Bulk emails are sent in batches to multiple recipients, where number of recipients varies from hundreds to thousands. Bulk emailing is generally a direct marketing technique employed by a variety of companies. This technique helps a business to reach out to thousands of prospects with a single email.
Companies and businesses use this marketing tool to promote their goods and services to the recipients, which can either, be existing clients of a business or potential clients. Generally, a recipient does not ask for adding him in the mailing list of the company and a company circulates the advertising mails solely with its discretion.
Usually a mailing list agent (MLA) is used to distribute a large number of mails to recipients. MLA is basically a program which first receives an email, does some special processing on that particular email and resends it to the list of recipients. Though email marketing or bulk emailing brings the ease of advertising to each prospect in-person, there are some issues with it:
A business can only speculate if the user has read the email or not. No review and feedback can be generated about the campaign, in terms of prospect education about their business. There can be a case, where user has abandoned his email account or is not opening the emails sent by a business.
A small percentage of users, who get the emails from a MLA, revert back to the business for trading or dealing. So, if the amount of revenue generated from such campaign does not pay for the cost of campaign and other expenses, there is no need to deploy such a tool.
Email marketing or bulk emailing is not a generic solution for every category of product. Especially with marketing tools like social media becoming an important tool for any business, the effectiveness of old techniques has lessened. Also, there are some products which cannot be marketed with email marketing rather promoting such products with bulk emails make no sense in the psyche of a prospect.
Trusted email marketing services are expensive to deploy. Such trusted service vendors’ emails are not considered as “spam” messages and such messages directly reach inside the inbox of user’s account. The main benefit of such outcome is that the user perception toward the company becomes trustworthy and businesses association strengthens.
Spam filter messages direct the bulk emails to a spam folder in order to mark as distrusted sender. This reduces the chance that a user will read that email even if the sender is an authentic and trusted business.
High frequency of emails arrival in the account of user can persuade a user to opt-out from the mailing list of a product development company and even block them from any future contacts.