How to overcome the fear of hitting the send button

Oh yes, we know what it’s like. And we’re quite sure you do too. The feeling that creeps up on you just before you hit the send button to launch your latest email marketing campaign. You’ve run through everything over and over again. You’ve checked - and double or even triple checked - every possible detail that could damage the outcome of your campaign.

Still that email anxiety rears its ugly head. No matter how many years of experience we have in email marketing, we’re still only human. After the final check, and the moment you’ve hit that send button, you can’t shake the feeling something could go wrong… Does it sound familiar?

How can you make sure your email reaches your contacts flawlessly and the information in the email is 100% error-free?

Your 7-step checklist for error-free emails

Here is our take on preventing erroneous sends: a list of things to check and double-check before sending out your email campaign. For your convenience, we’ve broken it down into 7 categories.

1. Properties

  • From name & from email address: Check if it’s an active email address. Is it spelled correctly?
  • Reply email address: Similar to the from address. Avoid using a no-reply address.
  • Subject line: Check for spelling errors. Don’t use CAPS or exclamation marks excessively.
  • A/B testing: Write two different subject lines. Make sure both versions are different enough.
  • Pre-header copy: Add text that complements/clarifies your subject line. Don’t waste that space on a link to the web version of your email
  • Audience: Have you selected the right audience from your contact database?
  • Versions: Have a text-only version ready?

2. Rendering

Have you tested your design on mobile, on web clients, on different desktop clients? Save time: use email testing platforms that offer standard rendering check-up.

3. Body copy

  • Have you checked for spelling errors?
  • Did you insert the correct copy into the specific language versions?

4. Images

Images that are too large in file size cause emails to load very slowly in the email client. This results in a less user-friendly experience with your campaign. This is why it's important to keep your image size as small as possible, but at the same time it's important to guarantee image quality, because pixelated images are not acceptable. There are different ways to optimise your images for email; With Adobe Creative Cloud products like photoshop you have the choice to reduce the quality and size of the image when saving. An image of e.g. 30 MB is heavy, but one of 30 KB is perfect!

compress_image_P1_900x420.jpg.imgAnother way to reduce the size of your image without losing quality is to use a tool like tinyjpg.com. This tool will make your image less heavy without losing quality.

In addition to the size of your image, you also have to take the following points into account:

  • Did you upload all images to your ESP?
  • Did you change the source of the image?
  • Have you included clear alt texts for very image?

5. Links and default links

  • Are all your links active? Do they link to the correct location?
  • Did you include a link to the web version of your email, as well as an unsubscribe link?
  • Did you check the links in the fixed footer?

6. Personalisation

  • Is the correct data/content displayed?
  • If you are using dynamic content: does it displaying correctly, according to the data linked to the recipient’s profile?

7. Tracking

Did you include a Google Analytics tracking code? Or the proper tracking equivalent?

Conclusion

To err is human. The ability to avoid making the same mistakes over and over again is what makes us professionals. Using this checklist to safeguard your email campaigns brings you one step closer to perfection. And keep in mind: two pairs of eyes spot more than one. Share your experience about recurring errors with your colleagues, and ask them to do an extra check on your campaign. It will be worth your while.

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Posted on
Mar 30, 2021