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Email marketing terms

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Mass Email Marketing

Mass email marketing is the practice of creating a single message for a large group of subscribers. This is not a common best practice in the world of modern email marketing. Today, most marketers prefer to send more personalized emails that cater to the interests of different segments within their lists of subscribers, as a tailored message to the individual is proven to be more effective than bulk email. Marketers are accomplishing this at scale by using the simplicity and scale of email marketing automation.

So, how can you avoid mass email marketing and shift to a strategy worth focusing on? Personalization is your answer. 

It’s impossible to talk about email marketing without talking about personalization. And, if you haven’t jumped on the personalization bandwagon, here are some proven reasons it’s time to reconsider:

  • Personalized emails improve CTR by an average of 14% and conversions by 10%.
  • Personalized emails deliver 6x higher transaction rates.
  • 74% of marketers say targeted personalization increases customer engagement.
  • Segmented and targeted emails generate 58% of all revenue.

Personalization also includes collecting data on customers, creating customer profiles, and then segmenting lists to send more relevant messages to different subscriber groups.

You can also use dynamic content to accomplish a similar effect. Dynamic content is where you change a specific part of content to appeal to different customer profiles or subscriber groups.

Segmenting lists and dynamic content are popular ways to use data to create hyper-relevant messages for different subscriber groups, but you still have so many more options.

You can also personalize emails based on automated triggers, like sending post-purchase emails, with suggestions for similar products and/or offers.

You can personalize emails by collecting customer preference data and sending emails with relevant suggestions (think Netflix’s recommendations list).

You can also utilize personalization by sending an abandoned cart email reminder encouraging subscribers to complete their purchase.

Example

Mass email marketing (also known as bulk email) means creating one message for a list of subscribers, whether it be 10 or 10,000, regardless of consideration for the interests of that diverse group.

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