Targeted bulk email is one of the most effective ways to stay top of mind with your leads — but only when done thoughtfully. Sending the right message to the right people increases open rates, drives traffic to your website, and builds trust with your leads. Sending the wrong message to too many people leads to unsubscribes, spam flags, and a damaged sender reputation.
This article covers best practices for sending bulk emails through BoomTown.
Build a Targeted List, Not a Big One
Before sending, define what you want to achieve and who needs to receive the message. A smaller, well-targeted list will always outperform a large untargeted one.
Examples of targeted bulk email campaigns:
Filter Lead Central by leads tagged as looking in a specific area, then send new listings or price drops in that area to only those leads.
Click your birthday segment and send a personal note to leads with birthdays coming up in the next 7 days.
Use Advanced Lead Filters to find leads who indicated they're planning to move in 3–6 months, then send them a list of open houses happening that weekend.
Personalize with Template Text
To make a bulk email feel personal, use template text to address each lead by their first name in the subject line and body of the email. Leads are more likely to open and engage with an email that feels like it was written for them specifically.
Rather than composing individual emails, build reusable templates with template text already included. This saves time while keeping messages personalized at scale.
Write Subject Lines That Avoid Spam Filters
When a lead receives your email, the first two things they see are the sender name and the subject line. A strong subject line directly reflects the content of the email and avoids language that triggers spam filters or feels like clickbait.
Avoid these types of subject lines:
Clickbait phrases: "Open Now," "Must Open," "Once in a Lifetime Chance," "Unique Offer"
Spam trigger words: "buy," "free," "cash," "money," "bargain," "$$$"
Industry terms that can trigger filters: "mortgage," "investment," "refinance"
Instead, use clear and specific subject lines:
"South of Broad listing not yet posted on the MLS" performs better than "Check out this smokin' hot listing!!!"
Specific subject lines set accurate expectations and build credibility with your leads.
Always Include a Call to Action
Every bulk email should give leads somewhere to go. If your emails aren't generating click-throughs, check that you've included a link.
Strong calls to action to consider:
A blog post on your BoomTown website
A featured community page
A list of open houses for the weekend
A listing that just hit the market or received a price reduction
Monitor Engagement After Every Send
After each bulk send, review open rates, click-through rates, and reply rates to understand what's working. Use what you learn to adjust future sends.
To review your team's bulk email performance, go to Marketing in the left-hand navigation and click Lead Central Email Reporting.
Send Large Volumes Consistently, Not All at Once
If you need to reach a large number of leads, avoid sending everything in one blast. Instead, break your list into groups and send at a consistent cadence. This signals to Internet Service Providers that your email volume is a normal business practice rather than spam behavior.
Be Thoughtful About Holiday Emails
Holiday periods are high-volume, low-engagement times for email. Leads are more likely to unsubscribe from emails that don't offer value during busy seasons.
If you send a holiday message, pair it with something useful. For example, a list of local Easter egg hunt locations with times is more valuable — and less likely to be ignored — than a generic holiday greeting.
Consider a Dedicated Email Marketing Tool for Newsletters
If your team regularly sends newsletters to your full lead database, consider using a dedicated email marketing platform such as Constant Contact or Mailchimp. These tools offer advanced design templates, better deliverability controls, and detailed analytics.
Note: If a lead unsubscribes from a newsletter sent through a third-party tool, they remain opted in to communications from your BoomTown CRM. The two systems are independent.