![]() until we got the follow-up email apologising for the error. Join the 8000+ attendees from 100+ countries + 200 top-world-class speakers & welcome to our new home on the whores of Marmara Sea in Istanbul, Turkey. Do you ignore it and hope nobody's noticed or do you send out a follow-up version and risk drawing everyone's attention to your error?įor example, the Webit Congress recently sent out a mailshot announcing their next event. You need to think quickly and carefully about how you're going to respond. And of course, you would have only noticed the error after you had clicked send. No matter how many times you check over your content there is still potential for something to go wrong. Disaster! How should you react when things go wrong? While you're checking through links it's a good idea to take a look at the smaller components of the newsletter, particularly the subject line, intro text, and footer area.Īnd don't forget to check your image descriptions to make sure they match the picture. Imagine their confusion as they follow the link to discounted summer barbecues, but end up on a page about buying flowers for Valentine's Day instead. It's a more efficient way of doing things, but it's easy to forget things like changing the links and you could end up sending subscribers to old content. Overwriting your old newsletter rather than starting from scratch is often what leads to this sort of mistake. It is absolutely essential that you check every single link in your newsletter before clicking the almighty send button. Yes, it takes a little time, but it can save a lot of blushes. We always do this before sending out the monthly Sookio newsletter (right). The added benefit of including a friend or two on the final proofread is that they'll be able to give you extra feedback – sometimes it's hard to see our own faults, regardless of how glaringly obvious they may be. ![]() Send it to a colleague too, to get fresh eyes on it. Looking at it afresh in the comfort of your own inbox will reveal any mistakes you may have missed without having anybody else seeing them first. Send yourself a test version of the final email. You've finished and you're about to click send. You've been looking at it for so long the words and content all blur into one. You've spent hours crafting your newsletter. ![]() Always ask yourself: why would I, as a member of my target audience, click through on this email? Always send yourself a test version Therefore you'll need to be writing in a particular tone of voice and style to suit the person receiving it.Ī good way to tell if you're writing well for your audience is to get into their mindset. You could even send different versions of the mailshot to different segments of your list. You are writing to specific people on your mailing list, such as customers, visitors, employees and entrants in competitions. Who are you addressing? This is a question you must ask yourself right from the beginning.Ī big difference between a newsletter and other forms of marketing is that the audience is very much targeted. So, how can you prevent making mistakes? And what should you do if something goes wrong? Think about your audience Generally speaking, however, a newsletter can't be recalled – and once it's gone, it's gone. MailChimp allows you to cancel a campaign, but only under certain circumstances. The tools also allow you to send the mailshot out to thousands of people in one go, with lots of lovely real-time data so you sit there watching as more and more people open the email.īut what if you've made an error? A spelling mistake, a broken link or you've said something inadvertently offensive? ![]() With a choice of templates to start you off, you can make them look lively and appealing, with bitesize items of content which encourage people to click through to your site to find out more. Tools like MailChimp and Campaign Monitor make it so easy to create and send email newsletters too. Newsletters can be a powerful component of your marketing mix, helping you keep in touch with existing customers and share news about your events, products and offers.
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