Despite all your best efforts to avoid them, sometimes errors slit through your carefully-planned safety net. Maybe it’s “just” a typo. Or a small design flaw. In which case, you simply make a mental note to pay more attention in the future and move on to the next project. But when it’s a more serious issue, like a broken link, the wrong price, or an email sent to the wrong audience, you only have one option: send an apology email or “oops!” email to your customers.
It’s easy to forget about quality assurance (QA) with all the time pressures to get your emails out the door. Easy despite the fact that it is one of the most important steps in the creative process. Easy to forget that after having invested tons of time, energy and dollars in designing the perfect campaign, the simplest of errors can trip you up.
Which is why we wrote this post on how to do effective email campaign QA:
As you know, the email subject line is one of the most critical elements of an email campaign. After the sender’s name and reputation, the subject line is the key driver of email open rates. So nailing your email subject line copy has to be your most important priority.
Email marketing is a powerful tool…if you know what you’re doing
Email marketing is sometimes equated with sending out newsletters. But it’s so much more! Simply put, Email Marketing is the systematic and structured use of email in order to initiate, build and consolidate a relationship between brands and people. Email is the most popular media for Relationship Marketing. This is largely because of its impact, its ROI and its ability to grow sales.
Make sure you nail all the basics
If you want an email marketing program that really delivers results, you need to get the technical basics right. The most beautiful content won’t drive results if it doesn’t get delivered. According to ReturnPath, an average of 20% of all email messages never reach their audience. Generally because they’re blocked or diverted from the inbox.
Canada’s anti-spam legislation (CASL), also known as C-28, comes into full force on July 1 of this year. If you’re sending emails to Canada and haven’t already taken steps to prepare for CASL, you have a few short days to get ready to comply with what is considered to be the most stringent anti-spam legislation in the world. And there’s a major incentive to do so: fines of up to $10 million for a business, or $1 million for an individual.
CASL and the concept of consent
At the heart of CASL is the need to obtain consent – either explicit or implied – in order to be able to send Commercial Electronic Messages (CEMs) to your customers, prospects or subscribers.
Explicit consent is consent which is given verbally or in writing by a contact, using various means including a web page that provides a check box (which cannot be pre-checked) or a subscribe button.