Email blasts, also known as e-blasts, have long been a staple of marketing programs, but many senders miss the mark. The term "blast" can conjure images of aggressive and impersonal emails, often associated with spam. However, by reframing our approach and following some key tips, we can send email campaigns that provide real value to our recipients.
So, what exactly is an email blast? It's the act of sending a single email message to a large email list all at once, without targeting the recipients strategically. This lack of segmentation and personalization can result in emails that feel generic and unappealing to recipients, and can even harm your brand's reputation.
To send the best email blasts, here are five key tips:
Stop calling it an email blast: Instead of using the term "blast," think about your email campaigns as opportunities to provide valuable content to your recipients. Consider using terms like "email newsletter campaign" or "product newsletter" to better reflect the purpose and value of your emails.
Use an email service provider: Email service providers (ESPs) can help ensure that your emails reach your recipients' inbox and are not marked as spam or bounced. They also offer additional features like pre-built email templates, landing pages, and automation tools that can enhance the effectiveness of your campaigns.
Send to a clean email list: Building your email list using permission marketing tactics is crucial to maintain a healthy sender reputation and avoid damaging your relationship with your recipients. Avoid sending emails to purchased email lists, as this can result in poor deliverability and engagement.
Personalize your list with segmentation: Segmenting your email list based on factors like age, gender, region, past email engagement, and more can help you send more personalized and relevant emails. This can lead to higher open rates, click-through rates, and conversions. A/B testing can also help you identify what resonates best with your audience.
Include a clear call to action: Once you've captured your recipient's attention, make sure to include a clear call to action in your emails. Whether it's to make a purchase, sign up for a newsletter, or take any other desired action, a clear and compelling call to action can improve the effectiveness of your email campaign.
By following these tips, you can rethink your approach to email blasts and send campaigns that provide real value to your recipients, resulting in better engagement, increased conversions, and a stronger relationship with your audience.