Email marketing is a critical aspect of any marketing strategy. It doesn’t only help a business establish long term communication with the customers but, also facilitates the collection of essential data while increasing the overall marketing ROI. In fact, 65% of marketers who use email marketing witness a good or excellent ROI in their business. Therefore, if you want to have the edge over competitors and be successful in the long run of business, it’s high time you incorporate email marketing techniques within your marketing campaign. However, a good email marketing campaign should be such that establishes a close connection with the audience by sending them the relevant message that best suits their need and preferences.  In short, it’s all about looking for the right strategy at the right time.

So, don’t go with redundant approaches, especially the one like batch and blast email marketing. This trend died long back. If you are not aware of what exactly batch and blast marketing is, it is an email that is sent throughout your customer base irrespective of their buying history or browsing habits. In short, it’s like a shout on the void which usually falls on deaf ears. Such irrelevant marketing emails might annoy your customers to such an extent that they would end up either deleting your email, unsubscribe it or even worse, mark it as spam. Well, there is a reason 55% of the total email messages across the globe are marked as spam by the customers.


Hence, if you don’t want your email marketing campaign to be the one amidst the spam list, avoid batch and blast emails at any cost. Here’s a closer and more detailed look at why such emails are harmful to your brand in the long run.

1.   Brand ignorance

Frequent non-personalized emails might trigger your customer base to ignore your emails. Remember, sending multiple emails in a day is not a bad thing but, only when it is personalized and is somewhat relevant to customers based on proper segmentation and buying behavior habits. However, the same is not the case when you send them irrelevant messages. It’s like annoying them on purpose and asking for getting ignored. It is undoubtedly going to damage your brand reputation sooner or later.

2. Loss of opportunity cost

Since batch and blast emails accelerate unsubscribes, the chances of losing on opportunity cost become higher. Further, it wouldn’t only reduce your open and click-through rates but, also slump your revenue per campaign by making you lose a good chunk of loyal subscribers.

3. Lack of personalization

Batch and blast, as the name itself suggests are sending the same email to everyone, all the time. In the era, when the competition is fierce, and personalization is one of the focus areas of 30% of the global marketers, sending non-personalized emails are just like digging your grave yourself. Moreover, with 77% of marketers already opting for personalization in email marketing, going the batch and blast way is no less than a path that would only lead to a dead end of your business.

4. No performance evaluation

Email marketing gives you a plethora of options to know how your campaign is performing. From click-through rate to open and conversion rates, you can understand it all. However, the scenario is different from batch and blast email marketing. With such bulk emails sent to the customers, it is almost impossible to keep a check on what aspect of the campaign worked and what didn’t, thereby leaving you with no chance of progress or improvement of your email campaign.

All in all, batch and blast email campaign are not a good practice. It wouldn’t only make your customer reach a saturation point but, also make them unresponsive towards your brand. This, in turn, might lead to you losing a good number of your loyal subscribers. Moreover, as s marketer, you must know that the cost of retention is always higher than the cost of acquisition. Therefore, if you can’t retain your customers, you are bound to trigger reduced revenue and lower ROI.

Now, having known all of its disadvantages, the next big question is how to avoid the batch and blast email marketing? The answer lies in the tips as mentioned below Take a look.

●      List segmentation

Avoid batch and blast approach by segmenting your customer base based on their buying behavior, purchasing history, demography, purchasing power etc. Besides, you must also keep a close look at metrics such as the number of customer visits on your website and its frequency to know precisely how and when to approach your customer with the relevant marketing email.

●      Opt for targeted content

You must know as a marketer that each of your customers has a unique taste and is in different position of sales funnel. To put it in other words, their needs and wants are different from each other. So, to engage with them, you need to send them relevant emails which targets their preferences and requirements on a personal level.

●      Impeccable subject line

Email subject line plays a significant role in the success of your email campaign. Therefore, if you want your email to grab the customer’s attention quickly, make sure you work on your subject line seriously. From short and crisp subject line to personalizing it with the customer’s first name, there is a lot you can do to make your subject line top notch, thereby giving your email marketing campaign the much-needed boost. See how Butlin’s does it like a pro.

●      Analyze your results

It is critical to get a clear view of where you are standing as an email marketer. In short, you must know how your email campaign is performing. So, make sure you keep am an eye on statistics like email delivery rates, open and click through rates. This would help you understand your email campaign better while letting you take corrective measures as and when needed.

Wrap up

In conclusion, email marketing is an art and science both where a marketer needs to visualize the bigger picture in a way that ultimately enhances the sales and revenue. The points mentioned above have made it quite clear how batch and blast marketing is a thing of past and how going for the apt strategy can give you excellent results in no time while helping you curb unnecessary expenses.

Have you been observing a decline in the open rates for your emails, specifically with Gmail users? Gmail launched the tabbed inbox, which allowed them to segregate the emails into three tabs- primary, social and promotions. Very often than not, the emails that you send to your subscriber lands in the promotions tab, which is not very frequently visited. As a result, your brand’s visibility and open rates have declined in case of email marketing.

While the promotions tab has made life easy for the Gmail user, it has not gone down well with the email marketers. The reason being, your email that offers value to the customer, will be filtered by Gmail and sent into the promotions tab, and your subscriber is most likely to miss out the offer.

19.9% of the Gmail users never check emails that are filtered into the promotions tab. If you want to increase the user engagement for your emails, you may need to find a way to bypass the Gmail promotions tab.

Here are a few tips and ways that should help you achieve it. Ready to begin?

Avoid using promotional phrases

What do you think is the significant difference that you see between mailing your friend and mailing your subscribers? The use of promotional phrases. When emailing your friend, you don’t use words such as free, discount, sale time etc. You are pretty much to the point, not only with the email content but also the subject line. You need to write content that you would send to someone you know. It should be personal, i.e. it should be written keeping the subscriber in your mind. If you write a more personal content and subject line, it will not only bypass the promotional tab but also enjoy a good open rate.

Too many images spoil the email

We do want to showcase as many images as possible while drafting the email. However, too many emails can put off the subscriber and can put your email in the spam category. When you write a regular email that is not considered spam, the email does not contain too many images. In fact, there are times when the email includes no photo at all. When working on the email for your subscriber, make sure you take into account the image: text ratio necessary for the email. Don’t include any more than 2 images per image. Avoid adding mastheads or pictures in the signature while drafting the email. Google immediately filters the emails with too many images into the promotional tab.

Add necessary links only

Linking requires a lot of thought from your end. Linking to just about anything and everything in your email can catch unwanted attention, and promote your email to the promotions tab. Make sure you don’t add social media links or links that don’t make sense to your email. A sales pitch containing too many links is not relevant or personal in any way. It is a sales pitch, and Google can determine the difference quickly.

If you want to add links to the emails, make sure you don’t add more than 4 links. Obviously, adding only one or two essential links will actually help get your email into the inbox, and increase the engagement rate for the email.

A reply-to address matters

If your email contains a from address marked as “no-reply”, there are high chances of it being transferred to the promotional tab. Gmail does not recognize the “from” email address and considers it to be spam.

Instead of using “no-reply”, try using a person’s name or admin as your email address. The email address with a company’s name as the domain for the email is recognized inbox-worthy. When you have a reply field where the users can reply, and the email address seems valid, Gmail considers it to be a personal email that the subscriber would be interested in. The email is then sent into the inbox. Make sure, before sending the email, you have added a proper email address in the sender field.

Don’t format your email too much

What do you do when you are sending business or personal emails? You just write the text, edit it a bit and then send it across. However, when you are sending it to a subscriber, you tend to format it carefully and modify every aspect of the email.

As a result, Gmail believes that the email is not being sent by a person, but by the company. Too much formatting can actually spoil your marketing efforts. Avoid the HTML formatting, and use plain text when drafting an email. You might need to change the template that you are using to send the emails, in case your email template requires you to format it every time before you send the email across.

Content should be short & personal

While this is still being debated, there is a school of thought that believes the content plays an important role when you are trying to avoid the promotions tab. For instance, the longer the content, the more chances you have of being considered as spam. You can use short paragraphs to make the content flow distinctly visible to the subscribers. Secondly, you need to personalize the content, so that the subscribers feel it is being written to them.

If you don’t believe that the content is responsible for the email being transferred to the promotions tab, then you can conduct an A/B testing. However, it is important that you address your subscriber by their first name, and add other personalization elements to be recognized as authentic by Gmail.

Don’t send emails without testing

Testing of the emails on the various ESPs is important before you can send the email to the subscribers. You ought to test the email for personalization, use of promotional words, length of the email, the sender address and other details. Also, test the email by sending it to your own Gmail Id to know whether it enters the inbox or the promotions tab. Check all permutations and combinations when testing your email.

Wrap up

The emails that you send should be from a reputed and authenticated domain so that they are received well by Google. If you are offering value to the customers, and making your email sound more personal than promotional, you have higher chances of being in the inbox tab. The idea is to follow all the tips, and then test your emails as much as you need to, before sending it to your customers. If you want to talk promotions, then add the promotional content to your email, instead of being spammed by sending it via emails.  

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