- Why do small businesses need bulk email service?
- What should small businesses look for in a bulk email service?
- Who are the bulk email service providers? Top 10 bulk email service providers
- How to use a bulk email service?
- When should small businesses use a bulk email service?
- Challenges of bulk email service
We will cover the remaining 2 parts in this article, which are as follows-
When should small businesses use a bulk email service?
Using a bulk service when you have many customers is a cliché answer. If one of your business strategies is an email strategy, go for a bulk email service, as you can avail yourself of benefits like creating a customer database, automating emails, and customer segmentation. In case you do not have a budget for a bulk email service, our recommendation is to avail the free options provided by the bulk email service provider and move to a paid version once you see the value in terms of new customer acquisition and repeat business from existing customers.
4 Challenges of bulk email service
The major challenge of bulk email service is the lack of knowledge and expertise in handling it. The issue is not with the bulk email service provider but with the agency/in-house team handling it. Another aspect is considering bulk email service as a no-brainer, and it involves sending emails to the customers/prospective customers, resulting ina low spend of efforts/money in email marketing.
Here are the 4 challenges an organization faces –
Customer Segmentation –
Sending the message to the right audience matters, as that will result in higher conversion. A customer who showed interest in a Television, if you send emails on refrigerators, she will never buy. Send emails to the customers based on their segmentation, otherwise it is a waste of time and money.
Compliance and local law –
Complying with GDPR is highly critical if one is operating in the European region. Similarly, in the USA, there is the California Act, which is known as CAN-SPAM. Ignoring these will lead to a penalty and reputation loss.
Email delivered at the wrong day and time –
Sending an email when your customers are available and more importantly available to check their emails matters. According to Neil Patel, if you are sending one email per week, send it on a Tuesday. If you are sending two emails, send one on Tuesday, and the other on Thursday, and if you are sending three emails, send one on Tuesday, Wednesday, and Thursday. One can send emails at 10 AM on Tuesdays,s and 8 PM on Thursdays and also do an A/B testing to check the email open rate.
Personalization –
No one likes to read a generic email, and shows interest if that email is personalized. The effort required for personalization is big but rewarding, hence personalize your emails, and the click rate will improve.
Summary –
The challenges of bulk email service are manageable if the right attention and effort are given. For small businesses,s these challenges are real opportunities if they invest in a bulk email service along with a planned marketing effort ( could be in-house or outsourced).