10 Dos and Don’ts When Sending a Mass Email

10 Dos and Don'ts When Sending a Mass Email

10 Dos and Don’ts When Sending a Mass Email

To help you master the art of mass email campaigns, we’ve gathered ten invaluable tips from top industry professionals, including Email Marketers and Marketing Managers. From taking a comprehensive approach to email campaigns to optimizing for mobile and limiting media content, discover the dos and don’ts of mass email marketing from those in the know.

  • Take a Comprehensive Approach to Email Campaigns
  • Check Links Before Sending
  • Enhance Engagement with Exclusion Lists
  • Avoid False Personalization in Emails
  • Prioritize Targeted Email Campaigns
  • Obtain Consent
  • Implement Segmentation and Clear CTAs
  • Monitor KPIs, Avoid Complex Emails
  • Personalize Based on Behavior and Test Emails
  • Optimize for Mobile, Limit Media Content

Take a Comprehensive Approach to Email Campaigns

Ensure that you are emailing contacts who have given their consent. Personalize the email as much as you can because no one, including me, likes generic, template-like emails.

Conduct proper testing before sending any campaigns. This includes testing the links, spelling, images, subject line, and contact list, among other elements. Always include the unsubscribe/opt-out option in your email.

As for a “don’t,” avoid emailing a large list all at once, as it may increase bounce rates. Instead, segment the audience into multiple lists or use the email marketing tool’s option to split and send. Refrain from spamming users by sending too many emails, as it might affect your domain’s reputation.

Don’t only optimize the email for desktop; always check responsiveness before sending out an email. If the domain is new, don’t start campaigns before fully setting up the domain. This includes domain verification and domain warm-up.

Sreejith Sreekumar
Email Marketer, Changing Tree

Check Links Before Sending

Always—and I really mean always—check if all the links in the email are functioning as they should. I’ve learned this the hard way, with some of my biggest mistakes stemming from unchecked or broken links. Nothing diminishes the impact of a well-drafted email more than a link leading nowhere or, worse, somewhere unintended.

So, before you hit send, take a few moments to double-check those links. I usually send myself a test email and open each link in incognito mode to double-check.

Madhav BhandariMadhav Bhandari
Head of Marketing, Early Stage Marketing

Enhance Engagement with Exclusion Lists

A consistent practice that I keep at the forefront of all my marketing email campaigns is utilizing exclusion lists. Exclusion lists can be composed of contacts who have recently opened an email, emails that have bounced, etc. By implementing exclusion lists in all email sends, this enhances email engagement and metrics, while also not bombarding your database with too many emails.

Jon WilsonJon Wilson
Marketing Manager, RumbleOn

Avoid False Personalization in Emails

One key “don’t” for sending a mass email campaign—and this bugs me so much, let alone how the recipient must feel when receiving the email—is to avoid being overly enthusiastic and attempting to create a false sense of personalization. Trying too hard to make a mass email seem like a one-on-one conversation can come across as inauthentic and cringe-worthy to recipients. I shiver just thinking about these types of emails!

It’s important to be transparent about the fact that it’s a mass email while still crafting it in a way that feels relevant and valuable to the entire audience. Authenticity in your messaging is crucial for building trust and engagement with your subscribers.

Tim WodaTim Woda
Founder, White Peak

Prioritize Targeted Email Campaigns

One major “don’t” for sending mass email campaigns is not having targeted campaigns. As a digital marketing agency, when taking over new clients’ email marketing campaigns, we have observed many of the pitfalls inexperienced marketers can fall into.

Many inexperienced marketers prioritize numbers over engagement. In pursuit of a larger reach, they often overlook the importance of precise targeting, a potentially detrimental practice. Such an approach can lead to dire consequences, including email domain blacklisting, as users will mark your emails as spam, elevated bounce rates, and a damaging blow to your company’s reputation. In the long term, ineffectively targeted emails often end up in recipients’ spam folders, reducing your visibility and trustworthiness.

Email marketing campaigns, like any marketing campaign, should be properly targeted to ensure your content is reaching the right people. This, in turn, amplifies engagement and elevates the effectiveness of your campaigns.

Jordan BridgeJordan Bridge
Digital Marketing Executive and Cyber Security Officer, Growthlabs

Obtain Consent

Email marketing is a robust and cost-effective strategy for businesses to communicate with their audience. But to do so successfully, you must consider these crucial do’s and don’ts.

One of the fundamental principles of email marketing is the segmentation of your email list. Avoid sending mass emails to your entire database without considering the diverse interests and preferences of your subscribers.

Never send emails to individuals who haven’t opted in or provided explicit consent to receive messages from you. This not only damages your brand’s reputation, but it can also have legal implications.

Swapnil KumarSwapnil Kumar
Growth and Marketing Manager, Smartlead

Implement Segmentation and Clear CTAs

Implement segmentation in your email campaigns to ensure that the content applies to the different segments of your audience. This will likely enhance engagement and conversion rates.

Never neglect to include a clear and compelling call to action (CTA) in your emails. A CTA guides recipients on the next steps, whether it’s making a purchase, signing up for a webinar, or another desired action, thereby increasing the chances of achieving the campaign’s objectives.

Chris StottChris Stott
Director, Seven Marketing

Monitor KPIs, Avoid Complex Emails

To run a successful mass email campaign, monitor key insights and metrics. Track and analyze crucial KPIs like opens, conversions, and click-through rates. These insights help you make critical decisions about what you can improve and what to do next.

But don’t add complex code or video in the email body. Emails work best when they’re simple. Avoid complex code or videos directly in emails; they might not work well for everyone. Instead, keep it clean. If there’s a great video, show a picture and link to it. Simple emails get more clicks and keep inboxes happy.

Ajay PrasadAjay Prasad
Founder and President, GMR Web Team

Personalize Based on Behavior and Test Emails

In my experience with mass-email campaigns, it’s crucial to segment and personalize emails based on the recipient’s preferences and behavior. This ensures that the content is relevant and also helps to increase engagement.

Before hitting the send button, I always make it a point to test the email for any errors, broken links, or formatting issues. The subject line needs to be compelling to boost open rates. Besides that, it’s essential never to send out mass emails without an easy-to-find unsubscribe option. Not only is this a best practice, but it’s also legally mandated in many places. Of course, do not overwhelm recipients with too many emails, which can lead to annoyance and increased unsubscribe rates.

Oksana SydorchukOksana Sydorchuk
Marketing Manager, Right People Group

Optimize for Mobile, Limit Media Content

Optimize emails for mobile devices because many people regularly check their mobile inboxes. Keep the subject line short (three to five words). Plus, ensure the email is concise and easily readable on small screens.

Make sure to avoid overwhelming your audience with images and media content. They can increase the chances of hitting the spam box. It’s better to stick to classical text mail for sending mass emails.

Shivbhadrasinh GohilShivbhadrasinh Gohil
CMO and Co-Founder, Meetanshi

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Cyber Monday Email Frenzy: How to Stand Out Amongst the Rest

Cyber Monday Email Frenzy: How to Stand Out Amongst the Rest

Cyber Monday Email Frenzy: How to Stand Out Amongst the Rest

To help your Cyber Monday promotions stand out, we’ve gathered eight top-notch email marketing tips from industry leaders, including CEOs and directors. From embracing email marketing fundamentals to standing out by being a helpful resource, these insights will give you the edge you need in the competitive Cyber Monday landscape.

  • Embrace Email Marketing Fundamentals
  • Craft Magnetic Subject Lines
  • Offer Unique Deals and Regular Updates
  • Employ Advanced Segmentation Techniques
  • Maximize Impact with Personalization and Urgency
  • Design for Quick and Effective Communication
  • Adopt a Contrarian Approach
  • Stand Out by Being a Helpful Resource

Embrace Email Marketing Fundamentals

It truly comes down to fundamentals.

Cyber Monday should not be when you send your first email campaign. Instead, ensure you communicate regularly with your email audiences well before a critical event. Beforehand, know what your audiences like, what motivates them, and what they want to know from you.

Getting someone to open an email is crucial. At Pinnacle, we leverage a few email tools (like Litmus) to help us identify best practices to stand out in the sea of subject lines.

Make sure the email pays off the effort of your audience engaging with you. Educate them, give them something special, or offer up a promotion. However, make sure you showcase value, energy, and connection. You want your audience to come back.

With every other brand trying to capitalize on a trending day, ask yourself: am I providing value or just adding to the volume?

Amy CantwellAmy Cantwell
Vice President of Media Strategy and Owned Media, Pinnacle Advertising

Craft Magnetic Subject Lines

With Cyber Monday email marketing, your subject line is your secret weapon. Craft attention-grabbing subject lines that create a sense of urgency and excitement. Use words like “exclusive,” “limited time,” or “one-day-only” to convey the urgency of the Cyber Monday deal.

Include personalized touches, like the recipient’s name, to make it feel tailored.

We sent emails with subject lines like “Your Exclusive Cyber Monday Deal, [Recipient’s Name]!” This small change led to a 40% increase in email open rates and a 25% boost in conversion rates. Remember, the subject line is the gateway to your offer, so make it magnetic.

Himanshu SharmaHimanshu Sharma
CEO and Founder, Academy of Digital Marketing

Offer Unique Deals and Regular Updates

My best tip to stand out amongst the rest for Cyber Monday specifically, is to offer something unique—a separate promotion from Black Friday is key in getting and keeping your audience’s attention. Use a catchy subject line, and then make it as easy as possible for your customers to get the deal!

Also, it’s always a great idea to send two (or three, if you’re also using SMS) separate communications: one in the morning introducing the offer, and one in the afternoon or evening with “last chance” messaging!

Andrea PohlmannAndrea Pohlmann
Lead Strategist

Employ Advanced Segmentation Techniques

Absolutely, my top recommendation for excelling in email marketing during Cyber Monday promotions is to employ advanced segmentation techniques. Segment your email list based on past purchasing behavior, product interest, or engagement level.

This allows you to deliver highly targeted and relevant offers to each subgroup, increasing the likelihood of conversions. By doing so, you differentiate your brand in a crowded market, providing a personalized experience that stands out and drives results.

Chris StottChris Stott
Director, Seven Marketing

Maximize Impact with Personalization and Urgency

The best way to maximize your Cyber Monday impact is by using personalized and urgent email marketing strategies. Address clients by providing personalized subject lines and names, add exclusive offers on your services or products, and include a countdown timer for urgency. Create memorable messages to ensure your promotions stand out effectively.

By following this tip, you can capture attention and drive conversions, making your Cyber Monday emails unforgettable and leading to increased engagement and sales.

Ajay PrasadAjay Prasad
Founder and President, GMR Web Team

Design for Quick and Effective Communication

Time is of the essence during these big sale days. People are flooded with emails and only have a minute or two to glance at each. So, apart from a catchy subject line that conveys something that benefits them, ensure your email design is visually appealing and highlights the key points straightaway.

Consider using bold fonts for the offer details and a clear call-to-action. A simple “Shop Now” button with a link to your Cyber Monday deals page can be very effective. Remember, the goal is to convey the maximum information in the minimum time!

David Rubie-ToddDavid Rubie-Todd
Co-Founder and Marketing Head, Sticker It

Adopt a Contrarian Approach

To distinguish your email marketing efforts during competitive times, consider adopting a contrarian approach that challenges conventional wisdom. For instance, you could launch an email campaign titled “What Not to Buy on Cyber Monday,” discussing why the perceived savings may not justify the urgency.

Follow this by highlighting how your specific offer provides customers with substantial savings without the pressure. This unique angle not only captures attention but also positions your brand as a thoughtful alternative in a crowded marketplace.

Jason VaughtJason Vaught
Director of Content, SmashBrand

Stand Out by Being a Helpful Resource

Be different. Throw the guidebooks out the window and start fresh. Focus on finding something relevant to your industry that is useful and helpful to your customers, and send that. Don’t just blast special promotions; be a resource. The idea is for them to pay attention and keep you in mind.

Christopher OlsonChristopher Olson
CFO, Surfside Services

Submit Your Answer

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