April 11, 2024

What Is a Mass Email? Definition & Benefits

Reading time about 5 min

Mass emails are a key part of any email marketing strategy. This article will cover what is a mass email, how to send one, and its key benefits.

Today, mass email remains a valuable form of email communication. That’s because it lets you reach a large number of people right away.

Read on to learn more about mass emails and their main benefits.

Table of Contents

What is a mass email?

A mass email, also known as a bulk email or email blast, is a type of email marketing campaign. Mass emails are typically sent to a large group of subscribers at the same time.

Companies can use mass email to communicate with part or all of their contact list. Typically, mass emails have a single email message and a clear call-to-action (CTA). They can lead to greater awareness and higher conversion rates.

Mass email vs. email newsletter

Mass emails aren’t the same as email newsletters. Newsletters are sent on a regular basis. They tend to be more general, aimed at building long-term relationships with subscribers.

Mass emails, on the other hand, have more focused goals than newsletters. This includes sharing timely updates (e.g. to promote a specific product or service).

Mass email vs. spam

Mass emails are not the same as spam. That’s because mass emails are sent to subscribers who have consented to receiving them. Spam is sent without getting permission from the receiver.

Further reading: How to Send Bulk Email Without Spamming from a Consumer’s Perspective

Benefits of of mass email marketing

Here are a few ways mass emails can benefit your business.

Wide reach. Mass emails allow you to reach a vast pool of recipients in seconds. Depending on the size of your email list, this can mean thousands of potential customers.
Higher ROI. Mass emails are cheaper than other marketing channels. In fact, email marketing has an average return on investment (ROI) of $42 per $1 spent.
Greater efficiency. Mass emails make it possible to reach large groups of recipients at once. This is more efficient than targeting them individually. Plus, you don’t need to spend extra time making complex email automations or sequences.
Measurable impact. With mass emails, it’s easy to track key metrics (e.g. delivery rates, bounce rates, open rates, click-through rates).

Further reading: How to Send a Mass Email and Hide Recipients in Gmail

Best practices for sending mass email campaigns

Set your mass mailing strategy up for success by following these best practices.

Choose the right email marketing software

When sending mass emails, it’s important to choose the right email service provider (ESP).

At first, you might want to send mass emails in Gmail. While this is possible, it’s not recommended for most marketers. That’s because Gmail lacks advanced marketing tools and has low sending limits.

It’s better to use an email marketing platform instead. This will give you greater functionality when it comes to email design, integrations, and marketing automation.

Further reading: A Quick & Easy Guide to Sending Mass Email in Outlook

Build a high-quality email list

To send effective mass emails, first follow proven email list building tactics. Mostly, this means getting consent from your subscribers. This will make them more receptive to your campaigns and therefore less likely to mark them as spam.

Make sure to use double opt-in for new subscribers. Offer incentives to encourage people to sign up (e.g. exclusive discounts, ebooks).

To grow your list, place signup forms in high-traffic areas like your homepage or social media profiles.

Send targeted mass email campaigns

Although mass emails are sent to a large audience, you can still target them to improve their impact.

One way to do this is through email list segmentation. Sort your contacts based on demographics or interests. Then tailor your mass emails for each segment.

Consider sending personalized emails as well. A contact name in the subject line or greeting can go a long way in making your campaign stand out.

Optimize your campaigns with A/B testing

Improve the impact of your mass emails with A/B testing. This includes email subject line testing to see what drives open rates.

You can also A/B test different email content, sender names, design elements, and more.

Comply with anti-spam policies

To stay out of spam folders, make sure you comply with anti-spam laws (e.g. GDPR, CAN-SPAM Act).

As of February 2024, bulk email senders also need to follow the new Gmail and Yahoo! sender requirements. This includes keeping spam levels below 0.3% and adding one-click unsubscribe links.

Further reading: The 7 Best Email Blast Services Compared (2024)