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How to send bulk emails: good and bad

Jordi Prat 17 January, 2020 4 minutes of reading
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Historically some of our clients have or have had the doubt of how to send emails to their contacts in bulk, so we have decided to generate an article that is sure to help you.

In this article we will analyze on the one hand the possibilities of your company when sending a mass mail and on the other hand the good and bad practices to consider if we want good results in our marketing shipments.

We will start by reviewing what possibilities we have when making the shipment, in this case, we have the email managers and the email marketing platforms. Let's see its characteristics:

 

Mail managers

Nowadays, many companies still use email managers such as Outlook or Gmail to make their bulk shipments since contacts have them in their nominal emails and use this tool to issue communications individually or in bulk to their contacts.

From DigitalMakers we advise against this option for several reasons that we will detail:

 

No metrics report

When we consider making an email marketing communication like any type of digital action, one of the most important points is to be able to track the results, especially if we have set a business objective and we have to validate if the communications are bringing us closer to the expected result.

 

We will go safe to SPAM

In many cases, shipments through email managers are intercepted by the recipient's manager as SPAM. Even in certain cases, the same domain of our mail blocks these shipments because we consider them SPAM suspects.

This causes poor results in the shipment and in the long run it can have an impact when it comes to sending an individual email to our customers.

 

Limitation of daily shipments

It should also be taken into account that some mail systems (to avoid these types of shipments) have daily limitations on the number of emails to be sent. For example, through Gmail, we have a limitation of 500 shipments every 24 hours. In the case of having a G Suite account (own domain in gmail mail), the limit is 60 shipments per minute.

 

Email Marketing Platforms

These platforms are born to cover the need to generate bulk shipments to accounts and therefore, are specifically designed for this use, thus offering a series of advantages that we will detail (apart from avoiding the limitations indicated with the mail managers).

 

Segment the lists

One of the clear advantages that email marketing platforms allow is the segmentation of your audience. This well-implemented segmentation according to the needs of our contacts will allow us to communicate more directly and effectively to our contacts.

The data: Around 42% of the email marketing that is issued is not segmented and only 4% make a segmentation according to the behavior to send emails relevant to their audience. (Source:Hubspot)

 

Customize the messages

One of the features that has the highest conversion rate, if applicable, is the personalization of the messages. When opening an email users have less reluctance if the matter calls them. In the same way, sending from a nominal account instead of the generic one also has a strong intervention in the improvement in the opening rate (for example: an email sent from miquel@miempresa.com will have a better open rate than an email sent from info@miempresa.com).

The fact: 56% of the brands that use an Emoji in the mail issue have a higher open rate than those that do not (source: Forbes, 2017).

 

Automate shipments

In systems like Hubspot we can generate workflows where the user can receive different emails with relevant content according to their interests. In this way we can retain the user and make it advance in the stages of the buyer s journey automatically.

In cases like an e-commerce, the possibility of sending emails with products according to your purchases or products consulted will help us improve conversions in our business.

 

Challenge #askdigitalmakers

 

Good practices

 

A clear and direct message

Think about the number of emails you can receive per day. In order to stand out from everyone, it is important that your message speaks directly to the user in the tone and content. 

No matter how hard the email content is, if the subject does not impact correctly, the user will never open the email and therefore will never read our message.

 

Search for user interaction through the objective

Before making a massive shipment to our contacts, we must be very clear about what objective and what route we want to make to the user. Each objective will require specific phases and actions, but these must always be specified before shipment.

 

Bad practices

Use BBDD of purchased data

On some occasions, lists of databases purchased from third parties are used. These lists have several problems in which we advise against using them:

  1. They are general lists that may have little to do with our buyer person. 
  2. In many cases these lists are outdated because they cause a high bounce rate. 
  3. The fact of not being a list focused on our buyer person will cause us a low opening rate that at the time can lead to your emails ending in the SPAM folder.

Also comment that once the GDPR entered into force on May 25, 2018, all email listings must be explicitly authorized by the user, otherwise we are breaking the law and we risk very high fines.

 

Do not work the subject of the mails

In the same way that we have commented on the advantages of personalizing the subjects and messages of the emails, not doing so causes a low rate of openings. 

The fact: Personalized email matters help to achieve a 26% higher unique open rate (source: Experian màrqueting Services).

 

Do not segment lists

Several studies rate around 75% more likely to click on an email from a segmented campaign than from a generic campaign. (source:MailChimp, 2017).

 

Disregard mobile viewing

This is to be the most common error and it worsens as the adoption of mobile as a means of digital consultation increases.

Today reports indicate that the rate of openings of emails with mobile devices are at least 50% of the total ( source:Campaign Monitor, 2018)

You have to take into account a second very relevant data: Emails that are displayed incorrectly on mobile delete in 3 seconds on average. (source:Campaign Monitor, 2018).



Now that we have it clear, we will send the mail

 

Choose the shipping method

Of the two options (Mail managers or email marketing platforms) we recommend that you use any of the platforms created specifically for email marketing. Services such as MailChimp, Active Campaing or SendInBlue are a good option if your goal is only to ship. If you really have a business objective focused on the sales department, tools like Hubspot that integrate all the services will be the ideal option.

 

Import the user list

If you do not have a tool such as Hubspot where contacts are integrated within the platform in the part of the CRM, you must import the list of subscribers of your CRM (remember that this list must segment once the amounts on the platform).

 

Customize the message

Spend time thinking about a good issue, as it is the key for the user to decide to open your email. Be witty and don't be afraid to risk.

 

Check before shipping

Emails cannot be sent back, once sent there is no re-making. Check several times and even validate this with team people who are not involved in the marketing department.

 

Analyze the results

Finally and in order to improve on each shipment, it is vital that you review the results of each campaign. It is probably ideal to leave more than 24 hours of margin to ensure that the results are valid for analysis. 

If you want to know more about how to make an effective email marketing strategy for your business, consult the next article. In order not to miss the next articles, we recommend that you subscribe to our newsletter :)

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Jordi Prat
Profundament professional i realista, el Jordi és el gestor de projectes i consultor estratègic a DigitalMakers, especialista en marketing que no té por a dir les veritats als clients perque puguin millorar en el seu negoci.
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