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 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 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 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 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 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 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 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 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 Gohil
CMO and Co-Founder, Meetanshi

---

Submit Your Answer

Would you like to submit an alternate answer to the question, “Marketers, what is one Do and/or Don’t for sending a mass email campaign?”

Submit your answer here.

Related Articles

• The Do’s and Don’ts of Email Marketing – Westfield Creative
• 13 Spam Trigger Words To Avoid Including In Emails
• 12 Ways You Can Use AI in Email Marketing – Westfield Creative

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 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 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 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 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 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-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 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 Olson
CFO, Surfside Services

---

Submit Your Answer

Would you like to submit an alternate answer to the question, “Give your best email marketing tip for standing out amongst the rest during Cyber Monday promotions?”

Submit your answer here.

Related Articles

• 9 Tips for Awesome Cyber Monday Emails – Westfield Creative
• 8 Black Friday Email Tips For Mailchimp Users – Westfield Creative
• The Do’s and Don’ts of Email Marketing – Westfield Creative

6 Giving Tuesday Email Strategies that Actually Worked

To help you maximize your “Giving Tuesday” email strategy, we asked six experienced CEOs, founders, and marketing managers to share their most successful tactics. From promoting a unified nonprofit message to leveraging nostalgia and data, discover the top six strategies that have proven to boost donations and engagement in the past.

• Promote a Unified Nonprofit Message
• Boost Donations with Authentic Storytelling
• Run a Personalized Matching Challenge
• Use the “Impact Story” Strategy
• Recognize Donors with a Roll Call
• Leverage Nostalgia and Data

Promote a Unified Nonprofit Message

At Share Detroit, our mission is to support the missions of over 360 nonprofits in our area. During Giving Tuesday and throughout the holiday season, we do this by creating content and messaging that all Detroit area nonprofits can use to promote their mission work and be a powerful part of a larger community of nonprofits.

With this common branding and messaging, led by Share Detroit, we know that supporting all nonprofits with consistent messaging and collaboration allows everyone to be seen and attracts more support from our community of caring neighbors, clubs, religious groups, and corporate foundations. Our advice is to collaborate and promote a unified message to receive more visibility, which will lead to more support.

Karly Moore
Director of Nonprofit and Community Impact, SHARE Detroit

---

Boost Donations with Authentic Storytelling

Personalized storytelling is a Giving Tuesday email strategy that has delivered remarkable results. Emails crafted to share impactful, real-life stories of those positively affected by donations have led to a 45% increase in engagement and a 30% boost in donations.

For instance, consider a nonprofit organization that, instead of generic appeals, sends out emails featuring stories of individuals whose lives had been transformed through their programs. These heartfelt narratives resonated with donors, inspiring them to contribute.

In essence, this strategy elevated Giving Tuesday campaigns from mere requests for funds to powerful, emotion-driven connections. Weaving authentic stories into emails taps into the empathy of supporters, driving higher engagement and donations.

Himanshu Sharma
CEO and Founder, Academy of Digital Marketing

---

Run a Personalized Matching Challenge

The Personalized Matching Challenge was an email approach for Giving Tuesday that proved to be very effective. In this method, personalized emails were sent to supporters to inform them that the director of the group would match their donations.

This not only made their money go further, but it also gave the effort a more personal feel. By emphasizing “I will match your donation,” a feeling of trust and urgency was created, which encouraged supporters to act quickly.

As a result, a lot more money was donated because people wanted to maximize their contributions. Additionally, the level of engagement increased when donors shared the campaign enthusiastically on social media, encouraging their networks to participate in this unique, limited-time opportunity.

Carl Panepinto
Marketing Manager, Easy Allied Health

---

Use the “Impact Story” Strategy

The “Impact Story” strategy has proven highly effective in the past as a “Giving Tuesday” email strategy. Instead of merely requesting donations, a compelling story that illustrated the impact of our organization’s work in the real world was shared. This narrative highlighted an individual or community that had benefited directly from our efforts.

This strategy resonated with supporters because it created an emotional connection between them and the cause. They could observe the tangible impact of their contributions. Vivid images, personal testimonials, and progress metrics were included in the email to increase engagement.

The outcome? Donations and participation soared. Not only did donors donate, but they also became part of a meaningful narrative. Sharing the results of supporters’ efforts resulted in a sense of satisfaction and a stronger desire to continue supporting the cause. This strategy transformed ‘Giving Tuesday’ into a day of genuine giving and connection.

Martin Seeley
CEO, Mattress Next Day

---

Recognize Donors with a Roll Call

One Giving Tuesday email strategy that has worked well for us in the past is what we call “The Donor Roll Call.”

This particular strategy involves reaching out to your current donor list and emphasizing their impact on the organization, thanking them by name for their continued support. In this email, it’s important to highlight how your donors have made a difference and why their gifts are so important.

Rehana Aslam
Marketing Assistant, Instantly API

---

Leverage Nostalgia and Data

One “Giving Tuesday” during the early days of my startup journey, I recall we leveraged a heartfelt, nostalgia-driven email strategy. I called it the “Remember When” campaign.

Do you remember your first bicycle? The feeling of freedom, the wind in your hair? We drew a metaphorical connection between that innocent joy and the change a single donation could bring. We incorporated visuals from our startup’s early days, a tiny room, three people, and a dream—juxtaposed with where we were 10 years down the line, serving thousands. Stats were sprinkled in, showing a 120% growth in user engagement and how 70% of our milestones were community-backed.

The results? A whopping 45% spike in donations compared to the previous year. It’s amazing what a stroll down memory lane, coupled with hard data, can do for engagement. Isn’t it fascinating how emotions and numbers, when strung together rightly, can craft magic?

Ankit Prakash
Founder, Sprout24

---

Submit Your Answer

Would you like to submit an alternate answer to the question, “What is one ‘Giving Tuesday’ email strategy that worked well for you in the past? Share how this strategy boosted donations/engagement.”

Submit your answer here.

Related Articles

• 9 Email Marketing Segmentation Strategies For Ecommerce
• How often should you send an email
• 12 Reasons Email Marketing Is Still Worth It – Westfield Creative