I first heard the term “eBlast” when I started working for a marketing agency — of course, my coworkers weren’t using it seriously, much like we use ‘synergy’ or ‘guru’ — and I honestly thought it was made up.
As I spent more time in conversation with fellow marketers, I came to the realization that some people were actually using this phrase as a legitimate explanation of their email marketing strategy. It usually goes something like this:
“Oh, well we usually send out an eBlast at the beginning of the month to tell our customers about our new [product, service, puppies, clown shoes].”
In light of this new ‘trend’ I’ve decided to explain why eBlast should be stricken from the marketing dictionary, and what can be said in its place to illustrate the same, albeit less douche-y, point.
Let’s take a second to consider the meaning of the word ‘blast’, shall we? (Source) We’re not going to get into the urban dictionary definition of blast, because that can get weird, fast.
- ‘eBlast’ sounds like something you definitely don’t want to have happen to you. Personally, I don’t think that any of these things sound like something I would want to happen to me. Not by a brand or a person. Unless that person is Chuck Norris, in which case there’s nothing that can be done.
- It’s overkill. If you’re marketing a brand or product, it’s fair to assume that your sending your marketing emails out to more than a handful of people. When you say “we email our newsletter once a month”, it is generally accepted that you mean to more than just your mom.
- You sound ridiculous, or maybe even a little creepy. <insert Beavis & Butt-head voice here> “heh…. heh…. we totally sent an eBlast.” Do you see what I mean? Whether or not it’s your intention, it sounds like you’re trying to irritate your customers. Or at least give them the creeps.
- The word email isn’t strictly defined as being sent to a singular recipient. You can send an email to many, many people at the same time. You don’t have to blast them, you don’t have a T-shirt cannon, you have a keyboard.
Instead of saying eBlast, you can just say email. Everyone will understand what you mean, and if someone asks you <again, Beavis & Butt-head voice here> “heh…. heh… you only sent an email to one person?” you can feel free to ‘blast’ them.