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4 Tips for Sending Mass Emails from an Errant Campaign Message

posted Jun 4, 2014, 3:17 PM by Anjuan Simmons
I recently received this message from the Minority Tech Contact page:

I came across your beauty blog and really love your posts - honest, personal, and SUPER useful makeup tips that I know many women love too! 
I lead all PR efforts for The Salon Outlet, a new online retailer for salon and makeup tools and equipment. The Salon Outlet offers products to help you, the beauty specialist, makeup artist, hair stylist, salon or spa owner, with those professional touches at a very affordable price tag - so you can spend your hard earned money on the products that matter most. We give you the practical, you do the pretty.
For our big launch, we are partnering with the hottest beauty and makeup bloggers, so I'm reaching out to you to see if we could work together. Here are different ideas we have:

1) Sponsored Blog Post. We'd like to sponsor a blog post for you, in exchange for $20. I'll send you an article with photos - which of course you can personalize as you like. 

2) Product Review. We'd like to send you a product, and in exchange, ask you to write up a review, with a link back to Can also be done in video form if you prefer.

3) Product Giveaway. You can host a contest for your blog readers and we'll send your winner a product. Our makeup brush sets would be great for this.

Check out the flyer for more details here:

4) Video Tutorial using our Products. If you are planning to do makeup tutorials in the near future, use our makeup tools and mention The Salon Outlet in the tutorial.
We've got limited spots as we have several bloggers interested already, but after I saw your tres chic blog I wanted to see if you'd like to take advantage of this opportunity. Check us out at We're making final decisions by 4/27, if you can, please do respond before then. Looking forward to hearing from you!


Director, Public Relations | The Salon Outlet

I assume that this was inadvertently sent to me via a mass email form. The Minority Tech site is not a beauty blog nor does it have anything to do with the fashion industry. The term "" somehow was placed in a database that a mass email tool pulled to send email to several sites. I looked for the site I believe the message was originally intended to target and sent them the message.

However, I think this is a teachable moment for better ways to do a mass email campaign:
  1. Keep your source databases clean. I assume that this site lumped blogs of different categories into one database table. Ideally, different types of blogs should have different tables (i.e., education, technology, fashion, business, etc.)
  2. Only send emails to those who opt-in. I did not sign up to receive emails from this source, and it is generally a bad practice to send mass emails to those who have not provided permission to receive them.
  3. Keep the messages short. The message above is fairly concise, and the numbered list helps break it up into easy to read chunks, but it is about twice as long as it should be.
  4. Include an action. The message above does manage to do that. The second to the last sentence clearly asks for the receiver to contact the sender.