During the course of my career one of my favourite tasks was creating regular newsletters, marketing emails, company updates and bulk email messages from my Executives. I did this task in a number of roles and found it to be a really creative outlet for me. I used a few different systems – Concep Campaigner, Dotmailer and MailChimp to name a few – however I always found that no matter what message I was creating the emails all followed a similar pattern. Here are my top 10 tips for creating bulk emails.

  1. Make it easy to subscribe – If you are working on marketing or external emails it is a good idea to collect data on those that are receiving the emails. Most bulk email systems will have a function available to capture names and email addresses. Remember the person that you send the email to might forward this on to someone else who would like to automatically receive the emails in the future. You may also like to include an ‘unsubscribe’ link.
  2. Schedule emails in advance – If you do have a schedule for your emails it is a great idea to create as many as you can in one sitting and schedule them to go out over a period of time. Most systems will also allow users to schedule the emails to go out at various times depending on where the recipient is located and their timezone.
  3. Let everyone know how often they should expect an email – If you are working on your department’s first monthly newsletter do let your colleagues know to expect this once a month and what the newsletter will entail. If you are sending important information via a bulk email you must ensure the subject heading states that staff should read this email. When receiving something that looks like a bulk email (rather than a personal email from one person to another) it can be easy to ignore it simply deleting it.
  4. Design the email to fit your organisation’s brand – Again most bulk email systems will allow you to choose fonts and colours similar to your brand and you will be able to upload your organisation’s logo. If you are creating an internal email try to be a little creative with your colours. Remember this is one of those tasks that will showcase your creativity!
  5. Use short paragraphs and lots of images – Most people don’t have time to sit and read a massively long email instead they will skim the email for the information they require or are interested in. So make sure you use lots of images, short paragraphs and, if you can, links to more detailed information on your organisation’s website or intranet.
  6. Remember to test your email – If you are sending this email out to thousands of people you really don’t want any mistakes! Send yourself and a colleague or two a test email to make sure all of the links work and there are no obvious errors.
  7. Is the email mobile and tablet enabled? – Most systems are now mobile and tablet enabled which means the email can be easily read on a number of devises. It is worth double checking this function because most people will read your messages on the go these days.
  8. Add some sharing buttons – Sharing buttons that enable recipients to send the email on to colleagues and also social media sharing buttons. Again most systems have these automatically available, you will just need to add your organisation’s details.
  9. Choose a bulk email system that has analytics – Depending on what type of emails you are sending out you don’t need the analytics to be too detailed. But it is worthwhile having something that shows who is opening the emails, which links they are clicking on and if they are sharing the information. This level of detail will be really handy when you report back to your Executive. It is also really handy if a colleague says they haven’t received the information because you can check to see if they actually opened the email!
  10. Keep your language informal –  Again this depends on what you are sending and to whom. However I have found that informal language works really well with newsletters, marketing emails and company updates. Remember you want the recipients to enjoy reading the email so do ensure you make it fun and engaging.

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