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What To Consider For Your Next Email Blast

What To Consider For Your Next Email Blast

An email blast is a single email message sent to a large group of people.

Some marketers stick up their noses at email blasts. Aren’t group emails a thing of the past?

Not really.

In fact, research by ExactTarget found that nearly seven in 10 marketers say email is at the core of their business, and almost 50 per cent send approximately 500,000 messages annually.

What’s more: About 60 per cent of consumers subscribe to a brand’s email list to get promotional messages and deals, according to MarketingSherpa. That’s compared to the mere 20 per cent that follow brands on social media for messaging.

Research by Remarkety found that email blasts sent to entire contact lists and segmented lists had an open rate of 23.4 per cent and a click through rate of 17.8 per cent.

The takeaway here: Email blasts can be really useful but only when you’re providing customers with the right content.

What Should You Consider For Your Next Email Blast?

1. Brevity Is Your Best Friend

Turns out Shakespeare was right. Brevity is indeed the soul of wit. And there are few places this rings more true than in email copy.

Think back to emails you’ve actioned – were they full of big blocks of text? Did they require a lot of reading time? Our guess is no. Users are looking for summaries, bullet points, formatted text that make it easy to skim through and get to the main points.

Long email copy makes it more difficult to get your audience to click through and eventually act. Keep it short and compelling; the users keen to read more can head over to your site for the juicier descriptions.

What To Consider For Your Next Email Blast

2. Ensure Every Word Adds Value

The business market today is saturated. There are thousands of brands competing for consumers’ attention at any given moment. Your audience has learned how to filter out what provides them with value and what doesn’t. In fact, they expect every form of communication from brands to be valuable. There’s no more success with half-baked content – your customers are expecting you to put your best foot forward every time.

Look for opportunities to engage your email list.  Offer useful tips, provide exclusive discounts or give your subscribers the opportunity to share feedback – what content adds value will depend on your customer base.

Pro-Tip: If you’re at a loss for what they want, try sending out a poll and asking your subscribers directly. This is a great way to boost user engagement and ensure your content is hitting the right marks.

3. Send Out Your Blasts At The Right Time In The Right Segments

Timing is everything when it comes to email blasts. You want to make sure you’re sending out the right content at the right time to the right people on the right device.

Research from a Harland Clarke Digital survey found there are optimal time ranges to reach customers across devices.

  1. Desktops: Desktop computers remain the most common device used to open emails, according to the report. Nearly 55 per cent of consumers opened emails on laptops or PCs (twice as often as they did via smartphone). The best time to reach desktop users is between 3 p.m. and 4 p.m. – approximately 4 per cent of emails are regularly opened during this time frame.
  2. Smartphones: Smartphone users are most likely to read emails between 3 p.m. and 4 p.m as well. The overlap between smartphones and desktops means around 7 per cent of emails are opened on both devices, the report revealed.
  3. Tablets: Open rates for tablets are highest between 8 p.m. and 9 p.m. – meaning users are viewing emails at home after work. These hours mean they might be more receptive to entertaining blog content.

But it’s not just about timing, it’s about segmenting. You’ll want to group your email addresses according to market segments and send out email blasts according to each of your target audiences. This way you can tailor your content to different audiences for maximum efficacy.

4. Leverage Graphics (But Don’t Sacrifice Copy)

It’s tempting to go heavy on the visuals. We’ve all seen the stats – you retain information better when it’s visually appealing (Nielsen Norman Group). However, the same study found that users ignore decorative images that don’t add real content to the page.

While the graphics work will make your email campaign look good, your words will be what inspires action, calls forward brand loyalty and communicates your value propositions. Users crave information-carrying images; visuals that showcase content that’s relevant to the task at hand are much more impactful.

Graphic work is an addition to strong copy, never a replacement. Use the power of the two for the best results.

5. Use Actionable Language And Strong Design In Your CTA

The most effective emails always include strong calls-to-action. CTAs should always be easy to identify and action. Don’t forget, people tend to skim emails and if there is one thing you want them to take away from your content it’s your CTA.

The two factors of any strong call-to-action are great design and great copy. For HTML emails this means strong graphics with eye-catching colours. Plain-text emails will rely more on the copy, which should include language that is succinct, clear, and action-oriented. Don’t neglect optimising your plain-text emails as not every user will choose to display your images.

How Can You Measure ROI From An Email Blast?

If you’re not measuring the results of your emails blasts how can you ever refine your strategy?

Before you start sending out your emails, you’ll need to set goals for your campaign and pinpoint some core metrics.

Here are a couple of the most common email marketing ROI goals and measurements.

  1. Website Traffic

If you want to expand your business and build awareness you need people to visit your website. This allows them to familiarise themselves with your offerings. Email marketing can play a big role in website traffic when your campaign is well executed.

To check which website visits are attributed to your email efforts, monitor the following metrics:

  • Click-through rate (CTR): How many customers click on the links in your email? Divide the number of unique clicks by the number of delivered emails and multiply the result by 100.
  • Сlick-to-open rate (CTOR): How many of those opened emails resulted in clicked links? Divide the number of unique clicks by the number of unique opens and multiply it by 100.
  1. Sales And Conversions

Email helps you gradually move your prospects up the sales funnel. It’s a practice in relationship-building – you give a little, you get a little. In order to measure this keep tabs on:

  • Lead Acceleration: To get a better understanding of how email affects a user’s journey through the sales funnel, compare how fast a nurtured and non-nurtured lead moves along the buying cycle.
  • Impact On Revenue: This shows the role of emails in shaping up your company revenue over time across touchpoints. Assign a value to each of these points and have your CRM keep track of when emails lead to action.

What To Consider For Your Next Email Blast

The Takeaways

Email blasts can provide you with real results when done right. Make your email campaigns brief, value-adding and actionable and you’re sure to draw the right people in.

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Sabrina Dorronsoro
Sabrina Dorronsoro About the author

Sabrina is the Editorial Manager overseeing the Enterprise team here at Castleford. Home to some of our largest and most high profile clients – Sabrina ensures the likes of Greenpeace, Hilti Australia, WWF, and BDO get the best from her team of writers, Strategists and Project Managers.

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