Why email blasting doesn’t work – and the alternative that does.

5 min read By September 28, 2022 No Comments

Email blasting is a strategy – if you dare to call it that since, to be frank, there’s little to no plan involved – that consists of sending a single email to a large distribution list simultaneously. To this day, many channel marketers use this technique, thinking that the more inboxes they can reach, the more likely they will be able to generate revenue. Turns out they couldn’t have been more wrong…

Engagement comes from sending messages to a more targeted audience rather than bombarding your entire base. Imagine getting an email blast about healthcare products when you work in education. It will probably go straight to trash. Even worse, email blasting can land you in the spam folder, damage your reputation, and cause distrust. You got it. We’re not fond of email blasting. Here’s why and what you can use instead to reach your partners.

Mass email or how to blast off your partners’ network

Do you read all of your emails? Systematically? Of course not. It takes too much time, the content is often repetitive and some messages simply come out of nowhere and aren’t of any real interest. Your partners are no different. They don’t open nor read all of their messages. In fact, the flow of emails you’re sometimes tempted to send is very likely to be counterproductive. Email blasts can lead to:

  • Channel congestion

Congestion is never good. Whether it’s on the roads, in your lungs, or slowing down your channel, it’s best removed. Partners have overflowing mailboxes. They receive dozens, if not 100s of emails a day. No need to make that worse for them by drowning out important information.

Imagine you have a new campaign coming up. But an avalanche of emails made your partners miss it.  They won’t be ready for the launch! And you’ll miss opportunities. Hence the importance of not blocking your entire channel with bulk email.

  • Emails filtered as spam

Ultimately, bombarding your partners with emails might annoy them to the point that they filter your messages as spam. And once you’re in that folder, good luck making your way back to the inbox. Here are some ways to avoid that.

First, only send messages to recipients who have given their explicit consent.  Relying on databases that you bought or downloaded is a no-go. Also, make sure to keep your database of recipients up to date, and remember that companies are constantly developing methods to avoid receiving spam in their inboxes. So when creating content, mix it up and keep it incidental.

  • Irrelevant messaging 

Segmentation often suffers as a result of email blasting to a giant list of recipients. Partners in the healthcare sector may receive content about schooling for instance. Would you enjoy receiving emails about the laws of thermodynamics? Maybe, if you’re passionate about physics… But otherwise, it’s very likely you won’t understand a word. The same goes for language. Taking a little extra time to translate your message to your partners’ (and ultimately end-users’) language will make a world of difference. Email blasting is not personalized, meaning that nothing is tailored to the partner: language, company size, or field of expertise.

Other solutions to reach your partners and end-users

Running a channel can be quite the challenge. Your revenue depends on your partners’ performance and commitment. It is tempting to try to activate them by spamming and being insistent. But you’ll find pretty quickly that it doesn’t work. Instead of sending email blasts to partners, try sharing information by other means :

  • Provide content where they are

LinkedIn, Slack channels, community groups… Those are the dark social. That’s where your partners spend most of their time. Not their mailbox. On average in B2B, prospects will have 6-20 touchpoints with a brand, before making any kind of contact. Much of those touchpoints take place in the dark funnel. When it comes to channel, those dark-funnel touchpoints only increase. So when trying to reach your partners and serve their end-users, you can see the importance of understanding dark social and the dark funnel: it plays a much more important role than emails.

  • Use influencers to spread the message

Having industry influencers talk about your company is a great way to be noticed by your partners. You may have a great relationship with some of your partners, but for others, you need to build trust first. Talking about your product and services through someone they look up to could be the first step to attracting them. Influencers will not only help you get your message across, but also help you recruit and grow new partnerships. Much more effective than bland emails!

  • Connect with the social media channels of your partners

The best way for your partners to never miss out on your content is to automate the publishing process. Connect their marketing and sales systems to yours via a Partner Hub! A what? A Partner Hub is a marketplace where partners can manage all their vendors through one platform. Campaigns are automatically distributed and data is collected in real-time. Both vendors and partners get actionable insights from this data and the opportunity to review it together during feedback periods. You won’t even need to send emails anymore!

Stop making noise. Start making sense.

The era of email blasting is coming to an end. You gotta accept it. That’s for the best. Instead, new places are opening up to communicate with your partners. Social media in the first place, but also Partner Hubs, and we did not even mention word-of-mouth. Because yes, in some instances, the old way is still the best. Not everything has to be written and pushed. Give your partners space and only hit’em up for important matters via the right medium.

That’s how you’ll finally stop making noise and start making sense.

Audrey Senecal

Audrey Senecal

Audrey is a Content Writer at Channext. She started out as Customer Success Manager before switching to content. Channel intelligence, partner engagement and marketing are her favorite topics. Ideas about what you want to read next? Connect on LinkedIn.

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