Digital MarketingEmail Marketing

How to Run Email Blast Campaigns that Actually Work

How to Run Email Blast Campaigns that Actually Work – Marketers can use email blast campaigns to reach hundreds or even thousands of people all at once. Regrettably, some people equate the term with unwanted and useless emails. For many people, “blasting” emails to your list is an antiquated and immoral approach, similar to the “spray-and-pray” method prevalent in spam folders all across the world.

That’s why, in today’s email marketing, sending the identical email to an entire list with no personalization has little to no place. It is quite possible to conduct an email blast campaign that is relevant, welcome, and engaging with the appropriate technique and an efficient email blast service.

Why should you send email blasts?

It’s impossible to scale a business by emailing each and every one of your customers and subscribers individually. Regular one-on-one communication becomes impossible once you have more than a few people on your email list.

Even though your clients are aware that email blasts are delivered to vast lists, they still value a personal touch. Customers are more likely to buy from shops who recognize them, make appropriate recommendations, and recall their purchase history, according to polls.

Strategic blast emails that acknowledge each customer’s unique journey and integrate the above customization best practices are an excellent approach to reach a big group of customers without seeming robotic.

Whether you’re sending out a mass holiday discount and reduced pricing update to your whole email list or executing a drip email marketing campaign to a specialized list, email blast marketing campaigns allow you to swiftly and easily reach your entire audience.

The difference between email blasts and spam

Unfortunately, fraudsters hide viruses in spam emails in order to steal vital information from unsuspecting recipients. In order to address this, email blacklists have been implemented as a regulatory instrument to minimize the quantity of undesired or irregular emails that are delivered.

These email blacklists, for the most part, function as intended. In fact, once Canada passed its anti-spam legislation (CASL), delivery rates increased from 79 percent to 90 percent over the next three years, while open rates increased from 26 percent to 32 percent.

This program was a success because improved security reduces the threat, allowing a competitive digital marketplace to flourish.

However, because email deliverability standards are stringent, you may unwittingly land yourself on an email blacklist if you aren’t attentive. Fortunately, by following best practices for sending an email blast, such as using unambiguous opt-ins, automating your procedures, avoiding spam traps, and cleansing your email list on a regular basis, you can easily avoid this.

Before you begin designing your campaign, make sure you are aware of any applicable bulk email legislation. For most US organizations, this involves complying with the CAN-SPAM Act, which regulates bulk email and commercial messages delivered to US residents. In a nutshell, you’ll need to:

  • Not use false/misleading header information
  • Not use deceptive subject lines
  • Identify the message as an ad
  • Tell recipients where you’re located
  • Tell recipients how to opt out of further emails
  • Honor opt-out requests
  • Monitor what others do on your behalf

CASL applies if you’re sending commercial electronic messages to Canadian residents. Before sending any communications, you’ll need the recipient’s consent (implied or explicit) as well as your business details and opt-out information.

Your email blast campaign should not be classed as spam as long as it conforms with the relevant legislation. You’ve satisfied with the vast majority of requirements about how to do an email blast efficiently if you’re sending people who have wanted to hear from you, your email has factual information, you include your data, and there’s a simple manner of unsubscribing.

What makes a good email blast campaign?

You need a higher standard than just avoiding spam filters if you want to send a truly effective email blast campaign. Instead, you should send emails that your receivers are eager to read.

They have a purpose

Every single mass email you send should have a specific goal in mind. Ask yourself, “What are you attempting to accomplish?” Maybe you just want to engage with your list by giving them something useful in the hopes of getting a response. You may also need to communicate important information to your customers, such as a new product update or alert. Perhaps you want to promote your upcoming product launch in order to increase sales.

Whatever your goal is, it should be intimately related to the interests and needs of your recipient. Your email blasting efforts will resonate with more of your audience since they’ll feel like you’re speaking directly to them if you acknowledge their specific pain issues and/or desires.

They fit into your wide-scale email marketing strategy

Email blast campaigns should be part of a well-thought-out long-term strategy that works in tandem with the rest of your marketing activities. Consider how a subscriber-wide email blast would appear to clients who are currently enrolled in a focused drip campaign. Would this massive blast make sense in light of the other messages they’ve received, or would it throw them off? Are your CTAs in sync, or is your message being diluted?

Before you hit send, double-check that you have these answers.

They’re consistent

Emails should be consistent in both timing and tone of voice as part of a well-planned campaign. Random emails with no strategic goal will just sabotage your efforts. If you decide to send a weekly email, for example, it should be sent at the same time every week.

Sticking to a schedule increases reading, engagement, and loyalty by creating anticipation for the next release.

They meet the moment

When the COVID-19 epidemic broke out, the entire world ground to a halt. Companies began to send out mass emails with messages of support from the community and updated information on how their businesses would operate in these new circumstances.

These constant communications matched the situation and conveyed a sense of “we’re all in this together.” Once the world had adjusted to our new normal, these email blasts became more practical, such as informing consumers of new business rules (i.e., outdoor dining only), updated hours, special incentives to assist struggling clients, and so on.

The managing director of Boots Opticians explains how the lockdown affects customers in this video. The most critical information is highlighted, and customers are provided instructions on what they should do next (i.e. social distance in the store and pay via contactless payment methods).

How to use personalization to generate more effective email blasts

Your emails should never feel like a “blast” to your recipients, despite the phrase. A personalized message, on the other hand, is more likely to be well-received. While email blasts used to include sending the identical content to everyone on your list, today’s email marketing software makes it simple to customize your emails to give them a more personalized feel.

Using your customer’s unique characteristics in the message is the simplest approach to personalize your emails. Instead of starting your message with “Dear customer,” start with the recipient’s name. Many email providers make this simple by allowing you to integrate dynamic material into your emails using merge tags.

You can even include additional recipient information throughout the email if it makes sense. Personalized details could include their company name, industry, purchase history, most viewed things (if applicable), and so on, depending on your business and the type of email you’re sending. Simply include the necessary merge tags in your message, and your marketing automation will handle the rest.

Pro Tip: It’s critical to double-check your emails before sending them to your list when utilizing this type of personalisation. It’s fantastic to address your customer by name, but sending a message that misses the merge tag and names them as “#[FNAME#]” might sever any relationship you had with them.

You’ll need to employ a segmentation strategy if you want to send fully tailored emails that go beyond the occasional merge tag. You can more precisely target your email blasts and only send messages to relevant subscribers by segmenting your list into useful parts.

Segment your lists based on demographics, interests, behaviors, or whatever else makes sense for your organization.

A B2B SaaS provider, for example, might separate its lists by industry, organization size, and job title. It would make more sense to segment by gender, previous purchases, and involvement for a B2C clothing brand.

In your welcome email, ask new subscribers and customers for more information about themselves. This is one approach to developing more focused lists. You may, for example, encourage them to click on a link that best describes themselves or their circumstance, or you could ask them to participate in an online poll. You may also segment your list using detailed subscriber-based or activity-based criteria, such as when your customers signed up or how much they engaged with your prior emails, using an email marketing automation solution like Mailigen.

Regardless of whatever email blast provider you employ to segment your list, prioritize quality above quantity. It’s preferable to have a few well-defined segments rather than hundreds of unrelated mini-lists.

Only a few properly selected segments are required to enable emails that are immediately relevant to your clients. On the other hand, having too many parts increases the amount of work you have to perform and might result in muddled campaigns with unnecessary specificity or unintended overlap.

How to create an email blast campaign that gets results

If you want to reap the benefits of email blasts as part of your email marketing plan, you’ll need to set them up appropriately. Remember the following critical steps as you begin to plan your campaign.

1. Know who you’re emailing

People who have opted in and willingly consented to receive marketing emails from you should be on your email list. Remember that doing so will assist you avoid being added to an email blacklist.

While you may buy email lists, it’s ideal to construct your own from people who have personally engaged with you and signed up, whether as a consumer or as an email subscriber. This ensures that your mailing list is legal and increases the likelihood that your email will be sent rather than being marked as spam.

Remember to follow GDPR if you’re sending emails to European citizens. As part of the regulations, you must be able to explain where you obtained your data to anyone who inquires.

2. Determine your strategy

Determine whether the email blast’s goal is to boost orders, click-throughs, downloads, or engagement. Is an email blast the best method to achieve this goal, or could an alternative technique yield greater results? Is it better to exclude recipients who are already in a drip campaign, or would this fit in with your existing campaigns?

Remember to think about how your email will affect your recipients’ desired outcomes. Is your email solely about you, or will it provide value to the reader and assist them in achieving their goals? It will be easier to develop your message and measure its efficacy if you have a clear goal in mind for your campaign (more on that later).

Determine whether the email blast’s goal is to boost orders, click-throughs, downloads, or engagement. Is an email blast the best method to achieve this goal, or could an alternative technique yield greater results? Is it better to exclude recipients who are already in a drip campaign, or would this fit in with your existing campaigns?

Remember to think about how your email will affect your recipients’ desired outcomes. Is your email solely about you, or will it provide value to the reader and assist them in achieving their goals? It will be easier to develop your message and measure its efficacy if you have a clear goal in mind for your campaign (more on that later).

3. Write your email message

Your email blast message, like any other email, should be well-written and follow best practices. You’ll need to think about six important factors.

Name of the sender. Typically, this will be the name of your business. You can also use your own name (especially if you have a personality-driven brand) or a combination of your own name and your company name. Whichever option you choose, your recipients should be able to recognize it right away. You should also avoid using a “noreply” address because it can make you appear cold and distant.

The heading of the email. The significance of your email subject line should not be underestimated, even if it is only a few words long. A good email subject line piques your recipient’s interest without being misleading, and it provides clear and evident value.

Preheader. Another often-overlooked aspect, the email preview text, might influence whether or not someone opens your message. You can utilize your preheader as an attractive sample of your message or a compelling call to action instead of just showing the first line of your email.

Body of the message The email should be straightforward and to the point. If you promised a benefit in your subject line or preheader, it’s critical that your email delivers on that promise. Instead of focusing on your company, keep your email blast on the reader. Because of your segmentation effort, imagining who you’re writing to becomes much easier, allowing you to craft a meaningful message that addresses their current circumstance.

a summons to action (CTA). Your CTA is where you ask the reader to perform a specific action that is related to the campaign’s goal. If you want to boost engagement, your CTA may be for the receiver to respond. If you want to increase conversions.

Unsubscribe from receiving information. It’s almost always a legal necessity to give a simple way for consumers to opt out of receiving future advertising messages. Your unsubscribe link, like your CTA, should be simple and straightforward. While it may be tempting to hide the link, giving uninterested recipients a simple way to opt out reduces the likelihood of them marking you as spam, which improves deliverability.

4. Test and optimize

After you’ve sent your email, you should review the results to keep track of your analytics and discover any areas where you can improve. What are the responses to your email blast? Is your email being opened and responded to, or are they ignoring it or perhaps unsubscribing? If this is the case, you may be “blasting” them in the incorrect direction and should try a different strategy.

If your open rates are low, for example, you may use A/B testing to try different subject lines and preheaders in your next email. To improve your click-through rate, try experimenting with different CTAs (CTR).

To test different email designs, use your email blast program. Perhaps HTML messages with lots of images will be more effective than text-only messages for your e-commerce clientele. Test it out for yourself, then tweak it based on your findings, rest, and repeat.

Final thoughts

Email blast campaigns are sometimes mistaken for spam by many people. Your email blasts, on the other hand, don’t have to be spammy. In reality, they may be incredibly relevant and effective when personalisation and segmentation are used, making them an important aspect of any email marketing strategy.

You can send high-quality email blasts that your receivers can’t wait to open by following best practices, connecting the emails with your goal, and keeping your readers’ requirements in mind.

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