Email marketing is one of the most effective ways to engage with customers, but sending personalized emails to a large audience can be time-consuming. Mass mail and variables are useful tools that will help you streamline this process while still creating personalized messages.
This article will explore what mass mail and variables are, the types of variables, and how they can benefit your email campaigns. Additionally, we will show you how to use this feature in the eM Client desktop application.
What is Mass Mail?
Mass mail involves addressing emails to many recipients at the same time, often for marketing purposes or company updates. It is an efficient method to reach a large audience in one go. However, sending generic emails can feel impersonal, which is where variables come in handy.
What Are Variables in Mass Mail?
Variables act as placeholders within your emails that are replaced with personalized details for each recipient - these can be their name, location, or past purchases. This allows you to send customized emails automatically, making mass mail feel more personal.
The use of variables enables you to personalize your emails without manually editing each one, saving time while boosting engagement.
Types of Variables in Mass Mail
There are several types of variables you can use to personalize your emails. Let’s explore the most common ones:
- Personalized Data Variables
These include details specific to each recipient, like their first name or company. For example:
- "Hello, {Given Name}!"
- "Exclusive deals for {Company} employees"
- Behavioral Data Variables
These are based on past actions or behaviors:
- Last Purchase: "You recently bought {ProductName}. Here's a special offer."
- Last Interaction: "It's been a while since you visited us!"
- Custom Field Variables
These are unique to your business and can include any data you collect, such as:
- Birthday: "Happy Birthday, {Nickname}!"
- Job Title: "I remember you told me about your experience working as a {Title}…"
- Dynamic Content Variables
These change larger sections of the email based on the recipient’s data, for instance:
- Location-Based Offers: "Visit us at {Location} for a special deal."
Please note that the variables in eM Client may not cover all your use cases perfectly.
You can always use this workaround: Use the "Prefix", "Suffix", or any other variable as a replacement for the missing variables. This is just a temporary solution until our developers add more options.
Advantages of Using Variables in Mass Mail
Using variables in mass emails offers several benefits:
- Higher Engagement: personalized emails are more likely to be opened and acted upon. People are more inclined to engage with emails that feel relevant to them
- Better Customer Experience: tailored emails make customers feel valued and understood, enhancing their experience with your brand.
- Higher Conversion Rates: personalized emails are proven to drive more conversions, whether it is making a purchase or signing up for an event.
- Efficiency: using variables automates the personalization process, saving you time and resources while delivering a personalized experience to each recipient.
How to use mass mail and variables feature in eM Client
To send a mass mail with eM Client, start by opening the "+New" email creation section.
When writing a new email, click on the drop-down button next to the Send button. Here, you can choose "Send as a mass mail" to send your out a mass email.
How to utilize variables in mass mail
To personalize your mass mail, consider using the Variables feature.
You can save different information for each of your contacts - use this data as a Variable to ensure your clients feel special!
As you create your mass email, right-click within the text area and select "Insert" followed by "Variable".
Next, choose the variable you want to insert and click OK.
As you can see, a variable {Given Name} was inserted in your email.
A notification window will appear asking for confirmation. Select "Yes" to proceed.
If you prefer not to see this alert in the future, you can check the box that says "Don’t ask me again."
Now you can send the mail and each recipient will receive a greeting using their given name:
You can also use the Variables feature when building email templates in eM Client, by right-clicking within the text box of the template creation window.
If you want to learn more about Mail Templates in eM Client, check out our guide here.
Mass mail along with variables allows you to send personalized, engaging emails to a large audience. This way, you can create emails that feel personal without the time commitment of crafting individual messages.
Mass mail is just one of many advanced features available with our paid licenses (Personal or Business licenses).
Try all that eM Client offers for free with our 30-day free trial - it starts automatically upon your first installation of the eM Client desktop app.