Emails aren’t just reserved for communication between friends and family. In fact, the majority of emails that customers receive are known as email blasts, and are the complete opposite of one-to-one messages.
An email blast, also known as an email broadcast, is when when you send a single email to a group of customers or prospects all at once. Instead of direct communication between two people, you deliver your message to hundreds or thousands of people simultaneously. For example, you may send an email blast to announce a new feature or to promote a limited-time offer.
Email blasts offer flexibility and scale. Without them, many small businesses might not even do email marketing due to the manual nature of one-to-one emails.
However, not all email blasts are created equal. Just because you can email your whole database at once doesn’t mean you should.
Email blasts can be a powerful strategy when carefully planned and executed. Here are three tips to ensure your blasts are a success:
Emails are so much more than the words on a screen. In order for email blasts to truly be successful, you need to have a proper plan in place before you start building the email itself.
Here are five steps to creating an email blast:
How can you create these email blasts at scale, without starting from scratch and repeating the same process each time?
Keap, small business client management, appointment, and invoicing/payment software, helps you get daily work done and deliver personalized, reliable services. Your clients want to feel like you just “get” them and are responsive to their needs, and this feeling carries over to email as well. Your email blasts should create a personal, relatable experience for your users.
Keap can help. You can choose from a gallery of email templates or create your own. Then, you can edit the text, images, buttons, and more, and even A/B test elements of your email (like subject line or CTA). And, thanks to a CRM integration that stores all customer information in one place, you can easily create and segment your send list based on email behavior, company name, or job title. This allows you to better customize your campaigns to what really matters to your customers, resulting in higher email engagement and deeper relationships.
At face value, the term “email blast” can have a negative connotation. It can be associated with a lack of segmentation, testing, or customized messaging.
It’s up to us to redefine what a “blast” truly means. Instead of a blanket message sent to every single person in your database, always think about creating the most personalized experience for the recipients. You can think of a “blast” as an email sent to more than one person, but think of the email itself as a note or a letter, which will naturally force you to prioritize personalization.