Mass email marketing is the technique of sending a single message to many subscribers through digital marketing means or manually. This marketing approach has developed a bad reputation due to its mode of execution and the subsequent low conversion rates.
Mass emails are normally delivered to an unfiltered audience that may not be interested in what you have to offer. This makes them look unfriendly and intrusive to some people.
However, poor bulk email campaign practices may lead to the emails being classified as spam. You need to use a professional bulk email provider to assist you in mass email marketing.
To send a bulk email campaign with send pulse, you need to create an account, choose a template, add a mailing list and send your message. This, however, should be done while following some tips:
-Send emails to only contacts who have opted into your emails to avoid sending them up in the spam folder or worse still, being blacklisted by an ISP.
-Plan your email content so that you get the content that is most likely to send your recipients down the sales funnel.
-Tailor your emails to fit your brand’s image and make sure it’s tailored to increase brand awareness.
-Craft mobile-friendly emails for your subscribers so that they can have the best user experience.
-Provide each email with a visible unsubscribe link to prevent your email from being marked as spam.
Interestingly, some reasons make mass email marketing important. Statistics show that emails are still more efficient in acquiring new clients than even social media based on the outcome of high volumes of emails sent and received every day and the rate keeps increasing especially given that mobile phones are now responsive to emails.
It should be noted, though, that you need to use some tools to replace particular elements of a bulk email with materials that suit a particular recipient.
The steps are as follows;
Bulk email campaigns can be optimised to develop high conversion rates. This helps to take you to the next level. Some of the techniques are described below:
1.Email design.
Email newsletter design is one of the most crucial elements in any email marketing campaign. Each platform provides you with advanced email builders to help you create attractive and engaging email templates that could increase conversion rates.
The email history also has ready-made templates to help those who aren’t unsure of how to create new templates. You can therefore choose a specific template for your particular niche or opt to create your design and save it for future use.
Most marketing platforms offer plenty of room for customisations with drag-and-drop builders that let you import different elements into your design. Most of the email blast templates are also more responsive and this should also be worth noting because most users nowadays open emails through their smartphones.
You, therefore, need to ensure that your email designs are top-notch. You can also use custom editors to implement high-converting elements like videos, countdown timers, and product blocks into your campaigns and this can also usher you to the next level.
You can use the preview feature on your device to evaluate how the email looks by design or you can send a test to yourself just to make sure the email looks good.
2.Segment your recipients and send personalised emails.
Segmentation is the best approach to creating large email campaigns where the messages still go in bulk. You need to create significant value for your customers by using email software that organises your contacts based on the available data.
This could be demographics like age and gender, or even location and interests. With this in mind, you can create more personalised emails that still target a large audience. Having the same characteristics for each segment makes it possible to create an email that seems to target that specific person.
It should be noted that generic, or general marketing promotion, is no longer an effective way of reaching out to clients. Consumers need to see value in your messages. And this value can only be witnessed if they feel that they were the target audience of that email.
It is the segmentation that helps you to create a more personalised email eventually which eventually assists you because it enhances conversions and establishes a loyal customer base where customers are ready to interact with you.
3.Test your email deliverability.
You need to do a content spam test before sending your mass email campaign. Testing your campaigns can help you spot spam words. This makes you avoid, unsubscribe or predict If your email might end up in the spam folder.
Inbox Service providers{ISP} have no idea what to expect from a brand new domain and IP address because they don’t have an established reputation. You should be cautious of where you send your emails from because spam inbox is invited for any new domain or IP in a mass email campaign right out of nowhere.
If you want to send emails at once, consider using an older domain or you can try to warm up your IP. You should also avoid emailing outdated lists. This means you need to update your email contacts ,email subject lines and establish which ones are still active.
It’s essential to repurpose or delete your old email list with email list manager software. Old lists usually end up in the spam bin, especially after the enforcement of the GDPR to protect the privacy of email subscribers.
Make sure your lists are clean and include only contact lists of people who have opted to receive emails from you or your marketing organization.
In general, these steps ensure you have high email deliverability and subsequently enable an efficient bulk email campaign. You just need to make sure your email is natural and factual sounding.
4.Track and analyse your campaign KPIs.
You need to have some data to make an effective email campaign. To optimize your marketing efforts, you need to collect key insights and metrics such as conversions, click-through rates, and others.
Monitoring these parameters helps you to make critical decisions about your next email marketing efforts. The Key Performance Indicators to analyze include:
–Open rate-you need to have information about the total number of those who opened your email amongst all those who received them. Your timing in sending the email is also pivotal.
So you need to schedule your emails when sending them so that they arrive at the most appropriate time for the recipient based on their time zone and what they are engaged in as per the information gathered.
–Click-through rates{CTRs}-this metric indicates the number of people who clicked a link in your email. The goal of your content should be to get the reader to click on the call-to-action{CTAs}.CTAs are usually low when your copy doesn’t offer value or convince the reader to take the next step.
–Unsubscribe rate-this is the percentage of subscribers who opted out of the email list. When you send a bulk email campaign, some people will unsubscribe. This may be due to the frequency of the emails, the type of content in the emails, or any other reason.
It’s therefore important to conduct real-time reporting and analytics to keep track of the necessary KPIs and metrics. Data-driven decisions power forward your mass email marketing strategy.
Information is important and it helps you to know how your audience is responding to your mass email campaigns. It, therefore, helps you to figure out where to make corrections to leverage mass email marketing.
5.A|B test your campaigns.
For successful mass email marketing, you need to keep up with your recipients. By keeping up with your recipients you are bound to know what they like best. A|B testing determines how your audience interacts with you through your mailing campaigns.
You can send several versions of the same campaign to see which components resonate better with your buyer persona. If you understand what components work best for your audience, you can make adjustments that can help boost your mass email marketing sales through conversions.
You can A|B test different elements of your email design such as the subject line, CTA, visuals, or interactive elements. A|B testing helps you find elements that assist you to increase audience engagement and improve return on investment.
6.Make your subject line catchy.
After creating the message, you need to get back to the subject line and ensure that it looks attractive and can engage a recipient to open the email. The subject line determines the open rates.
If it’s catchy and sure to elicit curiosity, the recipient will always be tempted to open it and see what is inside of it. A boring subject line does not ignite the recipient to open the mail.
7.Make your email short and focused.
Your email should be short and focused on a single point. It should be short and structured.No one wants to read a long message that doesn’t seem to articulate things clearly. You need to make sure your email doesn’t look like a fact sheet to recipients.
After all, you are targeting potential customers who just want to see what you have to offer and how you are going to make it happen. Make your email easy to read and natural.
8.Do product|service promotion.
You need to make your recipients feel that there’s something new to get from their engagement with you. You can outline for them a product or service promotion that ignites them. This way you will keep them engaged and manage to make them your loyal customers.
Such messages on the email help to make the customers feel appreciated and it doesn’t just sound like all the other mass email marketing procedures. You can also engage in rewarding your recipients. You can persuade and reward your customers for following your brand and also just for opening your emails.
With such rewards and offers, you stand to keep the spirits of the recipients high and this makes them eager to open your emails more frequently, or even without fail. You can invite your recipients to live events that you host as well as give them your product updates both on emails and during the events.
9.Share your message the right way.
Mass email marketing needs to evolve customer behavior and interests. So you need to design messages that are geared toward achieving that goal. When mass emailing, you need to be sure that the content therein is as spot on as possible.
Avoid generic communication. General marketing communication strategies no longer ignite the audience. Make strategic content that resonates well with the audience and tends to focus on their interests. That way you keep the audience ready to open your emails and see what awaits them in the business world.
SUMMARY.
Mass email is not customized, it contains no personal offers and is sent to an unfiltered audience that may not be interested in what the sender has to say. And since today’s consumers expect targeted and customized emails, it’s important that when you engage in mass email marketing, you use techniques that make the message look personalized and ready to serve their immediate needs.
But the most important thing to note about bulk email messaging is its simplicity. You just make an email template and then send it out to your large subscriber list.
It’s most popular for sending content that doesn’t warrant a response like a company announcement or newsletters but since email marketing is still perceived as the best way to engage with customers because of the frequency with which people open their emails daily, all you need to do to make sure it achieves high conversion rates is to make it cut in with the recipient. You can achieve this by making it look tailor-made for the prospect.
It should sound focused and should resemble an addition of value to the prospect.This can be done by segmenting the prospects and tailoring the content to suit their preferences and interests.
