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Mass Email Campaigns vs Tailored Personalized Email Sends

Mass Email Campaigns vs Tailored Personalized Email Sends
Jun 24, 2024
By:
Joshua Schiefelbein

To personalize or not to personalize? Here’s a deep dive looking at mass email campaigns vs individually personalized emails

16m 53s reading time

Sales is a numbers game. 

But does this mean you have to blast out as many emails as possible? 

Or should you devote more time to personalizing emails, even if it means reaching fewer leads?

We’ll explore the pros and cons of mass email marketing and personalization, as well as the elements they need to maximize their success.

What is mass email marketing?

Sometimes called an email blast or bulk email marketing, mass email marketing involves sending an email to a large group of recipients in one go. 

The biggest draw is its efficiency, and mass email software like MailChimp and Sender makes it even more efficient with automation tools that streamline workflows and sequences. 

Its biggest drawback, on the other hand, is its tendency to churn out generic emails. 

Email blasts might work fine for messages that don’t require responses, such as newsletters and company updates, but they fall short when it comes to emails that require engagement. After all, an email has to resonate with readers if it wants them to act. 

AI-powered sales enablement tools like AiSDR can personalize emails at scale by analyzing lead data and customizing content based on a lead’s segment, intent level, and stage of the buyer’s journey

Main advantages of mass email marketing

Email blasts have several advantages that appeal to marketing and sales teams:

  • Huge coverage – With just a click of a button, your email will land in the inboxes of thousands of leads. 
  • Easy tracking – Mass emails are often sent using email marketing software with built-in analytics and reporting tools that make it easy to track performance metrics.
  • Fast email delivery – It only takes a few minutes to send bulk emails. Just make some tweaks to a good sales email template and hit send. 

Main disadvantages of mass email marketing

There’s a famous saying that goes along the lines of “If something sounds perfect, it’s probably too good to be true.”

The same applies to email blasts. Even though they have their advantages, they also come with some big disadvantages:

  • Risk of landing in spam – Email service providers tend to assign low relevance to generic bulk emails, directing them to the spam folder. And the more your emails land in spam, the greater the risk of your domain being blacklisted or blocked.
  • Minimal personalization – Mass email software allows you to personalize emails, but it’s a fairly low level of personalization and it rarely outperforms high-level tailoring.
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Key elements of mass email campaigns

Mass email campaigns are what you make them. 

Here’s a closer look at the elements that play a role in maximizing or reducing the impact of mass email marketing.

Setting the goal of the email campaign

What do you want to achieve with your email campaign? Are you trying to boost traffic, establish relationships, or make direct sales? 

You need a clear goal to ensure you’re taking steps in the right direction, from crafting your content to assessing the campaign’s performance. 

Getting this right will help you avoid missteps along the way.

Segmenting customer groups

If you classify your leads based on their similarities, you’ll find it easier to personalize your emails even if you are sending them in bulk. 

For instance, you can group together finance executives from mid-sized companies and then tailor your email to this specific group. Tools like AiSDR’s Lead Discovery feature can quickly segment leads by attributes like job positions and industry.

Determining the intent of the message

To craft effective emails, you need to be clear about the campaign’s intent. Are you aiming to make sales directly, or is it wiser to first establish a connection? 

For instance, inviting your leads to a web conference that tackles recent industry trends may be better than delivering your sales pitch outright.  

Diversifying the CTA with unique elements

Seal the deal with a CTA that encourages the action you want recipients to take. 

If you want them to complete an opt-in form that will sign them up for your conference, then come up with a CTA that asks them to do just that. It should be brief, specific, to the point, and placed at a strategic part of your email (usually near the end, but it depends on the design of your email).

Launching the campaign

Sure, sending an email to a large audience is the point of bulk email marketing. But that doesn’t mean you can just go on a sending spree. 

You still have to be strategic. 

There are cases when staggering email sends to relatively smaller groups is better. By sending out emails in batches, you give your teams a chance to handle the influx of inquiries. 

Analyzing campaign performance

You should track your performance to make sure you’re not wasting resources on an email campaign that’s not working. 

The more data you have, the easier it will be to redirect your marketing efforts if you find that you’re not meeting your campaign objectives. 

Metrics like open rates, click-through rates, and bounce rates signal if your email is making it to the inbox and recipients are engaging.

And if your metrics show that your bulk campaigns aren’t hitting the inbox, there’s still plenty you can do to fix your process.

The proper way to send a mass email and avoid spam

Sending a mass email is a great way to connect with your audience, but if it lands in spam, all your effort goes to waste. 

Use these five simple strategies to increase your chances of reaching the inbox.

1. Follow email rules and regulations

Email marketing is subject to legal rules that protect consumers and encourage transparency.

Essential rules to follow:

  • Include a clear unsubscribe link in every email: If people can’t opt out, they’ll mark you as spam.
  • Include your physical address (or post office box): This is required by the CAN-SPAM Act.
  • Respect privacy laws like GDPR: If you’re emailing people in the EU, get their explicit consent and be clear about how you’ll use their data.

By following these rules, you’ll show respect for your subscribers, build trust, and protect your business from potential fines or legal issues.

2. Use a reliable email service

When choosing how to send your emails, it’s important to use a platform that supports your goals while ensuring high deliverability. Email marketing platforms like Mailchimp, Constant Contact, and Brevo offer tools to help you manage subscribers, create campaigns, and avoid spam filters. Their established reputations mean providers like Gmail and Yahoo are more likely to trust emails sent through them.

Alternatively, you can opt for platforms that send emails directly through Gmail or Outlook, like AiSDR. This approach allows for a more personal touch, as emails appear to come directly from your account rather than a bulk mailing service. It’s especially useful for outreach campaigns where building genuine connections is key.

Why this matters:

  • Traditional platforms are great for large campaigns with a polished design.
  • Gmail/Outlook-based platforms provide a personal, one-to-one feel that’s ideal for targeted outreach or sales communication.

Choose the type of service that best aligns with your audience and the tone of your campaigns.

3. Create an email people want to read

If your email looks like spam, sounds like spam, and feels like spam — guess what? It’ll be flagged as spam.

Tips for crafting legitimate emails:

  • Avoid spammy words: Words like “FREE!!!,” “ACT NOW!!!,” and “LIMITED TIME OFFER!!!” trigger spam filters.
  • Keep subject lines simple: Use clear, honest subject lines — avoid ALL CAPS, excessive punctuation, and clickbait.
  • Balance text and images: Too many images with little text can land your email in the spam folder. Aim for a 60:40 text-to-image ratio and always include descriptive alt text for images. This ensures accessibility and improves the reader’s understanding if images don’t load.
  • Name your images descriptively: Not all email services render images by default. Using clear, descriptive file names (e.g. “monthly-newsletter-header.jpg” instead of “image123.jpg”) helps communicate the content of the email, even if the images don’t appear
  • Make it relevant: Tailor your content to your audience’s interests to keep them engaged and reduce spam complaints.

Clear, thoughtful emails not only avoid the spam folder but also keep your readers coming back for more.

4. Get the tech right

Your sender reputation plays a big role in email deliverability. If email providers aren’t sure about you, they’ll send you to spam to be safe.

How to stay on good terms with email providers:

  • Warm up your mailbox: If you’re new to mass emailing, start with small batches (100, then 500, then 1,000) to build trust with providers.
  • Use a consistent “from” name: Subscribers are more likely to open emails from a familiar name.
  • Avoid bad HTML: Use email templates from trusted platforms to avoid broken code, which can trigger spam filters.
  • Authenticate your emails: Set up your SPF, DKIM, and DMARC records to protect your reputation from hackers and spoofing.

A good sender reputation gets your message in front of your subscribers for maximum reach.

5. Test, test, and test again

Before you hit send, make sure your email is ready for prime time. Testing helps you catch errors and avoid spam filters.

How to test your email effectively:

  • Use a spam checker: Tools like MailTester and GlockApps tell you if your email might be flagged as spam.
  • Send it to yourself: Check how it looks on desktop and mobile and in different email clients (Gmail, Outlook, Yahoo, etc.).
  • Check the subject line: Is it catchy and clear? If you’re not sure, try generating alternatives.

Testing ensures your email looks great, avoids spam filters, and stands out in a crowded inbox.

Following these simple maintenance steps improves your deliverability and boosts engagement. You’ll also protect the biggest asset in your campaign arsenal: your subscriber list.

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How to make sure you have a high-quality email list

A high-quality subscriber list leads to higher open rates, better engagement, and more sales. Here’s how to build one.

Get permission

Building an effective email list starts with getting explicit permission from your audience. Sending emails to people who haven’t opted in can hurt your reputation, reduce engagement, and even break privacy laws like GDPR or CAN-SPAM.

Here’s how to get it right:

  • Add easy-to-find sign-up forms to your website, blog, and social media.
  • Offer something valuable, like exclusive deals, free tools, or useful resources, in exchange for email addresses.
  • Use a double opt-in process so subscribers confirm they actually want to hear from you.

By asking for permission, you’ll build a list of people who genuinely want your emails, leading to better results and fewer headaches.

Don’t buy email lists from questionable vendors

While buying an email list might seem like a shortcut, it can be a costly mistake if the vendor is unreliable. Lists from questionable sources are often riddled with fake, inactive, or outdated email addresses, which can harm your sender reputation, increase bounce rates, and even lead to blacklisting.

Why you should avoid questionable vendors:

  • Many lists contain spam traps and unverified contacts.
  • Poor-quality lists can cause compliance issues with data privacy regulations.
  • Your campaigns will likely suffer from low engagement and high unsubscribe rates.

Instead, consider partnering with reputable providers like ZoomInfo or Apollo, which prioritize verified, high-quality leads. This ensures your emails reach real people who are more likely to engage with your content, ultimately delivering better results for your campaigns.

Keep your list fresh

Over time, some subscribers will naturally lose interest. It’s important to keep your list updated to maintain strong engagement.

How to keep your list fresh:

  • Run quarterly cleans to weed out inactive subscribers.
  • Run re-engagement campaigns by asking inactive users if they still want to stay on your list.
  • Remove hard bounces as soon as possible.
  • Use email marketing tools like AiSDR to automate list maintenance.

A fresh, engaged email list boosts your sender reputation and keeps your open rates high.

Focusing on permission marketing, segmenting your subscribers, and regularly cleaning your list ensure you keep an active, engaged audience that’s excited to hear from you. All that’s left is to craft your standout bulk email message. 

Bulk email campaign examples

Bulk email campaigns are a powerful tool for engaging audiences, driving sales, and boosting brand loyalty. When done right, they avoid spam filters and deliver clear value to recipients. 

Here are eight effective email templates to inspire your next campaign.

Welcome campaign email example

Goal: Make a great first impression and introduce your brand to new subscribers.

Example:

Subject line: “Welcome to [Brand Name] — Here’s a Gift for You!”

Body: Thank new subscribers, highlight the benefits of joining, and offer a welcome discount or free resource. End with a strong CTA like “Shop Now” or “Get Started.”

Pro tip: Use double opt-in (with email confirmation) to confirm subscriber interest, ensuring your list stays clean and engaged.

Promotional campaign email example

Goal: Drive sales with limited-time offers or special promotions.

Subject line: “Flash Sale: 50% Off — 24 Hours Only!”

Body: Highlight the value of the offer, showcase popular products, and include a countdown timer to emphasize urgency. Use a bold CTA like “Shop the Sale.”

Pro tip: Avoid spammy words like “FREE” and “LIMITED TIME ONLY” to keep your email out of spam.

Product launch email example

Goal: Build excitement for new product releases.

Subject line: “It’s Here! Meet the New [Product Name]”

Body: Showcase the product’s features, include high-quality images, and use CTAs like “Pre-Order Now” or “Learn More.”

Pro tip: Tease the launch in advance with a “coming soon” email to build anticipation.

Newsletter promotion email example

Goal: Keep subscribers engaged with company updates, blogs, or industry news.

Subject line: “This Week’s Highlights — Don’t Miss Out!”

Body: Share updates, blog posts, and resources. Use headlines and bullet points for scannability and end with a CTA like “Read More” or “Explore Now.”

Pro tip: Forget generic personalization like adding the subscriber’s name – it’s overused and doesn’t resonate anymore. Instead, focus on grouping your audience by granular criteria like job titles, industry, seniority, or shared challenges. Deliver content tailored to their specific pain points or goals to make your emails truly relevant and valuable.

Abandoned cart promotion email example

Goal: Recover sales from customers who left items in their cart.

Subject line: “Your Cart Misses You! Complete Your Purchase”

Body: Display cart items, emphasize scarcity (“Only 2 left!”), and offer a discount or free shipping to encourage completion.

Pro tip: Send two or three reminders (24 hours and 48 hours later) to increase conversion rates.

Re-engagement email example

Goal: Win back inactive subscribers and reduce churn.

Subject line: “We Miss You, [Name] — Here’s 20% Off to Come Back!”

Body: Acknowledge their absence, offer a discount, and showcase exciting new products. End with a strong CTA like “Come Back” or “Explore Now.”

Pro tip: If a subscriber stays inactive, remove them from your list to improve overall engagement rates.

​​Used together, these strategies and templates will help you create a mass email campaign that gets your brand, message, and products in front of an engaged audience.

So what happens next when you want to nurture your subscribers towards a higher investment? 

That’s where email personalization steps in.

What is email personalization?

Personalization involves tailoring emails to the unique attributes of the recipients. Its goal is to make an email resonate with readers and influence them to take an certain action, whether it’s to get them to think positively about a brand, click a link, or purchase a product. 

Personalization comes in varying degrees. It can be as basic as addressing the recipients by their first name or as advanced as offering a solution to a pain point unique to the subscriber.

Main advantages of email personalization

There are several advantages to personalization, especially when compared to mass emails.

  • Greater chance of reaching inboxes – Email service providers value personalization since it makes each email unique. Even personalizing just the subject line makes the email less likely to end up in the spam folder. 
  • Higher rate of clicks and interactions with CTAs – Recipients are more likely to click on links or follow through with the CTA when the email speaks to them.
  • Better ROI94% of marketers say personalization boosts sales, which in turn also reduces the cost of customer acquisiton. 

Main disadvantages of email personalization

Naturally, there are a few disadvantages to personalization, which is why mass emails are still a widely used tactic:

  • More time required – Personalization takes time. A person needs 20-30 minutes to meaningfully personalize one email. This is because the person needs to scrape data about the recipient’s position, company, and other factors to make the email highly relevant and valuable.
  • Less scalability – And because each personalized email takes so much time, it becomes harder to scale up outgoing volume. Mass blitzes can max out an inbox’s sends in seconds (which is currently 30), while a person will create between 14 and 21 emails if they work all day. This difference adds up in the long run.

Key elements of personalized sales emails

Ultimately, personalized email campaigns have better chances of scoring success if they have all the right elements. 

Here are some of the factors you need to consider to see the best results possible.

AiSDR blog. Infographic - Key elements of personalized sales emails

Determining the goal of the email campaign

Without a strategic direction, your email campaign could end up being all over the place and achieve nothing. Make sure you have a clear goal guiding your efforts. 

If your objective is to collect lead data, sending out welcome emails is not enough. You can get closer to your end goal by directing the recipients to an intake form.

Learning about the customer and their intent

Effective communication is a two-way street. Don’t just think about your goals and what you’re offering. 

It’s crucial to put your audience front and center. 

Learn about their background, goals, pain points, and motivations. Admittedly, this isn’t easy to do when you’re trying to send an email to thousands of leads. 

Fortunately, AI-powered tools like AiSDR can quickly sort through large amounts of lead data from sources like HubSpot to create tailored content.  

Building content based on prospects’ goals and needs

To boost engagement, your content has to deliver value to the reader.

This is virtually impossible if you’re blasting an email to thousands of recipients. 

But then again, advanced AI email writers can do the work for you. 

AiSDR cuts down the time to personalize emails from 20-30 minutes to just 5-10 seconds. What’s more, it analyzes leads’ recent LinkedIn activity and crafts fully unique emails to keep them from landing in spam.

Launching the campaign

Don’t just focus on segmenting your audience and tailoring your messages. It also helps to consider when a certain target audience is likely to check their inbox and respond positively. 

For example, they may have more time to entertain your email on a laidback Friday afternoon than a busy Monday morning. Similarly, sending an email at midnight may earn the reader’s ire.

Holidays also play a role. Leads in the US won’t be checking their emails on July 4th, just like leads in Japan won’t be watching their inbox during Golden Week.

Analyzing campaign performance

In mass email marketing, it’s a positive sign when your recipients engage by opening the email and clicking through links. 

With personalization campaigns, you’ll have to track KPIs that indicate even deeper engagement. Take note of the number of responses, positive responses, and meetings booked. 

Comparing mass emails vs personalized emails

Mass emails and personalized campaigns have their own pros and cons. In the end, it’s all about figuring out which works best for your campaign goal. 

Reach

Sending mass emails to large groups of people instantly makes your reach wider than when you’re churning out personalized emails. After all, the latter requires crafting emails tailored to individual leads.

Effectiveness for sales

Aside from 94% of marketers believing personalization positively impacts sales, 80% of customers are more likely to buy from companies that deliver a personalized experience. 

Bounce rate 

Email service providers send emails to spam if they consider them irrelevant to the receiver. If this happens often, email services could assign a low trustworthiness rating to the sender. This distrust contributes to high bounce rates.

Create personalized emails en masse with AiSDR

The appeal of mass emails lies in the fact that it has a massive reach. However, the large reach comes at the expense of personalization, even if the latter is shown to score better conversion.

But what if you could enjoy the best of both worlds?

Huge reach with in-depth personalization?

That’s where AiSDR comes in.

AiSDR crafts and sends hyper-personalized emails that sound like you wrote them at scale in seconds. Each email is 100% unique and tailored to the lead at a speed that empowers your sales team to enjoy the same outgoing volume as an email blast.

Book a demo to see how AiSDR tailors personalized emails.

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TABLE OF CONTENTS
1. What is mass email marketing? 2. Key elements of mass email campaigns 3. The proper way to send a mass email and avoid spam 4. How to make sure you have a high-quality email list 5. Bulk email campaign examples 6. What is email personalization? 7. Key elements of personalized sales emails 8. Comparing mass emails vs personalized emails 9. Create personalized emails en masse with AiSDR
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