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Why is it best to send email as one message per recipient?

When sending email to multiple recipients using mailing list software it is usually possible to send using two methods:

  • One message per recipient - a separate message is generated for each recipient and each recipient is stated on the To: line.
  • One message with multiple recipients - one message is generated with one recipient stated on the To: line (often the senders own email address) with multiple recipients stated on either the Cc: or Bcc: lines.


Sending email as one message with multiple recipients is faster to send - however, it has many problems:

  • Much more likely to be negatively scored by spam filters - for instance Hotmail say '...messages may be sent to your Junk E-Mail folder because they are not addressed directly to you".
  • Less chance to be 'read' by the recipient as they do not see it was sent 'To:' them.
  • If a spam complaint is received against the message it is far harder (often impossible) to determine who made the complaint so you cannot remove them from future mailings.


So if at all possible we recommend you send to multiple recipients in the 'one message per recipient' method.

If you have any questions please contact us.

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