Referral Code

In today’s digital era, there are more and more marketing strategies, e.g. social media, search engine marketing, content marketing, referral program, etc. Among all of these marketing strategies, email marketing is still the most reliable approach, as you can ensure your message will deliver to your customers given that almost everyone has a mailbox.

What is email blast?

Email blast is also known as e-blast, broadcast emails, mass emails, bulk emails. It refers to sending a single email message to a group of customers simultaneously, the email itself doesn’t target anybody and isn’t personalized for the customers, that’s why it is named “blast” and lots of people treat it as a spam.

Why people use email blast?

Because email blast is simple and low cost, there are lots of elements required in a good email campaign, especially if you want each email to be tailor-made.

  1. 1. You need to gather information of your customers so that you can segment them
  2. 2. You need to design different types of email, e.g. blog, announcement, latest update, etc. Each type of email will be delivered to corresponding interested customers
  3. 3. You need to measure the performance of the email campaign, e.g. email open rate, any traffic growth of your website, sales made by the email campaign
  4. 4. You need to iterate. You need to test new things and measure their performance in every email campaign

Why people hate email blast?

According to Campaign Monitor , every person receive 120 emails per day. Having such huge number of emails for us is a trouble, as lots of us don’t have enough time to open and read all of them. While we spend time to read the emails, it’s unpleasant to read a spam email, these emails are irrelevant to us and bring us zero value, it makes us to unsubscribe the emails too.

How does email blast damage your online store?

There is only a single advantage of email blast, it is low cost. Designing a single email and tell all of your customers is efficient, because you don’t need to segment your customers, design the email and think about the content.

However, it has lots of drawbacks. By sending email blast, you aren’t just wasting your readers’ time, but it may hurt your business as well.

Lost customers

There is a huge competition among all kinds of online businesses, all of us try to make our customers to be aware of us by trying different kinds of advertisements, referral program. Per Huntclub , even some big players spend $160 to acquire a new customer.

If you try to do email blast frequently, you are discouraging your customers from reading your new blog posts or learning new products, the worst case is that they unsubscribe from your emails. In other words, you are wasting your marketing expense and lose your long-term customers.

Bad Reputation

Sending meaningless emails to your customers makes your customers feel annoying, it will decrease your customers’ willingness to open subsequent emails, use your products. If your emails cannot deliver useful messages to your customers, it wastes your customers’ time to read it and disappoints them, they may think that you are not customer-centric and damage your reputation.

Bad Email Sender Reputation

Sending untargeted email blast will lower your email sender reputation score and make your harder to reach your customers through email subsequently. In general, your emails are delivered by Internet Service Providers (ISP), they decide whether we will deliver your messages based on your email sender reputation, ISP may not be willing to deliver email sent from somebody having bad reputation.

Sender reputation depends on various factors, one of them is how many recipients mark your emails as spam. The more recipients mark it as spam, the lower the sender reputation score will become. When you send untargeted email blast, your recipients likely mark them as spam, which damage your reputation score and affect your long-term email deliverability.

How to improve your email campaign?

After understanding the ineffectiveness & drawback of email blast, you should make some changes to your email campaign and make your emails more personalized and fit your customers’ interests.

Personalize your emails in email campaign

First of all, you need to gather customers’ interest and know about their preference. Some of them may interest in useful tips, somebody may want to know new products, someone may want to know all of your latest information, etc. After you send a “Welcome email” to your customers, you can ask them about their email preferences. You can always add/delete any option of email preference, so don’t afraid to test it first.

There are numerous software can achieve this. For example, you can use SendInBlue to customize a form & let customers update their preferences.

Email campaign personalization example

After that, you can categorize your customers and send them email based on their email preferences.

Email blast is okay sometimes

Customers hate mass emails because it deliver meaningless message to them, but email blast is still acceptable as long as it delivers information. There are certain types of messages which are important to the customers, e.g. change in terms and privacy policy, you shouldn’t skip some customers for these types of information. In other words, you can send mass emails to customers as long as the messages are important or bring values to all customers.

How to segment your customers in Shopify

Usually, store owners don’t intend to spam others’ mailbox, but they just have no clue on what kinds of information. If you use Shopify to host your online store, you can use tagging to segment your customers.

Add a tag to your Shopify customer

Add tag to customers in Shopify

Filter Shopify customer by tag

Filter customers by tag in Shopify

Conclusion

Spamming your customers’ mailboxes is an unwise decision, it doesn’t waste your customers’ precious time, but it damages your online business as well. However, a targeted email campaign is still a good marketing strategy to gain more customers’ awareness, because such campaign informs your customers something they are interested and helpful to them, which your customers will love and ultimately drive your store’s sales.