4 Hidden Costs of Batch and Blast Emails
Like all types of emails, there is a time and place for sending batch and blast emails. However, many eCommerce marketers rely too heavily on batch and blast as the only tactic, primarily due to its simplicity. After all, what is easier to do than to send a single email to your entire email list?
Batch and blast emails are characterized by several qualities. They are:
- Sent to the entire active email list (no segmentation)
- Sent all at once at a specific time or within a short time range
- “Manually” scheduled for sending
In this article, we’ll explore some of the hidden costs of batch and blast emails.
1. Hurting Your Deliverability
Your email deliverability is a treasured asset. Over-sending batch emails can take a toll on your deliverability. A high frequency of batch emails can undermine your deliverability on several fronts:
ISPs have increasingly started to use user engagement with emails to determine inboxing. This means that if a good portion of your list is opening/clicking your emails, you stand a higher chance of maintaining strong deliverability and thus getting into the inbox.
On the flip side, if your subscribers are not engaging with your emails very much, you’ll have harder time getting into the inbox.
Why would your customers stop engaging with your emails? Simple – your emails ceased to be engaging. Given the un-segmented nature of batch emails, there is a higher chance that they are less engaging to a sizable portion of your email list.
Consumers are more trigger happy than ever when it comes to the spam button. Spam complaints send an unmistakable signal to ISPs that a message is unwanted by a user. Accordingly, your deliverability takes a hit as your spam complaint ratio increases.
With batch emails, your risks for generating more spam complaints are higher.
Your send volume also plays a role in determining whether your email is accepted. While it’s generally a less significant factor, there can be some repercussions to sending a large batch of emails at once, especially during high email volume times, such as the holiday season.
ISPs look at the amount of mail requests to their server issued by you. There’s a higher chance of being blocked if you are releasing a high volume of emails all at once, particularly if your sender reputation is not stellar.
2. Increasing List Attrition
Consumers are overwhelmed by email these days. Retailers see the power of email and have become more aggressive than ever with the volume and frequency of sends.
As you send batch emails at a higher frequency, you’ll risk antagonizing an already stressed out subscriber base. The easiest thing for them to do? Delete, spam, or unsubscribe from your email program, which increases your list attrition.
As a larger portion of your list becomes either unengaged or unsubscribed, your total list growth slows down dramatically. In essence, your email list becomes a leaky bucket, since even as you continue to get new subscribers, you are losing them due to attrition.
3. Damaging Brand Perception
Brand perception is one of the harder costs to measure. A brand is built across multiple different interactive touches with the consumer. It’s hard to pinpoint exactly how much damage over-emailing causes, but at the very least, it doesn’t help increase the brand perception in the eyes of your audience.
4. Lowering Conversions
If you are sending 5 times a week, every week, to all of your subscribers, sooner or later they are going to start tuning you out. In this attention-deficit world, your emails will end up annoying your subscriber base. Training your subscribers to ignore your emails (lower engagement) undoubtedly impacts your email conversions.
The first symptom of declining engagement can be seen in downward trends in open rates. As your open rates drop (top of the funnel metric), your click volume and ultimately conversion volume will start to slide as well. Eventually, you’ll start seeing less and less money coming in per email sent.
Email is a highly effective channel with great returns. However, although pure hard costs of increasing batch and blast emails is relatively low, the hidden costs can really corrode your list.