If you want to communicate with your customers, email marketing is a great option. If you send a broken link, an image that cannot be seen, or a typo, it can be seen as an honest mistake. Nonetheless, if these mistakes are frequent, it is bound to reflect poorly on your brand. Thus, you risk being perceived as unprofessional.

How not to send a broken email

In order to prevent this from ever happening or to never happen, you should follow these tips.

Checklist: how to make sure it is not a broken email before

It is essential to understand that including well-written content in your email is not enough. In the past, emails had to be simple and filled with text, which is not the case anymore. 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 types of content, it is only fair that you try to mix it up. This is why we recommend that the email should include:

  • Images
  • Videos
  • Interactive Features

With these in place, the email will be more appealing to customers and they will be more likely to engage with it. However, including so many elements means that you must create a checklist to keep everything in order and prevent yourself from making a mistake.

You have to proofread the text, test to ensure that all of the videos are playing, and all of the images are clearly displayed. Additionally, the links should not 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.

Optimize

Many of your customers will likely be reading the email on their mobile phone rather than a computer. This trend will most likely become increasingly popular as there is nothing you cannot do with a phone that can be done on a computer. Therefore, it is essential that the campaign that you send has a responsive design,  can be clearly seen and has the correct formatting.

This is why you have to ensure that when you are sending the email, you view it both on a mobile phone and a computer. This will give allow you 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 is fairly simple to optimize it and you do not have to be an expert in Computer Science to have a clear layout. The easier the content is to read and find, 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.

Minor Incidents

If it is a simple typo, we recommend that you do not stress about it too much. However, this is the case if the typo does not offend anyone. For example, if you have used a word such as “waste” instead of “waist”, there is no point in writing an apology. 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 about it 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.

If it is not a major incident, we do not recommend that you send an ‘oops’ email as you will attract more attention to it than is necessary. Also, you will risk the mistake of being blown out of proportion. In addition, you will probably have people unsubscribing, resulting in loss of email addresses.

The best thing that you can do is to double-check everything before sending any emails to the whole list. You can also try to get your close ones to review the email before you send it to the customers.

Major Incidents

In case the mistake is clearly going to portray a bad image of the brand, it may be worth sending the email again. However, you have to be careful about this as it can backfire, since 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. This way you will ensure that you won’t clog the inbox of those who are not affected or those that have not opened the email yet. This will ensure that your next campaign will not go straight to the Spam folder.

Resend – Even though you should avoid sending the “oops” message for minor broken emails, it would be necessary if a major incident were to happen. In the subject line, you should use words such as:

  • “Let’s try again”
  • “Oops”
  • “Correction:”

The main idea is that those who have received the new and improved email open the corrected email rather than the old one. As mentioned, resending an email campaign should be a last resort. It is not 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 permit you 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 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 have not paid attention to the first message, the broken email.