Bulk Email

(Faster, Economic, efficient)

Bulk email, or mass email, is a type of email messaging sent to a large group of people all at once. Sending a message to all or some of your subscribers can be a quick and easy way to spread the word about news or time-sensitive updates affecting your business and customers.

Here are some common topics you might include in a your email

• Company announcements
• Product updates
• Service outages
• Terms of service updates
• Coupons or promotions
• Other marketing campaigns

Transactional emails are triggered by a specific user’s behavior and sent to just that individual. This could be an abandoned cart email or a receipt sharing the details of their most recent purchase. Transactional emails are one-to-one emails, as they are sent from your business to one sole recipient. Bulk email, on the other hand, is often called one-to-many email as it is sent from your business to many recipients.

It’s important to note that bulk email is different from junk mail, which is sent without a recipient’s permission. Mass email is legal as subscribers have opted-in to receive messages from your brand and CAN-SPAM requirements are met. However, due to lack of email targeting and message relevancy, most bulk mail is given another name: graymail.

Graymail is email that your recipients have opted-in to receive, but don’t actually want in their inboxes. Graymail isn’t considered spam since your recipients have signed up to hear from your business and your brand is a legitimate sender. But, odds are there will be a divide in how valuable your recipients find your email content to be. For example, Recipient A might be elated to see your business’ monthly newsletter in their inbox, while Recipient B, who subscribed only to get a coupon code, will click delete without even opening it every month.

While it can be tempting to send an email blast to your entire database, it’s very rare that all of your subscribers want to hear from you in the same capacity and at the same frequency. Instead of sending messages to everyone in your database, use advanced segmentation to target your messages to specific individuals on your list. This will help ensure only individuals interested in this type of content receive your email, which can help boost engagement, reduce spam complaints, and, most importantly, ensure your audience continues to find value in your communications.

The Best Practice for Sending Out Bulk Emails

While bulk emails are an effective and efficient way for sending out content to a mailing list, it can easily make your emails get flagged as spam or your physical mail regarded as junk if not done properly.

Here are some of the best practices to follow to optimize your next bulk email campaign:

• Provide all of your business’s contact information clearly on your material, so your audience can easily reach you
• Provide recipients with a clear option to opt in and out of your mailing list
• Monitor the amount of emails that go unopened, and see how you can improve your content from there
• Add a touch of personalization to your emails, such as by including the name of the recipient

Perhaps the most difficult factor of mass sending emails is the email not getting read by the recipient. Even worse, sometimes bulk emails get sent straight to a recipient’s trash folder. By following these tips, you can create a bulk email campaign that resonates with your mailing list and effectively secures new customers for your business.