To put it gently, the email blast as a marketing approach is divided. Some marketers dismiss the email blast as an outdated technique, while others love it. Still, others find it cringe-worthy but continue to use it because it produces results.
So, are email blasts a good idea? Should you call them email blasts if you do use them? What strategies should you use instead if you don’t use them? We garnered answers from leading email marketing specialists and their honest opinions on the subject. But first, let’s understand what an email blast is.
- 1 What is an Email Blast?
- 2 What are the benefits and drawbacks of email blasts?
- 3 Email blasts vs Email campaigns: Key differences
- 4 The Right Way- How to Make an Email Blast Effective?
- 5 Are Email Blast Marketing Campaigns Effective?
- 6 When Is the Best Time to Send My Email Campaign?
- 7 Conclusion
The word “email blast” in email marketing represents delivering a single email message to a big email list at the same time. The receivers are not usually targeted strategically. Hence, it is referred to as a “blast” and is sometimes mistaken for spam email.
For a variety of reasons, this method manages to be both effective and cringe-worthy at the same time. The phrase “blast” can signify unpredictable aggressive behavior and a lack of maturity. We don’t tell our senders to quit sending email blasts. But it’s time to change the way we think about email blasts for good.
Consider and respect your recipient’s time and interest in your brand. Keep them in mind at all times when designing campaigns. You’re not spamming your recipients. You’re providing them with valuable content that may persuade them to pay for your brand.
Companies use email blasts to communicate a single announcement to their entire audience. Such as a sale, a limited-time offer, or a digest of updates. In any case, the goal of the email blast is to motivate the recipient to take action by including a call to action.
The call to action does not always have to be “buy right now.” Instead, it could encourage the recipient to:
- Read a blog post
- Review a product they purchased
- Watch a tutorial to learn more about the thing they signed up for
An email blast is a waste of the sender’s time if it does not generate action.
Consider an email blast to be like a television commercial. If you have cable, you will see commercials. If you are on the email list, you will receive the email blast. Neither television commercials nor email blasts are concerned with your specific demographics. They are simply attempting to get a message in front of you.
So, an email blast is a method of reaching out to as many people as possible at the same time with minimal effort.
If you send e-blasts regularly, you will keep your brand at the forefront of your customers’ minds by bouncing up to the surface of their inboxes. As long as they don’t feel bombarded and unsubscribe.
You have the numbers working in your favor–
Aside from increasing brand recognition through consistent reinforcement, e-blasts are effective due to sheer numbers. The more people who see them, the higher the chances of conversion.
One size does not fit all–
A scattershot approach isn’t always in your best interests. Sending the same email to hundreds or thousands of recipients can appear impersonal.
Subscribers who follow your latest blog posts may not be interested in what you’re selling. Also, loyal customers who enjoy hearing about the latest upgrades to your product may not want to read your blog posts. When you send the same message to both of these groups of customers, one of them is bound to be irritated.
Profit isn’t there–
Besides being able to spam and impersonal email blasts, they are not the most efficient way of gaining money either. Although you will certainly convert a large email blast, it’s because you have chosen a larger net. Not because sending emails or email blasts was a strategic move. You would see a better conversion rate from a specific newsletter and you can use the strategy many times.
Each email does not generate as much revenue as a blast individually. But, the sum of these will produce more. The Demac Media 2016 report showed targeted emails accounting for only 5% of the emails sent. But 32% of the email revenue was generated.
Email Blasts are Unclear
Because an email blast is hardly scheduled, the content is unclear.
Normally it comprises a bit of all as it is also not targeted. This involves a variety of messages and CTA buttons. Can you think of the layout of this email blast? Cluttered and noisy, each piece of information competing for the attention of the subscriber.
An equal would be like leaving your house and having random sellers in your face trying to sell you a small inflatable kid pool and a garden gnome.
It’s a waste of time and resources if your recipients don’t understand the campaign. Instead, try to show them exactly what they need when they need it.
Breach of Law–
Some states do consider unwanted email blasts are considered by law. But, it is illegal to send commercial electronic messages in Canada without the permission of the receiver. Marketing emails sent to the wrong box could impose fines above $1 million.
Legal challenges force many expanding companies to rethink their marketing strategies. This is because their audience range goes international.
We only refer to the situation as an email marketing software provider where the sender has the right to communicate with its recipients. Also known as permission-based marketing.
Email blasts are in theory:
- The whole email list is Sent or Unsegmented.
- Not personalized or targeted.
- Sent simultaneously, regardless of the location of the subscribers.
Email campaigns in theory:
- Sent to one or more segments.
- Personalized for the preferences or needs of the recipients.
- Sent in response to past behavior, according to the time zone of the recipients.
But, that’s only a theory.
Studies have shown that 53% of email marketers send all their recipients the same message. Most email marketers still send out email blasts, in other words. So is there a better way to communicate with your email?
The marketers of large and small enterprises still use email to encourage launches of their products, discount offers, etc.
And the results are great. Because email blasts are the correct way they use them. You can follow the steps below to send an email blast if you are not a professional marketer.
Let’s now go one step after the other and see the steps.
First of all, to create an email blast, you need a strong email marketing service. You can create a mailing list, segment your list and send bulk emails through an email marketing service.
Dozens of email marketing services are available on the market. The most popular companies include Constant Contact, SendinBlue, Drip, and ConvertKit. All the before mentioned email marketing services have been tested and we believe they are excellent. But, Constant Contact is recommended because it offers the best service.
The most starting email blast software is the constant contact. Constant contact. It comes with dozens of pre-fabricated email templates that will help you start fast.
You can select a template and simply adjust it with your drag and drop editor.
It offers easy options for collecting emails, automating functions for sending user actions, and more. Moreover, it enables you to segment and sends specific emails to your subscribers.
A list of email addresses you can email is simply a list of email addresses. It is like your contact book with your subscribers’ and potential customers’ email addresses.
The next step is to segment it once you have an email list. The most important aspect of successful email publicity is email segmentation.
E-mail segmentation division into smaller groups for targeted emails by your email subscribers. Your email subscribers can be segmented by gender, age, location, interests, history of shopping, contacts, etc.
For example, for students of arts, physics, and mathematics a bookshop can create different segments, and send emails.
Email segmentation is a key task to be accomplished with a clear aim. You have to be clear about what type of subscriber a segment should include.
The next task is to create a targeted email address or an email blast after creating segments. Depending upon your email marketing software, there can be different ways you can create an email campaign.
It doesn’t mean that your work is finished after you send an email campaign. You have to measure your results and see how the recipients interact with them once they receive your email blast.
Everyone is talking about sending email blasts, but the real question is: do they work?
The short answer is yes. It is debatable.
Your email blasts aren’t going to be very productive if you use a spray and pray strategy. But, a targeted email blast can be quite powerful if the message is relevant to the recipients.
When sending out an email blast, timing is crucial. Especially if you have a major announcement or critical news to share with your subscribers.
So, if you want your email blast to have the most impact, pay attention to the optimal times to send it:
Best time of the Month:
The best period of the month for email blasts is at the beginning of the month. The top days of the month for email blasts are the 5th, 7th, and 12th of the month.
Best Time of the Week:
According to Omnisend data, Thursday and Tuesday are the best days of the week for email blasts.
Best time of the day:
The ideal time to send email blasts and get the best open and click-through rates are during the day. This is around the traditional work schedule breaks: 8 a.m., 1 p.m., and 4 p.m.
It can be tempting to reach out to a large number of individuals at once. But, it lacks the customization that today’s internet consumers want. And, with today’s email marketing systems that make segmenting and personalizing your messages a breeze. So there’s no excuse not to try your hand at email personalization.
The above suggestions are to set you on the right track for sending effective email marketing. There’s more to think about and more time to devote to elements like witty and engaging subject lines and stunning designs.
Also, as laws change to make unwanted e-messages unlawful, one incorrect email might put your company in serious trouble.
Create a subscription-based email newsletter as another alternative for your target audience. It’s up to you to pick which email marketing plan makes the most sense for your company now that you’ve heard from the pros.