5 min read

In the age of GDPR, email marketing has never been more challenging. Whether it’s spam filters or dodgy mailing lists, we might be missing our customers one way or another. If you’re an email marketer, make sure you don’t commit the ultimate cardinal sin: an email blast.

What is an email blast?

Strictly speaking, this is something of a misnomer, because we all like to send content out to large audiences. However, an email blast does this the wrong way. It concerns sending one singular message to a large volume of recipients. No targeting. No personalisation. Very likely, no response.

Why an email blast will get you nowhere

Email blasts are typically sent without using a mail client, like Mailchimp or Campaign Monitor. This means they’re more likely to go into spam boxes, while they’ll also be hard to read or non-mobile-friendly.

More importantly, this catch-all tactic will hit a bum note with your customers. Without considering their buying patterns, their likes and dislikes or their engagement with the brand, they are unlikely to convert.

How to get better engagement through email

The first step is to stop calling it an email blast. Instead, consider the value your content will bring to them. Is it a promotion, a newsletter, or a personalised response to their behaviour?

Use a trusted provider

You can start by signing up to a mail client. Tools such as Mailchimp can be automated to respond to certain behaviours, such as abandoned baskets.

These also ensure that content is responsive. This means images and text can be read on desktop and mobile devices with ease. 61% of us read emails on a mobile, so it’s crucial to get this right.

Clean your data

If you’ve bought your data, chances are your emails will fall on deaf ears. Instead, comply with GDPR best practices and only engage those who’ve interacted with you before. Bought data is rarely up-to-date and doesn’t connect you with decision-makers.

Segment your email lists

Once you’ve cleaned your data, segment it! Tools like Mailchimp can help you categorise customers into age, gender, location and previous user behaviour. You can set your own custom categories too, for example customers interested in one product over another. 74% of marketers say personalised emails are more effective, so make sure your content is hitting the right people.

Call them by their name

You can take personalisation down right to the individual. Using simple tags such as first name tags will address your readers in the body copy or subject. You can even send them tailored promotions, for example, on their birthday.

Close the sale

Make sure your email content finishes with a clear call to action. Highlight the benefits such as “save X” rather than “click here”. The simple principle is “not to make them think”.

Remember – every customer likes to feel special. By avoiding email blasts and focusing on personalised, valuable content, you’ll see a better return on investment and avoid alienating your customers.