An email blast involves sending a single email message to a large number of recipients at once. The goal of an email blast is typically to send out a mass communication to subscribers – without worrying about personalization, and regardless of how the email list is segmented.
So what does this process entail, and should you be leveraging the technique? Let’s take a look.
Should You Send an Email Blast?
Email blasts, also known as mass emails or bulk emails, are often used by businesses and organizations of all sizes as a cost-effective way to reach a large audience with a single message. However, they can also be seen as intrusive or spammy if sent too frequently or without relevant content. That makes it important to carefully balance the timing and style of your blast.
There are situations where sending an email blast is appropriate, but you must ensure that the content is relevant and valuable to subscribers. Likewise, the email blasts must be used strategically and sparingly.
Advantages of An Email Blast
Here are the pros of using an email blast on your mailing list:
- You can reach a large audience: An email blast can reach a large number of subscribers or customers with a single message.
- It’s cost-effective: Email marketing is generally more cost-effective than other marketing channels, making it an attractive option for companies with limited budgets who want to reach a wide audience.
- It’s measurable: Email marketing software often includes tracking and reporting features, which will allow companies to measure the success of their email blasts with metrics like open rates, click-through rates, and conversions. This can give you a bigger picture when contrasted against itemized metrics for segmented emails.
Disadvantages of an Email Blast
Despite the perks, there are downsides to this practice. They include:
- Risk of being marked as spam: If an email blast is sent to recipients who did not opt-in to receive marketing messages, or if the message is irrelevant and low-quality, it may be marked as spam by recipients.
- Lack of personalization: An email blast may not be as effective as personalized email marketing campaigns, which are tailored to the interests and behaviors of individual subscribers, resulting in low engagement rates.
When is it Appropriate to Send an Email Blast?
Because personalized emails are the name of the game in email marketing, email blasts are seen as a risky move. However, there are instances in which sending an email blast is the best course of action, such as:
- New product or service launch: When a company is launching a new product or service, an email blast can be an effective way to generate buzz and awareness among all existing customers.
- Promotions and discounts: Email blasts can be used to promote sales, discounts, or other special offers to customers, which are typically well received.
- Event invitations: Companies can use email blasts to invite customers to events like product launches, trade shows, or webinars.
- News and updates: Email blasts can be an effective way to keep customers informed about important news and updates related to the company, such as changes in leadership, new partnerships, or new locations.
- Seasonal campaigns: Companies can use email blasts to promote seasonal campaigns, such as holiday sales or back-to-school specials.
Before sending an email blast, ask yourself if the information provided in the email is something everyone on your email list should know about, regardless of the kind of subscriber they are. If it is, then sending the email blast may be appropriate. If it’s something that only a small portion of your list will benefit from knowing, then you may want to send a more personalized email.
