Mass Email Marketing

What is mass email marketing?

As the name suggests, mass email marketing is the process of sending marketing messages to a large group of recipients in one go.

If you want a more in-depth understanding of this topic, check out the FAQ section below:

Question #1: What is the purpose of mass email marketing?

The main purpose of mass email marketing is to get your marketing messages to as many of your target customers and existing customers as possible in one go instead of reaching out to them one by one.

Take note, however, that the idea is to only send your marketing messages to your target customers and existing customers, not just anyone. The goal is to concentrate your efforts (and resources) on people who are actually interested in what you have to sell (or say) to increase your odds of success.

Question #2: What are its benefits?

The biggest benefits of mass email marketing are as follows:

1. Time savings. As we have seen in the previous section, this involves sending your marketing messages to as many of your target customers and existing customers as possible at once instead of emailing them one at a time, which can take forever if you have a sizable email list.
2. Cost-effectiveness. You can start mass email marketing for as little as $9 a month and expect a return of up to $36 for every single dollar you spend.

On the off chance that you are not willing (or able) to spend $9 a month at the moment, there are also free email marketing services you can use. The only downside is that free plans usually come with limitations that may or may not be deal-breakers for you.

3. In-depth targeting. Virtually all modern mass email marketing tools allow you to further segment your email list into smaller more targeted groups, making it easier for you to craft and send relevant and compelling marketing emails to each person on your email list.

4. Access to an eager audience. If you do your lead generation and nurturing right, your list should primarily consist of prospects and existing customers who are always happy to hear from you.

5. Access to automation. One of the best things about mass email marketing is that you can automate a massive chunk of it so you do not have to spend hours upon hours each day manually crafting and sending out emails to the right people.

Question #3: What are the keys to successful mass email marketing?

The main keys to successful mass email marketing are as follows:

1. Good list hygiene. Again, the idea of mass email marketing is to pitch to people who are interested in what you have to sell (or say). The only way you can do that is if you make sure that your list consists primarily of people like that, which means you have to regularly remove invalid and unengaged recipients from it.
2. Proper targeting. In addition to always keeping your email list clean, you also need to make sure to only send useful, relevant content and offers to each recipient. This means you need to really get to know your recipients and properly segment them based on their preferences, behavior, and interests.
3. Proper timing. Aside from sending useful, relevant content and offers, you also need to make sure that you do so at the right time. If a lead is looking for information on your products and services, for example, send them exactly that. Do not try to make the sale at this stage because the lead is most likely not yet ready to buy.
4. Quality content. Of course, you also need to make sure that the quality of your content is always top-notch. The goal is to always keep things compelling, interesting, useful, and relevant—which also applies to your subject lines.
5. Quality offers. Aside from your content, you also need to make sure that your offers are something that your target customers would actually find valuable and be interested in.

Question #4: What are the risks of having it?

The biggest risks of mass email marketing are as follows:

1. Being flagged for spam. Failing to maintain good list hygiene can result in a lot of your recipients flagging your content for spam and/or blocking you, which, in turn, causes a lot of your marketing emails to bounce, which ultimately leads to:
2. Being blacklisted. When enough people mark your content as spam and you have a high enough bounce rate, you are at risk of getting your email and IP address added to email blocklists, which email servers and ISPs check to decide whether or not your marketing emails should reach your intended recipients’ inboxes.

For more risks on mass email marketing, check this article from Blog Brighton.