For many email marketers, one email strategy manages to prove itself both effective, but also cringe-worthy at the same time–the email blast.
The term “blast” can imply unexpected aggression and a general lack of tact. And while we’re not advising our senders to stop sending email blasts (we provide software that allows for this exact type of sending), we think it’s time to reframe how we think about an email blast for good.
The tips below help internalize your email marketing intentions from the start and ensure that your next email blast will a) get delivered b) convince your recipients to take action.
Stop calling it an email blast
Take a step back before sending your next email campaign. Does getting blasted with email (or anything for that matter) sound like a good experience? This tip should lay the foundation for how you should think about your email marketing campaigns during the conception phase of your email marketing strategy.
Consider and respect your recipient’s time and interest in your brand, and always keep them front of mind when you are designing campaigns. You’re not blasting your recipients; you are providing them with valuable content that may persuade them into paying your brand money.
To brush up on your email marketing manners, watch our video blog Email Marketing Manners: 4 Tips to Guide Your Sending Strategy.
Use an email service provider
Now that you’re creating email campaigns designed to benefit, not irritate your recipients, you’ll need to verify that your email reaches their inbox and isn’t getting sent to the spam folder or bounced entirely. Email Service Providers (ESPs) reduce the hassle related to email delivery so you can focus on your campaign’s content and strategy.
The larger your list grows, the more important it is to rely on dependable and fast ESPs. ESPs also monitor the IP that you send email from and let you know if something is up and may be affecting your delivery rate.
Send to a clean email list
By now it should go without saying—but it’s always worth reemphasizing—any email list you haven’t built with permission marketing tactics jeopardizes your ability to send any email at all (not to mention it kills your relationship with your recipients).
SendGrid doesn’t allow customers to send email to purchased email lists. This protects you and everyone who uses SendGrid to send email. For strategies on list building, read How to Authentically Grow Your Email List.
Personalize your list with segmentation
A pillar of content and copywriting is to write as if you’re speaking to one single person at a time. This isn’t feasible with mass email marketing, but segmenting your list and messages helps attain the same sort of feeling. Email marketing segmentation transforms generic email into personalized and tailored messages more likely to resonate with your recipients.
Luckily, it’s never been easier to accomplish this. Modern email marketing software allows you to efficiently segment your messages to recipients based on a number of factors such as:
- Past email
SendGrid offers all of these segmentation capabilities in our own email marketing tool, Marketing Campaigns. If you’re interested in learning about how to leverage your segmentation with automation, sign up for SendGrid’s automation beta waitlist.
Include a clear call to action
If you’ve managed to convince your recipient to open one of your promotional emails, nice work. Take three seconds to celebrate. But this is only the start. What are you asking them to do once you’ve grabbed their attention?
Without a compelling call to action (CTA), all your effort and planning will sadly be for nothing. How you craft your CTAs will depend on the action you want the recipient to take. And yes, there’s a guide for creating strong email CTAs. Download it here.
Happy blasting emailing!
The tips mentioned above are meant to get you on the right path for sending successful email campaigns. There’s certainly more to consider and more time to spend on elements like clever and engaging subject lines and beautiful, reader-friendly designs. For more on that, download our best practice guide bundle Email Marketing 101.
In the meantime, let’s put the phrase email blast to eternal rest.