Although segmentation and personalization can produce far better results for your email campaigns, sometimes—like for important company updates or big announcements that affect everyone—you just need an easy way to send an email to a large group of people on your list.
In this post, we’ll go over what qualifies as “bulk email,” how to measure your data, and how to send your bulk emails in one click.
What is bulk email?
Bulk email refers to the practice of sending the same exact email to dozens, hundreds, or thousands of subscribers. In past decades, bulk emails were the go-to for email marketing. They made it easy to reach massive amounts of people with just one click.
Email service providers like Campaign Monitor now offer advanced personalized segmentation options so you can break your list up based on several characteristics or demographics. This allows you to send campaigns that are more relevant, unique, and valuable to subscribers as individuals.
In fact, 42% of consumers get downright frustrated when brands don’t provide them with personalized content or adapt content for different context.
42% of consumers get annoyed or frustrated when brands don’t offer personalized content.
Maybe you’re not trying to market to subscribers. Maybe you just want to send bulk email to your large staff. In that case, bulk email is a valid option.
How to send bulk emails in one click
First, start with the right email service provider (ESP). Not all ESPs are the same, and some make it more complicated than it should be to create, design, and send a new campaign.
If you’re looking for one-click emails, you should look for an ESP with pre-designed email templates that automatically adapt to both desktop and mobile sizes. Campaign Monitor, for example, offers hundreds of pre-built email templates, from which you can drag and drop your content, change colors to match your branding, and push send in a matter of minutes.
How to measure your bulk email results
Simply log into your email service provider and scroll over to your dashboard. From there, you should be able to click through your campaigns to see which subscribers opened your emails.
When you send bulk email without segmenting your audience, you can use this information to figure out who are your most engaged subscribers. From there, you can make a special list for your most engaged subscribers and use this list for A/B testing types of content and promotions.
If content doesn’t perform well with your most engaged readers, there’s a good chance it won’t go over well with the rest of your list, either.
Campaign Monitor even offers a unique map for tracking your email opens in real-time:
Does it really matter?
Sending bulk email isn’t appropriate for most email marketing campaigns. Unless you want to contact employees or coworkers, try to develop segmented campaigns. By segmenting your list, you can avoid spam filters, offer more personalized content for your subscribers, and boost conversions.
Plus, segmentation offers a lot more options for tracking, integrating, and interpreting your subscriber’s behavioral data. With bulk email, your analytics are pretty limited.
Although bulk email is appropriate for some very specific situations, and understanding how to use it is important, it’s much better to segment your audience. Send out some bulk email to get the feel of your email service provider and familiarize yourself with its features.
Want to learn more about segmentation and personalization for better email campaigns? We have the perfect blog for you.