EMAIL MARKETING STRATEGIES
Sooner or later, it will happen. Whether you are an experienced pro or email marketing newbie, you will eventually make a mistake that might necessitate a correction email. Perhaps a key hyperlink sent people to the wrong location, you had the wrong pricing or product information in the email or on your Web site, incorrect date for an event - or yikes, you sent a message to the wrong list.
Once you discover your gaffe - what next? In this article we'll explore:
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_ When to send a correction email
_ What approach to take
_ Steps to reduce mistakes in the future.
We'll look at two recent email mistakes - one by the EmailLabs marketing team and one by a client - and the results of our correction emails. We've also developed a campaign/newsletter planner and checklist to help you reduce mistakes in the future. When to Send a Correction Email So you discover - either on your own (hopefully) or by a customer/subscriber that your email had a noticeable goof in it. After you get over the embarrassment or panic (or both), you need to determine if sending a correction email is the most appropriate action. While every situation is unique, I recommend sending a correction email when the mistake:
_ Seriously misinforms your recipients (incorrect event date; wrong pricing; erroneous product information, etc.)
_ Does not allow recipients to complete a form, transaction, download a white paper, access an article, etc. _ Has the potential to damage your brand image, reputation, customer relationships - or just is not consistent with the expectations of your readers.
Typos, grammatical mistakes, incorrect images or images that don't load, etc., are probably not serious enough to require a correction email. You may want to include a correction in the next campaign or issue if appropriate.
Who gets it? Last and most important, who receives the correction email? If the email contains the mistake, then it would make sense to resend the corrected email to your entire list. For Web site mistakes (now corrected), send the email only to recipients who have either opened the email or clicked on the relative (affected) links. This approach spares those recipients who are not actually affected by the mistake from receiving another email.
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XanaduTour.com - Travel Yunnan, Yunnan Tour, Travel China
Based in Yunnan province, China. Specializing in tours to Yunnan. Offering Yunnan travel services and China travel services.
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