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Email Blasts: The Dos And Many Don’ts Of Mass Email Sending

by stacy

Email blasts are unquestionably the most effective type of email promotion. Email communications for both transactional and marketing purposes can rely on the ability to deliver large volumes of email at the same time. Email blasts that go awry, on the other hand, will end up in spam folders much faster than a hacker can master a four-digit password. How should you go about sending an email blast? What steps should you take? We’ll go over the best (and worst) techniques for sending mass emails in this article.

Protip: Before sending an email blast, double-check that you comply with any data protection rules that may apply in markets where you have email subscribers, such as the General Data Protection Regulation, the Children’s Online Privacy Protection Act, or the Can-Spam Act. We’d be remiss if we didn’t point out that doing so can result in significant fines and penalties.

What is an email blast, and how does it work?

An email blast (sometimes referred to as a mass email or e-blast) is a single email that is sent to a large number of people at once, as opposed to individual recipients. Your motives for sending an email blast may vary: you may be promoting a limited-time offer, making a major announcement, or promoting anything else that you want people to be aware of, among other things.

Email blasts are distinct from transactional emails in that they do not require a response. Most email-focused businesses send both at the same time, regularly. They do, however, differ in a significant aspect. Customer action, such as an online order or password reset request, causes transactional emails to be sent, and they are only sent when that specific action is taken. They are not distributed to a large number of people at the same time. The same is true for automated emails, which include messages sent to different recipients when a specific condition is satisfied, such as welcome emails, birthday emails, or abandoned cart emails.

There is no action taken by the consumer that causes an email blast to be sent. The marketing team of the company instead creates them expressly for that purpose and sends them out on time and schedule – for example, email newsletters and special promotions. The recipients of these emails are substantially larger groups of people than the recipients of transactional emails – either entire emailing lists or precisely targeted audience members using segmentation techniques.

However, no matter what form of email blast you send, the success of your campaign is contingent on the delivery of your emails. It is critical to adhere to email best practices at all times.

Best practices for sending mass emails

The engagement has risen to become the most important factor in determining the effectiveness of an email marketing plan in today’s world of electronic communication. Because of the proliferation of email marketing tools, customer relationship management systems, and other marketing elements that allow for a more personalized email experience, email blasts are sometimes associated with mass spamming methods, which is incorrect. Because they add greater value to the user’s experience, targeted emails tend to produce higher levels of engagement. As a result of the increased involvement, they have improved deliverability as a result of this.

However, if you are still seeking ways to send bulk emails, it is important to be aware of the things that you should and should not be doing.

The dos and don’ts of sending out email blasts

Let us begin with the negative. We realize this is a little harsh right off the get, but these unethical practices are something to keep in mind when sending. A terrible habit will, in general, make it difficult to send your emails regularly and will leave you in the spam folder with only one receiver. When sending an email blast, this is multiplied several times over, resulting in a dramatic decrease in your open rates as well as your overall engagement metrics. So let’s get down to business:

Sending mass emails from new domains and IP addresses is not recommended.

Because brand new domains and IP addresses do not yet have established reputations, Inbox Service Providers (ISPs) are unsure of what to expect from them. Remember that sending an email blast from a new domain or IP address will almost always result in it being sent into the spam folder, so be careful where you are sending from in the first place. Consider utilizing an older domain or warming up your IP address before sending out a large volume of emails at once, and you’ll almost certainly see better results as a result.


Read on to learn more about our Deliverability Services.

Are you looking to send a large number of emails? Our email experts can help you improve the performance of your emails. See how we’ve assisted businesses like Lyft, Shopify, and Github in increasing their email delivery rates to an average of 97 percent.

Sending mass mailings to inactive email lists is not a good idea.

This should go without saying, but don’t send an email to a list that you dug up from ten years ago and expect it to arrive in the inbox of the recipient. Even if you believe your email campaign will be of interest to them, it is preferable to remove them from your old email list. Particularly after the implementation of GDPR last year, old lists are a surefire way to land up in the spam bin (or worse, rack up some hefty fines). Make certain that your lists are clean and comprised only of individuals who have completed your opt-in process.

Don’t mislead those who will be receiving your message.

The vast majority of data privacy regulations in every country in the world cover this, but it’s always good to be reminded. When sending emails, you must always be very explicit about the subject matter. To avoid being exposed as a spammer, you should never disguise an email marketing campaign as a transactional email receipt.

It’s also a good idea to avoid using spammy email subject lines or anything else that could confuse your receiver. Because clickbait tends to be caught in spam filters, it’s best to stay away from it. Aside from that, no one enjoys being duped.

Don’t include generic content in your email messages.

If you send the identical email to your complete email list regularly, people may eventually conclude that these messages are of no use to them. The greatest email is one that is tailored to the recipient. Adding personalization based on demographics, behavior, interests, or personal preferences will result in fewer unsubscribes, higher click-through rates, and more conversions as a result of increased conversion rates. Email customization can be programmed into your email HTML template, and most email marketing software packages also provide this feature as an option.

The dos and don’ts of email blasts

It’s time to put an end to the gloomy and foreboding predictions. Now that you’ve learned what not to do, let’s look at some of the positive things you can do to increase the likelihood of your mass emails reaching their intended recipients. Some of these may seem apparent, but, hey, it never hurts to have another look at them just in case. Let’s get started:

Do adhere to standard email best practices.

Even if you are not subject to the CAN-SPAM Act, it is always a good idea to adhere to best practices. Make certain that your emails are professionally produced and adhere to your style guide. By doing so, you avoid the problem of appearing to be a spammer or phisher. The use of similar preheaders, subject lines, CTAs, and tone of voice helps create a familiar first impression for your audience. Prepare for the next email blast by creating a library of branded HTML email templates that are ready to be used immediately.

Maintaining a clean separation between transactional and marketing emails with subdomains is recommended, as is only sending to email lists that are up to date and free of spam. Keep an eye on strategic engagement when determining the frequency of your marketing emails, and maintain a regular email cadence to ensure that your users are expecting your communications.

Make certain that your email service provider (ESP) can handle the volume of emails you send.

To differentiate their services, email service providers (ESPs) always offer multiple levels of service, and even then, not all of them offer a good solution for burst sending or email blasts. At Mailgun, our RapidFire Throughput SLA allows us to send 250,000 emails in a single minute using our RapidFire technology. If you aren’t using a solution that can handle that volume of email messages promptly, your email messages may become sluggish. Inaccurate transmission times are caused by bottlenecks, and this may have an impact on your complaint rate. Check to see if your ESP is capable of handling your volume.

Do give your ESP a heads-up if you have one.

While it is not required, it is courteous to notify your email service provider (ESP) when you intend to send out a large number of email messages. It makes it easier for support staff to keep a lookout for anything that might go wrong with your sending, which is especially helpful if you have an assigned contact with your ESP, such as our Deliverability Services. Improved troubleshooting results in greater peace of mind.

Would you like to learn more about best practices for sending mass emails? Check out our Email Growth Playbook, which contains a database of more than 60 methods to assist you in improving the performance of your email marketing campaigns.

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