Four Important Mass Email Sending Tips

Mass email is something that many people instantly associate with spam. It is not all that surprising when considering that legions of spammers use this very technique to distribute as many unsolicited messages as they possibly can. However, when distributed by legitimate marketers in a responsible manner, it can be an effective way to keep a large number of people updated on news, events or business related topics. In order to enjoy such benefits, a mass email campaign must work ten times harder to distinguish itself from spam.

Rule number one - only send mass email to people who have agreed to receive mail from yoThis means that you should not market your campaign to individuals that haven’t fully consented to be on your mailing list.  Failing to take note of this fundamental guideline can result in damaging spam complaints later down the road.  You can avoid this nasty label and all the trouble that comes along with it by simply sending email to people who want to receive your marketing message.  Build a list of contacts and give subscribers the opportunity to confirm their interest with a follow up email just to be certain. 

If you have decided to launch a mass email campaign, you are probably looking to simultaneously send mail to a great number of people.  If you are still working on building up your contacts, rest assured that many lists are available for you to purchase.  That does not mean you should invest in them.  While the companies that market these lists will tell you that each individual has expressed some level of interest in what you have to offer, this usually is not the case.  In most cases, these lists are compiled by organizations who extract email addresses through the use of harmful software or other shady practices.  Purchasing a mailing list may seem like an easy way to success, but it is actually one of the fastest routes to the trash folder and spam complaints.  Build your own list and put the fate of your campaign in your hands.   

Once subscribers confirm their interest through a double opt-in, you have the consent needed to work your magic.  Unfortunately, there may come a time when some of your readers lose interest in your campaign.  In fact, independent research shows that a large number of mass email campaigns actually lose subscribers with every major campaign launch.  This is normal so don’t worry.  Instead, give your readers an easy out by providing them with a way to conveniently remove themselves from your mailing list.  If you continuously flood their inboxes with messages they no longer wish to receive, your campaign can quickly take a wrong turn down the spam highway.

So you finally created an impressive mailing list of people who actually want to hear from you.  Great, but that does not give you the means to send them email whenever you please.  When it comes to mass email, determining optimal frequency is a must.  Although you certainly do not want to miss out on opportunities with infrequent mailings, bombarding them with messages everyday can be even worse.  Make sure your content is relevant, valuable and delivered on a consistent schedule, one that agrees with your audience.  You wouldn’t want someone you trusted with your email address to launch an all out onslaught on your inbox.  Why do it to the people who have instilled trust in you?