Trim the Fat – Bulk is a Naughty Email Marketing Word

The following is part three of the multi-part series on “The Naughty Words of Email Marketing.” Feel free to chime in through comments or through Twitter.

While “Bulk” is not as naughty of a word as, say, its alliterative alternative “Blast,” nonetheless, the importance of identifying it as “naughty” is… well… important! Loren McDonald writes in his latest Email Insider post:

If we want to help the email marketing industry continue to grow in channel recognition, consumer value and ROI, we need to change the words we use to describe what we do. Using pejorative language simply encourages the idea that the status quo is acceptable and perpetuates misguided practices.

Couldn’t have said it better myself… and I didn’t.

Here are my reasons why “Bulk” is naughty:

• Much like its use in traditional postal direct mail, “Bulk” has a connotation of a mass send.
• This mass send is not targeted, but rather a blanket ad being sent to anyone who has a mailbox (or inbox in this case)
• Bulk as a mindset in email is worse than direct mail, because people have come to expect mass mailed crap in their mailbox. Sending an email is intrusive and much more personal. Saying you’re sending a “bulk email” means you’re not trying to be personal.
• Keep in mind that email is relationship-building mechanism. Without the relationship, you don’t get the sale (or whatever it is you do).

Here are what a couple of “Email Snobs” have to say about “Bulk”:

Jake Holman (@jakeisonline) says:

“Bulk send” implies that email marketing is “Ship and Forget” and seems like it’s not personalized. It’s a horrible expression.

Loren McDonald (@LorenMcDonald) writes:

If you think of your mailing list as bulk mail and not as individual names and faces, you’re overlooking the opportunity to dig down into your data and find subgroups of common needs and interests. These subgroups can help you sharpen your focus, adjust your message, and reap the higher ROI that comes from relevant messages. Alternatives to “bulk”: None! Just say “email marketing” and leave it at that.

What do you have to say about it? Chime in!

In honor of the word “Bulk,” and because I find “The Daily Show” and Steve Carell so darn funny, I leave you with this classic video that has a little to do with bulk in another way:

Tagged as: bulk email, email, email blast, Email Marketing, naughty words of email marketing