There are two words never uttered around these offices. And those words are “email blast.”
When “blast” is used in reference to emails, it conjures up images of unwanted bulk emails invasively clogging thousands of inboxes at a time. And if you’re trying to create and grow meaningful relationships with your customers, it’s easy to see that clogging their inboxes is not the way to go.
So instead of “email blast,” let’s think of it as a simple note
Thinking of your email as writing a “note” rather than a “blast” gets you in the right frame of mind. Your emails should be like a pleasant conversation amongst friends. First, you get their permission to enter into a dialogue, then you offer interesting and informative content, and lastly, you listen to their responses and feedback.
When you take this approach with your email marketing you’ll find much better results. After all, you’re trying to build relationships. Friendly conversations that offer helpful, relevant information will go much further than “blasts” that talk at your customers rather than with them.
The days of the email blast are over
A decade ago, before computer security systems were armed with today’s sophisticated anti-spam technology, it was very possible to send massive amounts of email to unsuspecting audiences. But, with the developments in email marketing software, we can now track metrics like click-throughs, open rates, bounces, unsubscribes, and can target subscribers by segmenting into email lists based on interests. Today, there’s really no excuse to ever “blast” out a mass email hoping someone will find it relevant again.
A “blast” to read
There is one caveat. You can have a “blast” if this slang definition means that your emails are a “blast” to read. Email is the most unique and important way for communicating and developing relationships since the telephone. It’s familiar, easy to use, and the most powerful way to make connections. So be sure to send out an email “note” to your subscribers rather than a “blast” so you’ll be in a better position to build those relationships that matter most.