Email Blast is a Dirty Word Featured
Email Blast is a Dirty Word Featured

Why Email Blast is a Dirty Word

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.

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Comments:

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  1. So, Dave, what do we call it when we send a mass emailing to, say, 5000 customers using Constant Contact. I do not like Blast either. When I am describing your services to someone do I say, ” bulk emailing, whole lot of identical email notes, group emailing, email newsletter”?
    Email newsletter to our customers is the best I can think of so far. Still a bit awkward.
    Loyal Customer JP Powel, Salt Marsh Pottery

    Reply
    • Dave Charest •

      Great question JP. When describing to others I would go with permission-based email marketing or just email marketing.

      Calling it a “note” as opposed to a “blast” is more for the person creating the message. Note immediately invokes putting some thought behind what you’re creating for the person receiving it rather than just blasting something out hoping it sticks.

      Reply
  2. Ellen •

    Dave, I agree! I receive a regular email from a local org., with the subject line “email blast,” and I cringe every time. I think it’s a default subject line that they haven’t thought to change. JP, I use “email campaign” or “e-newsletter” – keeps it simple.

    Reply
    • Dave Charest •

      Thanks for the comment Ellen. The though of that subject line is making me cringe right now.

      Reply
  3. The permission part bugs me too! Most people only give you their email out of necessity; almost with a codicil = to “but don’t bother me all your promo sale holiday cheer stuff”….Keeping it LIGHT is the KEY….and HOW to do that is the challenge! Your ideas Dave?

    Reply
    • Dave Charest •

      Thanks for the comment Jean. I’d say it’s really important to up front about what you’ll be sending, i.e. tips, promotions, etc. The key is to find the right balance of promotion. A good rule of thumb is 80/20 useful content/promotions. That content should always be relevant to your subscribers. That means sending things that help them solve a problem, use a product or service better, or just entertain them.

      Reply

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