As a marketer, the term batch sends might leave a bad taste in your mouth if it conjures up ideas of batch-and-blast or one-size-fits-all marketing. In this case, we’re defining batch sends as marketing messages sent by a brand to multiple recipients at once — often including newsletters, one-off sends, FAQs, and informational emails. Depending on your company’s goals and target audience, batch sends may be a necessary component of your marketing strategy.
As customer-centricity becomes an increasingly crucial part of driving engagement and revenue for your company, cross-channel marketing is essential. Isolating customers by creating siloed experiences, whether through batch sends or triggered campaigns, may make or break their decision to stay loyal to your brand. According to PwC, 73% of customers point to experience as an important factor in their purchasing decisions and 65% of customers find a positive experience with a brand to be more influential than great advertising.
By analyzing 10 billion messages sent by Blueshift customers in 2021, we were able to gain key findings about core engagement metrics between different types of campaigns. Below, we dive into some of the main takeaways about batch sends that you can find in our Benchmark Report 2022: Cross-Channel Marketing.