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Bulk Email: Explained

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Bulk email is the dispatch of numerous emails at the same time, to many different people. This “mass emailing” is, generally speaking, cheaper and faster than sending with a normal emailing service.

Let’s make sure that we’re clear. Sending loads of unwanted, unnecessary, and un-asked for emails is not the goal. That’s spam. From here on out, we’ll be talking about the sort of bulk emailing that isn’t spam.

Legitimate bulk emails are most often digital marketing materials, for example newsletters or other kinds of direct marketing materials. If you’d like to send these kinds of emails to your customers, subscribers, or other groups of people, you’re sure to find the information on this page helpful and informative.

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Bulk Email vs. Spam: An Overview

Bulk EmailSpam
Sending to specific target groupsA single email to many individuals
Personalized emailsUn-personalized, generic messages
Whitelisted servers, high delivery ratesLow delivery rates, unverified servers
High open rates and click ratesLow open rates and click rates

What Is Bulk Email?

Bulk emailing is the sending of large numbers of email – we’re talking thousands, tens of thousands, hundreds of thousands, even millions – at once.

In the days before more professionalized email marketing, this kind of mass emailing was often done without too much thought regarding confirmed email addresses.

These days, sending bulk email without the explicit consent of individuals is against the law. Spam messages are a nuisance, unhelpful, and have given a negative reputation to the email marketing industry in general.

For legitimate senders, bulk email is most often sent using a bulk email service, as most normal email clients (e.g. Gmail, Yahoo, Hotmail) are not very well suited to it. These kinds of bulk email software make it easier to create, send and track large amounts of emails.

How to Send Mass Email That Isn’t Spam?

The best way to avoid spamming people is to use what’s called the double opt-in registration process. This is when individuals sign up for your newsletter or emails via a registration form – on your site, as a pop-up, or as part of the checkout process on your E-commerce platform.

Once they’ve entered their information, they’re automatically sent a confirmation email that contains a unique confirmation link. Clicking on the link adds the person to your subscriber list, and you can safely start sending bulk email.

Most bulk email software providers include this feature as part of their service. Some won’t even let you  use their system unless your contacts have been uploaded to their system via this kind of procedure.

How to Choose a Bulk Email Sender?

The goal of every bulk email campaign is to send relevant, timely emails. This means sending emails that are interesting or useful, and sending it at the right time.

The more relevant your emails, the more likely that you’ll achieve your campaign goals: increasing revenue, deepening your connection with customers, or sharing your best content.

In order to create useful emails, it’s important that your bulk email software have a powerful, easy-to-use newsletter editor. This will make it easy for you to design personalized, customized newsletters that speak directly to your subscribers’ interests.

Personalized and well-designed newsletters are more likely to be opened, clicked, and to help you achieve your campaign’s goals.

The bulk email service that you choose should also have professional, whitelisted email sending infrastructure. This means that the emails that you send are listed as trustworthy by the biggest email providers.

In contrast to manually sending huge amounts of email, professional email sending infrastructure will ensure that nearly all of your emails are safely delivered. (Newsletter2Go, by the way, has been proven to have delivery rates above 99%)

To this end, whichever software you use should emphasize marketing automation. Sending automated emails not only saves you time, it also means that exactly the right emails are being delivered at exactly the right time – fully automatically.

Newsletter Software Editor

How to Avoid Spam Filters?

The best way to ensure that your bulk emails are not flagged by spam filters, and arrive safely in your subscribers’ inboxes, is to use a professional service.

Beyond that, there are certain things you can do to ensure to improve your marketing newsletter’s delivery rate.

  • Don’t use too many exclamation points: you can be excited, but try to share your excitement through something other than a multitude of exclamation points.
  • Using too many images: images in newsletters are great, but too many images – or only images – can look suspicious to spam filters.
  • All-Caps: again, it’s ok to be excited! But don’t try to share your excitement by using all-caps. It’s a sure sign of spam, and will likely hurt your delivery rates
  • Use your company’s domain name in the sender address: newsletters that can be definitively associated with real companies are very unlikely to be flagged as spam

At Newsletter2Go, it’s easy to create and send bulk email! Sign up for a free account and see for yourself today!