Mass emails signal to your subscribers that you'd rather cut corners than work to meet their unique needs, and it guarantees that a large portion of your recipients won't receive a message that interests them. In turn, this can lead to a high rate of disengagement and opt-out, and worse, a higher chance of being flagged as spam.
There may have been a time when mass emails worked for brands, but those days are long gone. Here's why mass emailing no longer works, and perhaps more importantly, what you should be doing instead.
1. Mass emails lack personalization
Personalization is why need latest database's iceland telemarketing lists the present and future of email marketing. The ability to segment email lists and individualize email campaigns are the most effective personalization tactics for 51% and 50% of marketing influencers , respectively. That’s because personalized emails lead to higher transaction rates and more revenue.
Your recipients are busy, with active inboxes that force them to choose what they have time to pay attention to. With this in mind, why would they opt for a non-personalized email when they could focus on messages optimized specifically based on their wants, needs, and preferences? Mass emails simply can't compete.
2. Bulk emails are bad marketing practices
If you ask anyone who still uses mass email why they haven't made the switch to targeted messaging, the answer will almost always be the same: it's easier.
If you haven't taken the step to stop sending mass emails, it's probably because you don't want to dedicate time or resources to the task or the way you're used to doing things.
The problem with this reasoning is that it's an excuse. The goal as a marketer is to increase awareness and engagement , and move potential customers toward your brand. Mass emails may save time, but they won't help you achieve your goals—at least not to the extent that targeted emails do. If the reason you're sending mass emails is contrary to the reason you're doing email marketing in the first place, it's a lack of effort masquerading as something else.
3. Mass emails won't move your leads further down the funnel
Mass emails can help generate awareness, but beyond that, they aren’t going to guide your prospects any closer to a sale. Effective lead communication requires personalization of content and product recommendations, with campaign emails building on others to move your prospects forward and meet them where they are.
Buyers at every stage of the funnel have needs and wants that need to be addressed to get them closer to purchasing. In the consideration stage, it’s information that positions your product or service as a qualified lead. In the decision stage, it’s information that shows them why you’re the best choice. And in the post-sale phase, it’s information that expands on the benefits of their purchase and helps them become loyal customers. Mass emails don’t hit the mark on all points, giving prospects what they’re not interested in and not enough of what they are.
