Has Your Email Marketing Gone Wrong?

Don't you just hate the sinking feeling you get when you've just sent out your latest email marketing campaign only to realise you've made a typo, sent it to the wrong mailing list or added the wrong offer details.

We've all been there, but it's not the end of the world (although your boss will probably think it is). Everyone makes mistakes, but it's how you deal with them that matters.

Putting things right when they go wrong

What do you do when you realise you've made a boo-boo?

Do you:

• Hide and hope no one notices?
• Correct it quickly and re-send without an apology and hope no one notices? Or,
• Hold you hands up, admit your mistake, say sorry and make it up to your customers?

If you are the honest Joe in scenario 3, you'll be the one that gets the respect of their boss (once he or she has calmed down) and customers.

Usually, mistakes won't lose you customers, but how you deal with them will. Admitting you got it wrong and showing you're willing to do whatever it takes to put it right will help you retain customers.

Avoiding mistakes in the first place

Prevention is always better than cure, so here are a few ideas to help prevent those mistakes happening in the first place.

1. Trusted checkers

Before you send out your email, make sure you have a group of people you trust to look through it first.

Send them a copy for them to proofread and to test the links. This should flag up any problems before you send it out to your customer list.

2. Preview

Some email software allows you to preview your email before sending. This will help you make sure looks right.

3. Don't be in such a hurry

If you leave it to the last minute you will make mistakes.

Always plan your email well ahead of its broadcast date. This will give you plenty of time to write it and check it as you will probably need to write several drafts until you hit on the right one because its important to make sure your message is spot on.

Email marketing is a very powerful tool. Whether you decide to write them yourself in-house, or work with a copywriter, it's essential the above steps are followed to make sure your emails are error free.

Don't forget, as soon as you hit send you can't get it back!

Sally Ormond is a professional copywriter extensive experience in B2B and B2C copywriting markets. She can be contacted at 44(0)1449 779605 or online at http://www.briarcopywriting.com for any copywriting project you may have.

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