An email list archive or, more simply, a message archive, is a collection of past emails for a mailing list. There are many archive tools available for email marketers. Even some email service providers, like MailerMailer, offer their own archive feature. Keep in mind, not all message archive tools function the same or offer the same types of features. However, in general, message archives offer several great benefits.
Here are 7 benefits of a message archive:
1. Search engine friendly.
With each new message that gets added to your archive, you are giving Google and other search engines a greater opportunity to discover and index your archive. And, provided your messages follow basic search engine marketing guidelines, the more relevant messages you add to your archive, the more opportunity there is to be listed in search results. Getting listed on search results can be a very slow process, so be patient, but persistent, in your efforts.
2. Socially charged.
Some archives, such as MailerMailer’s, include social media features that allow your readers to share your archive on their personal Twitter, Facebook, and Google+ accounts. The viral nature of social platforms can help drive more traffic and bring awareness to your email marketing campaign.
3. Multiple entry points.
Organic search results and social media websites serve as effective entry points to your archive. You can also link to your archive from your email newsletters (this would be most beneficial for newsletters that get forwarded to people who are not already on your list), your website, and other online marketing material. As you make more entry points available, your archive will stand a better chance of getting discovered by new readers.
4. Gateway to your site.
As you start to drive more visitors to your archive, consider adding a link back to your website. If they enjoy reading your message archive, they may also want to learn more about your company and your product or service offerings.
5. Mail List Signup.
In addition to leveraging your archive to drive more traffic to your website, you also have the opportunity to increase email signups directly from your archive. Again, if readers are interested in browsing your archive, they’ll more than likely be willing to signup to your email list.
6. Great for your image.
Not only is a message archive a central location for current and new list members to view your past messages, it’s also a great way to build brand depth and credibility. As your archive grows, you increase your chances of being discovered by more people and become a reliable source of information.
7. Storage of past messages.
Not to state the obvious, but another great benefit of a message archive is that it acts as a “backup.” If you ever find that past messages have been lost or deleted from your email account, you can always reference your message archive.