An Email Blast can be defined as the digital representation of the different news, offers, promotions, etc., of a particular brand which is sent to people by using Emails. Email blasts are not constricted to any particular demographic, mailing lists, etc. and can be sent out to as many mailing lists as required, all at once.
It is a technique of Email Marketing, which has become one of the foremost strategies for all marketing departments to get their messages out to the audience. The process being digital, you can reach out to the audience in a matter of seconds.
|Benefits of Email Blasts||Drawbacks of Email Blasts|
|Brand Recognition gets a huge boost||The process is extremely unsegmented|
|The whole process is very easy to carry out||You run the risk of breaking the law|
|E-blasts have an incredibly wide reach||They can be very unpredictable|
|The message is sent almost instantaneously||The content of the Emails lacks clarity|
|Clients can access Emails anywhere they like||Email Blasts are often uncalled for|
|The sheer volume of messages sent is humongous||They are not very effective|
|The entire process is highly cost effective|
Advantages of Email Blasts
- Brand recognition :
Email Blasts are one of the best ways to spread the message of a company to a large mass of population. Regular E-blasts help in keeping the name of a brand popping up in the inbox of the clients from time to time, etching the brand name on to the minds of customers and potential new ones.
- Easy to carry out :
The whole procedure of the E-blasts are carried out by using Emails only. As a result it is quite easy to get the job done. There is no need for special skills or acquisition of great technical knowledge for a person to handle Emails. Moreover, with all of it done digitally, there is minimal amount of physical exertion.
- Reach :
E-blasts make sure that the word is spread out to as many people as possible. All of the Email IDs, that are present on the mailing list of the sending organisation, will get the message at the click of a button. E-blasts do not adhere to demographics and simply get the message out to everyone, making for an incredibly wide reach.
- Speed :
The moment the organisation responsible for the E-blast, presses ‘send’, all of the people who are supposed to get the Emails, have them in their respective inboxes. There is no time lost in the sending and receiving of the message.With no flyers, hoardings, etc. to be physically sent out, the message is sent almost instantaneously.
- Accessibility :
Emails can be accessed from almost anywhere and from a variety of different devices, meaning clients can access messages anywhere they like. Mobiles, tablets, computers, etc., are all devices that can be used to access Emails. So wherever they are, clients will always get the message, which will stay with them till they decide to delete it.
- Volume :
One of the easiest ways of making sure that the message reaches a huge audience, is sending the message to more and more people. The more people that read the message, the more are the chances of them engaging in business with an organisation. This is the basic essence of an E-blast. It’s effectiveness lies in sheer numbers.
- Cost Effective :
E-blasts are an extremely efficient way of spreading the message owing to the minimal costs incurred in using Emails as the medium to send your message. The costs that would have been incurred otherwise using advertisements, flyers, etc., to get the message across to that huge number of people, would be magnanimous, giving E-blasts a huge advantage.
Disadvantages of Email Blasts
- Unsegmented :
The same Email, once sent to hundreds or even thousands of people always runs the risk of seeming impersonal. For example, existing customers who want to know more about upgrades on the products/services might not care about blog posts while blog post followers might simply have no interest in the products/services.
- Breaking the law :
Several countries have passed laws stating that the Email blasts which are unwanted are simply a type of solicitation, putting it into the same category as telemarketing calls, etc. Sending commercial electronic messages without the permission of the recipient is considered illegal with the possibility of huge fines, in most of them.
- Unpredictable :
E-blasts are severely lacking in both the areas of scheduling and planning. So they cannot be consistent or frequent for that matter. As a result all the work put into the E-blast does not reflect on the return on investment. Due to the lack in consistency, the customer base tends to be negatively affected.
- Lack of clarity :
Owing to their lack of scheduling, E-blast messages have very little clarity over their content. They often have the tendency of turning out to be an amalgamation of different bits of unrelated information, with just a bunch of messages with call to action buttons, as they also have not been targeted properly.
- Not needed :
Owing to the fact that there is an incredible amount of people to whom the Emails are sent, more often than not, there is a multitude of people who had not actually signed up to receive any kind of message from the organisation. This can give birth to negative sentiments towards the organisation in their minds.
- Not very effective :
The huge volume of people that E-blasts target, is bound to result in some amount of turnover, but the move is not very strategic. Methods like targeted newsletters have been proven to have far better conversion rates than a simple E-blast. E-blasts always tend to generate a far lesser percentage of revenue, than that sent out.
In conclusion, Email Blasts are one of the most effective ways to reach out to the biggest percentage of the audience, at the same time. But owing to the impersonal messages that lack proper clarity and consistency, the campaign can actually backfire. The marketing department should conduct extensive research beforehand to opt for the correct marketing strategy based on their requirements.
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“Business, marketing, and Branding – these three words describe me the best. I am the founder of Burban Branding and Media, and a self-taught marketer with 10 years of experience. My passion lies in helping startups enhance their business through marketing, Branding, leadership, and finance. I am on a mission to assist businesses in achieving their goals.”