From mass email marketing to email marketing automation
Posted: Thu Dec 05, 2024 6:48 am
What is mass email marketing?
Mass email marketing consists of manually sending the same email to a large list of recipients (one-to-many). It is a marketing strategy that is less and less used today because it generates a very low conversion rate.
Mass emailing is not or only slightly personalized and is sent to an often unsegmented audience.
Most often, these are newsletters, announcements, or other company information that is not specific to a particular customer.
Good to know: if your email is not expected and not relevant to your bahamas whatsapp number data 5 millionrecipients, it risks generating complaints and therefore being considered spam by ISPs. Email personalization ( among other good practices ) is therefore a major asset for good deliverability.
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Send personalized mass emails
Personalization is one of the success factors: personalized emails have a 50 % higher opening rate than others. (Source: Marketing Dive 2017).
Today’s consumers are used to having their inboxes flooded with spam and irrelevant messages. But we live in the age of personalization, so your recipients expect targeted, personalized communications that address their immediate needs.
To stand out from all these messages, it is possible to personalize emails sent in bulk.
Steps to personalize mass emails:
Categorize your profiles into homogeneous groups according to their purchasing habits (RFM segmentation), their behaviors (segmentation on email activity or their browsing habits for example), their preferences (product tastes, promotionalism, etc.)
Personalize your emails with dynamic content (based on age, gender, place of residence, behavior, etc.)
A/B test your mailings (based on content, subject lines, pre-headers, sales pressure, mailing timing, tone of voice, etc.). To effectively test your emails, define a test scope and the statistics to analyze, by challenging one variable at a time.
Personalized mass emails are most commonly used for sending communications about flash sales/promotions/sales.
Img_Article_EmailMarketingVsEmailMarketingAutomation_EmailMassPersonnalisé_2021_FR-FR_Digit
What is email marketing automation?
Let's go back to basics! Email automation in marketing is not Marketing Automation .
In a broad sense, Marketing Automation is a marketing technique, a concept that refers to the automation of repetitive marketing campaigns. A software that offers the features to automate these tasks is called a Marketing Automation tool. It requires defining a set of predefined conditions in order to trigger campaigns.
Email is an important channel in a Marketing Automation strategy. Unlike mass email marketing, email marketing automation allows you to automatically send targeted emails (one-to-one). These emails are triggered by specific actions of your contacts (based on the data collected, their actions and behaviors, etc.).
Email marketing automation will therefore allow you to communicate at the right time, to the right customer, with the right message.
The different types of automated emails:
Emails triggered by a recent customer action : abandoned cart email, product recommendations based on a recent visit, cross-sell opportunities following a purchase... These messages have a commercial purpose.
Emails triggered in the lifecycle : birthday email, post-purchase satisfaction, reactivation following inactivity... These messages aim to improve the customer experience.
Emails triggered following a transaction : welcome email, order confirmation, delivery information, etc. These messages are intended to provide reassurance.
Mass email marketing consists of manually sending the same email to a large list of recipients (one-to-many). It is a marketing strategy that is less and less used today because it generates a very low conversion rate.
Mass emailing is not or only slightly personalized and is sent to an often unsegmented audience.
Most often, these are newsletters, announcements, or other company information that is not specific to a particular customer.
Good to know: if your email is not expected and not relevant to your bahamas whatsapp number data 5 millionrecipients, it risks generating complaints and therefore being considered spam by ISPs. Email personalization ( among other good practices ) is therefore a major asset for good deliverability.
Img_Article_EmailMarketingVsEmailMarketingAutomation_EmailMasse_2021_FR-FR_Digit
Send personalized mass emails
Personalization is one of the success factors: personalized emails have a 50 % higher opening rate than others. (Source: Marketing Dive 2017).
Today’s consumers are used to having their inboxes flooded with spam and irrelevant messages. But we live in the age of personalization, so your recipients expect targeted, personalized communications that address their immediate needs.
To stand out from all these messages, it is possible to personalize emails sent in bulk.
Steps to personalize mass emails:
Categorize your profiles into homogeneous groups according to their purchasing habits (RFM segmentation), their behaviors (segmentation on email activity or their browsing habits for example), their preferences (product tastes, promotionalism, etc.)
Personalize your emails with dynamic content (based on age, gender, place of residence, behavior, etc.)
A/B test your mailings (based on content, subject lines, pre-headers, sales pressure, mailing timing, tone of voice, etc.). To effectively test your emails, define a test scope and the statistics to analyze, by challenging one variable at a time.
Personalized mass emails are most commonly used for sending communications about flash sales/promotions/sales.
Img_Article_EmailMarketingVsEmailMarketingAutomation_EmailMassPersonnalisé_2021_FR-FR_Digit
What is email marketing automation?
Let's go back to basics! Email automation in marketing is not Marketing Automation .
In a broad sense, Marketing Automation is a marketing technique, a concept that refers to the automation of repetitive marketing campaigns. A software that offers the features to automate these tasks is called a Marketing Automation tool. It requires defining a set of predefined conditions in order to trigger campaigns.
Email is an important channel in a Marketing Automation strategy. Unlike mass email marketing, email marketing automation allows you to automatically send targeted emails (one-to-one). These emails are triggered by specific actions of your contacts (based on the data collected, their actions and behaviors, etc.).
Email marketing automation will therefore allow you to communicate at the right time, to the right customer, with the right message.
The different types of automated emails:
Emails triggered by a recent customer action : abandoned cart email, product recommendations based on a recent visit, cross-sell opportunities following a purchase... These messages have a commercial purpose.
Emails triggered in the lifecycle : birthday email, post-purchase satisfaction, reactivation following inactivity... These messages aim to improve the customer experience.
Emails triggered following a transaction : welcome email, order confirmation, delivery information, etc. These messages are intended to provide reassurance.