Large email marketers are in the business of bulk email marketing and more specifically, in the business of high volume email marketing. This is slightly different from the traditional methodology to avoid delays due the scale of operations. Let’s understand this with the help of an example. When you start out as an email marketer, you would probably not send more 10,000 emails at a given time, like a week. As your user base increases or your website starts to gain in popularity, the number of emails might have to increase to about 300,000. Now, let’s take a look at the mailing mechanisms through this growth. You could just use simple mailing software that will send out emails for you but when your traffic increases, you will need a dedicated server and a better integration with your database. At some point you might even be using CRM software. Once this level of complexity is breached, then you need specialized software because you can’t afford to wait for 300,000 to wait in queue to be sent.
When sending material to a wide audience, your design and content needs to change and become more general. Large marketers use the following guidelines when indulging in high volume email marketing.
Use templates that are dynamic. Dynamic in this context refers to the flexibility of the template. You should be able to make quick changes and additions to your template that can include sections and tables. When you use a template that is coding inept or complex, this creation time takes significantly longer than usual. Therefore, always use templates that are flexible to sudden changes.
Aesthetics that don’t scream. This aspect deals with the design colors and text formatting. The fact is that the more emails you send, the more likely a spam filter will consider you an offender. Therefore, don’t use unnecessary bold fonts and colors for emphasis. Reflect sobriety in the colors that you do use in emails that you do send out.
Content should be planned. When you don’t set standards for the amount of text in an email, then you are in for some trouble. This is not reader-friendly and definitely not template friendly. You cannot allow the content of your email to hijack the design. A rule to remember is that the larger your audience the more general the message and therefore, the less text you need communicate it in.
Bulk email but don’t bundle. Large marketers in high volume email marketing do not try to cut corners in the number of emails they send. This means that if you have to send one extra email to communicate a point, do it instead of making your email bulky and crammed with content.
Probably the most important aspect is that you must remember that you come under the scrutiny of spam filters when you send more than a set amount of email in a day. To avoid this, always remember to get opted-in customers, as this will be your only defense if questioned by the authorities.
Gary San is a best practices activist and advocate for Benchmark Email (http://www.benchmarkemail.com/resources/email-marketing-articles/Opt-In-Email-Vs.-Bulk-Email-Spam), a leading Web and permission-based bulk email service.
Author: Gary San
Article Source: EzineArticles.com
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