Try These Best Practices for Mass Email Marketing to Produce Favorable Results for Your Business
With everyone preoccupied with the latest Instagram updates and influencer news, it’s understandable that some people are questioning the effectiveness of mass emailing. Some might even go so far as to claim that it will be dead in a few years. But you’ll be happy to hear that this practice is here to stay.
For one thing, people still rely on email for professional uses, such as setting up meetings or working through deals for their company. Therefore, most people still use email on a daily basis. Since you need to reach your customers where they are, you need to pay attention to what mass email service you use and how you leverage it.
In this blog article, we will answer all of your burning questions on mass emailing, including:
- What is mass emailing?
- Why is mass emailing important?
- How do I send a mass email?
- What are the best practices for mass emailing?
Ready to go? The sooner you start educating yourself on mass emailing best practices, the sooner you can start crushing your sales goals!
What is Mass Emailing?
Some people associate mass emailing with spam. But when done right, mass emailing should not be spammy or obnoxious.
The term “mass emailing” pretty much describes itself. This digital messaging technique involves sending emails to a large group of subscribers. These emails can cover everything from new holiday promotions to internal company updates. A fragrarence company could advertise its newest products through a quick product blast. Or a CEO could send a mass holiday email out to employees. For the purpose of this article, we’ll be covering mass emailing geared towards a target customer base.
Purpose of Mass Emailing
Mass emails can be sent for a variety of reasons. Companies might send a mass email to:
- Announce a promotion or the launch of a new product
- Retain customers and increase loyalty
- Update subscribers on the latest company news
- Encourage customers to convert and make a purchase
Let’s take a closer look at each type.
Are you offering a new Buy One, Get One Free deal? Does your company offer a 10% off discount for new customers? You can advertise enticing promotions through mass emails.
Landing a new customer is extremely exciting. But keeping this new customer is crucial. To covert new buyers into loyal customers, brands will send mass emails to these specific audience members. Their primary goal is to convince them to make another purchase.
Acquisition emails are geared towards potential buyers that have not yet converted. To help nudge them toward making a purchase, companies may share special offers in these emails.
Customers enjoy hearing about your business. Keep your business at the forefront of their mind with regular newsletters. You can post about upcoming events, new blog posts, and more to help audience members learn more about your company and its mission.
Why Do I Need to Invest in Email Marketing?
If you have new company announcements, promos, or you just want to offer your customers something special, you can advertise this and more through a mass email.
Did you know that email marketing offers a high ROI of $44 for every $1 spent? Leading consulting firm McKinsey & Company also found that email marketing is almost 40x more effective at customer acquisition than Facebook and Twitter combined. If you want to see positive results in your digital marketing campaigns, you’re going to need to invest in email marketing. Businesses that use email marketing enjoy a number of benefits, including:
- Strengthened relationships with existing customers
- Extra chances to boost sales throughout the year
- Increase in website traffic
- Enjoying big returns at a low cost
How Do I Strategize a Mass Email Campaign?
With the right tools, sending a mass email is a breeze.
Now that you’ve made the wise decision to invest in a solid email marketing strategy, it’s time to roll up your sleeves and start strategizing. One of the first things you need to do is find a proper mass emailing service.
You won’t be able to fit your whole customer list in a regular Gmail. Instead, you will need to implement a 3rd party platform to help you out. With a bulk email service, you can organize subscriber lists, create new emails, schedule email deliveries, and download analytics reports all in one place.
As you plan your campaign, you will need to take several things into consideration:
- What is the overall goal of the campaign?
- What is your budget?
- What is your branding strategy? How will that be conveyed in the email?
- How does the campaign fit into your overall marketing strategy?
- How will you tailor content according to different audience members and actions? An abandoned cart email will look different than a generic newsletter.
- How will you measure success? What are your KPIs?
- What creative assets will you use for the campaign?
All of these questions will help you build a well thought out email campaign.
Email Marketing Best Practices
Not sure where to start? If this is your first time organizing a mass email campaign, it might be helpful to start by analyzing your audience. Learning their interests, preferences, and even their preferred vernacular can help you better connect with them. Knowing what goals you want to achieve with this campaign can also help you make informed strategic and creative decisions.
As you plan and organize your campaign, remember to keep these email marketing best practices in mind:
- Send a test email to your team before sending a real one to your subscribers
- Experiment with A/B tests to see what your audience responds best to
- Avoid using spammy email subject lines
- Personalize your emails by addressing the individual customer
- Add engaging content like images and GIFs to grab your audience’s attention
Are you ready to revamp your email marketing strategy?
Whether you are a small start-up or an established business, you can greatly benefit from a stellar email marketing strategy. Over time, you should find an increase in site traffic and sales rates. If this doesn’t happen, you can always tweak and revamp your marketing strategy. That’s part of the beauty of digital marketing — you always have the chance to try again and improve from the past.