What is an email blast?
An email blast is a single email marketing message that you send to a large volume of recipients. The main goal of an email blast is to reach as many people as possible in a short period.
While you can use email blasts in your email marketing strategy, many marketers now consider them outdated. Instead they opt for a more targeted approach—sending highly relevant emails tailored to specific customer segments who share demographic, psychographic, or behavioural data.
Benefits of email blasts
Although they’re less common, email blasts have some advantages:
- Wide reach and visibility: Since you send them to your entire email list, email blasts enable you to promote your brand to a high volume of recipients at once.
- Time and cost savings: You can potentially engage a broad audience with a single email blast, saving you time and maximising your marketing spend.
- Scheduling: You can schedule email blasts to run at any time, allowing for scalability.
Cons of email blasts
Despite reaching a large number of your subscribers, email blasts have several disadvantages over targeted email campaigns:
- Lack of personalisation: Since email blasts are intended for large audiences, they often tend to be impersonal and fail to engage recipients.
- Negative impact on email deliverability: Email blasts may get flagged as spam more easily, which can damage your reputation with inbox providers and increase the likelihood of your emails getting blocked.
- Lower open, click, and conversion rates: Blast emails typically have lower success rates because recipients may find the content irrelevant.
How to improve email blast engagement rates
Consider the following strategies to boost the performance of your emails:
- Segment your audience: Create highly specific audience groups based on their purchase behaviour, level of engagement, demographic data, etc. This will lead to more targeted emails that resonate with each segment.
- Personalise your emails: Use your recipients’ first names or even reference previous products they purchased or browsed. You can also collect birthday or anniversary information, or other identifying data to further personalise your email campaigns.
- Track results and optimise performance: Track important metrics, including open rates, click rates, and conversions, to identify the main areas of improvement.
Klaviyo is a marketing automation platform that gives you all the tools you need to create email campaigns your audience truly connects with. With advanced segmentation, predictive analytics, and A/B testing made simple, brands see 63x average ROI with Klaviyo email.
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