Mass email marketing was once a cornerstone of digital outreach. By 2024, it has evolved a lot: there are new technologies in play and consumer expectations are shifting. But despite the changes, mass email marketing remains an important tool for modern marketers.
Sending many emails at once is common. However, regular use doesn’t make it foolproof. Not every company should use it.
What exactly is mass email marketing? What are its benefits and drawbacks? How should it be used? We’ll answer these questions and more in this post!
What Is Mass Email Marketing?
Mass email marketing is about creating one email to promote your brand and sending it out to a very large audience all at once. As these emails are sent in bulk, mass email marketing is very cost and time-effective. But this comes with concerns.
Are Mass Marketing Emails Considered Spam?
The relationship between mass marketing emails and spam is a topic that often sparks debate. To clarify, not all mass marketing emails are spam.
But how do you tell the difference?
Spam emails are unsolicited messages sent in bulk. Most of the time, they are sent for commercial purposes. And they often get to the readers’ inbox without the readers giving prior consent.
But the easiest way to know that an email is spam is content. Spam emails are irrelevant, impersonal, and a lot of the time don’t give the reader the option to opt out.
On January 16, 2023, the United States topped the global ranking for the most spam emails sent in a single day, totaling at approximately eight billion. Czechia and the Netherlands followed closely behind, with 7.7 billion and 7.6 billion spam emails sent, placing themselves in the second and third positions, respectively.
So, how are mass marketing emails different?
Mass marketing emails are basically large-scale marketing campaigns – and they have a specific purpose. They want subscribers to engage with what they are reading.
In this case, the readers have opted in to receive emails from the business and have probably shown some interest in their products or services.
Here are several key factors that distinguish mass marketing emails from spam:
- Consent. The base of non-spammy mass marketing emails is consent. Those who receive these emails have at some point given explicit permission to get them – most of the time via a subscription form.
- Relevance and personalization. Unlike spam, mass marketing emails want to provide value. They are relevant, personalized, and tailored to what the reader may be interested in.
- Compliance with regulations. Legitimate email marketing campaigns comply with email marketing laws and regulations, such as the CAN-SPAM Act in the United States and the GDPR in the European Union.
- Transparency and integrity. Mass marketing emails come from trustworthy sources that are easy to identify. Anyone who receives an email can easily find information about the sender as well as the instructions on how to stop receiving such emails.
Why the confusion?
The confusion between mass marketing emails and spam happens when businesses overlook best practices in email marketing. They may fail to obtain consent, not segment their audience properly resulting in irrelevant content, not offer clear unsubscribe options, and more.
As a result, mass marketing emails sent out to engage with readers may have the opposite effect and come across as spammy.
The role of consumer perception
Ultimately, whether a mass marketing email is viewed as spam can also be subjective. It depends heavily on what the reader perceives as having value and relevance.
Once again, this highlights just how important it is for businesses to keep refining their strategy. Each email you send should be welcomed by your subscribers.
So, no – mass marketing emails are not inherently spam. Quite the opposite, they can be powerful tools for a business to communicate with their audience. The key here is to make sure you do mass email marketing right. Your campaign should be planned with respect for consent, relevance, personalization, and regulatory compliance in mind.
Is Mass Marketing Dead or Alive?
The answer to this provocative question is not a simple yes or no. Traditionally, mass marketing has been about broadcasting a single message to a wide audience. When sending out this message, marketers didn’t really look into the readers’ interests or demographics.
This strategy aimed to reach as many people as possible – similarly to television commercials, billboards, and print ads,
However, with the development of digital technology and data analytics, the marketing paradigm has shifted towards more targeted and personalized strategies.
The current state: Adaptation and integration
To declare mass marketing as “dead” would be an oversimplification. Instead, let’s say it has evolved.
Today’s mass marketing campaigns continue to focus on leveraging digital platforms to reach broader audiences – but there’s a twist.
These campaigns are now more data-driven. They use segmentation and personalization on a scale that was previously unimaginable.
For instance, social media platforms now allow advertisers to launch campaigns that not only reach millions — but are also tailored to the interests, behaviors, and preferences of individual users.
Alive with a new identity
Thus, mass marketing is not dead; it has been reborn in a new avatar.
It’s alive and thriving but in a form that respects the modern consumer’s demand for relevance and personalization.
The key to successful mass marketing today lies in using big data, AI, and machine learning to understand and segment audiences. This is how marketers can deliver messages that will resonate with readers on a personal level.
Learn more from the in-depth research: Is Email Marketing Dead? Here’s What Statistics Show
How to Conduct Mass Email Marketing in 2024
Let’s break down the the complex process of mass email marketing into straightforward actionable steps:
1. Choose an email marketing service
Start by selecting an email marketing service that suits your needs best. This platform will help you verify your email list, manage your campaigns, subscribers, and analytics all in one place.
When selecting an email marketing service, consider your specific needs and budget.
Mailchimp is user-friendly and great for beginners, offering a free basic plan.
Brevo (ex SendinBlue) stands out for its cost-effectiveness, especially for businesses with large lists but low email volumes, charging based on emails sent rather than subscriber count.
ConvertKit is tailored for creators and bloggers, with intuitive automation and segmentation tools.
Brevo (ex SendinBlue) stands out for its cost-effectiveness, especially for businesses with large lists but low email volumes, charging based on emails sent rather than subscriber count.
ConvertKit is tailored for creators and bloggers, with intuitive automation and segmentation tools.
2. Set your objectives
Clearly define what you want to achieve with your email campaign. This could be increasing sales, boosting website traffic, or improving customer engagement. These clearly set goals will guide your strategy.
Example
If your goal is to increase sales, a specific objective could be to boost online product sales by 15% within the next quarter through targeted promotional emails featuring discounts and limited-time offers. Alternatively, if your aim is to enhance customer engagement, you might set a goal to increase email open rates by 20% and click-through rates (CTR) by 10% over six months by personalizing email content based on subscriber behavior and preferences. These clear, measurable objectives provide a solid foundation for planning your email campaign and evaluating its success.
3. Create your subscriber list
Your email list is your audience. Gather subscribers via sign-up forms on your website, social media channels, or in-person events.
Example
You could add a pop-up form that appears when visitors have been on your site for a certain amount of time, inviting them to subscribe for exclusive content or discounts. On social media, post regularly about the benefits of joining your email list, linking to a dedicated sign-up page. Additionally, at in-person events like trade shows or seminars, provide a digital or paper sign-up sheet where attendees can opt in to receive emails from you. A successful tactic could be offering a free ebook or a discount code as an incentive for signing up, ensuring you highlight the value they’ll get from subscribing to your emails.
Remember, the key is to make it clear what subscribers can expect from your emails, whether it’s valuable insights, exclusive offers, or updates on your products and services.
This is why you must not buy an email list: Buying Email Lists: Why It’s Not Worth the Risk
4. Organize your subscribers
Not all subscribers are the same. Divide your email list into smaller groups based on criteria like interests, purchase history, or location. This makes it easier to tailor your messaging more effectively.
Example
You might categorize subscribers based on their purchase history, creating groups such as “first-time buyers,” “frequent shoppers,” and “haven’t purchased yet.” This allows you to tailor your messages with specific content, like offering loyalty discounts to frequent shoppers or a welcome offer to first-time buyers to encourage repeat business.
5. Design your campaign’s content
Plan what kind of content you want to share. This could range from product updates to newsletters or special offers. Make sure it aligns with your goals and is valuable to your audience.
Example
When aiming to boost website traffic, craft content that teases engaging blog posts, video content, or other resources available on your site. You could create an email series that explores different themes each month, encouraging subscribers to click through to your website to learn more or engage with interactive content.
6. Create a template
Design a template that will work as a layout for your email content. There are lots of email marketing platforms that offer easily customizable templates.
Email Campaign Template
Header: Include your logo and campaign headline.
Greeting: Personalized hello (e.g., “Hi [name],”).
Main content: Briefly describe the offer, news, or topic.
Visuals: Insert relevant images or graphics.
CTA (Call to action): Clear button or link prompting action.
Footer: Contact info, social links, unsubscribe option.
Greeting: Personalized hello (e.g., “Hi [name],”).
Main content: Briefly describe the offer, news, or topic.
Visuals: Insert relevant images or graphics.
CTA (Call to action): Clear button or link prompting action.
Footer: Contact info, social links, unsubscribe option.
7. Personalize your emails
Add personal touches to your emails: use the recipient’s name or suggest products based on past purchases.
Example
To effectively personalize your emails and enhance engagement, start by incorporating the recipient’s name in the greeting. For example, instead of a generic “Dear Customer,” use “Hi [first name],”. This simple act of personalization makes the email feel more like a one-on-one conversation rather than a mass broadcast.
8. Craft compelling subject lines and preview texts
The subject line and preview text are your first impressions. Make them intriguing and clear – the reader should see something here that will prompt them to open the email.
Product Launch Email
Subject line: “Introducing the Future of Home Audio – Be the First to Experience It”
Preview text: “Unlock exclusive early access to our revolutionary new sound system – Limited slots available.”
Preview text: “Unlock exclusive early access to our revolutionary new sound system – Limited slots available.”
9. Comply with email regulations
Make sure your emails comply with laws like the GDPR or CAN-SPAM Act. One of the key requirements with these regulations is to provide a clear way for your subscribers to opt out of receiving more emails.
Footer Section of Your Email
Your privacy matters to us: We’re committed to protecting your privacy and ensuring your experience with us is as safe and enjoyable as possible. In accordance with the GDPR and CAN-SPAM Act, we provide you with the ability to control the emails you receive from us.
If you wish to adjust your email preferences or unsubscribe from our mailing list, please click [here]. You can also directly contact us at [your email address] for any data requests or concerns.
[Your company’s address and contact information]This email is sent from [your company name], [company address]. Registered Company No. [company number].
10. Proofread everything
Before sending your campaign, double-check for any spelling, grammar, or formatting errors. These are sure to put your brand’s professionalism into question.
Example
When aiming to boost website traffic, craft content that teases engaging blog posts, video content, or other resources available on your site. You could create an email series that explores different themes each month, encouraging subscribers to click through to your website to learn more or engage with interactive content.
11. Send or schedule your campaign
Decide whether to send your email immediately or schedule it for a later time. Consider the time zone your readers are in and when they are most likely to engage with your content.
Understand your audience and consider time zones
Analyze past engagement data to identify when your subscribers are most active. Look for patterns in open and click-through rates based on the day of the week and time of day.
If your audience is spread across multiple time zones, consider segmenting your list accordingly. This ensures that your email lands in their inbox at an optimal time, regardless of their geographic location.
12. Analyze the results
After your campaign is sent, monitor its performance. Look at open rates, click-through rates, and conversions.
Focus on KPIs
Key performance indicators such as open rates, click-through rates , and conversion rates provide insight into how well your audience is receiving your messages and taking the desired actions.
13. Test and optimize
Experiment with A/B testing to see what works best. Try out different subject lines, content, or sending times. Use what you learn to make future campaigns more effective.
Example
Focus on one element at a time, such as subject lines, email content, call-to-action buttons, or sending times. This ensures that any performance differences can be attributed to that specific variable.
To Sum Up
To run a successful email marketing campaign in 2024 you need a good plan. This plan should be based on extensive research into who your audience are, what they are interested in, and how you can add value to your interactions.
Pay attention to details like subject lines and compliance with regulations, and continuously refine your strategy based on performance data.
Effective email marketing doesn’t just mass-inform your audience. It builds meaningful connections with subscribers.