Email broadcasts, or broadcast emails, are essential to email marketing campaigns. They represent a quick and easy way to tell potential or already established customers all about your business, as well as to keep in touch with them.
Basically, an email broadcast is a general term for types of emails where you get to send a current offer - a promotion, a sale, an update, a novelty - to a large number of your customers and contacts at the same time. Its aim is to keep your recipients informed about the latest developments and offers of your business, as well as to maintain a continuing relationship with them.
Let me illustrate further. In email marketing, you have two basic types of emails - manual and automatic ones. Now, email broadcasts fall into the first category of manual emails. This means that they’re not sent automatically by the software you’re using, and are not trigger-based.
Bulk emails and newsletters are a good example of what falls into the email broadcasts category.
Just so you know, you’ll need to include both of the manual and automatic categories in your email campaign if you want it to be successful. They’re complementary and they work best in tandem.
In general, four types of email broadcasts are truly important and super useful for both B2C (business to consumer) and B2B (business to business) companies. These are:
And because they’re so important, I want to briefly talk about each of them in the following paragraphs.
This is the most common email broadcast type and the best thing about newsletters is - you don’t need a special occasion to send them! There’s no excuse for sending company newsletters, is there?
They represent a great way to always be present in the minds of your consumers as well as in their inboxes and to always stay relevant and keep them updated on the newest stuff your business has to offer. What’s more, they do a great job in informing your clients on what they can expect from your business, future wise.
Company newsletters are often used when you want to send and inform your readers of:
And the goal of newsletters is often connected to:
Writing a good newsletter is not the piece of cake you may seem to think it is. If you want to write a good newsletter, you have to keep these couple of questions in mind:
You will also need to decide on the primary use for your newsletter, as well as on the format - here you have to be consistent. Also, you should know exactly what to include in your newsletter.
Sales, promotions, discounts, special and exclusive offers… email broadcasts are perfect for sending your customers your newest promotional deals.
Of course, it also depends on what kind of offer you’re making. It works better if the offer is relevant and applies to all, or almost all of the subscribers in your mailing list. However, if the offer is of a more particular nature, then you will have to include email segmentation or narrowcast your customers, aka send particular offers only to the people to whom they apply the most (according to certain criteria like age, sex, demographics, geographic location, personal preferences, etc.).
This means that you will have to optimize your email broadcasts if you want to affect different types of customers. Otherwise, you put your business at the risk of:
So, next time you’re about to send that email broadcast, hold back a minute and try to answer the question of whether that email really does apply to all the people you’re about to send it to.
Informing your customers and subscribers of any important updates concerning your products and services is another great use of email broadcasts.
This means that you can send your subscribers updates about:
These are, of course, updates that all of your subscribers need to know about. However, if you have different types of products or services that not all clients use at the same time, then you will need to apply email segmentation, so as not to bother a part of your clients with updates for a service or product they’re not really using.
It’s very important to always keep your customers informed of important updates that you’ve issued. It’s a great way to build trust and loyalty with them, for one.
Also, don’t forget to inform them about any changes to your company’s policy or changes in the terms and conditions when it comes to a particular product or service.
Digests are types of email broadcasts that are a bit more niche than the others on this list. However, they’re a good idea if you’re in the business of ideas, technology, innovation, news, marketing, creative fields such as music, movies, literature, and the like.
Digests are essentially a selection of information and resources found in other places on the web. They’re generally focused on one idea.
News aggregators are one type of digest - the readers that are subscribed to them are supposed to get content on a daily, weekly, or monthly basis, depending on the politics of the aggregator.
Digests can contain different formats and informational material. Blogs, images, studies, surveys, reviews, videos, and news articles can all be included.
The basic thing you need to remember about digests is that they need to be cohesive and focused on one or a couple of closely related themes or topics.
Of course, here you’ll also have to do some email segmentation in order to send the right content to the right customers.
There are a couple of things you need to know before you launch your first email broadcast campaign.
Let’s take a look at what these things are.
Even though email broadcasts are sent to a lot of users at the same time, it doesn’t mean that they shouldn’t be personalized. You should always make room for personalization, especially because “80% of consumers are more likely to make a purchase when brands offer personalized experiences.” Yeah, a small amount of human touch is better than nothing at all.
There are a number of ways you can do this. For example, you can use the name of your recipient in the greeting of the message you’re sending. The customer data you’ve collected will easily allow you to find out their first name. That way you can make them feel like they’re engaging with an actual human from the company. It will seem as if a company representative has reached out and gave them valuable info on a certain product or service. And you don’t only need to do this in the greeting part of the message. You can also include their name in the body of the text, as well as the subject message.
Another way is to make the email time-relevant. With enough data you’ve collected on your customers, you will know their habits and needs at a particular point in time. Use this information to send them relevant content at exactly the right time.
I mentioned email segmentation a couple of times throughout this article. That’s because it’s pretty important. After all, “marketers have found a 760% increase in email revenue from segmented campaigns.” No wonder it’s considered a golden rule of email marketing campaigns!
What you will need to do is segment your audience, aka your subscribers/customers, by different criteria. These can differ and will depend on the nature of your business and your goals. They can include information on demographics, registration dates, types of subscription, the ways your customers act on your website, etc.
It’s more work, that’s for sure. However, at the same time, it brings you much closer to your clients and allows you to spread your business further, reaching an even wider audience.
So, instead of sending generic emails, try to bring an individual value to your messages, even if they’re aimed at a large number of people.
For example, say you’re in the business of software programming and applications, and you have different plans and options. Wouldn’t it be wiser to see which of your customers have a certain type of subscription or a plan, and segment them using that information? Wouldn’t it be better if you send them info on updates and novelties about the product they’re using, instead of sending a bulk message with all that you do, in that way confusing, and even potentially alienating your customer?
Or, say you’re making a special offer for products relating to Christmas, during Christmastime. Logically, you will only need to target the people who celebrate it. There isn’t much point in sending such messages to people who belong to other religions or aren’t religious at all.
Nowadays, we’re pretty saturated with information wherever we turn, so it’s only natural that you need to keep your email marketing campaign short and succinct.
Yet, it would also make sense to make long email broadcasts, wouldn’t it? After all, you’d want to share all the details concerning an update or a product novelty, or some really special offer.
But the truth is, people just don’t have time to read that. You just have to learn to make your email broadcasts shorter and on point. Don’t get stuck into lengthy introductions - just say whatever you need to say in a few words, sum it up, and that’s it.
I mean, ask yourselves if there ever was a time when you really got into reading some marketing email which was huge. Can’t remember? Thought so!
However, that has changed. Nowadays, people check their phones, and with that, their email, basically all the time.
According to one 2019 statistic, “61.9% of email opens occurred on mobile, 9.8% on desktop, and 28.3% in a webmail client.” Another statistic says that “[m]obile clients account for 41.9% of email opens during Q1 2019, followed by webmail opens at 39,9% and desktop opens at 18,2%.” And a third one tells us how “[a]bout 3 in 5 consumers check their email on the go (mobile) and 75% of say they use their smartphones most often to check email.”
So, basically, you couldn’t do wrong with sending your email broadcasts during working hours on workdays.
If you really want a specific time, consider 2-3 PM, when a lot of people’s lunch breaks are often over and they’re freshened up, ready to check on any news.
But, make sure to avoid weekends and also the evening time, since this is the period when people least check their emails.
Also, it’s highly recommended that you send your email broadcasts according to the local time of your customers. So, rather than sending the same email to all the recipients on your list at the same time, make it more effective by sending it according to their various time zones. It’s a pretty easy thing to do with the right tool, of course.
What do you want your customers to do at the end of your email broadcast? Do you want them to just read it, do you want it to only be informative, or do you want them to do something, like buy a product, register for an event, subscribe for a service?
Whatever it is, before you write and send the email broadcast, you should have an already established call to action goal.
That being said, don’t overdo it with CTAs, because it might get too confusing for your readers. Try to stick to one, or at most two CTAs in a single email broadcast.
Email broadcasts are usually serialized email marketing content that you send to your recipients periodically (once a week, once in two weeks, once a month, etc.). Consistency and following a set schedule matters in email broadcast, because consistency is important for conversion, as well as for making your business more relevant, professional, and dedicated to its customers.
For maximum effectiveness, you should also work on your style, tone of voice, and format of your email broadcasts. This will, of course, depend on the type of email broadcast you’re sending, on your company’s policy, as well as the products, services, sales, promotional deals, events, informational content, and other things you’re talking about in the body of the text.
Next, I want to briefly talk about the different kinds of email broadcasts that you can use as part of your email marketing strategy.
Let’s take a look at what they are.
Your customers should be the first people you tell about anything important that happens to your company or business. Whether it’s new partnerships, company updates, opening new branches and niches, getting into new technologies… This is something your customers should know about.
If it’s a big deal, you can even send them a teaser in order to build anticipation, and then deliver with a satisfying info the next day, or in a couple of days.
This is especially important if you’re a SaaS business, aka a company that hosts a software. Software and technology updates and innovations happen all the time in this sector, and one of the most important things is to keep your clients updated about anything that goes on in that direction.
It almost goes without saying, but your subscribers will definitely want to know about any potential updates and upgrades to a software, an app, or other type of technological and computer/mobile product they’re using.
In order to maintain the trust of your clients, and to work on their loyalty, you will need to send them regular email broadcasts and tell them about any novelties your business might’ve produced recently.
Apply email segmentation here as well and personalize them.
This is a great idea if you have any type of blog on your website, or if you’re just running a blog by itself.
You can make a compilation of the best articles of the week (if you’re sending the newsletter on a weekly basis, for example).
Sending a newsletter of your best pieces is a great way to keep subscribers updated about new information concerning your business and your products, as well as engage with them.
I mean, there are plenty of holidays and special dates throughout the year to make some kind of special offer, since it’s always a good way to convert subscribers into customers and keep them loyal to your business.
Whether it’s Black Friday, Christmas, Easter, the Fourth of July…
Just, again, make sure to segment your audience and send the email broadcasts to the people who actually celebrate or care about these holidays and dates.
Another great way to make use of email broadcasts is to send people a message about any upcoming events you’re hosting or are somehow closely related to what you do.
It can be a podcast, a webinar, a conference that you’re hosting or sponsoring… anything goes as long as it’s relevant to your customers. Usually, these types of emails can be sent to all of your customers, unless the event is about a particular type of product or service that only a portion of your customers will use and it’s not really related to other products or services your company offers. Of course, for a successful event, you’d want as many people as the room can gather - or, in the case of online conferences - as many people as the online platform can hold.
That’s why, if you’re recording the event for free, it might be a good idea to send the recording to your audience.
In any event, keep the email brief and specific. Make sure to mention who’s speaking, tell what it’s about (in short), and include some kind of call to action.
Now, when you’re running a business or a company, it’s normal that you’ll occasionally encounter some stumbling blocks. You and your customers will face technical, logistical, security, and other types of issues. It’s up to you to solve them as fast and as efficiently as possible, and to inform your customers about the whole process.
Sure, this kind of thing can be unpleasant at times, but it’s a necessary part of any business, however seamlessly you might think it operates.
The important thing is to show your customers you’re transparent about all that’s going on and that you’re on it when it comes to solving the issue promptly. In the meantime, while you’re solving the issue, you can try and suggest some alternatives to your clients if they need to use the resources and tools that have been affected by the issue.
Make sure you sound sympathetic, open, and professional, above all. Don’t try to hide the truth and don’t talk in circles. Your clients will notice it.
If you can, tell them exactly what’s happened. Tell them about any potential damage that was made, and what measures you took to protect the data and personal information of your users. Your clients will appreciate this deeply, trust me.
As you can see, there’s a lot to talk about when it comes to email broadcasts. Here we’ve covered the basics: what email broadcasts are, why are they important, and the most common types of email broadcasts. I also talked about the golden rules for email broadcast campaigns, and included some examples of email broadcasts you can use in your own email marketing strategy.
Email broadcasts are one of the most important parts of your email marketing campaign, which is why they shouldn’t be overlooked. If you follow our advice and incorporate email broadcasts into your email marketing campaign, trust me, it will be more than worth it.
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