So you’re starting a community using an electronic mailing list. Great idea!
There are many ways to run an electronic mailing list (AKA listserv, email discussion group). Let’s compare two popular methods.
- Method #1:
Email Discussion Group
Every question and every answer is sent to all people on the list.
This can generate a lot of discussion. - Method #2:
Question and Answer – Summary
Every question is sent to everybody, but the answers are only sent to the person who sent the question. That person gathers the answers, then sends a summary to everyone.
Let’s see these options at work
Both lists have about the same number of people. In both examples, members pay organization dues and this list is one of the benefits.
List A uses Method #1
- 700 members – actively participate and receive every message as it’s sent
- 300 members – prefer the Digest version/1 daily summary
List B uses Method #2
- 950 members – actively participate and receive every message as it’s sent
- 50 members – prefer the Digest version/1 daily summary
List A has 70% of members receiving new messages as they are sent. List B has 95% of members receiving new messages as they are sent.
Count Comparison During 1 Month
- List A sent 473 messages.
- List B sent 89 messages.
List A has more messages and seems like the better group. Right?
Consider this:
- When somebody on List A asks a question, anyone can send a reply back to the list.
Some messages might receive 5 or more replies, within a matter of minutes. - When a question is asked on List B, all replies go to the person who asked the question.
That person summarizes the answers and sends 1 reply a day or two later.
That explains the big difference in the number of messages. List A looks like it has more activity, but that’s only because List B has a system set up where the questioner summarizes the answers into 1 easily digestible message.
Sometimes, Quality is Better Than Quantity
Quantity might seem like a plus. But, guess what the primary complaint is for being part of a mailing list. That’s right…..getting too many emails! Bombarding your group with messages may not be the best choice for YOUR group.
Let’s go back to our example:
- List A: Sends 23 messages each business day, on average.
- List B: Send 4 per day, on average.
A large number of messages is probably why 30% of List A signed up for the Digest/daily summary, while LIst B only has 5% getting the daily summary.
List B’s method may not seem like the best way to run a group, but it might be the best fit. List A might have reasons why they don’t use the Q & A Summary method.
Why?
Maybe List A needs to get answers quickly and can’t wait a day or two for a summary. Or maybe it’s the culture of the group, where everybody enjoys an opportunity to reply and see their name up in lights. 😉
What’s the Best Way to Run an Electronic Mailing List?
There is no right answer to this question. It really depends on the needs of YOUR group.
Things to consider:
- How quickly do your members need responses?
- Can your group tolerate multiple Inbox interruptions every day?
- Does your group like live discussions? Or a summary to review?
The point to remember is this:
When mailing lists started many decades ago, they were often the only connection for “communities of practice”. No one worried about their Inbox being cluttered, so active discussions were encouraged. That protocol may not work now, since we juggle messages across multiple digital spaces—email, chat apps, and collaboration tools. Get to know the needs of your group to find the best option!
Looking for other suggestions for running an electronic mailing list? Try out these guidelines.
Would you use List A or List B’s method in your list? Tell us what you think in the comments below!
