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Masters of MarketingLet it Gooo: When You Just Can’t Get That Email Back
Heather GallowayAgencyBuzz Coordinator
Welcome to Masters of Marketing!We will begin the webinar promptly at 12:00pm, CST.• Today we'll be talking about Let it Gooo: When You Just Can’t Get That Email Back
• Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg
• If you have questions during the webinar, please use the chat window and I will answer all questions at the end.
• Join us next time (3/17 at 12pm, CST). SEO Coordinator Dylan Brooks and AgencyBuzz Coordinator Tim Glaze will cover: It Takes Two: Why Email Marketing & SEO Are Better Together
• Registration for #AgentCon16 is NOW OPEN! For more information visit: www.agentconference.org ITC customers get $150 discount off registration.
Thanks for joining us today.Heather Galloway800-383-3482 x [email protected]
OOPS! • Top Email Marketing Mistakes• Subject Line Errors• Scheduling Mix-ups• Broken URLs• Misaligned or Missing Images• Wrong Email Sent
• “It’s not a matter of if, but a matter of when.”
Not Every Mistake Warrants a Response• How big is the error?• Can your contacts easily understand
the error?• By sending an apology email for
“little” mistakes, you risk:• Drawing unwanted negative attention• Creating another opportunity for opt-outs• Further annoying contacts
• Overreacting can make the situation worse
When to Do Nothing• Subject Line Blunders• Grammar/Spelling Errors• Scheduling Mistakes• Repetitive Sending• “Forgivable” Errors
Easily Understood By Your Audience
When to Do Nothing
Can You Fix It Post-Send?• 404 URL Redirects• Update Image Files• Clarify on Landing Pages• Pause Email, Correct, Resume
Rendering IssuesCoding is always evolving across all email platforms.
• Image/Content Misalignment• Disappearing Images• Unanticipated Image Borders• Pro Tip: Use Alt Text
When to Issue a Correction/Apology• Blatant Misinformation Pertinent to the Email/Offer• Potentially Offensive or Upsetting Copy• Completely Wrong Email Sent• Security Was Compromised• Large (5+) Quantity of the Same
Email Sent to the Same User
Apology Email 101• Target Your Apology/Correction• Ensure Your Apology is Correct• Subject Lines: Oops, Correction,
Updated, etc.• Be Brief, Efficient, and Sincere• Have Executive Sign• Pro Tip: Build an Apology Template
Today
Let’s See Some Examples…
New York Yankees, 2011Se
curit
y/Da
ta
Com
prom
ised
Explain What Happened
Corrective Action Taken
Apology
Johns Hopkins University, 2014Co
mpl
etel
y W
rong
Em
ail
Sent
Explanation
“Apology” in Subject Line
Fab, 2014
ExplanationApology
Blat
ant M
isinf
orm
atio
n Pe
rtine
nt to
the
Emai
l/Offe
r
Shutterfly, 2014Po
tent
ially
Offe
nsiv
e
Apology
Explanation
Corrective Action
Invite Feedback
Signed by CMO
Shutterfly, 2014 – Social Media
How to Keep from Making Mistakes• PROOF READ EVERYTHING (TWICE)• Test Emails Across Multiple Platforms• Stick to Basic Fonts• Double-Check Images
• Emails Can Always Be Misinterpreted• Keep Sensitive or Highly Important Conversations to
In-Person or Over the Phone“Email is too dynamic, too complex, and too quick of a medium to avoid mistakes completely. The best you can hope for is to keep mistakes infrequent and small, and then to manage them quickly and recover with a degree of grace when they do happen.”
Thank You for Joining Us!• We will be posting the link to today’s recording on
our blog:http://www.getitc.com/blog/marketing/
• Join us next time (3/17 at 12pm, CST). SEO Coordinators Dylan Brooks and AgencyBuzz Coordinator Tim Glaze will cover: It Takes Two: Why Email Marketing & SEO Are Better Together
Heather Galloway800-383-3482 x [email protected]
