Mistakes are an inevitability in today’s email marketing. Marketers are sending frequent, high-volume campaigns with in-depth personalization and other complex design elements. It only takes one typo, code error, or compatibility problem (looking at you, Outlook 2016) to tarnish your otherwise perfect email.
What’s interesting, given how easy it is to make email marketing mistakes, is that just about half of marketers in a recent survey didn’t send a correction or apology email in the last year. Are all these marketers really sending flawless emails every time? Maybe some are. A large portion aren’t, which means many errors are going undetected, or worse, being detected and ignored.
You might think advanced email quality assurance – longer email development cycles, more extensive pre-send checklists, email preview software, multi-person approval, etc. – is the reason for the lack of “whoops” emails. As it turns out, companies with these types of tools and processes are actually more likely to send a correction or apology email.
More data on these findings comes in this week’s infographic, which comes to us from Litmus. The infographic details the results of Litmus’ survey on email marketing errors. It also provides a 7-step guide to catching errors in your own email marketing efforts.
Some key points from this infographic include:
- 49.4% of marketers don’t send correction or apology emails
- Companies that have invested in email marketing software send more correction emails than those that haven’t
- Companies with longer email development cycles and more complex approval processes also send more correction emails
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Let us know what you think:
- Have you sent a correction or apology email in the last 12 months?
- How many email marketing errors have you caught?
- What does your email quality assurance process look like?
