Some quick thoughts on a successful email blast

Voiceover talents love their email blasts.

It gets the message out to your “people” and putting a blast together is not terribly burdensome with all the online services available to help (they are not very costly either).

Depending on who you speak with, of course, email blasts are either the dumbest or the smartest marketing you can do. I’ll let you guess which side thinks they get better results from their blast.

There are two main drivers to a successful email blast: your list and your content. Which is more important? Both.

Let’s look at this two ways.

1. General Email Blast

Some voice talents write one email message or newsletter and send it to their entire list, without segmenting the list by categories (I’ll explain categories in a moment). This is the simplest way to do email blasts and can work if the message applies to everyone on your list.

2. Targeted Email Blast

This kind of blast involves creating an email message to just one portion of your list and sending the blast to them. For example, say you had a great idea for an email blast about your commercial production work. Let’s also say in your database, which you have previously broken up in to categories of people you work with and contact, you had a ton of commercial production contacts. BUT in your database you also had a ton of audiobook producer contacts too. In such a targeted email blast, you would omit the audiobook producer contacts from this specific blast because the message does not apply to them.

Which blast is more efficient? Depending on your message, both.

But I would suggest that voice talents send more general email blasts because it’s easy and are missing the marketing boat.

If you can target a specific message to a specific audience that would benefit from that message, spend the extra time to reach out to the RIGHT people, not just ALL the people.

Hope that helps.

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