Mailing lists have their origins in the postal service. It is perhaps most commonly associated with political publications and other subscription based literature such as magazines. The list was historically a physical one of names and addresses and such lists have been valuable in the past as a way of identifying like minded people. This type of mailing list was referenced in the film ‘Conspiracy Theory’ where Mel Gibson’s character, Jerry, frequently mailed out his latest theories to others.
In recent times mailing lists have become electronic. The rise of the email system has allowed exponential growth of this type of mass communication. Email addresses can be added at no extra expense, and old publications or content can be retained in a mailing list archive for almost indefinite time periods. Mail shots can be sent easily to hundreds or thousands of people. This has its advantages as well as its disadvantages. Assuming that the content is legitimate, and not spam, the volume of content arriving at the inbox of subscribers is ever increasing. The decreased costs of delivery are producing a deluge of information that risks diluting the patience and loyalty of the subscribers.
This change in delivery has fundamentally altered the mailing list from its humble beginnings. The anonymity and scale of the internet has meant that ideas and thoughts can spread much further and to far more people than a traditional mailing list. This should be viewed as an opportunity rather than an inconvenience. Never before has the mailing list been so prominent in peoples thinking. The key to unlocking this potential is content.
Subscribers are more fickle and changeable than ever before. The volume of information means that people want originality over quantity. If the content of your mail is original and high quality, the mailing list should grow and grow. The content will be shared outside of the mailing list and more subscribers will be added.
The mailing list has come a long way since the handwritten list of names and addresses. However its power and importance is clear as it has made the leap from paper to digital and continues to be important today. It seems the mailing list is here to stay.
