Mass Mailing: Types, Rules, and Examples

To reach a large audience, companies often utilize mass mailing campaigns. This is a way to boost sales, quickly inform users about brand news, and maintain communication. Typically, such email campaigns are conducted using specialized tools that automate the email sending process.

In the following sections, we will discuss the features, types, and rules of mass mailing, as well as how to increase their effectiveness and avoid getting marked as spam. We will also provide some examples.

Mass mailings: what are they and why are they needed

Mass mailing is the sending of identical or similar email messages to a large audience. It can be sent to the entire database or to specific segments grouped based on certain criteria.

Such email distribution may seem similar to spam based on its description, but it is still a marketing tool. Emails are sent only to those individuals who have given consent to receive messages from the brand and can always opt out.

Mass email marketing is necessary to:

• increase company sales;

• quickly convey information about promotions, discounts, news, and actions;

• make the company more recognizable and maintain contact with customers;

• conduct audience behavior research.

Types of mass mailing

There are various types of mass email campaigns based on their objectives:

Rules for mass email campaigns

Mass email campaigns follow the general rules of email marketing:

• Clearly identify the sender. Use a recognizable sender name and a subject line that immediately conveys the email's content.

• Use permission-based lists. Ensure that the email addresses on your mass mailing list are obtained through proper consent from users who have agreed to receive emails from your brand.

• Create an engaging and consistent design. Design your emails to be visually appealing and maintain a consistent look and feel. Avoid overloading them with images and animated elements, as they may not load properly for users with slow internet connections.

• Include call-to-action (CTA) buttons. Add buttons that encourage recipients to take specific actions, such as making a purchase, signing up, or clicking a link for more information.

• Test emails before sending. Always test your emails to ensure they display correctly and function as intended for all recipients. Avoid sending errors to a large audience.

• Avoid over-sending. Do not send emails too frequently to avoid overwhelming and annoying your subscribers. A frequency of one to two emails per month is often sufficient.

• Provide accurate company information. Include accurate company details and contact information in the email signature for transparency and ease of communication.

How to conduct mass email campaigns without landing in spam

• Obtain subscriber confirmation. Require confirmation from subscribers before sending emails. You can implement a double opt-in process, where individuals provide their email addresses on your website and then confirm their subscription through an email link. This helps prevent inactive addresses and spam traps from entering your database.

• Monitor domain reputation. Regularly check if your IP address is listed on blacklists, as a poor reputation can increase the likelihood of your emails being classified as spam. Use specialized services to monitor your sender reputation. Also, periodically clean your email list of inactive addresses.

• Configure SPF, DMARC, DKIM records. Set up SPF (Sender Policy Framework), DMARC (Domain-based Message Authentication, Reporting, and Conformance), and DKIM (DomainKeys Identified Mail) records for your email campaigns. These authentication methods help ensure the legitimacy of your emails.

• Include an unsubscribe link. Always provide an unsubscribe link in your email's signature. Avoid hiding it, as this can lead to user complaints and spam reports. Make it easy for recipients to opt out if they wish.

• Gradual list growth. Don't increase the volume of emails you send abruptly. Sending a sudden surge of emails is a signal to email providers that you may have acquired a list of people who didn't give permission to receive emails. When planning a mass email campaign, build your email list gradually.

• Avoid spam trigger words. Be cautious about using trigger words in your emails. Phrases like "get rich quick," "exclusive offers," and "prize giveaways" are likely to trigger spam filters. Use language that is clear and informative rather than overly promotional.

How to improve the effectiveness of mass email campaigns

1. Personalize emails. Customize emails and send them to different segments of your audience based on factors like age, profession, interests, and purchase preferences. Avoid sending the same content to everyone randomly. For example, create product recommendations based on a user's previous orders or offer personalized deals to segments where people have made purchases exceeding $100.

2. Analyze campaign results. Continuously monitor the performance of your email campaigns. Track metrics such as open rates, click-through rates, and which CTAs receive the most clicks. Use the results to adjust your email content.

3. Build relationships. Focus on establishing a connection with your subscribers rather than rushing to make sales. Send informative and valuable emails that introduce people to your brand and products, effectively "warming up" your audience before attempting to sell.

4. Reactivation campaigns. Implement reactivation campaigns for subscribers who haven't engaged with your emails for an extended period. Try to recapture their attention, and if unsuccessful, consider removing them from your list.

5. Utilize email marketing automation. Leverage email marketing automation services that adapt to the requirements of email service providers. These tools provide features for efficiently and correctly creating email campaigns.

6. A/B Testing. Conduct A/B testing to compare different email elements such as subject lines, headers, buttons, and designs. This enables you to discover the most effective variations.

Capabilities of email marketing services

Email marketing services serve as invaluable tools for marketers when it comes to sending messages to large audiences. These legal and relatively straightforward tools save time for professionals and help prevent common mistakes. Let's explore the capabilities that email marketing services offer:

Email builder

Campaign analytics

Automation

Personalization

Email marketing services enable the sending of fully personalized emails. This is usually achieved through variables, allowing for the insertion of names, accumulated points, discounts, and other user data. Advanced tools curate product recommendations for users and even determine the most effective time to send emails.

Data collection

Examples of mass mailing

The promotional email announces a 50% discount on the third package of business applications.

Promotional email announcing the discount

This informational email announces new layouts available on the Canva platform and invites its users to try them out.

Informational email describing new features of the service

In this email, the company is requesting recipients to take a brief survey and provide feedback on their performance. At the bottom of the email, there is a CTA button that leads to the survey page. In other cases, surveys may be included directly within the email, eliminating the need to visit external resources.

Email asking to take a survey

This email from Peet’s Coffee offers its customers the opportunity to download the app, register with a promo code, and receive a $2 discount. Additionally, users will receive a complimentary beverage as a gift for their first order made through the app. Example of a promotional mass email with an offer

Email reminding of abandoned cart as part of trigger campaign

Example of a transactional mass email

Summary

Mass mailing is a method of communicating with a large audience by sending emails to hundreds or thousands of people. Brands use this approach to increase sales, enhance recognition, inform users about changes, and conduct research.

Types of mass mailings include promotional, trigger-based, informational, content-based, transactional, survey emails, onboarding emails, and situational emails.

When sending a large number of emails, there is a risk of ending up in spam folders, so it is recommended to monitor your domain's reputation, provide an option for users to unsubscribe, send messages only to your own database, and gradually increase the volume of emails.

To improve the effectiveness of a mass email campaign, it is advisable to personalize emails, reactivate subscribers, avoid immediate sales pitches, analyze results, and use automation services.