I’ll start this column with a few words inspired by LL Cool J’s “Mama Said Knock You Out:”
Don’t call it a mail blast
You have been for years
Shootin’ out emails like you ain’t got no fear
Makin’ the spam rain down like a monsoon
Makin’ their inbox go boom
Over the competition, you’re sinking
Sending out messages to all your peeps without even thinking
Don’t you dare pare, you’ll mail the list
Don’t ever compare
Blasts to the rest that’ll all get sliced and diced
Reputation’s payin’ the price
I'm gonna knock you out (HUUUH!!!)
Mama said knock you out (HUUUH!!!)
Don’t you call it an email blast
I’m gonna ban this term
I’m gonna take that big bad word by storm
And I’m just getting warm!
I really want to knock out the phrase “email blast.” That term implies:
Are any of the above really how you want to describe a part of your marketing program? If so, stop reading now. (And take my name off your mailing list, if it happens to be there.)
Shooting at random without any thought to a specific target.
Shouting at the recipient in a one-way conversation.
Something thoughtless and violent.
A marketing piece that isn’t relevant or timely.
Spraying and praying. In other words, “I’m going to hope that I hit something and it sticks.”
Is a rant about the term “email blast” really necessary? I think so. That name for email campaigns has been in use for far too long and should be put to rest. It has no place in today’s email world of sophisticated software.
In the early days, before marketing automation and readily available metrics that can target subscribers based upon their activity, emails may have been “blasts.” But with the resources available today, good marketers should make the effort to tailor their emails. There’s really no excuse to ever “blast” out a mass email hoping someone will find it relevant again.
Email is a personal exchange. Assuming you have an opt-in program, your subscribers have invited your email into their inbox, a place that is sacred to them and a privilege that shouldn’t be taken lightly. “Email blasts” conjure up images of overflowing inboxes full of unwanted mail. Assuming you’re interested in developing meaningful, long-term relationships with your subscribers, clogging up their inbox with irrelevant information is not the way to go.
Email is a channel that requires thought and consideration. Sending the same thing to everyone lacks a personal touch that can go a long way toward increasing loyalty.
Are you someone who sends out “email blasts”? Is segmentation something you’d entertain doing? Going forward, I’d challenge you to send out personalized email campaigns. Try a welcome series or a drip campaign to a new prospect. Still think it’s an “email blast” then?