Email is one way to keep in touch with your audience. However, manually crafting the email for each recipient is inefficient and troublesome. 

Sending one email to several people at once is possible through an automated process, making your life easier. It’s called mass mailing.

In this article, we’ll share tips on preventing your emails from getting stuck in the spam or junk folder and optimising the entire mailing process.

What Is Mass Mailing?

Also known as bulk mailing, mass mailing is a practice of simultaneously sending emails to groups of people. It sends the same email content while personalising the targeted recipient list, making it a convenient emailing process. 

Email receivers are grouped collectively into distribution lists in bulk email applications. Those people have shared information or interest, such as a pool of job applicants, leads, or business contacts. 

For example, let’s say you’ll be in London next week to attend an event for a few days. During your free time, it’ll be great to meet your business contacts who might be there during the same time. In this scenario, you can send a bulk email to those recipients through a distribution list.

The example above is typical among professionals. In a company, these departments also benefit from the automatic mailing process:

  • Human Resource/Recruitment – dealing with talents and job applications daily, such as notifying new job postings, detailing the recruitment process, sending out mass rejection notices, etc.
  • Marketing/Advertising – keeping the company’s audience and clients in the loop with marketing campaigns, newsletters, events, social media updates, etc. Sending bulk emails for these tasks is sometimes called mailshot.
  • Sales – reaching out to leads and maintaining customer relationships through stay-in-touch emails, membership perks, product/service upgrades, etc.

Mass mailing can be one way to convert your prospects to customers, but maximise the process more by creating a sales funnel. Our article covers this topic in detail!

How to Ensure Your Mass Mailing Doesn’t Lead to Spam Or Junk

There are many reasons why your recipients don’t reply to your emails. One could be because those emails are filtered into the spam or junk folder. Then the recipient either doesn’t see it or reports it as phishing. 

Even though you won’t know whether that’s the case, paying attention to the following tips prevents this from happening.

Avoid Certain Wordings

Email providers these days have become increasingly good at filtering incoming emails. One way they do that is by detecting words and phrases that make the email appear suspicious and malicious. 

Creating a style guide on how to do your mass mailing is excellent because it not only maintains consistency but also prevents you from using that diction. For your reference, this article from Ortto listed up to 250 spam triggers words to avoid! Ensure your team is well-informed with the list, or at least refer back to it before hitting send.

Grow Your Contact List Authentically

Never buy an email list.

It takes patience to grow the list for every entrepreneur who has just started. As tempting as it is to simply buy a readily-curated email list and use it for your mass mailing, this practice is suspicious and inappropriate. 

Purchasing it isn’t illegal per se, but it’ll go south once you send emails to the people on that list. Think about it: they don’t know who you are, never gave their email address to you, and never consented to receive your emails. This goes against the law in many countries, potentially harms your reputation, and labels you as a spammer.

Even if it takes time to grow your contacts, that list is authentic and includes receivers who genuinely want to hear from you, right?

Comply With the Law

Seriously, don’t mess with the law. 

Anti-spam law is created to protect internet users and consists of strict rules and penalties. Get your team familiarised with the law, or hire legal professionals to help you with this,

Each country has established their legal regulations prohibiting email spam practice. The two examples below are from the United States and the European Union.

  • CAN-SPAM Act of 2003 – Its official webpage details a comprehensive guide for emailing in the business world, such as not using deceptive header and subject lines. For every email breaching the law, the fines can reach up to $46,517 (approximately €44,188).
  • GDPR – Enforced in 2018, the General Data Protection Regulation (GDPR) covers many grounds beyond unsolicited emails. It’s one of the world’s strongest data protection laws. 

Learn more about similar laws globally by heading to this Thales article.

Tips to Optimise Your Mass Mailings

Your emails don’t end up in your recipients’ spam or junk folder anymore, but the responses are still far from what you look for. Here are tips to optimise your bulk mailing effectively:

Make Unsubscribing Easy

While starting the tips with unsubscribing practice seems counterintuitive, paying attention to how your customers say goodbye to your email is necessary.

Regardless of the reason, good brands don’t tie down their audience and complicate the unsubscribing process. Doing the opposite leads to non-compliance with the law, so providing easy access is the best method. 

It doesn’t mean that there’s no chance they’ll come back, either. Provide other ways to stay in touch with them (e.g., social media, membership offers, etc.) on the unsubscribing page. Ensure them that your team is reachable at any time.

Tidy Up Your Mailing List Regularly

The more you generate subscribers, the more you have to do this. Your mailing list should include contacts who genuinely want to hear from and engage with your brand. These people decrease your bounce rates and spam filters, improving the deliverability rate.

Remove contacts without engagement (e.g., inactive, marking your emails as spam) and with invalid email addresses. Double-check with the unsubscribed list to avoid sending them your email by mistake when they clearly have opted out. While doing these, identify the cause and collect data as necessary to improve your mass mailing system later.

Make Sure Your Email Has Something Valuable for Your Recipient

Whoever the recipient of your bulk email is, ensure they gain something from it. 

To keep up with this goal, schedule your mass mailing with a specific topic every time. Besides keeping in touch with the recipients, the email content is also tailored accordingly. 

Don’t overwhelm them with too much information at once, either. For example, if you already highlight a new product launch and call to action, don’t include other details like a list of upcoming events and membership benefits.

Schedule Email Delivery at the Right Time and Frequency

Sending your emails at the right time and frequency does wonders.

There’s indeed no fixed formula to this because it depends on where you’re based, the email content, targeted contacts, etc. HubSpot’s article “The Best Time to Send an Email” explains this further backed with research, which can be your reference. 

Otherwise, opt for a mass mailing provider with tracking or analytics features. Depending on your selected platform, it shows you the data for every email blast, which helps optimise your overall mass mailing system.

3 Common Providers for Mass Mailings

With the previous point in mind, investing in a mass mailing service is ideal. Not only does it make your life easier, but it also provides helpful features and collectable data. 

Here are three commonly used bulk mail platforms:


Established in 2001, Mailchimp provides other perks beyond creating email campaigns: customer journey, analytics reports and surveys, integration with tools like Zendesk, Vimeo, Patreon, etc. Entrepreneurs or small business owners with contacts of up to 2,000 can opt for the Free plan. The Standard and Premium account grants users up to 100,000!


Founded in 2005, Sendinblue offers more or less similar features as Mailchimp but at a lower price. Sendinblue is favourable among high-volume senders and Europe-based users. When Mailchimp increased its pricing to 11% in February 2022, many users also switched to this one.

Constant Contact

Built in 1995, Constant Contact has attractive niche features like a logo maker and social media schedule. It’s also great for users who run events, enabling delivery of event invites, registrations, and tickets (cost 5.4% plus $0.80 (approximately €0.76) per purchase or transaction).


Sending emails to groups of people is called mass mailing or bulk mailing. It’s common in companies, especially human resources, marketing, and sales departments.

When you first email a new contact, it likely leads to their spam or junk folder. Pay attention to the wording on your email content because the system might detect it as malicious and suspicious. Grow your mailing list authentically, and always comply with the law because the punishment is severe.

Ensuring your emails don’t get to spam or junk folders isn’t enough. Optimise the system by simplifying the unsubscribing process while regularly tidying up your mailing lists. 

Provide something valuable in every email to your recipients to keep them interested and engaged. Find the best time to hit the send button, maintained at a consistent frequency.

Investing in a mass mailing service helps automate most of the above steps. Some providers to consider are Mailchimp, Sendinblue, and Constant Contact.

About the author

EWOR is a school conceived by Europe’s top professors, entrepreneurs, and industry leaders. We educate and mentor young innovators to launch successful businesses.

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