A modern Email Marketing strategy is based on the diversification of recipients according to the type of communication they are interested in. Let’s look at how list management works in MailUp and the new summary dashboard.
The concept of mailing lists has accompanied Email Marketing since its inception. But too many companies still consider mailing lists an indistinct set of email addresses today.
This concept is quite obsolete and outdated now. Email Marketing has evolved, just as the approach to mailing lists has evolved: they are no longer seen as undifferentiated organisms, but as open, composite, diversified systems.
Today we’ll shed light on this theme to understand how the concept of mailing list has evolved into segments list. We were inspired to do so by a new feature that was just added to the MailUp platform which is useful for improving the multi-list management of your strategy.
Recipient lists, yesterday and today
As we mentioned, until a few years ago, the mailing list was conceived as a single container of recipient addresses to which the sender sent the same email. Americans effectively call this approach one size fits all.
Unanimously considered outdated, this approach has given way to a more articulated view of the mailing list, seen as a body stratified into groups and segments, created by companies to diversify mailings and, consequently, send campaigns in line with the features, interests, and needs of each recipient.
As you’ll have understood, in marketing (and not just Email Marketing) today segmentation plays a key role, that activity that leads companies to divide their audience into segments ranging from highly complex to rather simple: segments can be understood as broad groupings – promotional DEMs, newsletters, or other types – but also more focused subdivisions, for example by geographical area or by product interest.
But let’s take a look at a more practical way in which MailUp supports segmentation.
How do MailUp lists work?
To support the evolution from the concept of mailing lists to segments list, MailUp has always provided companies with multi-list environments, offering the possibility to create different mailing lists within the same platform; each of these lists has an autonomous management system with its own recipients, its own descriptions, preferences, and types of communication.
Not only that, because the list in MailUp is in turn a container that can be subdivided internally into infinite groups, so as to create different mailing categories. Let’s look at a few examples:
- Potential customers
- Top customers
- Frequent customers
- Casual customers
- Inactive customers
- Foreign market.
These are just a few examples, but the case studies can be endless, and are directly dependent on the peculiarities of each business. For example, an agency may need to create a list for each company-client, so that it can have a separate environment in which to manage recipients and templates and consult statistical reports of each individual customer.
As you will have understood, the lists allow a better structuring of the recipients and the database: in fact it is like having multiple platforms in one, with the advantage of making each mailing more targeted and consequently more performing.
You will also find a valuable support for managing each list on the platform: the dashboard, and now we’ll explain it further.
What is a dashboard?
The dashboard (also available in the mobile version) is the page that appears when you access one of your lists, and gives you an overview of your activities thanks to some valuable information:
- Mailing volumes, thanks to a graph showing the number of emails or SMS messages sent in the last six months
- Last mailing, with the statistics of the last message sent, divided by openings and clicks: by clicking on it you can access the respective detailed report (a click on the email subject lets you see a preview or edit the message)
- Scheduled mailings calendar, to always have your email scheduling under control, knowing the date and time it’s set to send
- Mailings in progress, to know which email campaigns are being launched
- Last messages modified, date and time of the last modification; clicking on the subject lets you preview or edit the message
- List details, which contains the main information, with the possibility of changing the list preference (i.e. that opened automatically after logging into the platform)
- Recent mailings, with the number of mailings, openings and unique clicks of the last five messages sent in the last 90 days to more than 100 recipients
- The device graph that lets you understand where your emails are opened (on desktop or mobile).
This is the dashboard for a single list. And if you have a multi-list platform? Starting today you’ll find a new function.
New! The summary dashboard
With the aim of integrating the different lists of a company, we have added a new dashboard to the platform which offers a summary, a valuable comparison of different lists.
To access it just go to the side menu and click on the drop-down menu of the lists: you will find Lists summary (you can also select Compare your lists in the cover image).
Once inside, you can select up to five lists to have an overall picture of all your activities and strategies, with various information that can be easily consulted and compared.
For each list selected, you’ll see a dashboard including:
Last modified message
With the possibility of accessing, with a click, the email’s modification or summary page; or even create a new email or access the list of created messages.
Statistics last 30 days
You will find the open, unique click, and delivery rates (alongside the variations compared to the previous 30 days). Then, in addition to a summary of the recipients reached and the number of emails sent, you will find a small report that identifies the messages that stand out for their open rates and clicks, with the relative numbers.
This shows the total number of recipients registered in the list and the percentage of subscribed, pending, and unsubscribed recipients compared to the total. Just one more click and you can also directly access the page where you can import new contacts.
Does your company also do SMS Marketing? If you’ve modified or sent an SMS message in the last 90 days and have credits available, you’ll find an overview with:
- Last SMS modified, with the possibility to modify it or create a new message
- Last SMS delivered, number of recipients, and access to statistics or the list of messages
- Timeline of the last messages created, with the possibility of creating a new one
- Total recipients subscribed to the channel and percentage of subscribed and unsubscribed recipients compared to the total.
To access the summary of the SMS channel, just select SMSat the top right of the list.
The star you see on the side, on the other hand, allows you to make that list your favorite, which will be opened automatically every time you log into the platform.
Email Marketing is increasingly a question of knowing how to communicate effectively with the right message to the right recipient. The challenge of segmentation is increasingly fundamental, whether the subdivision is complex or even just basic groups.
The advice is to start understanding how a multi-list platform like MailUp works: you can do so today by requesting a free 30-day trial of the platform, to start creating, segmenting, sending, and tracking your email campaigns.