10 things to do before you hit that “send” button

Rattling nerves. Shaky hands. Cold sweat. As an e-marketer you have undoubtedly felt the stress just before you hit that send button. You checked your email at least ten times, verified the ‘from’ and ‘reply to’ addresses, revised your subject lines, scanned the text for typo’s,… but still: right after your clicked ‘send’, you find out that one link doesn’t work properly. Bummer!

It has happened to the best of us. Mistakes vary from overlooking a simple spelling blooper to forgetting to make your key CTA clickable. However, in most cases they could have easily been prevented. If you want to make sure that your emails are perfect before you send them out, the best thing to do is set up a quality management procedure. This routine check-up should be dedicated to your email marketing program and starts with an analysis of your current template structure and how consistently it is built up.

 

The 10 must-knows to keep your emails error-free

1. Start off with a complete email briefing that clearly defines all texts and links.

2. Check and double-check all “from” and “reply to” addresses in your test emails.

3. Scan your subject lines for spelling errors and make sure that your key message is in the first 50 characters.

4. Detect spelling errors by copying your body text in a text editor. Use the spelling checker function and then proofread again.

5. If you work with dummy text, make sure to use ‘lorem ipsum’ text and not randomly chosen texts. You’d be surprised how often people forget to replace these afterwards.

6. Check each link in your email by screening your email from left to right and top to bottom, so you don’t miss anything.

7. Test your images and make sure they are cropped to the correct sizes and match with the content.

8. After finishing the copy, links and images conduct a rendering test on different email platforms and mobile devices to see if your email renders properly.

9. Make sure your ‘unsubscribe’ feature is in full working order.

10. Probably the most important tip: have a colleague go through all the above steps. Yes, again. There’s still a chance you’ve overlooked one of those tiny, but ever so important errors.

Conclusion: Set up a quality management procedure for testing emails. It will reduce your stress level before hitting the “send” button considerably.

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Kris

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I see that the 'stess' levels are high even with very experienced e-marketeers as yourselves...
;-)

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