Page 20 - index
P. 20
BEST PRACTICES & STRATEGIES
Avoid email delivery errors
HTML and character encoding errors;
lack of support of certain elements in popular email
clients (for example, video/movie contents);
wrong sender;
inapt dispatch time;
lack of mail items (e.g. pre-header, SWYN buttons);
legal minimum requirements are not met (no im-
print, faulty unsubscribe link, etc.);
selection of wrong target group;
incorrect selected sender;
wrong campaign assignment (if relevant for evalua-
tion);
no or incorrect optimization for mobile devices.
Get some advice on how to avoid - or at least minimize - Further, to avoid mistakes, you should perform a thor-
errors in email marketing. Mistakes happen in the larg- ough quality check of each mailing prior to the sending.
est and most successful companies. Depending on the Modern email marketing solutions usually offer a range
error, the effects can range from embarrassing, but ulti- of integrated quality assurance measures, such as an
mately inconsequential bewilderment of the mail recipi- automated verification of link and image functionality,
ents, all the way to serious financial damages. link tracking, as well as a spam check. With the right
email marketing software you can also perform display
test for popular email clients and mobile devices.
Mistakes can happen in many places, therefore
watch out for the most typical sources of error first,
such as: In addition to software-based quality assurance
spelling and grammatical errors (particularly prob- measures, you should always perform a manual check.
Create a checklist that (at least) contains the above-
lematic in the subject line); mentioned sources of error and go through the check-
incorrect or broken links; list prior to any mailing you are planning. Professional
links that are not tracked (in the perception of the email marketing software makes it possible to link
user irrelevant but annoying for internal evaluation); sending an email to an approval process, so that no
wrong image URLs; email is sent without the necessary check.◊
false image dimensions (images too big, distorted
representation, etc.); By Daniela La Marca
20 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
Avoid email delivery errors
HTML and character encoding errors;
lack of support of certain elements in popular email
clients (for example, video/movie contents);
wrong sender;
inapt dispatch time;
lack of mail items (e.g. pre-header, SWYN buttons);
legal minimum requirements are not met (no im-
print, faulty unsubscribe link, etc.);
selection of wrong target group;
incorrect selected sender;
wrong campaign assignment (if relevant for evalua-
tion);
no or incorrect optimization for mobile devices.
Get some advice on how to avoid - or at least minimize - Further, to avoid mistakes, you should perform a thor-
errors in email marketing. Mistakes happen in the larg- ough quality check of each mailing prior to the sending.
est and most successful companies. Depending on the Modern email marketing solutions usually offer a range
error, the effects can range from embarrassing, but ulti- of integrated quality assurance measures, such as an
mately inconsequential bewilderment of the mail recipi- automated verification of link and image functionality,
ents, all the way to serious financial damages. link tracking, as well as a spam check. With the right
email marketing software you can also perform display
test for popular email clients and mobile devices.
Mistakes can happen in many places, therefore
watch out for the most typical sources of error first,
such as: In addition to software-based quality assurance
spelling and grammatical errors (particularly prob- measures, you should always perform a manual check.
Create a checklist that (at least) contains the above-
lematic in the subject line); mentioned sources of error and go through the check-
incorrect or broken links; list prior to any mailing you are planning. Professional
links that are not tracked (in the perception of the email marketing software makes it possible to link
user irrelevant but annoying for internal evaluation); sending an email to an approval process, so that no
wrong image URLs; email is sent without the necessary check.◊
false image dimensions (images too big, distorted
representation, etc.); By Daniela La Marca
20 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
