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An email blast is a bulk email campaign sent to your whole contact list without the personalization and targeting that makes regular email marketing relevant to your audience.
Why abandon targeting? Because some messages demand universal broadcast. Company updates affecting all customers, shipping changes, and massive sales events perform well with one communication that reaches everyone instantly.
While there’s always a case for targeting and personalization, email blasts are unbeatable for delivering a message to as many people as possible. Plus, the opens, clicks, and other metrics they collect assist with segmentation for future targeting.
Join us below to learn how to send an email blast and discover tips and examples to inspire your efforts and make the most of mass campaigns.
Build your list and send effective email blasts with Omnisend
An email blast is a mass message sent to your entire subscriber list without any targeting, aiming to reach as many people as possible.
You send an email blast when urgency outweighs targeting. The message lands in every inbox on your list at once, carrying identical content to each recipient regardless of their buying habits.
Blasts are a different approach than standard marketing emails, which use segmentation and automation for targeting. For instance, your welcome sequences trigger when new subscribers enter the workflow, and VIP discounts go out to your biggest spenders.
Email blasts ignore these distinctions entirely, favoring maximum reach over relevance when timing matters more than personalization.
Consider using blasts when all subscribers need identical information quickly, such as communicating a change to delivery methods, or when you have a business need, like clearing old stock or hitting sales targets.
Quality content remains crucial despite the broad delivery method. Your subject lines should stand out, and your message body and call to action must guide customers to act.
How to send an email blast
Sending an email blast in Omnisend is a straighforward process without a steep learning curve. Follow these steps:
Navigate to the Campaigns tab on your Omnisend account
Select Create campaign
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Choose campaign type
Click Create email
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Configure email settings
Add a subject line, sender’s name, preheader, and campaign name, and define a language
Click Choose email template
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Select and edit a template
Choose a template from the library
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Use the drag-and-drop email builder to customize your template
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Choose your recipients
Click Save & choose recipients
Select All subscribers for an email blast
Click Review campaign
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Review and confirm
Check your campaign details for accuracy
Select Campaign booster to resend to customers who didn’t open the initial email
Select Save & close, Send test email, or Send now to activate your email blast
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Now that you know how to send an email blast in Omnisend, follow these steps to ensure that your efforts achieve optimal results:
Your goal could be more sales, website traffic, event registrations, increased appointment bookings, or collecting customer reviews.
Once you have that goal, get specific. For instance, “Generate 5,000 product page visits” gives you a tangible target, unlike vague goals like “increase traffic.”
Choose goals that match your business lifecycle. New businesses need customer acquisition, established companies focus on retention, and struggling brands aim for revenue recovery. Use those goals to create relevant email blasts.
2. Build your email list
Place email signup forms at key engagement points on your site, such as on product pages to capture interest while shoppers browse and in popups that trigger based on exit intent to catch visitors before they leave without subscribing.
Offer valuable incentives to encourage new email signups. Discount codes, early access to sales, or exclusive content give visitors clear reasons to join your list when they might otherwise ignore signup prompts.
Clean your list quarterly to maintain quality. It’s best practice to remove bounced addresses, unsubscribed contacts, and anyone who hasn’t opened emails in six months to protect deliverability and improve engagement metrics.
Your subject line sells before readers open the email. “Last 10 rain jackets: $40 today” beats “April offers” by naming the product, highlighting inventory, and stating the price.
Buttons drive action when you make them impossible to miss. An orange “Grab yours” button against white space pulls readers faster than links hidden in text. Place your button where eyes naturally land, with words that prompt immediate clicks.
Cut content into readable sections. Headings break text walls. Images create breathing room. Each line moves readers closer to your goal. You want customers to understand your offer and act without thinking twice.
4. Choose the right email marketing platform
Email platforms built for ecommerce outperform general marketing tools by integrating with your product catalog, tracking sales, and offering templates designed for selling products.
Omnisend’s list-building tools, drag-and-drop email editor, A/B testing feature, and reporting dashboard make it the perfect tool for businesses of all sizes. Its free plan includes 500 emails/month to test performance before scaling up.
5. Send and analyze results
Schedule blasts when recipients typically check email for the best open rates. Tuesday, Wednesday, and Thursday mornings between 9 and 11 AM often perform well, but test different times with small groups to find your optimal window.
Test your blast before sending it to catch problems. Preview copies help identify broken links, display issues, or content errors that might undermine your campaign’s effectiveness.
Monitor multiple metrics to evaluate performance, including open rates, click-through rates, conversion figures, and revenue generated.
Use that data to improve future blasts. If product category promotions consistently generate more clicks than individual products, or some subject line styles outperform others, apply these lessons to upcoming campaigns.
Beats by Dre’s last chance email reaches all subscribers to promote some of its best-selling products, including the Beats Pill and Beats Solo Buds. Its subject line states “Last chance” to instill FOMO (fear of missing out).
The email template leads with a high-quality product image before the discount-inspired heading “Powerful sound. All under $100.” to confirm the Holiday Sale offer. Product listings with images let customers click to shop.
What you can learn from it
Create urgency
Pair benefits with discounts
Enable easy purchasing
2. Flash sale email blast
Subject line: $5 OFF — $5 OFF — $5 OFF
Image via Really Good Emails
Purpose: Increase sales, promote product variety
Tactics: Urgency, discounting
Collin Street Bakery uses the repetitive subject line “$5 OFF — $5 OFF — $5 OFF” to leave customers doubtless about the email’s intent. Opening the email reveals a “LIMITED TIME FLASH Sale” graphic and multiple mentions of “$5 OFF.”
Its red CTA buttons for “$5 OFF” and “SHOP NOW” make it easy for customers to take the next steps. Colorful graphics, high-quality product images, and no discount code (the sale is open to all) keep things simple.
What you can learn
Get creative with subject lines
Prominent CTAs simplify next steps
Reinforce offers to encourage action
3. Event recap email blast
Subject line: Ring Announcements at CES
Image via Really Good Emails
Purpose: Share news, generate website traffic
Tactics: Education, information discovery
Doorbells and security cameras leader Ring sent a CES email announcement blast with the subject line “Ring Announcements at CES.” Opening the email reveals a value proposition “With Ring, you can do more.” and immediate news.
Multiple action-driven CTAs, such as “Explore Now” and “Discover Smart Video Search,” give readers numerous reasons to visit the Ring website.
What you can learn
Announce news in the subject line
Lead with a key value proposition
Drive web traffic with multiple CTAs
4. Annual letter email blast
Subject line: Stripe’s 2024 annual letter
Image via Really Good Emails
Purpose: Deliver company news, encourage conference attendance
Tactics: Community building, social proof
Payment processor Stripe sends its annual letter as an email blast to all subscribers. The letter reveals the company’s annual results and requests signups for Stripe Sessions.
This email blast has several goals, including updating customers about the company’s success, getting them to sign up for a conference, reinforcing Stripe’s positioning as a leader in the payment world, and creating a sense of community.
What you can learn
Reinforce industry leadership and expertise
Foster a sense of customer community
Use company updates to cross-promote events
5. Product announcement email blast
Subject line: Psst… you get the FIRST LOOK!
Image via Really Good Emails
Purpose: Promote new products and generate initial sales
Tactics: Scarcity, personalization
Water bottle retailer Cirkul makes its product announcement email blast feel personal with the subject line “Psst… you get the FIRST LOOK!” Opening the email reveals a “BOTTLE DROPS” heading with a product image to reveal what’s new.
The email content includes phrases like “Get ready,” “first-ever,” and “limited edition” to build anticipation and generate sales.
Email blasts work when you need to communicate urgent, universal information. Store-wide sales or time-sensitive announcements are prime examples. You reach every subscriber with messages that matter to everyone.
Problems emerge when you overuse this approach. Sending generic messages to your entire list can quickly erode subscriber engagement. Open rates drop, spam complaints rise, and your carefully built contact list loses value.
Segmentation offers a lifeline, letting you divide your list into groups based on purchase and browsing history, engagement levels, or demographics. You can then send email blasts to your segments rather than everyone.
The best email strategies balance broad reach with precision targeting. You need messages that feel personal, even when sent to thousands. Data becomes your most powerful marketing tool, helping you create emails that genuinely connect.
Benefits of email blasting
Email blasts deliver targeted messages instantly to your subscribers, helping drive sales and build relationships with minimal effort and maximum reach.
Here are the email blast marketing benefits you can expect:
Unified messaging
Your communication stays consistent across your entire audience. Each recipient gets the identical message, ensuring no customer feels left out or receives conflicting information. You control the narrative with one comprehensive broadcast.
Immediate feedback
Email platforms provide instant analytics about your message’s performance. You see open rates, click rates, and conversions within hours of sending. These metrics reveal how customers interact with your content, allowing rapid strategy adjustments.
Scalable outreach
Build your email list with website popups and clean it by removing inactive addresses to refine its quality. Whether you send an email blast to 100 or 100,000 subscribers, the effort remains the same — simply select all contacts when choosing campaign recipients.
Customer connection
Email blasts cut marketing noise, delivering messages directly to customer inboxes. You bypass social media algorithms and advertising restrictions, creating a direct line of communication. Customers receive information when you want them to.
Affordable marketing
With Omnisend, you can send 500 emails/month for free, and the Standard plan boosts your allowance to 6,000 emails for $16/month. You get a 12x list size send limit on the Standard plan and unlimited emails on the Pro plan from $59/month.
The Cake Store improved its bulk email marketing approach with Omnisend, generating $37,000 in sales through a custom workflow that delivered 32x higher conversions than its previous campaigns.
Email blasts work best as occasional additions to targeted campaigns and automated workflows. They serve a narrow purpose — delivering critical, universal messages to everyone.
Your primary email strategy should focus on segmented, personalized communications that meet individual customer needs. Email blasts become the exception, not the rule. Use them for company-wide updates, critical announcements, or massive sales events.
Overuse destroys subscriber engagement. Each blast risks unsubscribes and spam complaints. Preserve their power by using them rarely, strategically, and with clear purpose.
Email blasts FAQs
What is a good open rate for an email blast?
Industry benchmarks hover around 20%. You’ll beat expectations if you hit 25%. Anything above 30% means your content resonates well with subscribers.
Are email blasts illegal?
It’s not illegal, but you risk lowering the quality of your email marketing strategy and encouraging unsubscribes. You must also have opt-in consent from subscribers. Violating CAN-SPAM laws can trigger fines and destroy your brand’s communication credibility.
What is the professional way to say email blast?
A “mass email campaign” sounds more refined. Marketers prefer “bulk email” or “broadcast email” when discussing large-scale communication strategies with professional colleagues.
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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