Business

The Challenges of Bulk Email

Sam Eastwood  

Bulk email is email that is sent to a large of number people. It is usually a marketing email sent to prospective clients that advertises a company's products. It may also be an email sent to a company's current clients advising them of new products or special deals. The emails may also be informative, advising clients or staff of something they have achieved recently. It could also be an email that reaches out to clients that meet specific criteria for example recent signups.

Whatever the purpose of a bulk email its requirements are usually twofold:

  • To send a personalised, professionally formatted email This requirement is taken care of by email templates. These should offer personalisation so that names and content can be customised to the individual recipient. The template should be eye catching and customisable for branding purposes, by applying themes or your own HTML code.
  • To send it to the most appropriate recipients It should be possible to create lists of recipients and then further refine the list using a series of predetermined rules. For example send an email to all new sign ups; or established customers; or even members of staff.

There are ample bulk email software solutions available on the market. Some of them integrate with e-commerce solutions making it possible to connect up to client lists, products and orders. They also offer stats so you can report on the effectiveness of an email campaign.

However, using an email software solution means that sending email is not free, they come at an additional, often monthly cost. A cost that may be difficult to justify since sending bulk emails is not always effective and often regarded as spam. MAIR (Management Association, Information Resources)[1] indicates that marketing emails are seldom read. The more effective emails typically have personalised content, content relevant or beneficial to the recipient, are well designed and not sent to frequently to the same recipients[2].

Emails can be effective though, SmallBusiness.co.uk report that "email is coming back in a big way". The McKinsey Global Institute found that email is 40 times more effective for customer acquisition than social media[3]. With these effective/ineffective arguments it would be more beneficial if sending email really was free or at least tied into a business's current solutions.

SwiftCase is constantly undergoing further development, subsequently a bulk email feature is currently in development. The emails content will be drawn from a template that can be personalised to the recipient and include data produced by the workflows. Furthermore, it will be possible to assign users of SwiftCase in bulk to email lists. The users in the list will be filtered to match certain requirements. Finally, it will be possible to set the frequency of sending the email with all the requirements provided.

Get in touch with us today, for free, no-obligation demonstration.

References

[1] Management Association, Information Resources 2012, E-Marketing: Concepts, Methodologies, Tools, and Applications, IGI Global.

[2] Hubler, J. 2016. 11 Tips for Winning With Mass Email Campaigns. [ONLINE] Available at: https://www.madebyspeak.com/blog/posts/tips-for-winning-with-mass-email-campaigns. [Accessed 29 March 2018].

[3] Lobel, B. 2018. The essential guide to small business marketing. [ONLINE] Available at: http://smallbusiness.co.uk/the-essential-guide-to-small-business-marketing-2542147/. [Accessed 29 March 2018]