Mistakes in Email Marketing

A Checklist for Avoiding Mistakes in Email Marketing

Checklist for Avoiding Mistakes in Email Marketing

For a brand whose marketing messages can get in front of thousands of people, the impact of a “small” mistake can be enormous. Think about it, not only is there a chance of making a bad impression (or real brand damage), but mistakes can also have a direct influence on conversions. So as a marketer you want to reduce the number of possible (high impact) mistakes.

Yes, every marketer makes mistakes and it is easy to overlook one just before pressing the send button but a lot of these are unnecessary. So here are some points of Quality Assurance to go over before pressing send.

  • Check your list and selections

Are the right people about to be emailed? Always do a head count. Make sure the right list is selected and updated for the send. The size of the selected list should be equal to the number you expected it to be – if you have an agency doing the sends for you: include that number in the briefing.

  • Beware of technical problems and incorrect links

Check the technical part of your campaign. Make sure that your email displays well in all email clients like Gmail, Outlook as well as in mobile email clients. Also check if there are no problems with the HTML code and make sure the proper landing pages are in place, properly linked from your email. And it is very important, the full order process is up and running.

An email campaign that has faulty links or products that aren’t live yet can seriously hurt your emails bottom-line result.

  • Watch your instruments

All tracking of clicks and opens should be enabled. And do you also have tracking set up for measurement beyond the click? Without this data, managing your email campaign is like flying in the dark. Make sure all the measurement and tracking is in place so you can review your email marketing statistics after sending.

  • All elements are there

Ensure that all the necessary elements are present in your email. This should include a clear unsubscribe link and a link that allows people to update their preferences and email address. They should be able to look at the email with an online version.

But most important, explain to people how they can contact you. Especially, if they have questions, a complaint, or want to buy something! It is best to offer links, but the reply address should also be monitored for people trying to contact you. Make sure other “standard” applicable elements, like social sharing are included and working.

  • Dynamic content

To make emails more attractive and relevant to individual subscribers, often dynamic content is inserted in the email. Make sure all fields are properly filled and formatted and that all the dynamic content works well. If you don’t know anything about the items segmented or personalized (e.g. is the right account manager inserted? Is the right product image shown?), make sure you have someone at hand that does have that knowledge to look it over.

  • Sleep well and enjoy your email marketing activities

There are various things any email marketer needs to check before sending a “fault free” email campaign. A checklist can help to guide you each time you launch an email campaign.

Marketing Word Crimes – Are You Guilty?

Free Gift Syndrome

If we don’t pre-plan and carefully review the content released by our marketing departments we may fall into the trap of committing word crimes that could be heinous to our marketing efforts. Repeating yourself, constantly using trendy lingo and redundant phrasing all fall into this category and make your marketing efforts fall short of being real and relevant. The point is that marketing, especially with the rapid rise of its digital aspect has long moved away from impersonal one-way messaging. As a result communications are being looked at in terms of a two-way dialogue and you wouldn’t want to be making these mistakes when you are having a personal conversation with someone.

We’ve identified some common word crimes that you should be aware of before releasing your next piece of content:

1. EPICness

Hold your horses – not everything on the planet is epic, so stop using the word to describe everything about your brand and all it has to offer. Remove the word from your writer’s vocabulary and ensure you don’t use it again until it really goes out of style and you then have something truly epic to say. Carefully review what trendy words you are constantly repeating and try to remove them from your content as far as possible.

2. Free Gift Syndrome

There is no such thing as a Free Gift. You are in essence repeating yourself because if a gift wasn’t free, it wouldn’t be a gift in the first place. Speak more realistically when you have something to offer for nothing – there is no need to drive the message home in a way that it comes across as annoying. The same is true of using terms like advanced preview when it comes to letting your customers have a sneak-peek at a new product or line you are about to launch.

3. PEEK, don’t PEAK

Simple typographical errors could be detrimental to your internet marketing efforts. You want to give your customers a sneak peek, not ask them to climb to the peak of a mountain and find you there. While customers may understand that you have made a mistake, you still don’t want to risk this from happening because it’s a show of bad reviewing overall on the part of your brand.

Small crimes like this should not be overlooked in the scheme of bigger things because every little thing you do when it comes to digital marketing contributes to this bigger picture and repeating these mistakes could be equivalent to committing online suicide. The holidays are here and with it the rise of marketing material and clutter – you want people to read you over everyone else and ensuring your content is crime free will matter in the long run.