Email Blasts: 5 Reasons You Should Not Consider Them in 2020
Does an email blast actually work? Well, maybe back in 2000 but in 2020?
Well, email blasts had their moment. After all, they’ve been around since 1978.
Then, they gave their place to email campaigns.
Today, we’ll see five reasons why you shouldn’t consider sending an email blast to your audience.
But before we get there, let’s take a look at some important things first!
What is an email blast?
Email blasts (a.k.a mass emails) entail the large distribution of a single email message to a mailing list simultaneously.
An email blast usually lacks personalization features.
Nevertheless, email blasts were once the power that gave Gary Thuerk (the first of the “eblasters” and father of spam) $13 million in sales.
Since then, marketers have used email blast software to design beautiful email newsletter templates and reach out to their audience.
Using an email blast service, like Moosend, will allow you to design and send your email blasts. You can sign up here and test the service for free!
Now, marketer, what do your email marketing eyes see?
The spam filters have caught the eblast. They are taking the emails to Isen-spam!
With the constant evolution of email service providers, you shouldn’t just create a newsletter that will end up in spam folders.
So… email blasts: yea or nay?
Well, that’s up to you. But let’s examine why it might not be your smartest move.
The Cons of Email Blasting
Email blasts are cool! Said no-one ever…
Your email marketing can be a lot more than an email blast!
With all these email marketing tools available, email campaigns are the new black.
Maybe seven years ago email blasts made sense.
Digital marketers weren’t particularly picky as emails were just making an entrance, and everyone was thrilled that the ROI was so massive.
However, as reporting was growing in importance, email had to live up to the new needs.
That’s how email marketing was born and email marketing software became popular.
Back then, an email blast was“the best thing” you could send using the available email marketing services out there.
Right now, email blasts are emails thrust upon mailing lists and users.
Simply put, the red flags about email blasts are:
5 Reasons Why Email Blasts Belong to the Past
Spam traps are getting smarter.
The same applies to your email recipients who are now more than capable to identify (and delete) spammy emails at first glance.
If you are still skeptical about the usefulness of bulk emails, let’s see why an email blast belongs to the past.
1. Email Blasts are Unsegmented
I know I’ve said this before, but…
Email blasts overlook the number one rule of email marketing:
You can’t be all things to all people.
(I didn’t say that; Michael Porter did, the father of Marketing!)
Email list segmentation is the first step of the three-step approach of the marketing model: the STP model.
Email campaigns follow this model.
With segmentation, you can identify groups with specific needs and create more focused, and effective marketing messages.
More specifically, you can segment your audiences using:
- hobbies and entertainment habits
- geographical location
- behavioral characteristics, and many more.
Usually, all it takes is to segment your email subscribers is to create an online form and add them to the correct segment.
Skipping the “S” part of the strategy is like getting off on the wrong foot with your subscribers.
So, we can’t overstate the importance of segmenting your lists.
For example, let’s see this example by Chubbies:
Do you understand what “HAWT” stands for?
Well, it’s only the eye dialect (the use of words that are deliberately misspelled but properly pronounced) for “hot.” And it’s pretty common around the internet.
Depending on your target audience (gender, age group, interests, etc.), this may or may not resonate with them.
So, what audience would this subject line work best with? Take a guess:
Some hangman fun: ” _ _ _ _ _ “
You guessed that right!
Now, if you tried sending this subject line to every subscriber, the most important thing you’ll manage is to waste credits.
Your subject lines will determine the success of your marketing email and affect your open rate and click-through rate.
The same applies to your pre-header and email copy.
Therefore, segmenting your audience will increase the effectiveness of your marketing emails and give you more conversions.
Email Campaigns: Segmenting your Audience
Email campaigns are sent out to segmented lists.
These lists are segmented using different filters.
For instance, you can use Moosend’s powerful segmentation features to group subscribers based on their name, actions, and more:
Don’t forget that you can test segmentation simply by creating a free Moosend account!
Then, all you need is to access the platform, click on Mailing Lists, and choose Segments.
Segmentation is easier than you think, and it’ll help you target your audience more effectively.
Especially for all you eCommerce store owners who need to re-engage your audience and deliver powerful CTAs to convert them.
Now, here’s how the magic happens:
Not only that but with Moosend’s sophisticated marketing automation features, you can also create segments using filters.
These filters take over automatically, based on the action you set as a trigger.
It pretty much works like setting the alarm clock on your smartphone.
For example, when you set the alarm clock at “7 am, weekdays,” every day from Monday through Friday is a trigger.
When “weekday” is false, there is either no alarm clock, or it redirects to another alarm clock at, say, 9 am.
That’s how easy it is to set up email automation (aka drip campaigns) on Moosend’s platform.
2. Email Blasts are Untargeted
Email blasts do not get as far as segmentation, let alone targeting.
While segmentation and targeting appear similar, targeting picks up right where segmentation left off.
Targeting occurs within the particular way in which we evaluate how inviting a segment is.
This could be achieved through any of the characteristics below:
Email Campaigns: Leveraging Targeted Email Marketing
Targeted email marketing can work miracles for your email marketing efforts.
Through segmentation, you’ll manage to create content that will be tailored to your recipients’ needs.
This way, your subscribers will feel valued and buy your new products or services more easily.
To get your hands on targeted email marketing, select the exact percentage of users you want your segment to be matched to.
You can choose whether you want your segment to consist of people who satisfy all criteria at once or just any of the criteria, and so on.
A great example of email targeting done right comes from EM Cosmetics:
The brand has a simple email campaign to target cart abandoners (like myself) and lead them towards conversion.
So, does this email work?
Well, based on my experience as a buyer, a clever cart abandonment email campaign that has the right level of personalization is better than any random email blast!
And if you’re wondering how to get started, Moosend has all the personalization features you’ll ever need to grab those subscribers’ attention.
3. Email Blasts are Unpredictable
Email blasts are unpredictable, but not in an “I ran into Beyonce” kind of way.
Unpredictable like “Why is there water all over the bathroom floor again, I thought we had fixed this” kind of way.
Due to the lack of scheduling and planning, an email blast is neither consistent nor frequent.
As a result, despite all the hard work on behalf of the digital manager, the impact is zero.
“Why?” you might ask.
Well, the reasons are quite simple:
- your users don’t get to know you through one unexpected email once in a blue moon.
- recipients do not connect with you on that level, either. In fact, you elicit more negative feelings rather than positive ones.
- consistency in sending shows reliability; your users do not wonder whether you are still in business, they know it.
Email Campaigns: Maintaining a Regular Sending Schedule
There are no spikes, highs and lows in email campaign frequency.
Experienced email marketers are weeks ahead in their content.
Planning ahead is the best way to engage your audience in a timely manner, establish connections, and pass as a reliable sender.
A consistent schedule, though, isn’t only important for your recipients but also for your email deliverability.
Getting flagged as spam will harm your sender reputation. This means that your future emails won’t even stand a chance against the spam folder.
Also, don’t forget that there are laws in place like the CAN-SPAM act that impose strict commercial message rules, allowing recipients to stop you from emailing them.
To avoid turning into a spammer, schedule your email campaigns to establish bonds, and avoid harming your reputation.
You can do that through Moosend’s email marketing automation platform. All you need is to sign up for a free account!
Then, set up your email campaign (which I’ll show you how later on), choose your mailing list, segment, and schedule the date and time you want your campaign to go out.
This is a Moosend platform characteristic that marketers are very fond of.
In one go, digital marketers can set up an entire email marketing masterplan.
Also, do you ever feel like a juggler of tasks?
Indeed, digital marketers need to make sure their content is simultaneously on every platform, including social media networks.
One certainly needs to plan carefully to ensure that their latest webinars, articles, ebooks, you name it, are out there, served while it’s still hot.
Sending bulk emails won’t build a brand! Building bonds, though, will do!
4. Email Blasts are Unclear
Since it is hardly ever scheduled, an email blast has no clear content.
It usually includes a little bit of everything as it isn’t targeted, either.
This means a multitude of messages and CTA buttons to go with these.
Can you imagine that email blast design layout?
Cluttered and noisy, with every piece of information competing against each other for the subscriber’s attention.
The real-life equivalent of this would be like stepping out of your house and having random salesmen in your face trying to sell you an inflatable mini size pool for kids, a garden gnome, a Borat-inspired mankini, and so on.
If your recipients don’t understand the point of the campaign, then it’s an instant waste of time and resources.
Instead of eblasting them with the digital version of Borat’s mankini, try to show them exactly what they need, the moment they need it.
Email campaigns: Delivering Email Sequences
Every email campaign is built around a single thing like a secret sale, a welcome message, or recent news.
For instance, Kate Spade usually creates email campaigns around specific products.
Take a look:
Another lovely thing about email campaigns?
The next email will take care of the rest! Either in the form of an extended sale or an upsell/cross-sell, email campaigns will give your subscribers a sense of continuity.
This continuity will, ultimately, lead them to open your next best email campaign and ensure a steady click rate.
Nevertheless, email campaign awesomeness does not stop at scheduling and planning content.
It goes on to ensure that their marketing messages won’t take subscribers by storm, deluging them with overlapping scheduling of emails.
5. Email Blasts are Uncalled for
Well, there is this funny trivia thing of human existence:
Users hate spam.
Not an A-ha moment exactly, right?
Email blasts have content delivered to a list of people who have not requested to receive your news or offers to their email inbox.
So, as a user, what would you do with an email blast?
You know it!
Instead of going on with wrong tactics, here’s what you can do to turn things around.
How to Avoid Blasting Your Email List
There is a secret recipe to create prestigious email campaigns rather than fishy email blasts.
Well… Not so secret anymore:
1. Step up your Email Newsletter Design Game
Alright! Your email design is basically what your users will see once they open your campaign.
It’s imperative to use a design that’s consistent with your existing website and brand.
For inspiration, you can always check our incredible newsletter examples guide to fill your creative pools!
Email design matters!
How much? Just take a look at this email by Bombfell:
Summer vibes? Check!
Minimal and straightforward? Double-check!
If you’re wondering how to get the best email design, here are some of the things you can do:
Get an in-house designer’s help
You can ask your in-house web/graphics designer to create your email blast template on their tool of choice.
Remember that they will have to export that in HTML as this is the format of email campaigns.
Find a ready email blast template
If you don’t have an in-house designer, you can use a template library to find your ideal email blast template. You can also purchase a ready-made email template through websites like Themeforest.
The con: You will receive a preset email campaign template that might look distant from your own brand and personal taste.
The pro: With so many options available, you will most likely find something simple that matches your branding.
Use an email designer tool
Email marketing tools like Moosend provide simple online tools that let you design a bespoke email campaign from scratch. Click here to register and have a look at our campaign editor! The magic word is FREE.
Using simple drag-and-drop components and uploading your logos and images, you can customize any aspect of your email design and make it consistent with your brand and taste.
If you don’t want to start from scratch, don’t forget that you can use our free email templates as a starting point for a gorgeous email campaign.
2. Find out the Best Time to Send an Email Blast
As emails and advertorials pile up in your subscribers’ inbox you really need to make sure you optimize your sending time.
A few months back we created a super-detailed list of email marketing best practices.
What we discovered was very different from what you can find on some of the best marketing blogs out there!
As it turns out, Thursday at 8:30 am is the optimal time for the average sender.
But hey – you need to make sure what works for you and your audience.
For example, if you have a restaurant with a takeaway, sending an email campaign early morning will probably not have the desired result.
3. Create Consistent Email Copy
Awe said, your email campaigns should feature consistent copy, a universal writing style, and a clear message.
A few months back we analyzed the main factors that affect email performance. As expected, the content of your email campaigns is key!
Therefore, what you need is an email copy that reflects your brand personality.
If you are struggling with branding matters, and since branding… matters (pun intended), do a quick research online.
When figuring out branding with clients, I always ask this question, which I think sums up brand personality:
“If [brand name] was a person, what would they be like?”
To show you what I mean, Morphe has the perfect example:
The brand uses the same tone in every email they deliver.
Also, their killer subject lines like “Bundle up, babe” give off a certain vibe. This entertains their subscribers and makes them feel closer to the brand.
How cool is that?
4. Define your Audience
Instead of sending an eblast to your entire list, break it down to the segments that matter most to you.
Match every segment to their specific needs and send out relevant email campaigns.
Also, don’t forget to customize content based on the characteristics of the group.
For instance, if you own an optical store, the competition is fierce in your field.
To stand out, you must get to your customers before your competitors do.
Your competitive advantage is
- the relationship you have built with them, and
- your subscribers’ (valuable) emails.
Subscribers’ needs can, in certain cases, be estimated by the age group they belong to, and optical stores are one such case.
An optical expert can estimate that subscribers over a certain age may manifest long-sightedness.
Therefore, they can segment their email list to create relevant content, with special lenses, special offers, and so on.
In Ray-Ban’s case, the brand targeted female subscribers with a beautiful limited edition product campaign:
Similarly, at the beginning of every school year, they could contact subscribers who have viewed or shopped kids’ eyewear.
In this case, emails about new products and eye checks would bring in more traffic.
Don’t Forget the Power of Personalization
Email marketing is the primary strategy for marketers to reach out to their audience in a personable way.
The strategies and techniques behind email marketing campaigns can get as sophisticated as marketer’s practices.
For that reason, getting smarter with your promo messages is a necessity to win your recipient’s hearts and wallets.
Targeted emails are more effective than impersonal email blasts.
To give you an example, let me show you a brilliant personalized welcome email by bareMinerals:
The personalized email subject line is all your new email subscribers want to see to establish a relationship with you.
Failing to personalize your emails will prevent you from building connections with your list and, thus, lead to lower open and click rates.
5. Keep an Eye on your Metrics and Performance
I don’t think I’ve talked enough about the importance of email tracking!
Email campaigns give marketers access to valuable information, so monitoring and tracking should be your new best friends from now on.
Through open and click rates, marketers can assess and evaluate data to improve their future campaigns.
Through bounces, they can decide whether they need to adjust their opt-in methods or check their sender reputation.
You didn’t forget about email deliverability, right?
To make the most out of your metrics, make sure to choose a platform with advanced reporting elements.
Like a deus ex machina, our team created “every manager’s dream” with some of the most sophisticated reporting and analytics tools out there.
Now, dear reader, it’s the moment you’ve been waiting for!
It’s time to learn…
How to Send an Email Campaign with Moosend
As promised, let’s see how to create a cool email campaign using Moosend.
Also, if you are more of a visual type and prefer videos to word, we got you covered!
For in-depth tutorials, you can check out our Moosend Academy and become *childhood memory trigger* the very best that no-one ever was!
Also, before we start, make sure to sign up here for a free (forever!) account.
Let’s get your email marketing strategy to higher heights!
1. Select Campaign Type and Sender
The first step to send an email campaign with Moosend is to log into your account and click on the “Campaigns” tab and select the “Create new campaign” option on the right side.
Of course, to send your campaign you also need an email list. If you don’t know how to create one, check out our simple tutorial here!
Now, you can choose between a variety of campaign types:
Here, I went with the “Regular Campaign” from the list.
Then, you need to complete some basic information about your campaign like the name, subject line, and sender.
You can also enable tracking in Google Analytics provided that you have it configured on your website.
Hot tip: If you haven’t connected your website with your Moosend account to enable lead capture, don’t forget to check our easy-to-grasp tutorial here!
And to make your subject lines more effective, our amazing team has come up with Refine, a free subject line tool to test their efficiency.
Now, you are ready to click “Next.”
2. Choose your Email List
The second step involves selecting the mailing list or segment that will receive your awesome Moosend campaign.
Keep in mind that with Moosend you can send unlimited emails for up to 1,000 subscribers per month.
If you want more, don’t forget to check out our pricing page.
Our first plan starts at $8/month and, apart from increasing the number of subscribers you can email, the platform will give you access to the landing page builder, transactional emails, and much more.
When you select your mailing list, you can move on to the next step.
3. Pick the Right Campaign Format
Moosend will give you the right tools to create your campaigns, whether you are as tech-savvy as Mr. Robot or not.
You can choose to upload your design as content or design your email newsletter using Moosend’s sophisticated Campaign Editor.
Here, we’ll go with the modern HTML campaign, which will allow you to include images, links, text, and other cool elements.
Hot tip: Opt for HTML every time!
4. Design your Email Campaign
With the right format in place, you can go to the Campaign Editor by clicking on the “Take me to the Editor.”
Now here’s where the fun begins!
(I know it can be overwhelming when you try new tools, so if you find yourself in need of a proper introduction, make sure to check our campaign editor introduction tutorial!)
After getting yourself familiar with the builder, you can start designing your email campaign from scratch using the containers and elements on the right side.
If you don’t have the time, though, you can simply click on the template library and find the one that suits your needs.
Then, you can customize the email campaign simply by dragging and dropping new elements.
Furthermore, it’s worth mentioning that Moosend’s editor allows you to add advanced features like videos, timers, and product blocks to take your campaigns to the next level.
You can find them under the “Elements” section on the left side menu:
And to take the hassle out of unresponsive campaigns, you can check how your email looks on mobile devices by clicking the “Mobile Newsletter” option.
Hot tip: If you worry about how your campaigns look, you can select the “Send Test” option from the top menu and send it to yourself!
When everything’s ready, it’s time to “Update Campaign & Continue.”
5. Run Spam and Delivery Tests
Before sending your Moosend campaign, you can also benefit from our spam and delivery tests.
In addition, you can send a sample of your campaign to your email addresses to check if it displays correctly.
The content spam test will also help you identify spammy content and prevent unsubscribes.
Take advantage of this feature to avoid sending email blasts that’ll get caught by spam filters!
6. Schedule Email Delivery
In this step, email automation will allow you to send your campaign immediately or schedule it for a later date.
However, that’s not the only thing that Moosend allows you to do.
By enabling the automated resending option, you can automatically retarget your non-openers.
7. Check the Snapshot and Press Send
Finally, you can have a look at your campaign to make sure that you assigned the right list, added a sender, and so on.
Now you are ready to hit that send button and show your cool campaign to your email list!
Not enough time to read everything? Here’s what you need to do to avoid blasting your email lists with impersonal email blasts:
- Segment your mailing lists.
- Target the right people from within the segment, every time.
- Send out campaigns regularly so as to remain a top-of-mind choice for your customers.
- Keep your message clear and unique. Just like your call to action.
- Don’t spam!
Make It Last, Not Blast!
All things considered, email campaigns are so 2020 (…while email blasts are 2000 and late. I hear you, Fergie.)
Sign up for a reputable email marketing and automation platform (wink, wink) to deliver, perform, and track meaningful actions.
These insights will contribute to the customization of your communication strategy and overall performance.
And if you got to create and send your first Moosend campaign, share your experience in the comments below!
I’d love to see what you did!