November 25, 2023
What aches, you know? After shepherding an email from conception to deployment for around three weeks (or longer), you discover afterwards that a mistake made it all the way to your consumers' inboxes. Having made a few dingers myself over the years, I am all too familiar with this emotion. Even though I never received an apology email for any of the errors, they are still very much on my mind.
The lesson is this: Your chances of failing much increase if you wait to manually enter a different subject line until after approvals are complete.
However, typos and grammatical errors are frequently not the only errors that get through. Sometimes it is a backend problem, a broken link, or even the user experience (UX) of a landing page. We at East Eureka are dedicated to improving our marketing. We especially take pride in learning from our errors. For this reason, we have implemented a number of preventative safeguards to aid in our monitoring of email quality.
Do you wish to know more about these procedures? Below, we'll guide you through each one.
1. Aggressively integrate proofreading into your workflow
There is a reason this is at the top. It is the first, second, and last line of defense for you. To make sure nothing gets by us at East Eureka, we double-check everything using both our product and a human copy editor.
For a few reasons, we use both software and human editors. As agency believers, we first believe in "eating our own dog food." To make sure we can support our product, our team of expert marketers is always refining it. However, we also fully understand the importance of context, which is why we hire a full-time or contract proofreader to go over every email we write, making sure nothing is missed.
What was the result? Good stuff with a genuine personal touch.
2. Establish effective and useful client feedback loops
Look for and listen for qualitative comments from customers after sending. The most important piece of advise in this case is to monitor each and every major send for heartbeat and response. Although your team may not be immediately impacted by this input, you will provide value to your team by keeping track of it and forwarding it to the relevant teams. This will improve the company's opinion of the email team.In order to improve your style over time, you'll also learn about terms that might not be appealing to your target audience.
3. Redundancy and autonomy should be balanced.
A system of checks and balances is the most crucial component of your final clearance procedure. To maintain its potency while maintaining its leanness. Speculators should ensure quality for their niches, while one primary stakeholder should review all the factors.
One more suggestion: Don't rely just on the project manager to do the last quality assurance check. Additionally, if you are the project manager, avoid making compromises with efficiency. These days, there are just too many variables to account for when optimizing email marketing since there are too many potential problems.
4. Select a rhythm for reviewing and examining automated correspondence.
For now, just remember not to set and forget it. As though it were your main offering, go over your life cycle creative again. Use a solid decision framework for business effect and user experience, and aim to review your life cycle at a reasonable cadence. Make sure you revisit live creative no more than once a year, at the very least.
5. Examine examples of dynamic emails in detail.
Another quick one: Make sure you examine many versions of your customized emails before deploying them if you send out a lot of dynamic material.
6. Do not delegate all writing to a robot.
Nowadays, the email industry is full of interesting third-party technology. And although we have seen our fair share of demos, we make an effort to limit the amount of time we spend using automation to write material.But it doesn't mean you shouldn't do insightful tests to find fresh approaches to email copy optimization. However, if you let machine learning drive everything, your email strategy's coherence and quality may suffer. Since they are unable to consider the complete client journey, these automated systems are mostly used to improve individual email messages.
In summary, proceed with utmost caution while evaluating these tools. Even while it sounds fantastic to have a robot generate 100 possible subject lines for you, you should always verify that the result accurately conveys the tone and message of your business.
However, don't allow this viewpoint totally put you off. It is possible to use steps one through five above for quality control using a hybrid method. You ought to investigate these possibilities on your own and come to a wise conclusion. Don't say I didn't warn you, though, if you start selling lightning instead of illumination.