How to Effectively Use an Email Distribution List in Your Marketing

Email is an incredibly effective channel for both internal communications and marketing efforts. With just a few clicks, you can create engaging messages that immediately arrive in your recipients’ inboxes.

However, as your recipient lists grow, it’s time-consuming and tedious to type in each email address individually. Using an email distribution list solves this problem. 

Learn what an email distribution list is and how to use one for more efficient email communications.  

Introduction to email distribution lists

An email distribution list is a group of email addresses that you regularly send messages to. Instead of typing each recipient’s email address into the “To” bar, add these to a group and address your message to that email distribution list.

For example, many companies send out internal newsletters to everyone in the organization. Leadership could add every employee’s email address to a “company-wide communications” email distribution list and address the newsletters to that list. The email software would automatically include everyone on the list. 

Understanding the benefits of using email distribution lists

Using email distribution lists is a simple yet very convenient way to automate your email messaging. Some benefits of using these lists include:

• Saving time: Typing many individual email addresses into the recipient bar is slow work. Instead, save time by typing in a single email distribution list name to get your message to all the intended recipients.
• Avoiding errors: It’s easy to accidentally leave off an important contact or misspell someone’s email address when you manually type the recipient list. Minimize the chances of these errors with an email distribution list you double-checked ahead of time. 
• Easily connect with internal teams: You may not even know all the people in some internal teams. Contact these groups effortlessly with department-specific email distribution lists. 

Types of email distribution systems

There are several options for sending mass emails to established groups. Here are the three main types of email distribution systems:

Distribution lists

Distribution lists let you message a group of recipients without typing each person’s email address in. You just have to create the list ahead of time and address your message to the list. Then, your message will go out to every recipient in that group. 

Shared mailboxes

A shared mailbox is a separate email address that multiple team members have access to. Any team member can log into the shared mailbox to see and reply to messages. Those replies will appear from the shared mailbox address, not the user’s individual email address. 

Shared inboxes

Shared inboxes allow teams to collaborate even further when sending and receiving messages. They have more advanced security features and functionality than shared mailboxes. 

Within shared inboxes, teams can see all messages that come in and their replies. They can prioritize some messages, assign messages to specific team members, and get an overview of ongoing conversations.   

Creating email distribution lists

Follow these steps to create your own email distribution lists:

Creating an email distribution list in Gmail

1. Go to contacts.google.com. 
2. If you don’t already have all the contacts you want to add to your distribution list ready in Google Contacts, create them now. Click the plus button at the bottom of the screen and follow the instructions for creating new contacts. 
3. Select all the contacts for your email distribution list using the checkmarks to the left of their names. 
4. Click the tab icon called “Manage labels.”
5. Select “Create label,” enter a name for your distribution list, and click save. 
6. You now have a new Google email distribution list ready to go.

Click on any of your contacts to see what email distribution lists you have put them in. 

When you want to send a message to your new distribution list, put the name of the list in the address bar. The email distribution list will appear with its name and the number of members included. Simply select the list to send your message to all of those members. 

Creating an Outlook email distribution list

In Outlook, email distribution lists are called contact groups. Create an email distribution list in Outlook with these steps:

1. Open Microsoft Outlook and select “People” from the side menu. 
2. Click “New Contact Group” in the Home tab.
3. Type in the name for your email distribution list. 
4. Click “Add members.” You can add members to the list from new email contacts, your address book, or Outlook Contacts.
5. Add all the contacts you want to include in this distribution list, then click “OK.”
6. Click “Save and Close” to create your list.

To send messages to this group, type the name you gave your contact list into the address bar of an email. You can edit your contact lists under “People” if you need to add or remove someone later. 

Usage scenarios for email distribution lists

Using an email distribution list can be extremely helpful in certain situations. So, when does it make sense to use a distribution list? Some everyday use cases for these lists include:

• Sharing meeting notes with internal teams
• Providing company-wide updates or newsletter
• Contacting a list of top customers
• Reaching out to customers who predominantly purchase from a specific product category
• Sharing location-based offers with customers who all live or work in the same area

Common examples of email distribution lists

Here are some examples of email distribution lists that may be useful for your email marketing or internal communications:

• Company list with everyone in the organization
• Department-specific lists that include every member of specific departments
• Lists of employees based on where they work (e.g., every worker at your Boston warehouse)
• Project-specific lists for employees involved in a given project
• A list of all your existing customers
• Lists of customers who share demographic traits like age, location, or gender
• Lists of customers based on their purchase history

Comparison of email distribution systems

If you want to efficiently send messages to large groups without opening a dialogue, use an email distribution list. Shared mailboxes and shared inboxes are alternative email distribution systems that are more geared toward collaboration. 

Distribution list vs. shared mailbox vs. shared inbox: Advantages and disadvantages

The main advantage of using an email distribution list is saving time when sending to established groups. You don’t have to type every address in — just enter the name of the distribution list to contact everyone. The drawback of these lists is that recipients cannot respond to the group. It’s one-way messaging.

On the other hand, shared inboxes and mailboxes allow teams to receive and reply to messages collaboratively. Everyone included in these shared systems has access to the emails addressed to the group. To contact a whole team, you could simply message a shared mailbox or inbox those team members use. 

The disadvantage of shared inboxes and mailboxes is that everyone has to coordinate. Team members must decide who will address each message and work together to stay on top of these conversations. 

Limitations of email distribution lists for marketing

Distribution lists are often helpful, but they also have some limitations. Be aware of these drawbacks, especially when using lists as part of your email marketing efforts.

Lack of access to essential insights

Tracking and analyzing data from your email marketing campaigns is the key to improving them. Unfortunately, using email distribution lists prevents you from accessing complete campaign data. Email software views the distribution list as a single recipient, so you can’t break down your campaign data to see how each actual recipient interacted with your message. 

Complexity of segmentation

Segmenting your email list into groups of similar customers helps you personalize your marketing message for more effective campaigns. Unfortunately, using email distribution lists for segmentation is very complicated.

For example, suppose you want to segment your list into new customers and long-term customers. As new customers stick around and become long-term customers, you need to update your distribution lists to reflect these changes constantly. This is not an efficient approach to segmentation. 

Technical difficulties

If your message bounces upon reaching any of the recipient’s email addresses, that can lead to all of the messages bouncing. A single inactive or inaccurate email address in your distribution list can keep your message from reaching any of the intended recipients, not just the address with the problem. 

Management and maintenance of distribution lists

After you set up your distribution list, you still need to update it occasionally. 

Part of email distribution list management is adding and removing recipients as necessary. For example, if someone new joins a team, add that person’s contact information to the appropriate distribution list. 

Remove any contacts who no longer belong in certain groups or whose information has changed. Check your list regularly for outdated or inaccurate email addresses. 

Software and tools for managing email distribution lists

You can manage your email distribution lists directly within your main email software or use additional software and tools to make the process even more convenient. 

Email tracking software

Software tools like Constant Contact help you track your mass email messages. See how many recipients open your emails, click through them, and share them with others. This data will help you improve the results of your email marketing campaigns going forward. 

Spell check and grammar check tools

Use spell check and grammar software to ensure all your messages are free of embarrassing errors. Some even integrate directly into your email software. 

Email etiquette for distribution lists

Sending messages through distribution lists may require you to adjust your email etiquette. Keep these factors in mind:

• Appropriate salutations and sign-offs: You can’t include personalization with distribution list messages, so stick to generic greetings and sign-offs. 
• Proper email punctuation and grammar: Review all your emails to ensure there are no grammar or spelling errors. 
• Mobile-friendly email formats: Many people read their emails on their mobile devices, so optimize your messages for mobile. 

Legal considerations

Email distribution lists make it easy to send messages to large groups of recipients simultaneously. However, you do need to consider some critical legal factors if you’re going to use them. 

Understanding GDPR and other privacy regulations

Regulations like the General Data Protection Regulation and the CAN-SPAM Act spell out how companies can use personal data to contact customers. Make sure you know what you can and cannot legally do when using email marketing.

One of the most important stipulations in these regulations is requiring consumer consent before sending marketing messages. When building your email list, use double-opt-in to ensure every recipient wants to receive your messages. You’re also required by law to have an accessible unsubscribe option so customers can stop receiving your messages whenever they decide. 

Troubleshooting common issues

It’s normal to encounter some issues when you use distribution lists in your email marketing efforts. Being prepared will help you address them as smoothly as possible.

Dealing with angry or upset recipients

Respond calmly if you get responses from customers or internal team members who are angry about receiving your messages. Take any unhappy recipients off your distribution lists and avoid sending unwanted messages in the future. 

Handling email misunderstandings

Misunderstandings about email messages are expected. Try to write straightforward, clear messages and encourage recipients to ask questions about anything that they don’t understand. If someone reaches out with a question, consider sending the answer to everyone in case others are wondering the same thing. 

Upgrade your email marketing with Constant Contact

Email distribution lists help you send messages to large groups without the hassle of typing in each recipient’s address. Use them to make your internal communications and email marketing efforts more efficient. Learn more about upgrading your email marketing with flexible, efficient automation, and sign up for a free trial today.