Have you ever wondered what an email blast is? And what the difference between that and an email campaign entails? Yes, you heard right, email blasts are quite different from campaigns. Well, you’ve come to the right post.
In this post, we’d run through what an email blast is, how to know if you’re doing a blast or a campaign, tips to do your blasts better, recommend tools for your blasts, and a template or example that can be followed.
You should read through.
What is an Email Blast?
An email blast (which can also be called mass email or bulk email) refers to the act of sending an email to a large number of recipients’ email addresses.
As you would expect, such acts would lack personalisation features which is definitely an important part of email marketing. Usually, marketers who engage in email blasts do not attempt to segment the email addresses or make the email personal.
Emails from blasts, however, have a tendency to end up in users’ spam boxes. Apparently because they lack certain features that enhances email deliverability. And of course, spam filters are getting tighter and more effective.
Email Blast vs Email Campaign
There are a couple of differences between a blast and a campaign when it comes to email marketing. The table below highlights these differences in the clearest terms possible.
|EMAIL BLAST||EMAIL CAMPAIGN|
|Long term relationship with users||NO||YES|
|Spam||More likely||Less likely|
|Automated/Manual||Mostly Manual||Can be automated|
Above are a few points of differences between email blasts and campaigns. You would definitely agree that you are better off investing your resources in an email campaign. As they are bound to generate better results than just random blasts.
Results, in this case, could mean a lot of things from open rates, to click rates, to actual conversions. It all depends on what the marketer involved is looking out for at the stage.
How to Send Better Email Blasts
Even if we’ve established that email blasts should be replaced with email campaigns, a few people might still prefer to hold on to blasts. Which is fine, if it serves their purpose really well.
Hence, we will be giving a few tips on how to send better email blasts. These tips would help you get the best out of your blasts, even if you might already be in a disadvantaged position not sending campaigns instead.
You should apply these tips and implement tweaks where necessary.
1. Don’t buy email lists, build
Many marketers are currently indulged in the act of buying email lists from other companies, or just random platforms. Asides the fact that, well, it is illegal, it is also not the wisest thing to do when it comes to achieving results.
It’s best when you build an email list instead of buying one. Because this way, you’re sure of the kind of audience you’re building. You’re sure that these are people who would most likely want to buy your product or use your service. When you buy lists, you have little to no idea who the people in that list are or what they’re interested in.
2. Use a great tool
There are a couple of email marketing tools that supports email blasts. However, it is important to get the right tool to use. Getting the right tool is as important as every other part of this process. Remember that quote about cutting a tree and sharpening the axe yeah?
We recommend Sendmunk though, for this. You should take advantage of the platform to send your email blasts and campaigns. Sendmunk offers a free trial plan (up to 500 contacts) to get acquainted with the platform.
3. Focus on results
This part actually differs from person to person, and marketer to marketer. Results mean different things to different people. It is left for you to define what your own goals or expected results are, then tweak when you aren’t getting it.
For email blasts, results could range from email open rates, click rates, to conversions, to click on the CTA button, and so on. It’s up to you, the sender.
Example of an Email Blast
For this purpose, we created an example of what the content of the typical email blast would look like.
Here you go.
We are happy to introduce the launch of our new bag collections. Our brand has launched over 50 collections in the past year, and this is just one of the many plans we have for this year.
Please, go ahead to visit our store and make your purchases now.
From the example above, you will notice the lack of personal touch in the email and direct selling. These are usual culprits when it comes to email blasts. The email above, if sent to a random email list, would likely end up in the spam folder.
An email blast can come in various forms and does not have to be like the example highlighted above. In fact, some email blasts can end up in the primary email segment, it depends. But as long as it’s not segment, personalized, or warranted, it is most likely an email blast.
Sending an email blast might not be the best idea in 2020. However, every marketer, entrepreneur, business owner knows what works best to achieve growth for them. If email blasts work better than campaigns, by all means, go ahead.
If not, which is likely to be the case, you should consider doing more campaigns and sending out more targeted, personal, effective emails. No business is the same. Do what works for you. Either blasts or campaigns.
Tell me, what works for you when it comes to email marketing? Is it email blasts or email campaigns? If you have attempted both, please let us know what your experience was like at the different points you tried them out.