As David Newman, marketing speaker and strategist extraordinaire, once stated: “Email has an ability many channels don’t: Creating valuable, personal touches – at scale.”

Indeed, the apparition of mass email campaigns has enabled many marketers to do something that was impossible before. They can reach out to every single user of their database at the same time and in such a way that each user can feel that the message has been written especially to answer their needs and preferences. With mass emails, you don’t talk to a million users as one; you can hold up to a million of slightly different exchanges a the same time.

However, the revolution of mass emailing has not only brought advantages to the life of the marketer. Who engages in mass emails, as a recipient or a sender, put their business at high risks that need to be managed effectively.

The good: You can reach out a vast audience

The reason why so many marketers continue to love mass email campaigns despite the dangers these might pose to security and customer relationship is their reach. Nowhere else can you so effortless address a cast audience at the same time while maintaining standards of personalization. Indeed, while you can use social media platforms to shout out to your target group, you don’t have the option of creating a message that would welcome each follower individually. Dear Janes and Dear Johns are reserved for emails. Using the simplest tools, such as Google Sheets, you can set up a mass email campaign in a few clicks. You can use the spreadsheet fields to add the personalization factors that other digital channels lack.

The bad: You’re exposed to mass hacking

Unfortunately, mass emails are not only a favorite strategy to get in touch with your audience. It’s also a preferred hacking plan for cyber crimes. Hackers do not spare business emails. On the contrary, cybercriminals put the integrity of your business data at risk when they target your email with a trap. The most common strategy is to use a trusted email address to spread malware and phishing schemes. If this is the case, you need to make sure your staff is educated about cybersecurity. But to be on the safe side, you should ensure that your IT support can provide the protection and backup you need in case of a cyber attack. If your business email has been targeted, you need your IT expert to act fast to avoid dramatic consequences.

The ugly: How targeted is the mass audience?

Last, but not least, marketers are often tempted in buying additional email lists to reach out to a broader audience. However, caution is your best ally when it comes to purchasing data. Indeed, when you buy a list of contacts, you can expose yourself to hefty fines for sending unsolicited emails. When you purchase a list of email addresses, you have no way of knowing who is already using the same record, what the subscribers signed for initially, and even when they did.

From wasting your time sending emails to the wrong contacts to accidentally exposing your business to cyber attacks, mass emails have indeed an ability many channels don’t. They can dramatically affect the integrity of your company, in only one click. Use them wisely!