What is Mass Email Software and How is it Used?

What is Mass Email Software and How is it Used?

Just discovered mass email software programs and want to find out more? Keep reading to learn how you can grow your audience through email marketing!

Though email has been around and widely used for well over two decades now, we are still relying on our inboxes more than ever. The average person will be checking their email—whether it be personal or for work—almost every single hour. Since the advent of smartphones, people have even more access to their email than ever before and can check messages from anywhere.

But, what does all of this information mean for people who are starting their own business or are novices in digital marketing? It means that email marketing is still very much a viable way to reach a large audience with a high ROI. You may see articles floating around that deem email marketing “dead,” but these are likely clickbait or offer something similar—if not exactly the same—to the mass email software we are about to discuss.

If you are interested in growing your audience using email marketing and want to learn about mass email services to get the job done, then you’re in the right place. In this article, we’re going to be discussing how to use a Gmail mass email service for your business and how you can start designing compelling emails that your audience will want to read. Today, we’re going to be discussing the following important points regarding email marketing:

  1. What are mass emails and why are they used?
  2. How to craft a mass email
  3. The benefits of using a mass email service

Let’s dive in!

What Exactly Are Mass Emails?

We encounter mass emails in our inbox every day, so let’s take a moment to define what they are and how they work for marketing purposes

Though mass emails have been around for a long time, they are still an effective marketing tool.

Mass emails come in a variety of different categories. Each different type of message likely has a different goal, intended call to action, or target audience. If you are just getting started in the world of mass email marketing—and if you haven’t chosen a mass email software yet—this may sound very overwhelming. Don’t worry! We’re taking a look at some of the most common types of messages that are sent as part of mass email marketing campaigns. You’ve likely received a few of these messages before without realizing they were part of a marketing campaign. Let’s take a look!

  1. Newsletters/Company Updates A newsletter or a company update is easily one of the most common types of mass emails. These messages are intended to inform an audience of the latest updates about a product or service. The message could contain anything from a monthly update to important information regarding business hours, product shipment, new launches, and more! If you are receiving a message from a company with an update, you are likely receiving a mass email newsletter.
  2. Promotional Messages – Unlike newsletters, promotional messages have the explicit purpose to get an audience to follow a call to action (CTA). These messages will often have discounts or other incentives to encourage site visits or conversions. These messages are more direct in their purpose as they are asking the audience to take some sort of action.
  3. Retention Messages – Retention messages are not quite as straightforward as the previous two examples we listed. Retention messages are designed to keep your audience engaged over the long term to prevent unsubscribes. These have to be carefully crafted, otherwise, they have the potential to backfire. Retention messages need to be enticing, but not too pushy. They should excite your audience enough so they keep opening and interacting with your messages. Unlike promotional emails, these do not all need to have a clear CTA—otherwise, your messages could come off as nagging your valued recipients.
  4. Reminder Emails – If you visit an eCommerce website and put a few items in your cart, but you don’t proceed to checkout—what happens then? In the world of email marketing automation, you can use a mass email software program to automatically send out messages to people who have items remaining in their cart—sometimes referred to as “cart abandonment.” This provides a gentle reminder that can lead to a conversion in the future. After all, if the item is already in their cart it means their interest is piqued and your recipient may be thankful for the reminder. 

How Do I Craft an Email Campaign Using Mass Email Software?

Discover the best practices for sending mass emails including how to maximize your delivery, open, and click-through rates

With the right mass email tool, anyone can start sending well-crafted messages.

Mass emailing best practices are constantly evolving. To give you some perspective, let’s look at how mass emails began.

Before mass email software and other important tools came along, mass emails were drafted to all look exactly the same and were sent to hundreds—or even thousands of people all at once. This is no longer possible because, over the years, email servers and recipients began to mark these messages as spam—which they are. Since we spend so much time looking at our emails and we receive so many of them, we are practically trained to identify and report messages that look like spam—that is if they don’t end up in the spam folder first. So, how do mass emails nowadays reach large audiences without appearing as spam? That’s what we’re going to be discussing right now starting with email personalization using mass email software!

Personalization Using Mass Email Software

Since it is so easy these days to get flagged as spam, either by the email server or by the recipient, then how is it possible to send effective mass emails anymore? The answer is with the right mass email software! Mass email services are exceptional tools that turn your emails into high-quality, personalized messages that your audience will want to open.

One of the best features of mass email services is automated personalization. Personalization refers to the input of your recipient’s information in the message automatically via a mail merge. Using a mass email software program, you can compose a message and designate where you want different pieces of information to exist in the message, whether it be the recipient’s name, profession, location, or any other piece of information you gathered in your address list.

Your address list is a spreadsheet either in Excel or Google Sheets—though Google Sheets is generally preferable for mass emails—that holds all of your recipients’ information and their address. Using your mass email tool, you can easily draft messages and instruct the software where to input personalized information. That way, when your audience receives your messages, it is addressed to them and conveys a distinct purpose—as opposed to a random spam message sent into the void. Speaking of spam, let’s take a look at a few common missteps that you can avoid using your mass email tool when sending mass emails.

Avoiding the Spam Folder Using Mass Email Software

The spam folder is every mass emailer’s biggest obstacle. It doesn’t matter if you are a beginner or an expert, working for a large company or a small one—the spam folder is to be avoided at all costs. 

When you begin sending mass emails, there are a few important metrics that are essential for a successful campaign, one of these metrics is your deliverability rate. Your deliverability rate refers to the ratio of messages that are being delivered to recipient inboxes vs. the amount that gets flagged as spam or is not delivered at all. If your messages are not being delivered or are being flagged, your sender reputation will be hurt which makes it more and more difficult for you to increase your deliverability rate. Luckily, with mass email software, there are ways that you can avoid the spam folder. 

One of the features you can use when sending emails is “email throttling.” When you start your first campaign, you may have a robust address list of thousands of recipients, but you can’t make the beginner mistake of sending all of your messages at once. If you do, you will exceed the daily limit set by your email server and be instantly recognized as spam. That’s where “throttling” comes into play. When you use a mass email service, the program will automatically send the maximum amount of messages allotted by your server per day. Once those messages are sent, the software will wait 24 hours until your sender limit refreshes. This way, you don’t risk accidentally sending too many messages and permanently damaging your sender reputation

Designing Your Message using a Mass Email Service

Now that we know a little bit about how sending mass emails works and the most common pitfalls you need to avoid, let’s move on to the message itself. If you are trying to entice your audience into opening, clicking, and even converting, you need to design messages that the average recipient will want to read. To execute this properly, you will need to have an in-depth knowledge of your target audience and do a bit of research to figure out exactly what your audience wants from your email blasts. Apart from that industry-specific knowledge, there are a few tried and tested design practices that will help set your message apart from the rest. The great thing about mass email services is that most programs will have design features built-in, which means you don’t need to be an expert to craft a compelling message. Just like your mass email application assists with personalization and avoiding the spam folder, your mass email software will be able to assist you with the basic design elements you need to send the right kind of messages. When you are designing your message, you want to focus on two main principles.

  1. Clarity – If your message is difficult to understand, has confusing copy, clashing colors, or other design elements that will cause people to close the message—your campaign likely isn’t going to perform very well. Instead of opting for a “more is more” approach, go with something that is pared down and to the point.
  2. Uniqueness – Second to clarity, you want to have at least one part of your message that stands out or encourages your audience to open your message. This could be any design or written element of the message, like your subject line or CTA. You should never underestimate the power of an attention-grabbing subject line as it is your first chance to make a great impression on your audience.

There are, of course, many more email design principles out there for you to follow, but these two should be enough to get an idea of what separates good email design from lackluster email design. Now that we have a better idea of how to craft an email using mass email software, let’s take a moment to look at a few more features of mass email software and why it is so essential for sending out large email campaigns. 

What Are the Benefits of Using a Mass Email Service?

Let’s take a look at some of the more incremental features you can use to grow your customer base

Use these key features to maximize the success of your next campaign.

Though we’ve taken an in-depth look at what mass emails are, how to compose them, and how mass email services can help—there are still a few more features to mention that will help you out with your next campaign. First up, let’s talk about reporting!


Once you’ve created your email campaign and hit send—then what? Well, you need to ensure that your audience is receiving your messages and interacting appropriately. That’s where terms like delivery rate, open rate, and click-through rate come into play. The reporting feature in your mass email service will automatically pull these reports as your audience interacts with your messages. 

By examining these reports, you may start to see patterns where you can improve for your next campaign. For example, if your open rate is worryingly low after your first campaign, it may be worthwhile taking a second look at your subject line. After all, your subject line is the first thing your audience sees before they open your email. So, if your audience isn’t opening your message, you may have an issue with your subject line or some personalization element within your subject line. Luckily, you can easily work out these kinks using the next feature we are about to discuss.


Testing is one of the most important features included in a mass email software program—not to mention that it is one of the most important steps of the whole process. Testing your emails is so important because, without it, you end up sending messages that are riddled with errors. Since you can’t un-send messages, an email with a mistake could be devastating for your whole campaign. To avoid sending out a correction message or having your audience unsubscribe, you should use your mass email tool to test your message. You can send your message to another member of your team, a friend, or a family member to make sure everything looks the way it should, all images and links appear correctly, and all copy is error-free. 

During the testing phase, make sure that your messages are loading properly on both desktop and mobile devices. These days, more people check their email on their phone than on a laptop or a desktop, meaning that mobile formatting is currently the most important formatting. If your message isn’t loading correctly on mobile devices, it could be majorly detrimental to your campaign.

Automatic Address List Updates

The last key feature of mass email software programs we’ll be discussing is automatic address list updates. When you are sending mass emails, you need to take extra care of your address list. If your address list becomes out of date, you risk sending messages to inactive addresses, which hurts your sender reputation. Luckily with automatic address list updates, your mass email service will automatically flag when a recipient has not opened one of your messages for a certain time and remove them from your spreadsheet. All you have to do is link your spreadsheet with your mass email service, and you can start accessing automatic updates.

Though we’ve discussed a lot of different features and ways to use mass email software, we have still only scratched the surface. There are so many more useful elements to these programs that you can use to maximize your reach and grow your audience—you just have to choose the best mass email service that fits your needs and within your budget. 

About the author

Rahul Yadav is a Digital Marketer based out of New Delhi, India. I have built highly qualified, sustainable organic traffic channels, which continue to generate over millions visitors a year. More About ME

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