Mar
11

When is a mass mailing really needed?

When do you use all your database for a mass mailing?  I have a huge database of contacts – both personal and business.  Knowing when and how to contact them all is a difficult issue because you don’t want to annoy – but equally there are some things that you really want to communicate to a wide audience because the matter is important.

I just received an update from Mike Butcher that is a great example of the right time to use a mass mailing.

Mike is a journalist and the editor of TechCrunch Europe.  He’s a fantastically connected person and I suspect this mailing ran into the thousands.

The topics he covers are

  • reason for contact
  • list of current projects
  • launch of two new projects
  • full personal contact details
  • a great meeting request service Tungle

Now, I know Elizabeth Varley who is managing director for the TechHub project  and this is a great fillip to her getting a launch boost from such a networked person as Mike.

Apart from work, the main reason I’ll consider a mass mailout is for a charity gig.  I’m working on one right now with a Leukaemia survivor who’s had a total bone marrow transplant.  This makes him a “chimera” – a person living with two people’s DNA inside him – his and the donor’s.  He is now well enough to do a charity cycle ride to fund raise for the research charity Leuka.  I’ll probably tell you more about this in another post.

When do you use all your database for a mass mailing?

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Posted by rebecca 6 Creating Opportunities, Biz Dev, Direct Marketing Subscribe to RSS feed
  • http://www.tristanbotly.com/ Tristan Botly

    Well I guess my purist and ultimately irritating response would be… “When the correctly segmented mailing list is clearly in need of your information.”

    As we all know most people including many of my clients lists are just a bunch of email addresses with little data attached to them. So for them I would say infrequently / make sure the email is perfectly written and concise with clear sections and make sure the unsubscribe process is working!

    And finally if you are lucky enough to be dealing with a few thousand + then why not split the first 300 into 3 groups give them a different email and track responses. Even friends / work buddies will react differently depending on the content.

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