Mailing lists are trendy (again)

Social media followers remain important, but there’s a renewed focus on mailing lists. People are increasingly aware of the risks of relying on social media for traffic, as platform rules and algorithms change frequently. Many now realize that these changes often push users toward paid advertising to achieve results they once saw for free.

With the emphasis on mailing lists, more sites are using pop-ups, slide-ins, and other tactics to encourage subscriptions. A few years ago, the “Hello Bar” tool was popular for email subscriptions, though it offered limited design options and isn’t as widespread today. Personally, I’m not a fan of intrusive subscription requests, like lightbox pop-ups, that block content. I don’t think I’ve ever subscribed to a site before exploring it first.

Most websites ask for a name (often as separate fields for first and last name) along with an email address. I often wonder why. Completing more fields takes time, and names are generally only used for basic personalization, like “Hi Rachel!” I’ve yet to see a compelling reason to collect names for online mailing lists. Maybe it’s a holdover from physical mail or a CRM software requirement.

One of our clients, Jenn Segal, has had great success with her mailing list. Not only is her website’s recipe content outstanding, but she also provides exclusive content in her weekly newsletter, including seasonal menus. Her site even offers a sample so you know what to expect when subscribing. This is the type of newsletter I enjoy.

Not all mailing lists are enjoyable, though. Store-based email newsletters often feel overwhelming and relentless. I sign up briefly for a coupon, and then unsubscribe. They’re like daily junk mail, especially if you subscribe to multiple interest lists. Sales seem constant, with everything frequently marked down, creating a sense of perpetual discounts.