Email blasts are high tech digital bulk mail. You have to first understand the advertising science behind bulk mailing to
really determine if e-blasts should be a tool in your marketing arsenal. Bulk mailing has certain advantages, the most significant
being that it can be tailored to a specific or targeted group of recipients often referred to as qualified prospects.
advertising and promotions tool has to be kept in perspective as to its function. Radio is good for things
that have time sensitivity like announcing a grand opening or a sale or concert event. Television is good
for visual recognition, credibility--"seeing is believing" and building up the image of your brand in the mind.
Billboards are good as a quick reminder reinforcement of your message you already have running on other media.
Magazines are good for retention of your message because people can refer back to it often, which improves
their recall of your product, or it gets passed along to another reader. All of this together influences someone to try or
buy your product.
If you are expecting a very high response rate on blasts (10, 20 or 50 percent reaction) because it
goes directly to someone's inbox, and you don't get it, then you will feel that e-blasts are a waste of money. But, now ask
yourself what is the return rate on the 5000 flyers with your Myspace, or a download link on it that you have spread around
town for the cost? Which is the better value? --5000 flyers for $100 dollars (plus shipping) that you spread around town (+gas,
+labor), or 15k to 150,000 e-blast bi-weekly for $50+? It's all relative.
E-blasts have a place
in your ad budget. Do your homework on what you are getting
for your money. Check on which messages get you the best response and change up accordingly. Not all blasts are equal,
same as not all radio stations are equal.
For cost and flexibility I give blasts the “thumbs
up”. You have to understand how to use them best. You can't make anyone listen to or read your ad message but you can
increase your chances that it will happen when done right.
Shout out to the Music Powers e-blast service, which has gotten me same day responses to my promo messages because they have a well-qualified
contact list that is a match for the types of programs I do, which is why I use them.
~Bama Hip Hop