I think we would all agree, email marketing is one of the top tools in our online marketing kitbag. But it can still come back to bite if it’s not given the respect it deserves.
Here are some handy tips on a few email marketing bloopers you really will want to steer clear of if you can:
Raising a smile
Only try to add humour if you can do it well. There’s nothing more cringing than a funny line or joke that just doesn’t quite work. It’s so difficult to get it just right – what’s funny to one person, isn’t to another. And in B2B email marketing the risk of offending or just downright annoying someone is even higher and then bang go your chances of them reading on. You can still lift the mood – try using a lighter tone of language, include links to good examples of humour done well and generally make the style more informal.
Never, never copy and paste – if you’re duplicating copy from a Word document for instance, make sure you double-check what is actually sitting on your enews item. So much can get lost in translation; especially symbols and dates. If you’re preparing an e-shot invite for instance, ensure the date and time of the event are correct, not simply a line of gobbledygook, a clear case of copy and paste-itus!
Don’t be shy
Share your contact details. What’s the point in going to all trouble of email marketing otherwise? Don’t forget to add a phone number, email and website link to every e-newsletter and e-shot. If you want your audience to respond to your email marketing and any calls to action then you need to give them the tools to do so.
What happens if that carefully crafted e-newsletter goes out only for you to discover there’s a massive grammatical error in it which not only makes the piece factually incorrect, it could actually harm your business reputation? Well, like any good PR crisis management situation, you jump on it straight away to reduce damage limitation. Compile another follow-up e-newsletter and be totally honest – so own up to the mistake and put it right. This could be a case for taking a lighter approach – if you can turn your mistake to humour and show some humiliation you will not only put right the wrong, you will demonstrate you are genuine.
For example, my colleague received this email from a company who had included the wrong link in their campaign. Not only do they apologise for the mistake but they also include the correct link, with the hope that their survey doesn’t take too much of a hit!
Regular as clockwork
Enthusiasm can get the better of us when it comes to email marketing. We start off with all the best intentions, firing out a dozen e-shots in the opening months and then start to lose content ideas and energy. If you can, stick to a regular schedule for your e-newsletter distribution. We are all creatures of habit and if your e-newsletter is gathering a following you may find recipients are actually waiting for the next one to arrive. So, if you want to publish weekly, monthly or quarterly, try to set the same time of day, and same day in the week, and recipients will know when to expect it. The best e-newsletter I subscribe to arrives at 8.30 on Friday morning and is sitting in my Inbox when I get to my emails.