1. Target populations, segment your database
Before sending a mass email, you need to target the audience, i.e. the people who will receive your email. To that end, you need a targeting tool. This lets you select recipients based on either a range of simple criteria (town, age, profession, etc.), or on more complex criteria (date of last purchase, number of open requests, etc.).
2. Prepare and format your message
Once you have identified the target recipients of your email, you can start drafting and formatting your message. Formatting – a specialised job in and of itself – is often entrusted to a web agency. As far as the content goes, it is important to personalise the message. Readers are more receptive to messages which start with their name and a friendly salutation. This will boost your open rate!
3. Test and send
After testing your mass email, you can send your mass email. This step is crucial. Some applications do not have a good e-reputation. This means that emails sent via these tools will automatically end up as spam. Therefore, make sure you work on the deliverability of your mass email.
When two mass emails are sent one after the other following a logical order, we talk about marketing automation. When the recipient clicks on mass email A, the system automatically sends mass email B.
4. Measure performance
As for any marketing operation, it is important you measure the performance of your email campaign, the ROI which can be expected. This is when open rates and click rates come into play.