Email Marketing News and Tips

We’re all human and all make mistakes.  Online marketers know what if feels like to pull the switch on an email only to see that there are typos, spelling mistakes, broken or incorrect links, images fail to load or send the email to the wrong list of people after it’s too late.  It can be extremely stressful and embarrassing; however, it’s not the end of the world. 

Don’t panic and don’t immediately send out an apology until you fully understand what happened.  A second email to the same list may block you as spam.  If the mistake doesn’t involve an email with broken or incorrect links, incorrect data or images, or won’t confuse for mislead readers there is no need to send a follow-up email.  Instead you can send a brief apology in you next email.  If the mistake involves a broken or incorrect link post an apology on the bad page with a link to the correct page.

If you need to send an apology email send only to those who open or clicked after 24 hours.  This saves you from the ISPs getting suspicious and you don’t want to resend to inactive or undeliverable addresses.  Be professional when choosing the works to apologize and no need to beg for forgiveness.  Everyone understands this can happen to anyone.  Make sure you learn from your mistake and it doesn’t happen again.  It’s best to to just say “Sorry for the error and any inconvenience. Here is the correct information.”

Fully understand how the mistake was made so it won’t happen again.  Follow these steps to avoid mistakes in the future: 

1. Create a checklist that includes subject line, reply-to address, links, graphics, who’s responsible for which data, who approves the proof and deadlines.
2. Create a fresh email each time.  Use a template, don’t just edit an existing emails as edits may be forgotten and errors can be easily overlooked. 
3. Test, test, test!  Send a test yourself and include members of your team. 
4. View tests using different browsers, email clients and platforms.
5. View your test email in your preview pane and without images. 
6. Click all links and make sure they take you where they should.

 Common mistakes to watch for:

• old data/graphics from a previous mailing
• incorrect placeholders
• spelling/grammar/punctuation
• outdated contact information
• errors in links
• landing page not updated
• page deactivated too soon
• sending to the wrong list
• sending test to the entire distribution list
• sending wrong segments for targeted email
• sending to unsubscribes

Mistakes happen.  If handled intelligently most email messages can be salvaged.  Use a reputable Email Service Provider like BlastWizard.  Boomerang’s BlastWizard has been around for over 10 years and has many tools and a professional services team to help you send out the perfect email.