From Spam to Strategy: Rethinking Bulk Messaging

Blasting message by bulk always been known as the dirty way in the world of digital marketing. Most perceiving it as shady scams, pointless promotion or some irrelevant forwards. When done in repeat succession, it’s called spam. However, with a better twist, bulk messaging doesn’t have to be spammy if to certain extent the right strategy been applied. When used it right, it’s one of the fastest, most scalable, and cost-effective. The difference between usual spam with smart bulk messaging lies on the intent and value that each message it is carrying.

Why Bulk Messaging Got a Bad Name

Bulk messaging also bearing similarities with spamming. Random contact lists are always up for sell, anyone could buy those and bombard them with calls. In one peaceful morning, you could get annoyed by those sales person who calls you several times to introduced or sell their products. While the inboxes could get flooded with a lot of promotional emails which some could make it pass the spam folder into inbox, getting a bad names for it own. One thing to cry about this spamming messages are everyone having the exact same message, which making it feel impersonal and annoying. Some may feel it as computer generated message.

Bulk Messaging as a Strategic Tool

Somehow, when done it right, bulk messaging could be a strategic tool. Just making sure it get the right message to the right audience. Here’s some ways to keep it going well:-

• Segmentation: Grouping the large audience based on their behavior, interest, or past interactions. By this way we’ll be getting what the audience actually looking for (algorithm based). Let’s say a person subscribing to gym membership, such person will more likely into fitness events too.
• Value-first approach: Every messages sent be sure to carry value on it be it just to inform. Just like airlines sending out bulk SMS alerts when flight delays occurred.
• Personalization scaling: Even the messages were send in mass, tools could let to add names, locations and any other info related to the particular person.

Channels That Work for Bulk Messaging

Here’s some proper channels for bulk messaging to work:-

• Email: Can’t ignore this one. Probably the most effective for promotions, newsletters or any updates.
• SMS: Short and sweet. Even every shots almost miss all the time.
• WhatsApp & Telegram: Through channels, bulk messaging could feel personal too
• Social DMs (Messenger, Instagram): Can be automated and even create a group while inviting followers to join

Real-World Examples

In our daily lives, we might not even realized we been receiving countless number of bulk messages. It’s simple but also it’s effective.

• Grab: Whenever there’s new promo code to be use or new promotion, a quick notification will usually pop up on your phone. A lot might just swipe it away but certain will click on it (for those promo code users!)
• Any shopping apps: When double digit days approaching like 9.9, 10.10 or 11.11, they’ll keep you update with all this messages. Sometimes might feel kina pointless but it also could works for those like to go on shopping spree.
• Banks or securities firm: Sending bulk alerts on suspicious scam calls or introducing new policies. Users seeing this as valuable info and certainly not a spam

How To Blast Out Messaging Without Being Annoying

Here’s some ways to keep your messages away from being called “serial spammer”

• Be sure to set out on asking permission, there should be option to agree receiving such messages
• Keep the message short, long bulk texts are just pointless when takes too long to read all
• Get the timing right before blasting
• When stop really means stop. There should be option for unsubscribe when needed
• Be sure to track the results too. Change the way or contents of it didn’t work out the 1st time.

The Future of Bulk Messaging

Here comes AI as the future of everything, seemingly. Even bulk messaging could goes somewhat like smart messaging where the message will reach to the right audience with the right time and right channel. It will be AI-driven campaigns which adapt to real-time. There also could be voice-based notifications that could sent in bulk somehow with some personalized tweak where the AI will address the recipients by the name and understand the behaviors.