Bulk emails
What are bulk emails?
Bulk emails are messages sent to a large group at once. Instead of composing and sending individual messages, the same content is delivered to all recipients simultaneously. Examples: Newsletters, product or feature announcements, promotional offers and discounts, and event invitations and reminders.
Unlike transactional emails, which are triggered by a user's action, bulk emails are typically sent at a scheduled time. Businesses should ensure that recipients have opted in to stay compliant with anti-spam regulations.
Why do businesses send bulk emails?
- To promote a product or service.
- To share announcements or updates.
- To inform users about an event or training.
- To stay connected with your recipients.
Characteristics of a bulk email
- Sent to many recipients at once.
- The same content is used for all of the recipients.
- Requires prior consent from the recipient.
- Must give provision to opt-out.
The difference between bulk emails and transactional emails
Transactional emails are sent to individuals based on an action or request performed in an application or website. They’re personalized and the user expects them. Examples include OTPs, password reset emails, account updates, and notifications.
Even if some transactional emails are sent in large numbers, they’re not bulk emails. This is because these emails are unique to the recipient, personalized to their needs and are requested by the recipient. They differ from bulk emails in their purpose, not in the volume.
| Bulk emails | Transactional emails |
| Sent for marketing or informational purposes. | Triggered by a user's action. |
A single message sent to many people at once. | One message sent to one person at a time. |
Requires opt-in and unsubscribe options. | Doesn't require an unsubscribe option because they’re necessary emails. |
| Users may or may not expect the email. | Users expect them, sometimes immediately. |
Best practices for bulk emails
- Segment your audience: Segment your audience by demographics, purchase history, or engagement rates to send relevant content.
- Get consent: Only email users who have opted in. Sending emails without user consent can violate compliance laws.
- Personalize when possible: Personalization helps keep the tone friendly without sounding too robotic.
- Keep an eye on the content: Emails can be flagged as spam if the content isn’t framed right. Check for broken links, formatting issues, or flashy content.
- Email authentication: Authenticate the email-sending domain using SPF,DKIM and DMARC. This builds trust and credibility in your brand.
- Warm-up your domain: Gradually increase the number of emails you send. Sudden email spikes from a domain can make it look like a spammer.
- Clean email lists regularly: Review and update your email lists regularly to remove old and non-engaging users. Establish a sunset policy to renew your list automatically.