The world is your oyster; you can do what you deem best for your brand. Crafting the perfect email is an art but sometimes, just painting the town red is your only viable option. Email blasts are not always an ideal marketing practice but a necessary one for different reasons. You should have the ability to effectively convey your message through email blasts without spamming the inbox.
Email blasts are also known as e-blasts, email broadcast, mass emails, and bulk emails. It is a mass message that you blast or send out to your entire email list. It has a generalized tone and message for a large audience. It has a broader reach than a segmented and personalized email campaign. E-blast opens up possibilities for white label email marketing as well.
Email blast is a blanket message which encapsulates the whole audience. However, you must segment your email list or your customers before sending an email blast. Mentioned below are some of the types of e-blasts that explain the purpose and nature of each.
You send a general email to your subscribers informing your audience regarding a store-wide or nationwide sale. You can send an email for an offer going on in your Shopify store. It is wise to segment your customers according to their location, gender, or occupation before sending an e-blast.
The above example of a sales offer is to the point, general, simple to understand, and serves the purpose well.
The most accurate use of a blast email is to inform your subscribers about a new product. Email blast announces a new product or service to your target or relevant audience.
Send out a powerful last-call message to your subscribers regarding a limited-time offer or soon-to-expire service. Email blasts send a reminder or alert to purchase before the offer ends through the last chance email. Your subscribers may jump to avail the offer out of FOMO. Send out to the right people to get maximum response and benefit from your subscribers.
If you want to evoke curiosity in your subscribers for a new or modified product or service, email blasts are a great way to do that. Email blasts are perfect for making your subscribers curious about something new coming their way. You give them a sneak peek through a small, mysterious, and exciting message.
You are going to need email blasts sooner or later while marketing your products and services. It is best to learn how to create an email blast for situations mentioned above and otherwise.
Before you create an email blast, realize your purpose in crafting one. What message do you want to convey with it that cannot be achieved with a segmented campaign? Do you want to create one for
- Sale offer
- Reminder or alert
- Sparking interest and curiosity
- Product or service launch
The purpose of your broadcast email outlines the design and content of your email. Despite the nature of your blast campaign, you have to put the same level of effort and planning that goes into crafting a perfect targeted email campaign.
Like every tailored email, you need to put your heart into the subject and headline. These two are going to make a lasting impression on the recipient. Your subject line should not include vague or common phrases only for clickbait purposes. The first three lines of your email define the entire mood and tone of your message. Make sure it is powerful, lasting, and intriguing. Use different colors and fonts to amp up your game.
Your subject and headline will likely make the reader interested in the content of your email. Readers may forget your email, but they will remember those headlines and subject. Make sure it is memorable and impressionable.
Segmenting your email list based on your customer type gives you control over the content and message you want to send out. Although your email is general and not too specific or targeted, that does not mean your email list can’t be. Create email lists based on demographical segmentation. Since not every email blast will concern your audience, segmenting the list will help you with personalization. For example, you can send a general message to all the females in your subscribers to avail discount on feminine products.
Yes, the email blasts are usually free-spirited and non-specific in content, but that does not mean they should be boring. Put your effort into choosing the right tone, picture, fonts, colors, theme (if any), and text you want to put across. Your content should be thought-provoking, exciting, and crisp. Even with a few words, colors, and pictures, your message should come across nicely and wholistically.
Sending an email blast does not mean that your job is done here. You need to see the results pouring in through purchases, views on your website or Shopify store, customer feedback, and customer queries. It tells you how interactive and eventful your email blast has been. Analyze email open, bounce, and click-through rates to see what needs to change. Make changes according to the success rate of your email blast. If it underperformed, you have to make changes in messaging, pictures, and overall tone of your email. If it did well, pat yourself on the back.
Do not stress if your email blasts do not work on the first attempt. It is their unspecific and straightforward nature that often subscribers misconstrue as spam. With the guidelines mentioned above and steps, you can curate a perfect blast email. Make sure you are clear on the message you want to send, and you regularly update your email list. You can also A/B test your email blast to perfect the process. So let’s get on with it!
Sania Khan is a content creator who has been writing for the past seven years. A content marketer by day and a poet by night, she previously worked for a large multinational and left it to pursue her passion for writing. She enjoys a good read with wit and tea to get her day started.