing List:

A Highly Engaged Audience: Smaller lists often mean a more engaged and loyal audience. Subscribers are likely to have a closer relationship with you and your content.

Personalization: With a smaller list, you can personalize your content more effectively. You can send tailored messages and build stronger one-on-one connections.

Lower Costs: Smaller lists are more cost-effective. You'll spend less on email marketing services, and your campaigns may have higher ROI.

Better Deliverability: Smaller lists can have better email deliverability rates because they're less likely to trigger spam filters.

Challenges of a Small Mailing List:

Limited Reach: The most obvious drawback is the limited reach of a small list. You have fewer people to market to, so it can be challenging to expand your audience.

Slower Growth: Small lists grow more slowly, which means it might take longer to see the same results as those with larger lists.

Vulnerability to Fluctuations: A small list is more susceptible to fluctuations. Losing a few subscribers can have a noticeable impact on your overall engagement.

Which is right for you? 

If you are just starting out, I recommend focusing on building a smaller, more targeted mailing list. Once you have a solid foundation, you can start to grow your list more rapidly.

As your mailing list grows, it is important to review your subscriber differences and segment your list into sections so that you are providing relevant value to each segment and this means you will have to do more work and create more content but it's also the best way to keep your audience engaged. If your content becomes too generic, your audience will know and pay less attention to your letters so be prepared to maintain quality with properly segmented lists as you grow.

No matter what you choose, it is essential to strike a balance. No matter the size of your list, the key is to provide value and engage with your subscribers authentically. As you grow, you can adjust your strategy to best suit your evolving needs and the preferences of your audience.

9 key takeaways for content creators building a mailing list:

• Focus on building a high-quality mailing list, not just a large one. It is better to have a small, engaged mailing list than a large, disengaged one.

• Segment your mailing list so that you can send more targeted emails. This will help to improve engagement and deliverability.

• Personalize your emails. This will help to build relationships with your subscribers and make your emails more likely to be opened and read.

• Use A/B testing to experiment with different email subject lines, content, and designs. This will help you to find what works best for your audience.

• Track your email analytics so that you can see what is working and what is not. This information can be used to improve your email marketing strategy over time.

• Offer lead magnets to entice people to sign up for your list

• Regularly clean your list to remove inactive subscribers

• Be patient! It takes time to build a large and engaged mailing list. Don't expect to go from 0 to 100,000 subscribers overnight.

• Have fun! Email marketing is a great way to connect with your audience and promote your content. Make sure to enjoy the process.

Final Thoughts

The size of your mailing list is not as important as the quality of your subscribers. It is better to have a smaller, more engaged list than a large, disengaged list.

Focus on building a targeted mailing list of people who are interested in your content and products. Then, send them high-quality emails that provide value and information.

Over time, you will build a loyal audience that will help you achieve your goals.