I’m usually the first one to praise the value of automated email campaigns for their ease and effectiveness in reaching potential and existing customers, but it’s a big mistake to just load the email campaigns and put it on autopilot. Got them in the system? Boom! You’re done, and out for the day to your favorite neighborhood cafe.Wrong.
This morning, I got five weekly newsletters (which I assume was meant to be spread out over five weeks) in my inbox. What likely happened was that the sender had meant for the campaigns to go out over a period of time, but didn’t check the day and time so all the five weekly newsletters ended up in my inbox.
Every time you set up an automated campaign, always double-check what you’re doing. Check the date, time, subject line, pre-header text, and even the email copy in both HTML and text versions at least twice to make sure you’re in the clear. Then before they’re supposed to go out, check again in case things have changed on your end.
You don’t want to change a webinar date and forget about it. You might end up getting angry phone calls from people wondering why the webinar link wasn’t active. This has happened to too many businesses who’ve made these simple mistakes with their email marketing. The best way you can do to make sure these mistakes don’t happen is to make it a habit with the following:
Check the date, time, and year stated on your scheduled e-mail campaign.
Check that the email subject line is correct and still relevant.
Is the pre-header area filled out? If not, you’re losing an opportunity for people to see what the email’s about.
Have important dates for events changed? Has the speaker changed for the event?
Are the correct links in place?
Has the landing page changed its url? Better make sure that’s updated in the email.
And always check the email list you’re sending the email out to. You don’t want to send it out to the wrong list, and end up losing sales with bad targeting.
If everything’s in place as they should be, then the automated emails can go out. Once the emails are sent out, doesn’t mean that you can forget about them. You want to check how people are responding to the emails, which links are the most popular ones, and if sales are being made off that e-mail. If you’re getting a lot of activity off that email, then you want to check the other emails that you’ve set up to see if there’s anything you should change.
If a person on the list has already signed up to see the webinar, then you don’t need to keep them on that e-mail list because they’ll get other emails that advertise the webinar, so you’ll need to check your sales from that email, and move the person to another list for a different automated campaign to keep them in the system. You can do this by checking the triggers you’ve set up for the automated email campaign.
By thinking about your automated email marketing in a much more strategic matter, rather than with a hands-off approach, you’ll see a much higher return on your investment and your time. Don’t make the mistake in thinking it’s easy as 1 – 2 – 3, and leaving the automated campaign alone.
That sender made that mistake this morning in my inbox. You don’t have to make a mistake like that by regularly maintaining and checking your email marketing.