Bulk email can be an effective method for sending an email message to thousands of recipients. Bulk emailing can be accomplished using one of several methods depending on the number of recipients and level of personalization required.
Before sending a bulk email, a sender should consider the size of the email campaign in order to determine the best bulk email service provider. Bulk emails should be informative and entice readers to open them while taking into consideration current bulk email government legislation.
Bulk Email Considerations
There are several considerations to take into account when planning a bulk email campaign. These considerations will help to determine which bulk email service is appropriate for sending the emails.
- Number of emails
- Number of recipients
- Any special requirements like personalization or HTML coding
It’s important to first determine if only one email is needed or whether several bulk emails tailored to particular recipient segments is necessary. The number of recipients will also factor in to the size of the task and whether it can be accommodated through a personal email system or if a bulk email service provider is needed.
Additionally, bulk email special requirements like personalization can boost click-through rates, however it creates further complexity. The use of HTML coding and any graphical elements will also create more work than would a plain-text email.
Bulk Email Service Providers
Bulk email can be sent from a personal or business email account, or it may be sent using bulk email software or a third-party email service provider.
- Personal email system
- Bulk email software
- Email service providers
The bulk email method is generally determined by the number of emails and the number of recipients. For a single bulk email being sent to less than 100 recipients, a personal or business email account may suffice. For example, Microsoft Outlook allows a user to create a “group” alias with which the user can associate a number of email addresses. Sending an email to the group alias will distribute the email to all recipients noted as belonging to the group.
Typically, a company seeks to email many thousands of people and requires a more robust solution. Datran Media published the, “2008 Annual Marketing & Media Survey Results,” in which it surveyed 2,000 marketers. The survey found 69.4% currently use or plan to use an outsourced email marketing solution.
Bulk email software can be purchased that will manage a database of contacts, create bulk email message templates, send bulk emails periodically, and allow for segmenting messages to different groups. The cost, functionality and sending method should be closely evaluated. Some software may send the bulk emails while others may use the sender’s ISP to actually send the emails on his or her behalf.
For large companies, an email service provider (ESP) may be the best choice as it often provides the greatest level of customization. In addition to the functionality provided by bulk email software, an email service provider may provide specialized design services to further tailor the look and feel of a bulk email. An email service provider will generally send the bulk emails using their own ISP on a company’s behalf.
Consider Bulk Email Needs and the Variety of Bulk Email Service Providers
Bulk emailing can be a quick and effective way to distribute information to a large group of recipients. To ensure an effective bulk email campaign, first assess how many emails and recipients will be emailed. Based on this assessment, next consider whether personal email, bulk email software, or an email service provider is appropriate.
Additional Reading on Bulk Email:
 |
 |
