Let's Blast An Email

Can we blast an email? Have we tried an email blast? The words "email" and "blast" should never be used together. Here's why.

The image that conjures in my head when I hear "email blast" is one of a dog running around peeing all over everything. It's gross. Nobody wants to be "blasted."

In marketing, we work toward the holy grail of personalized, one-to-one communications. We want the email we sent to Megan in New York to land in her inbox gently like a feather gracefully descending from the heavens. This email will contain the exact information that Sarah wants and needs to hear at 7:00 p.m. on a Tuesday. She just needs to click that little strategically placed call-to-action to make her problem go away and/or her dream come true.

Then Bill, the email blaster, wants to unleash chaos and piss all over everything.

Here's the thing, Bill: Blasting everyone doesn't work.

When you blast, you lack precision and care. And the recipients (AKA current or potential customers)? They're just innocent bystanders sipping their beverage of choice when suddenly their inbox is accosted with a message that has no relevance to them at that moment.

Targeting the right audience at the right time doesn't just make my sweet little heart and head feel better. Believe it or not, it just works better. Your reach may be smaller, which scares the "blasters", but your effectiveness and overall results will be stronger.

Side note: I prefer the terminology our British friends use, e-shot. It still sounds a touch violent, but at least it implies thought and precision. But if taking a term from across the pond is too much to bear, just use the word email. We want to deliver an email to those who want and need it when they want it with exactly the words/things that they need.

So my dear friend Bill, lay off the email blasting - in terminology and approach. Nobody wants to be pissed on.

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