There comes a time in your digital marketing campaign when you need to send mass emails to your targeting audience. Doing it the right way can help you reach the target audience and avoid blacklists and spam folders. The outcome of your email marketing campaign depends on how well you send mass emails. Let’s take a closer look at the best practices for sending mass emails.

What are Mass Emails?

Maas emails are made to be sent to a large number of recipients. As part of an email marketing campaign, you may plan on sending mass emails to different parts of your target audience, segmented by demographics, buying behavior, interaction with your website, and more.


Marketers use bulk emails to:

  • Promote a product
  • Make special offers to a specific segment of their target audience
  • Make an announcement

While mass email marketing was to be popular in the past, it’s not an advisable tactic today. All because of spam filters and precise audience segmentation. However, it can still work for your company if you follow a couple of simple rules.

Best Practices for Sending Mass Emails

Keep Your Email List Clean

The key to avoiding blacklisting and getting spammed while sending mass emails is keeping your list clean.  Some companies prefer to buy email lists in order to reach the inboxes of potential customers.

However, besides containing invalid email addresses, these email lists are often ridden with spam traps. Spam email addresses send a sign to email providers to think about your address as a source of spam.

To keep your email list clean, you need to create it organically. Whenever a potential client signs up for your newsletter make sure the details are valid.

Take advantage of email validation software to get the work done quickly and accurately. Then you can send bulk emails without worrying about spam traps and blacklists.

Work on Your Domain and IP Reputation

No matter how personalized and spam-free your emails look. Sending mass emails from a poor domain or IP reputation could get you into more trouble. If your domain and IP are suffered then you aren’t using the best practices for sending mass emails.

Here are a few ways to keep your domain and IP reputation in top shape:

1. Start Small

When you just start your email campaign, Never rush into sending bulk emails. Limit the amount of emails. When your email reaches the valid addresses and recipients opens it, your IP begins to build a good reputation.

2. Send Emails Consistently

One of the reasons why your sender’s score and IP reputation can go down because, If you send 100 emails per day for a week and none the next week, your actions may look suspicious.

While creating your email marketing campaign, make sure to have an email sending schedule. Follow it closely to build a good sender’s reputation.

3. Change Your IP

If you have already got a poor IP reputation, the common way to rectify things is to change the address. However, this method is often time-consuming and if all thing works well then your emails won’t go to the spam folder.

4. Work on Your Domain Reputation

Start by sending a bunch of emails to contacts you recognize and asking them to open the email. If sent emails end up in the spam folder, ask recipients to remove them. Slowly with time, your domain reputation will improve.

Your Emails Should Look Legitimate

To keep your email messages out of the spam folder, it’s advisable to make them look legitimate. It is especially important when you need to send a bulk email.

Here are the things to keep in mind when you plan to send emails in bulk:

  • Only send attachments to the trusted recipient.
  • Avoid spelling and grammatical mistakes.      
  • Always follow the CAN-SPAM act guidelines.
  • Ask permission to send an email
  • Never use spammy words on your subject line. 
  • Make it easy to unsubscribe from your email list.

Why You Shouldn’t be Sending Mass Emails

While bulk messages can help your marketing campaign, sending emails to multiple recipients has its downsides. Here are a few reasons why you may want to consider a more personal approach:

  • You must not send bulk emails if you don’t have experience doing it. This could lead to blacklists, poor sender’s score, and damaged reputation.
  • It is difficult to make mass emails personal, so such emails don’t always benefit your marketing campaign.
  • Many email service providers automatically block mass messages from Gmail and Outlook.

Mass emailing requires a carefully organized and well-thought-out campaign. If you haven’t done this, consider avoiding this tactic.


I hope in this blog, best practices for sending mass emails have provided you some insights for your next mass email campaign.

When planning your email campaign, mass emails may seem like a good way to succeed in targeting a large audience. However, this strategy can only work if you know how to send these emails. The process may be tricky. One mistake could cost you your IP reputation and domain blacklisting resulting in other unfortunate consequences.




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