9 Tips for Sending Bulk Emails
Sending bulk emails should never be confused with spam. Not only is spam strictly regulated through the CAN-SPAM Act in the United States, Canada’s Anti-Spam Legislation (CASL) and the General Data Protection Legislation (GDPR) in Europe, but it is also highly distasteful to most consumers.
The main difference between the two is that spam is unsolicited commercial email marketing, whereas bulk email marketing is sent to a list of verified subscribers, plain and simple.
If you are new to the practice of sending bulk emails as a strategy within your marketing campaign, you will be surprised at just how effective it is and the reasons why. To get you started, let’s look at nine tips for sending bulk emails for a maximum return on your investment which, by the way, is minimal.
1. How to Send Bulk Emails from a Highly Targeted List
Before you do anything whatsoever, it is vital that you learn all that you can about exactly what bulk emails are. One of the things you will repeatedly hear is that you must have a highly targeted list before you can even begin to think about creating your first bulk email. As mentioned above, bulk emails are nothing like spam because the recipients will be subscribers.
They will not simply be a list of email addresses you bought from another business or an email service provider. Those could be considered as spam if they were intended as a commercial marketing strategy but allowable if the emails sent would be transactional or relationship-based missives. Serious legal and ethical repercussions result from sending out spam, so learning how to build a bulk email list is essential.
2. Begin Building Your Bulk Email Sending List
There are several ways to build a bulk email sending list, but what many businesses have found to be the most successful are those created from a pop-up with a Call to Action CTA. These can be very simple boxes asking visitors to subscribe to emails. Subscription popups are usually simple forms that ask for the potential subscriber’s first name and email address. Sometimes there is a checklist of products or services within that niche they may be interested in learning more about. However, the one thing which is always a concern is whether the visitor truthfully fills out the information.
Sometimes they make up a bogus email address for some unknown reason. Unless they are only allowed a few free articles each month, there is no rhyme or reason they would want to make up an email address. With an email verification service like ours, every email can be effortlessly verified, so you aren’t spinning your wheels unnecessarily. Besides, some email providers limit the number of emails that can be sent, so you would need to spend time daily to get a sufficient number out there.
3. Bulk Send Emails to a Massive Number of Recipients
While MS Outlook is a popular free email service provider, they are one of the providers that limit your daily outgoing emails. Currently, that ceiling is set at 300 per day, and if you are instituting a massive email marketing campaign, that is not nearly sufficient to reach the number of recipients you hope to target.
With a Cloud-based SaaS like ours, you can quickly build your email list, and you won’t experience the limits like you would on Microsoft Outlook, Yahoo or Gmail. As in any other sales-dependent commercial venture, it’s a numbers game. You can’t realistically expect to convert every email recipient or website visitor, so the more consumers you reach, the more sales you should make. That’s a given.
4. Rely Heavily on Data Analytics
Another aspect of sending bulk emails is to continually stay on top of your data analytics. You will want to track the most successful email campaigns to analyse what made them perform better than other bulk emails you’ve sent out. It might have been related to the product, but other factors like presentation, useful information, and brand could have played a role in their success.
If at all possible, you may want to track demographics as well. What age groups and professional levels were the most open to your products or services? Were they new customers, or are they repeat business? There are so many factors you may want to analyse so that your next bulk email send can be even more narrowly targeted and thus more successful.
5. Continually Build Your Bulk Email Send Subscribers
With the information you have gathered above, you can work toward continually building your bulk email send list. You might even go beyond those popups to other media types for subscribers. For example, you can build your email lists from Social Media sites, video channels and the author bio included with each article you post around the Web.
The point here is that you will probably get a handful of people who unsubscribe at some point simply to clear up their inbox periodically. No matter how amazing those emails are or how popular your products or services are, some people will simply unsubscribe from your bulk emails.
6. How to Create the Perfect Email Message
Believe it or not, this may be the most challenging aspect of bulk email sending. With the right tools, you can easily build a subscriber list, but are you creative enough to create an email that subscribers will read? It all begins with an engaging subject line and moves on from there.
You may want to use a few different techniques within each email. Try varying your fonts and colours and adding other visuals to capture and hold their attention. Text boxes and other techniques that draw attention to crucial text also work well. If you make the email message as visually attractive as informative, you will hold the recipient captive.
7. Don’t Forget the All-Important Opt-Out Feature
Another thing to remember when formatting bulk email messages is to include a clear and visible opt-out feature. This is one of the key defining features between spam and solicited bulk commercial email lists. In the beginning, as the Federal Trade Commission, FTC, began focusing on regulating the industry, their primary focus was the sheer number of unsolicited and highly unwanted emails clogging up consumers’ inboxes.
This is one of the first issues the FTC will investigate, especially after a series of complaints start coming in. You shouldn’t have a problem with this if you learn how to build and manage a subscription-based bulk email list. It cannot be stressed enough how important it is to collect email addresses from consumers willing to receive marketing emails from your business.
8. There Is No Reason to Have Just One Bulk Email List
It also serves you well to remember that you can build sub-sets of your bulk email list based on consumer interest. For example, your B2B customers would almost always have emails worded and formatted differently than those going out to private subscribers. Take, for instance, an online clothing retailer with fashions for men, women and children. Perhaps you sell everything from XS Petite ladies clothing to 5X Plus Size dresses. While it might take some extra time and effort to format those emails to target a narrower segment of your potential audience, it’s well worth the effort.
9. Invest in Professional Content Writers If Necessary
As one final piece of advice, you may want to hire professional content writers to format the messages going out. While you can build and manage bulk email lists easily with our SaaS bulk email list platform, you may not be the most engaging content writer. Bear in mind that managing email lists is an administrative function, whereas writing the content leans toward the creative end.
You can capture and analyse data statistics, again more on the administrative end, but can you eloquently describe the products and services you offer so that the words sell for you? Many marketing teams have amazing content writers, and some even specialise in content for bulk email marketing. We suggest you cash in on your talents while learning to invest in areas you’ve yet to conquer.
Bulk Email Marketing Is Far from Dead
In the end, it’s good to hear that mass email marketing is far from dead. Spam, on the other hand, should be dead as it can quickly cost you more than you can afford. You can quickly boost your bottom line if approached as a bulk email marketing campaign. Remember, bulk email is that which has been solicited, and spam is an email that consumers didn’t ask for and surely don’t want. If anyone tries to tell you that bulk email marketing is dead in the water, tell them we can teach them how to swim.