Yes, everyone knows that “spam” is the four-letter word of email marketing. No email marketer wants to be identified as a spammer, but we all likely have been, at least if we’ve been at it long enough. However, “spam” is a form, or method, of email marketing that few email marketers exercise – it’s essentially a case of a few bad apples spoiling the whole bunch.
So, what’s the real four-letter word of email marketing? “Blast”.
It’s like nails on a chalkboard. Asking an email marketer to send a “blast” is like asking a surgeon to use a machete. That’s not quite how we operate – at least, not if we are to do our best work. No, the very thought of sending an “e-blast” evokes many of the same responses as the thought of eating regurgitated popcorn. Ewe.
What’s a “blast”, anyway? The basic definition, at least in my eyes, is an unguided, untargeted, unstrategized mass email that is a poor attempt to through everything at the wall and hope that something will stick.
So what should you do instead? If a blast is an unguided, untargeted, unstrategized mass email, some first steps to avoid a blast would be to develop a strategy, build a target audience, and deliver a clear, concise, targeted message to a small segment of your total audience using content and creative that speaks to their interests.