6 Email Marketing Fails (To learn from!) – MarTech Advisor
You may use a dash of humor to address your mistake like the sender in the above example did and immediately reverted with the corrected version:
2. Copy Cat: Most of us are guilty of copying and pasting content that is meant to be reproduced as it is. What we forget is that a lot of things can get lost in translation like symbols, dates and time, formatting etc.
Many content publishing tools add erroneous characters (owing to differences in formatting), while copying directly from a sWord Document to email, so what happens is that the message looks garbled. The key is to copy paste text to a simple text editor like Notepad which removes extra formatting and saves you from embarrassment.
3. Wrong Token: Ok! We send out emails for the recipients to open them and for that, we write catchy subjects and click-bait lines, but do we need to announce it to our readers? Well, TopMan landed in a soup for its ‘click-bait header’
Clearly, someone didn’t understand the use of tokens for emails to be sent for mass campaigns.
The only way to escape such a gaffe is to double check your emails, get someone to review everything once before the campaign is sent out. If you still make an error though, an instant (and maybe funny!) apology and some incentive to please your recipients should be on the way, as soon as you discover the error.
4. Wrong Number: Sending the wrong message to unintended recipients because segmenting got all wrong can cause confusion, annoyance and may sometimes hit a sensitive nerve.
Shutterfly inadvertently sent out an email to its entire subscriber database, congratulating them for becoming new parents. It definitely hurt the sentiments of those struggling with fertility issues or those who had gone through a miscarriage.
Shutterfly’s management swiftly moved into damage control mode and sent out an email apologizing and explaining why it happened. The message was sincere and crisp, where their CMO stepped up and accepted responsibility for the entire fiasco. This demonstrated their genuine concern for their customers.
5. No-where to Go: The case of missing links.
This is a common mistake that most marketers commit at some point. They create fantastic emails with great content, catchy images and equally prompting CTAs, but they forget to put the links in the relevant position, or the links are broken.
eg. No link embedded in the image in the adjacent email by Shopify.
Pro Tip: Double check your emails, send them to a test-list first and ensure the links/images are clickable, that links work and the customers have access to the landing page.
6. Not so Personal: Nothing disappoints a reader than a personalized message gone awry.
Here is what a user experienced:
“I got an email from the Digital Marketing Institute (yes) starting with “Dear FirstName”. Nothing is more touching than an email that says ‘Dear FIRST NAME”.
Not only the message in your email is lost, but you also stand to lose your customer.
Ensure there are no technical glitches while replacing placeholders when you do a mail merge and the key is to test, test and test more before sending out customized emails. If you still botch up and you realize you have: follow up with an OOPs mail.
Bonus: A quick checklist before you hit the send button:
- Check and Recheck your email for spelling, grammar, formatting, date and time errors
- Get your content reviewed
- Ensure there are no missing images, missing or broken links
- Check that there are no technical glitches like server issues, coupon codes not working etc…
- Ensure you have correctly segmented your audience and your email is scheduled for the right set of recipients
Bloopers may happen: Fix minor issues like spelling errors without drawing attention, use humor and offers for light-hearted errors and a formal, sincere apology for serious issues. And most of all, remember, its okay if goofs happen! Nobody’s perfect!
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