It’s been 5 years – TO THE DAY – that I published Petition to Ban The Phrase “Email Blast” over on the Bronto blog.
Since I penned that post on June 10, 2008 …
- I left Bronto and started as Director of Community at Blue Sky Factory (since purchased by WhatCounts).
- Eva and Cal were both born.
- I launched Project Awesome and officially began my search for a new job.
- I started Waldow Social – 2 year anniversary coming up soon!
- Instagram, Pinterest, Google+, and Vine all launched.
- Constant Contact, ExactTarget, and Facebook all became publicly traded companies.
- ExactTarget was acquired by Salesforce.com
- The #90DaysToEllen campaign was officially launched.
- I wrote a book.
- My wife and I moved to Utah … and then to California.
*Yes, this list is far from comprehensive. Ha! It was just off the top of my head … after one cup of coffee.
So … yeah … a lot has changed over the past 5 years.
One thing that has not changed? I still – yes STILL – hear folks referring to email campaigns as blasts.
While it bothers me significantly less than it did 5 years ago (I like to think I’ve mature a *touch* since then), it still makes the hair on my arms stand up when I hear “Email BLAST” used. I still cringe (a bit) when I see a phrase like this – “we are getting ready to blast to our email list.”
Why? Who cares? I mean, it’s JUST a word, right?
Blast. Blast. Blast. (Now I feel better).
Sure. It’s just a word. But, using the phrase “email blast” implies something about how you feel about email marketing. “Email blast” says:
- Email is just another one-way channel to SHOUT to the world why you and/or your company is so awesome.
- Everyone gets the same message at the same time, regardless or preferences or interests.
- Email is not part of an integrated marketing strategy. Instead, it lives in its own silo, its own world.
- You, the marketer, don’t follow the mantra: Send timely, targeted, valuable, human emails to people who want them.
Before I conclude my rant … err … 5-year reflection, let me say this:
Yes. There is a time and a place for sending the same message at the same time to everyone on your list. Many companies are finding success using this approach. If you are one of those individuals or organizations who send out email BLASTS, I challenge you to test using some segmentation. Create a welcome email that goes to new email subscribers. Start simple. Then, move to a more personalized campaign based on what a particular group of customers last purchased. Let me know what kind of results you find.
As always, I’d love to hear your thoughts in the comments below. Am I beating a dead horse with my mission to ban the phrase “Email Blast?” Should I just let it go or is it worth revisiting every few (5!) years?
P.S. Have you heard the news? Nick Westergaard and I have started a weekly podcast called The Work Talk Show, where we interview crazy-smart folks about how work gets done. Give the latest episode a listen!
DID YOU KNOW…
I recently launched a new online course, Email Marketing Made Simple, that promises to help make you a better email marketer.
-Having trouble growing your email list?
-Not sure what a preheader is?
-Avoiding using the word “free” in your subject lines because someone told you it was a “rule.”
-Having trouble figuring out how to use social media and email marketing together?
-Not sure what you should be testing and how often?
If you answered yes to any of the above questions (or all 5!), I can help.