Email Marketing: What Features Are Important When Selecting a Mailing List Provider?

business clock icon
Created February 29th, 2020 

As a business, marketing affordably is very important because customer acquisition costs can be crippling. Equally, keeping in touch with subscribers and customers is essential to maintain the initial connection, which enables your company to promote its products or services successfully.

Here are some of the features that are worth keeping an eye out for when picking a mailing list provider for your business.

affordable email pricing

Clear, Affordable Pricing

Not every email mailing list provider has clear pricing. Sure, it’s usually tiered depending on usage levels, but it’s also rather confusing.

Maybe there’s a free plan that allows for a limited number of emails sent per day – like 100 – but the feature set is restrictive. Even when moving up to their paid plans, likely there’s a host of useful features a business can take advantage of which are held back for the top tiers.

Bear in mind that the top tiers are only needed by companies sending out huge volumes of email, which makes this type of policy quite unfair in favor of bigger companies and huge marketing teams. For smaller businesses, it’s an unfriendly policy for sure.

email dedicated IP address

Dedicated IP Address

A dedicated IP address is beneficial with mailing lists. Webmail providers like Gmail can determine when email is being sent consistently from the same IP address to the same recipient (and when the IP address keeps changing every time too). The former can be seen as a trust signal, whereas the latter may raise a red flag that you don’t want.

Even paid plans with sending limits of 40,000 sent emails a month may be excluded from access to a dedicated IP address unless you are paying separately for it. Fortunately, this Sendgrid alternative doesn’t work this way as they understand the importance of deliverability and its connection to the issuance of dedicated IP addresses.

email provider features

Email Validation Using the Double Opt-in

Email validation is the process of double opting in a new subscriber instead of using a single opt-in alone.

The idea here is to not just accept an email submitted to subscribe to a mailing list. Why not? Because the subscription action could have been taken by an unrelated third-party. To avoid sending emails to people who never subscribed, the double opt-in process replies with an email to confirm whether they indeed did opt-in or whether it’s an error.

Using a double opt-in process ensures that no one receives regular emails when they don’t wish to do so. It also helps with future deliverability rates because unwanted email often gets marked as spam, so companies shouldn’t want emails being sent out to people who don’t want to receive them.

email send limits

No Daily Sending Limits

When creating a new newsletter to send out to subscribers, it often has information that’s timely and ages fast. This could be a time-limited discount coupon or topical news that will only be relevant for a day or two.

The issue with sending timely emails to subscribers is that it risks hitting daily sending limits with email providers that set restrictions. This requires paying business users to send their email out over a span of a few days to not go beyond their daily sending limits. You want to avoid these restrictions, as it can seriously hamper your marketing efforts and overcomplicate them too.

Instead, look for a mailing list provider that while setting a monthly limit on emails, doesn’t restrict how many daily emails go out. This means with a 40,000 monthly email package, these could all be dispatched on the first of the month if the company so chooses.

SendPulse, for instance, allows users to send up to 15000 bulk marketing emails to 500 subscribers for free every month. Paid plans start at $7 a month.   


No Fly by Nights

If an email provider has only been in existence for a few months, it’s probably best to avoid them.

What you don’t want is a “fly by night” operator. These come into existence with a good degree of fanfare, take in considerable funds and then seemingly disappear into the night. When doing so, they invariably take your subscriber list along with them!

In this situation, not only will you lose your list, but even if you’ve retained a private list of subscribers to cover this eventuality, they’ll all need to go through a double opt-in process again through your replacement mailing list service provider. That’s aggravating for the subscribers and doubtless many will ignore the email and drop off your list.

statistic for email statistics for email

Email Statistics

Email statistics are useful for business users to see what’s working and what’s not. For instance, being able to view the open rate for your latest newsletter is beneficial. When comparing it to previous ones and looking at the topics covered within the email (as well as the subject line of the email itself), it provides clues about what your audience is looking for and what they’re not interested in. Without good statistics to review, you’ll be managing your email list blind.

Choosing the right mailing list provider is more important than you think. Making the wrong choice makes it harder to switch and move your list over later. Think about the features that are essential and choose a provider that offers them.


Submit a Comment

Your email address will not be published.

Is Your Business Being Found Online?

Laptop Metrics Colorado

Free Digital Marketing Report ($150 Value)

marketing module lineWant to know how your business stacks up against the competition?

Read more articles about email marketing.

6 Unique Email Marketing Trends That You Should Not Ignore If You Want to Grow Your Business

If you are a determined business owner, you are likely to ask yourself how to make your business prosper. After all, the modern capitalistic economy ensures that markets around the world are like oceans - vast and full of riches just waiting to be uncovered....

Custom Email Templates – Why Should They Be Your First Choice for The Holidays

The holiday season is fast approaching, and businesses across industries are gearing up their marketing efforts to drive maximum sales. It is the busiest time of the year, and customers are swamped with ads and messages from brands across channels. Companies run...

How Can Enterprises Plan Email Marketing as Part of Their Digital Marketing Plan?

In recent times, the use of the internet has soared to another level, as now it dictates corporate processes of all kinds, including payments. A vast segment of people leverage social media and digital marketing to propel their business plans. Many businesses...

5 Steps to An Outstanding Email Campaign that Converts

Barely a week goes by without someone proclaiming that email marketing is dead, but we can only assume that they’re not doing it correctly! The most successful sites of all sizes continue to build their email lists and maintain regular contact with interested parties....

6 Powerful Ways to Capture Emails

Email marketing is used far and wide, but that isn’t to say that everyone does it right. As is the case with all marketing efforts and even regular Gmail workflows, in order to be successful, you need to have a good strategy, be adaptable, and keep using insights. In...

How Email Marketing Can Increase Small Business SEO

In today’s world, there is no substitute for email marketing. Whether for customer engagement or other things — it offers your business an incredible competitive advantage. There are a plethora of benefits you get with the relevant email marketing content. For...

What You Should Know About Email Tracking

Have you ever sent an email to someone, only to realize that days or weeks have without a reply? Well, sometimes it can be annoying, disappointing, or even discouraging. It can be frustrating because you don’t know if the recipient actually received, opened, or read...

A Guide to Success: How Email and Content Marketing Work Together

A Guide to Success: How Email and Content Marketing Work Together Created November 26, 2020 Building customer trust seems like an elusive concept, but that is why content marketing has come to life in the first place. Everything you create, publish, and share across...

Read more articles about marketing.

Top Email Marketing Tips and Practice

Top Email Marketing Tips and Practice

  Email marketing is one of the most influential and powerful tools in a digital marketer’s arsenal. With the correct strategy, you can rake in lucrative business from your contact list. In this article, we talk about the top email marketing tips and practices...

How To Build A Marketing Technology Stack

How To Build A Marketing Technology Stack

Businesses leverage numerous sophisticated digital channels—from social media to email marketing—to reach and engage their target audience. With the right tools, your marketing team can fully utilize these digital channels and bring better results.  Thus, building an...

How White Label Solutions Can Boost Your Brand Image

How White Label Solutions Can Boost Your Brand Image

  Starting a business is one thing, but developing it into an established company is another question. Growing your startup to a reputable setup takes time and effort. As your business expands, it always results in unpredictable overheads as you try to meet the...

5 Ways To Level Up Your Martech Stack

5 Ways To Level Up Your Martech Stack

A marketing technology (Martech) stack is a combination of tools marketing experts use to develop, manage, execute, and track promotional initiatives. With this technological innovation, companies benefit from making challenging processes easier and measuring the...

How To Create A Marketing Continuity Plan

How To Create A Marketing Continuity Plan

  Fortunately, more modern businesses are putting their business continuity plan in place to protect their operations from losses. Still, some companies fail to realize its significance and often experience disasters that severely hinder their growth. If you're...

How To Safely Move Marketing Data To A Digital Platform

How To Safely Move Marketing Data To A Digital Platform

  The marketing department is one of the key elements of any business’s success. It’s responsible for creating and implementing strategies to promote the business and spread its mission among different people. To successfully execute its mandate, the marketing...

Why are demographics so important for making marketing decisions?

Why are demographics so important for making marketing decisions?

Every successful business utilizes the power of demographics to make sound marketing decisions. When businesses gather and analyze demographic data, they can better understand the characteristics of the people who purchase their products or services. In turn, that...

How RFID Adoption Can Boost Retail Marketing

How RFID Adoption Can Boost Retail Marketing

Radio frequency identification (RFID) is a technology that uses radio waves to identify objects with the RFID tag. This technology has several real-world uses in fleet management, commercial, and industrial applications as it’s used to track items and vehicles. It has...

The Importance of A/B Testing in Marketing

The Importance of A/B Testing in Marketing

  Each year in the United States, entrepreneurs start over 600,000 businesses. Although this may seem like a substantial number, many of these companies go out of business within the first couple of years. One of the most important responsibilities you have as an...

What Does A Creative Team Do In Marketing?

What Does A Creative Team Do In Marketing?

  The creative team plays a vital role in the marketing process, from generating new ideas to measuring results. By working closely with other departments and constantly striving for improvement, the creative team can help ensure that a company's marketing...

How To Make Your Ads More Adaptable To A Changing Market

How To Make Your Ads More Adaptable To A Changing Market

  As the market changes, it is important to make sure that your advertising strategy evolves with it. If you are using the same ads that you were a year ago, there is a good chance that they are no longer effective. In this blog post, we will discuss some ways to...

Share This