Mistakes, they (sometimes) never happen

JACK KNOWD, SENIOR CAMPAIGN MANAGER

I know it’s not just me who gets the rush of anxiety and dread just before hitting the “Send” button on an email campaign. Any marketer that works with email will resonate with this situation. Picture this: You’re about to send an email campaign to millions of customers, all eyes of the business are focused on it being a success and generating lots of revenue. As you hit send, a thought pops into your head - “Did I check that link?”.

Trust me, after working in an email marketing role for just shy of 10 years, that feeling never goes away. However, despite sending hundreds of email campaigns, I can count on one hand the amount of errors I’ve made. The reason for this is fairly simple – don’t skip on the quality assurance! Complete your checklist! Here are five reasons why:

1. Building Credibility and Trust

When it comes to email marketing, trust is paramount. Your subscribers have willingly provided their personal information, expecting valuable and relevant content in return. By ensuring that your emails are error-free and professionally presented, you demonstrate credibility and attention to detail. Quality assurance checks help identify and rectify spelling errors, broken links, and formatting issues that could otherwise compromise your brand's professionalism. By consistently delivering high-quality content, you foster trust and strengthen your relationship with your audience.

2. Maximizing Deliverability and Open Rates

In an era where email inboxes are flooded with messages, standing out from the crowd is crucial. Quality assurance checks can help optimise your emails for better deliverability and higher open rates. By thoroughly testing your campaigns across various email clients, devices, and operating systems, you can ensure consistent rendering and an optimised user experience. This approach significantly reduces the chances of your emails being flagged as spam or encountering formatting problems that deter recipients from opening them. By delivering a seamless experience, you increase the likelihood of capturing your audience's attention and driving engagement.

3. Personalisation and Segmentation

Effective email marketing campaigns often rely on personalisation and segmentation to deliver relevant content to specific target groups. Quality assurance checks ensure that personalisation tags, dynamic content, and segmentation parameters are working correctly. It's vital to verify that each subscriber receives the appropriate content based on their preferences, behavior, and demographics. By conducting thorough quality checks, you can be confident that your audience receives personalised emails that resonate with them, resulting in higher engagement and conversion rates.

4. Testing Links and Call-to-Action (CTA)

Broken links and malfunctioning CTAs can be incredibly frustrating for recipients and detrimental to your campaign's success. Quality assurance checks allow you to thoroughly test all links within your email, ensuring they direct subscribers to the intended landing pages or resources. Additionally, validating CTAs such as buttons or hyperlinks helps confirm that they are visually appealing, easy to click, and lead to the desired action. By meticulously testing these elements, you prevent potential conversion roadblocks and provide a seamless user journey for your audience.

5. A/B Testing and Optimisation

Quality assurance checks play a pivotal role in A/B testing and optimization strategies. By testing different email variations, subject lines, or visual elements, you can gauge what resonates best with your audience. It is vital to ensure that all variations are thoroughly reviewed, eliminating any mistakes or discrepancies that could skew the test results. By conducting comprehensive quality assurance checks, you can confidently implement your A/B testing strategy and make informed decisions based on accurate data.

Quality assurance checks are an indispensable part of any successful email marketing campaign. By investing time and effort into thoroughly reviewing your content, layout, personalization, and functionality, you can significantly enhance the overall effectiveness of your campaigns. From building credibility and trust to maximising deliverability and engagement, these checks are vital for ensuring a seamless user experience and driving meaningful results. So, before you hit that send button, remember the power of quality assurance checks in crafting impactful email marketing campaigns.