E-Mail Marketing B.S. (Before Sending)

Has this ever happened to you? You spend a few hours working on an e-mail for your latest campaign. You incorporate changes, write captions and alt text for the photos, and add the appropriate links. You are so tired of looking at this e-mail, and all you want to do is hit send. And then it happens: you hear the four-letter word that no communications professional ever wants to hear – typo.

In this line of work, typo is the dreaded word that causes me to break out into a sweat and send chills up my spine simultaneously. However, none of us are perfect, and occasionally, a mistake is found in the most obvious of places (like the subject line) or the darkest corners of an e-mail (like the organization’s boilerplate).

So, what are the best ways to avoid the “t-word” in e-mail marketing? Here are some of my best practices that limit the number of you-know-whats.

1)     Print out your e-mail – Proofread a paper copy of the e-mail before sending it to your targeted list. I can’t explain it – but nine times out of 10, I found a typo I didn’t see when I reviewed it on my screen.

2)     Phone a friend – The more versions of an e-mail I look at, the better the chances that my eyes may glaze over a simple mistake. So, don’t do it alone – get another set of eyes on it. Send the e-mail to someone who isn’t as familiar with the content. Ask them to read the e-mail as if they are part of the target audience. Does anything need to be explained better or written more clearly? Is it missing important information they may need as the reader? And of course, are there any typos?! A critical eye on the e-mail can improve its effectiveness significantly.

3)     Read the e-mail to yourself – When I read it out loud, I may catch a sentence that doesn’t sound right. Maybe I’m missing a word, or there is some awkward phrasing. Or maybe I used the same word or phrase in the paragraph before, and I don’t want to repeat myself.

4)     Walk away – This is so important. Take a break. Grab a cup of coffee. Answer a few e-mails. Then, go back and read your e-mail one more time for good measure. Something may occur to you that you want to double-check on or delete entirely.

5)     Use Grammarly – Grammarly is an on-line grammar and spell checker that I highly recommend. I’m using it right now as I write this post! It catches things like missing words, noun-verb agreements, passive voice, and so much more. There is a free version and a paid subscription. It is truly any writer’s best friend.

5)     Check everything – Send the e-mail to your e-mail address and check everything. Do all of your links work, and do they go to your intended webpage? Are people’s names spelled correctly? Did you include the standard boilerplate, logo, or other go-to items that are supposed to be in every e-mail? Is your subject line free of mistakes? Check everything!

6)     Learn from your mistakes – If the inevitable typo does come to light, thank the person who pointed it out. Seriously, thank them. You should always be open to feedback from others so you can do better next time.

Typos are the worst. They are unintentional and infuriating but are an occupational hazard we must address. No one is perfect. But, by using some of these best practices, you will present yourself and your organization in the best possible way. And you have a better chance of hearing that four-letter word less often.

P.S. – Did you find the typo in this post? I did it on purpose to prove the point that mistakes can happen anywhere. Let me know if you see it in the comments, but don’t give it away!