Sending a generic mass email is efficient.

It reaches a wide audience without much effort, and it theoretically puts your message in front of the people you want to reach.

But it’s rarely effective.

I can’t tell you the last time I opened and read an email that started with “Dear,”, “Hello,”, or some other generic opening. And the type of people who do read these unsolicited, thoughtless emails are rarely the type of people we want to work with anyways.

It comes back to the question of why the email is being sent in the first place.

If it’s to get in as many inboxes and spam folders as possible, then a mass email is the way to go.

But if the goal is to get a message across and cause a reaction, then there’s probably a better way.

-Brandon