Email Must-Knows: What’s Batch and Blast Email?

Is your mailbox cluttered with unread messages? The average office worker reportedly receives an average of 121 messages a day, leaving inboxes inundated with communications begging for attention that they may never receive. That’s not to mention the unread message badge hovering over your personal inbox, stuffed with correspondence, receipts, and other “special offers” waiting for a tap or click.

Grabbing each consumer’s attention amidst the deluge of these other emails (and other messages, for that matter) is essential—and today’s email marketers have their work cut out for themselves. If you don’t take the time to craft and send highly relevant content that’s tailored to each specific recipient, your email program amounts to taking a shot (or many, many shots) in the dark, hoping against hope that a generic message will resonate with everybody in your audience. When you take that approach, you’re putting your trust in batch and blast email.

What is Batch and Blast Email?

At its core, a batch and blast email strategy is built around sending a big group of people the exact same email message, with no specific targeting or personalization of your outreach. It’s the lowest common denominator of email marketing, where you’re simply contacting wide swaths of the population with the purpose of landing in as many inboxes as possible.

Brands that send batch and blast emails are communicating to their customer base that they don’t care who reads their messages. It’s a strategy based around gathering contacts, whether they’ve been acquired through genuine engagement with your brand or from lists that were purchased or rented, and sending out a message just to see what happens.

Batch and blast emails are bad for email deliverability, too. Messages will often be sent to users who aren’t likely to read your message and becuase the outreach isn’t tailored to that user’s specific interestes in actions, they might be more inclined to flag it as spam—which can significantly damage your email reputation with internet service providers (ISPs). The more people who receive irrelevant content, the less likely your next message will be to land in the inbox of somebody who might actually be interested in receiving it.

Anything Else?

Braze’s email marketing platform is designed with high deliverability in mind. Through tools—such as liquid personalization, Connected Content, action-based delivery and more—that make it simple to create engaging, targeted content, Braze allows brands to send messages that users are more inclined to open.

To learn more about how Braze can support smart, relevant email messaging experiences, check out our Email Product Page.