"Email Blast" - the one phrase in email marketing that raises the hair on my arms. I equate it to the internet version of a space shuttle launch. I guess email is sent into space (kinda), but the terminology still does not fit.
I spend the majority of my day working with clients discussing email marketing best practices, innovation, and strategy. During this time I hear and see the term "email blast" more than I care to admit. Below are snippets of actual client emails I've received:
- "We've been doing email blasts for 10 years and..."
- "...compare individual blasts to other blasts..."
- "...sending direct mail and email blasts to customers..."
And client phone conversations I've had:
- "I just sent out today's email blast..."
- "Hey DJ, can we review the blast results?
Many clients even name their internal messages as "060908BLAST" or "Tuesday_Blast".
Type in "Email Blast" in Google and you get some interesting paid and organic results:
It pains me every time I hear, read, or even think about the word "blast" following email. Who cares, it's just a phrase, right? Wrong. "Email Blast" sends the wrong message about email marketing. It is impersonal and cold. I envision a robot sitting at a laptop counting down - 3...2...1...(Email) Blast! It implies a message that is sent to the entire house file - no segmentation, no targeting, with no thought if subscribers actually want to read your message.
It's time that we - marketers, ESPs, ISPs, and others in the email marketing ecosystem - begin to change our vocabulary. It's time we eliminated the phrase "email blast" from our vernacular. Start today by sending me an email, a tweet @djwaldow or commenting on this post. Join the revolution.
*This post is one that has been stewing for some time. Just as I began formulating my ideas for it, Mathew Patterson and @justinpremick and beat me to the punch. Blasted! They both make some excellent points. Make sure to check out the comments also as their posts have spawned some great discussion.
Account Manager at Bronto