Don’t sweat it - everyone makes mistakes now and then. And while it might be tempting to go into panic mode and take immediate action, you’ll soon find that dealing with moments like these is a lot simpler when you have a plan.
Here are three steps to take if you’ve made a mistake in an email:
Some mistakes are a simple fix. Others call for deeper analysis and a more thoughtful communication strategy to right your wrong. That’s why it’s important to take the time to understand, assess, and triage any errors you make in your email campaigns in order to deal with them effectively.
The best way to do this is to put yourself in your customers’ shoes and think about how your mistake affects their user experience. Some questions you can ask yourself before taking action are:
Considering these questions will help you understand the scope of your problem so you can come up with a proportionate course of action. Take a look at the scale below to get a sense of how severe your mistake is in relation to others.
So, for example, if you find a typo or formatting error in your email there’s no need to worry about an action plan. If anything, doing anything might draw unnecessary attention to it or further annoy your subscribers. On the other hand, if your CTA has a broken link, anyone who wants to click on it will be disappointed, and you’ll be disappointed too because you won’t make any sales.
If you’ve assessed the situation and determined that your error merits a correction, there are a few follow-up methods you can consider.
For all of these approaches, it’s important to keep a few tips in mind:
Once you’ve decided on your course of action and sent out your follow-up email, don’t forget that there’s still some work left to do! It’s important to keep an eye on how your corrective action performs as this will give you insight into how your subscribers feel about your mistake.
Here are some things to keep your eye on:
Of course, the best offense is a good defense. Before you run any email campaign, it’s always a good idea to have a pre-send checklist ready at hand to reduce the chances of running into any problems. Make a habit of testing and scanning every email before it goes out, and consider having a process for multiple reviews from different people.
The best way to get ahead of situations like this is to work with a professional. Get in touch with us for a free audit of your email marketing strategy.
Shorten your learning curve, make the most of your resources, and maximize your impact both online and off.
Mitch Tarr is the author of Email Marketing Mastery: Accelerate Your Business Using Email Marketing.