Obituary: Batch And Blast Is Dead!

OBITUARY: MASS email advertising is dead. Marketers mourn the early, heady days of email marketing when generic emails drove high response rates and consumers thought any email was good, as long as it was addressed to them. But alas, we must bid adieu to the old era–if not for the sake of our own careers, then on behalf of consumers everywhere who are tired of irrelevant and uninteresting e-mail messages. As we say good-bye to 2005, we can also say good-bye to this ineffective marketing method.

Rest in Peace, indeed. Batch and blast is so 1999–it simply no longer works to drive revenue growth. Subscriber inboxes are overflowing with permission-based email that is irrelevant. Our research shows that 60 percent of subscribers just ignore the emails, deflating marketer hopes for relationship-building and sales. Worse, half of these subscribers unsubscribe or complain to their ISPs, completely severing the relationship and hurting deliverability across the board. Open, click and conversion response is declining in all sectors–from retail to financial services to travel to B2B. Marketers everywhere wring their hands and frantically seek best practices in hopes of saving their legacy promotion-driven calendar.

Forget it. Mass email won’t work because, by its very definition, it is only interesting to a subset of your audience at any given time. So why do we keep doing it?

Truth is, batch and blast still generates some revenue. But that response is neither predictable, nor growing, because the email itself is doing little to drive response. Generic email that isn’t targeted or customized to the subscriber relies very heavily on your other marketing and branding efforts to engage with subscribers. It’s little more than a reminder service. And, more importantly, it’s a huge missed opportunity to connect, build relationships, capture market share and strengthen brands.

What’s the alternative? We all know the answer: provide custom, relevant email experiences for each important subscriber segment. Enter our old direct marketing friend, data.

CRM and e-marketing response data provide intelligent and actionable methods for measuring a subscriber’s place in your sales and product lifecycle. With that data, marketers can create relevant subscriber experiences–the key to driving revenue and higher ROI.

minute read

Popular stories



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins


Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time