If you want to send a message to your customers, email marketing is the best option to use. If you’ve sent a broken link, an image that doesn’t show, and typos, it can be perceived as a human mistake. Nonetheless, if these mistakes are frequent, it will reflect poorly on your brand. Thus, you risk being perceived as unprofessional.
How not to send a broken email
However, there are certain steps that you can follow in order to prevent this. In order to prevent this from ever happening or to never happen, you should follow these tips accordingly.
Checklist: how make sure it's not a broken email before
It’s essential to understand that including a well-written content is not enough. Even though in the past, emails had to be simple and filled with text, it’s no longer the case. Just by adding a graph to switch it up, you may risk your campaign being deleted or sent to the Spam folder.
Since email servers can support all type of content, it’s only fair that you try to mix it up. This is why we recommend that the campaign should include:
- Interactive features
Without a doubt, the email will be more appealing to the customers and they will most likely engage with it. However, including so many elements means that you must create a checklist in order to save yourself the embarrassment.
You have to proofread the text, test to ensure that all of the videos are playing, and all of the images are clearly displayed. As well as, the links shouldn’t be broken or direct the customer to the wrong page. By having a checklist, you will always know what there is to check, so nothing can slip your mind - reducing the chances of a broken email.
Many of your customers will be reading the campaign on their mobile phone rather than a computer. This trend will most likely become increasingly popular as there’s nothing you can’t do with a phone that can be done on a computer. Therefore, it’s essential that the campaign that you’re sending can be clearly seen and formatted correctly.
This is why you have to ensure that when you’re sending the email, you view it both on a mobile phone and on a computer. This will give you leverage to notice any mistakes. In order to optimize it properly you will have to:
- Avoid large paragraphs
- Use headings
- Use sections for a clear layout
It’s fairly simple to optimize and you don’t have to be an expert in Computer Science to layout the message clearly. The easier the content is read, the more successful the campaign will be.
On the other hand, you have to know when is the right time to sweat it out or to not take any actions.
If it’s a simple typo, we recommend that you don’t stress about it too much. However, this is the case if the typo doesn’t offend anyone. For example, if you’ve used a word such as “waste” instead of “waist”, there’s no point of writing an apology letter. Minor broken emails happens with things such as:
- Misplaced comma
- Missing content
- Formatting issues
The worst thing that can happen is to have people on your list sending you an email to point it out. Some people will not say anything and some will not notice it. In case someone has used social media in order to point it out, you can write an apology on social media.
In case it isn’t a major incident, we don’t recommend that you send an ‘oops’ email as you will bring more attention to it than necessary. As well as, you will risk the mistake to be blown out of proportion. In addition to this, you will probably get people unsubscribing so you will lose out email addresses.
The best thing that you can do is to double-check before sending out to the whole list. You can also try to get your close ones to review the email before you send it to the customers.
In case the mistake is clearly going to portray a bad image of the brand, it may be worth to send the email again. However, you have to be careful about this as it can backfire, the email containing the mistake will still be in the customer’s Inbox. In the majority of cases, there are three ways that you can go about it:
Segment – In case the mistake affects only a proportion of the list, you should send the correct email only to those people. You can also send the correct email only to those that have opened the email only. This way you will ensure that you won’t clog the Inbox of those who aren’t affected or those that haven’t opened it yet. This will ensure that your next campaign will not go straight to the Spam folder next time.
Resend – Even though you should avoid sending the “oops” message for minor broken emails, it would be necessary for the major incidents. In the subject line, you should use words such as:
- “Let’s try again”
The main idea is that those who have received the new and improved email will open the corrected email rather than the old one. As mentioned, resending a campaign should be the last resort. This isn’t an ideal solution as it can affect your engagement and open rates in the future.
Apology Letter – This is a one-time only solution. You should never write more than one apology letter. When one has signed up to the list, they give you permission to send them your campaign, they have no power over the type of content you send them. This is why you should avoid at all costs to offend them in any type of way possible.
If you want to avoid your campaign to be marked as spam, you should send them an apology as soon as you notice the offending mistake. It may repair the damage. This again applies to all of those that have opened the message. Avoid clogging up their Inbox if they haven’t paid attention to the first message, the broken email.