Email blasts are an important part of any marketing program, but most senders get it wrong.
No one wants to be criticized for anything to begin with, so maybe I’ll change the terminology. but we’ll talk more about that in a minute.
Next, we’ll teach you everything you need to know about email blasts. Follow the tips below to stop criticizing your recipients and start providing real, personalized value.
what is a mass email?
Email blast (or e-blast) is a term used in email marketing to describe the act of sending a single email message to a large email list simultaneously. recipients are often not strategically targeted, which is why it is called a “blast” and is often associated with spam.
mass email definition: sending an email to many people without strategy or segmentation.
This strategy manages to prove to be effective, but also terrifying at the same time for several reasons. the term “explosion” can imply unexpected aggression and a general lack of tact. And while we’re not advising our senders to stop sending bulk emails (we do provide a bulk email service that allows for this exact type of sending), we think it’s time to rethink how we think about sending them.
This post will cover the following email blast topics:
- reframe bulk email
- why using an email service provider is essential
- send to a clean email list
- segment your email list
- including a clear call to action
The following tips help internalize your email marketing intentions early on and ensure your next email a) gets delivered b) convinces your recipients to take action.
5 ways to send the best email blasts
1. stop calling it an email blast
Take a step back before you send your next email campaign. think about the meaning behind the email explosion.
Does it sound like a good experience to be bombarded with email (or whatever)? This tip should lay the groundwork for how you should think about your email marketing campaigns during the conception phase of your email marketing strategy.
Consider and respect your email subscribers’ time and interest in your brand, and always keep them in mind when designing campaigns. you’re not criticizing your recipients, you’re providing them with valuable content that can persuade them to pay your brand money.
Did they sign up for your email newsletter or new product updates? then don’t call it an email blast, call it your email newsletter campaign or product newsletter.
Personally, I don’t want to be a part of any brand’s email blasting strategy; I’d unsubscribe in a heartbeat.
To brush up on your email marketing etiquette, check out our video blog Email Marketing Etiquette: 4 Tips to Guide Your Sending Strategy.
2. use an email service provider
Now that you’re creating mass email campaigns designed to benefit, not annoy, your recipients, you’ll need to verify that your email arrives in their inbox and isn’t sent to the spam folder or bounced by email. complete. Email Service Providers (ESPs) reduce the hassle of email delivery so you can focus on your campaign content and strategy.
The more your list grows, the more important it is to trust reliable and fast esps. esps also monitors the ip address you send emails from and lets you know if something is going on that may be affecting the deliverability of your emails.
Right out of the box, you can send mass emails to learn more about your audience. once the data starts rolling in, you can start segmenting your recipients into different lists based on their behavior (more on that soon).
Email service providers may also provide you with:
- pre-built email templates
- landing pages
- drag and drop layout editors
- email automation tools
- digital marketing tools
- customer relationship management (crm)
3. send to a clean email list
It should go without saying by now, but it’s always worth re-emphasizing, any email list you haven’t built with permission marketing tactics jeopardizes your ability to send any email (not to mention kills your email). relationship with its recipients).
sendgrid does not allow customers to send email to purchased email lists. this protects you and everyone who uses sendgrid to send email. For strategies on list building, read how to grow your email list the authentic way.
4. customize your list with segmentation
A pillar of content and writing is to write as if you are speaking to only one person at a time. This isn’t feasible with mass email marketing, but segmenting your list and messages helps achieve the same kind of sentiment. Email marketing segmentation transforms generic emails into personalized, personalized messages more likely to resonate with your recipients.
It doesn’t matter if you’re a big e-commerce brand, a small business, or a local mom-and-pop store, how you talk to your customers matters.
Luckily, it has never been easier to achieve this. Modern email marketing software allows you to efficiently segment your messages to recipients based on a number of factors and metrics, such as:
- age
- gender
- region
- previous email
- open rate
- click-conversion rate
- conversion rate
Use a/b tests to see what resonates most with your audience. creating multiple subject lines and email content with different email layouts automatically switches from an explosive experience to a more personalized one.
Start segmenting right away with a well-designed welcome email.
twilio sendgrid offers all of these targeting capabilities in our own email marketing tool, marketing campaigns. If you’re interested in learning how to leverage your targeting with automation, try sendgrid’s marketing automation tool.
5. include a clear call to action
If you managed to convince your recipient to open one of your promotional emails, good job. take 3 seconds to celebrate. But this is just the beginning. what do you ask them to do once you’ve got their attention?
Without a compelling call to action (CTA), all your effort and planning will sadly go to waste. The way you prepare your accounts will depend on the action you want the recipient to take. And yes, there is a guide to creating strong email accounts. download it here.
happy email blasting!
The bulk emailing tips mentioned above are meant to guide you on the right path to sending successful email campaigns. there is certainly more to consider and more time to spend on things like smart, engaging subject lines and beautiful, easy-to-read layouts. To learn more, download our Email Marketing 101 Best Practices Guide Pack.
In the meantime, let’s put the phrase email blast to rest.