When you hear the word blast, what comes to your mind?
An explosion or maybe a blow of sand storm?
Email blast closely resembles this picture as it means sending email to your entire email list all at once. Most of the time, email marketers send email campaigns to their entire list without any strategy.
Result? More bounces that hurt your domain reputation.
But you can get desired results by strategically planning email blasts. We will discuss that in this guide.
Email blast is the practice of sending a single email to a large audience all at once. Email blasts are also known as broadcast emails, mass emails, bulk emails, e-blasts as they cover a wider audience simultaneously.
Many email marketers used this approach to send their message to more subscribers, hoping to get better results through more inboxes. Unfortunately, this approach had many loopholes; one of them wasn’t user-centric. Besides, if you send irrelevant emails to your subscribers, what’s the use, right?
So, we will discuss best practices that you must follow when sending email blasts to achieve your objective and keep your subscribers happy and engaged.
Email marketers may not have considered the major email best practices while sending out email blasts which are as follows:
Every user is different in their behavior, demography, preferences, and many other ways. That’s why segmenting your email list is vital to get your message to target subscribers.
Email personalization is the secret weapon to get more engagement by sending more targeted emails. But, earlier, email marketers may not have included it in their email marketing strategy.
Email accessibility is an emerging trend, and email marketers are making their emails much more accessible for users with human disabilities or technical limitations like image rendering issues. But, before such awareness, marketers might have sent out emails not accessible to every user resulting in low results.
Without a thorough understanding of your email subscribers’ device usage, you might end up sending emails that don’t render well across different devices. Unfortunately, that’s exactly what might happen when responsive design was not prevalent in email marketing.
But, with the awareness and adoption of these best practices sending email blasts can save time and resources and yield better results. But how do you do that? That’s what we will discuss next.
Here is a step by step breakdown of sending an email blast for enhanced performance:
The foremost thing to do is define what you want to achieve through sending bulk emails.
Do you want to increase signup by a certain number? Do you want to increase demo booking by 15%?
It can be anything, but it should be achievable, measurable, and practical. If you aren’t clear about your goals, sending an email blast will serve no purpose.
Sending a strategic email blast can be a hassle, so it is a wise decision to choose a reliable ESP. It can help you build and manage your email list, monitor your IP and domain reputation, analyze the email performance, track users’ data, etc. and offer you insights on where you can improve.
There are many ESPs in the market that offer you various services. But, if you want to get higher conversions on your email blasts, you should check out the AMP email by Mailmodo.
Sending emails to a purchased email list will mean one thing only - high bounce and a bad reputation. To avoid that, we recommend you build up a clean email list built with users’ permission.
To know more, you can read our guide on Building an email list from scratch.
After you have a clean email list, you should segment it. Audience segmentation is a great strategy to target a specific segment based on users’ demography, behaviors, geography, etc.
It’s time to delve into the most important task - creating and designing the email. Here are a few tips that we recommend:
Write a compelling, relevant, and engaging subject line. Do not try to lure users by writing clickbait subject lines like GRAB YOUR COPY NOW!!! It will only trigger the spam filters.
Make your emails accessible so that everyone can read and understand them. Read our email accessibility guide to know the nitty-gritty of accessible emails.
Don’t forget to make your emails responsive for different devices, OS, and browsers.
Add alt text if you add images or GIFs in the images.
Must include a clear and compelling call to action.
You can also read our guide on email design best practices to create valuable and relevant email blasts to generate higher conversions.
Email blasts may have a bad reputation, but you have the solution to make them more effective.
But, your work doesn’t stop after you press the send button.
How would you ensure that all the time, effort, and resources you put into creating a strategic email blast have generated results?
Yes, with email analytics.
You must track and track the email metrics and use that data to develop helpful insights. You can then use these insights to analyze your progress and improve future email blasts.