How to Avoid Email Marketing Mistakes: 6 Tips to Maintain Quality
Posted: Sun Jan 19, 2025 7:17 am
On average, people spend about three weeks (or more) getting an email from idea to implementation, only to find out later that it was delivered to customers' inboxes with an error.
But often it's not just a contextual spelling or grammar error. Sometimes it's related to the landing page interface, a broken link, or even just a server-side issue.
This is why there are a number of precautions fiji b2b leads that can help you monitor the quality of your email.
Want to learn more about these processes? We'll tell you below.
6 Tips and Procedures for Maintaining Email Quality
1) Actively integrate proofreading into your workflow.
To better understand how careful you need to be, take a look at the high-level workflow:
Ideation/Planning
Copywriting
Proofreading
Design
Proofreading
Quality Assurance (QA)
Proofreading
There are several reasons to rely on both software and a human editor. A team of linguists is constantly improving the product to ensure that success can be achieved. There is also an in-house or freelance proofreader who reviews all emails to ensure that everything is done correctly.
The result? Quality content that feels genuinely human.
2) Create effective and efficient customer feedback systems.
Once submitted, keep a close eye on quality customer reviews. It’s fairly easy to set up interactions that will allow your organization to receive real-time user feedback. Here’s how:
Scenario A: Email campaign > User acquisition > User comments on social media (positive or negative)
How to fix it: The social media team helps monitor company mentions for a few hours after a major campaign launches. For example, if a user is having trouble with a product landing page, work with the social media manager to respond quickly and effectively. If the issue seems minor or temporary, alert the product team.
Scenario B: Deploying emails > User interaction > User replies directly to our email > Request is automatically created in response > Customer support manages requests
How to solve this problem: The secret to effective automation was that any responses to marketing campaigns would automatically create a ticket for participation. The support team would work autonomously on tickets that they could resolve on their own or for which there were known solutions. This process not only allows for quick decisions, but also helps with the copywriting of responses that may require additional nuance. The most important tip here is to pay attention to the feedback and substance of each major message. This feedback may not directly impact the team, but by tracking it and passing it on to the appropriate teams, it can add value, which should do wonders for the company’s relationship with email specialists. You will also learn about phrases that may not be appreciated by the audience, so you can refine the style over time.
3) Maintain a balance between autonomy and redundancy.
The most important part of the final approval process is the system of checks and balances.
Keep it as lean but efficient as possible. Have one key stakeholder check all the variables, and have specialists ensure quality in their niches. Here's what this process might look like in different teams:
Layout designer and/or designer: checks email rendering among clients, implements all links, tracking, alt tags, etc. and uploads HTML code to the email platform.
QA Team: Tests all of the above variables in various possible use cases in production (i.e. when deployed from an email platform).
Lead Project Manager: Reviews all of the above before implementation - at least at a high level - and ensures that final versions are sent to all necessary stakeholders (your boss, lawyers, proofreader, etc.). The project manager is most likely an email marketer.
Proofreader: Gives final approval to the creative. Ideally, the final proof submission should not be the first time the proofreader sees the copy.
Another piece of advice: don’t leave the final quality check solely to the project manager. And if you are the project manager, don’t skimp in the interests of efficiency. With email marketing constantly changing parameters that require optimization, there’s too much that can go wrong.
4) Select how often you want to review and audit your automated emails.
This tip is short and sweet: don’t set it and forget about it. Review the creative about the life cycle as if it were a core product. Take pictures to review the life cycle in a sensible sequence and use a good decision-making structure to improve business and UX.
5) Review the dynamic email samples carefully.
Another tip: If you're sending personalized emails with a lot of dynamic content, be sure to preview several variations before implementing them.
6) Don't let a robot do all your writing.
There are a lot of interesting third-party technologies in the email world today. Don't rely too much on automation in copywriting.
Conclusion
This doesn’t mean you shouldn’t conduct meaningful experiments to find new ways to optimize your email. But letting machine learning take over can compromise the quality and consistency of your email strategy. These automated tools typically optimize individual email campaigns, but they can’t think through the entire customer journey.
But don’t let this prospect completely scare you off. Chances are, there is a hybrid process that still includes steps one through five above for quality control. You should explore these options for yourself and make an informed decision.
But often it's not just a contextual spelling or grammar error. Sometimes it's related to the landing page interface, a broken link, or even just a server-side issue.
This is why there are a number of precautions fiji b2b leads that can help you monitor the quality of your email.
Want to learn more about these processes? We'll tell you below.
6 Tips and Procedures for Maintaining Email Quality
1) Actively integrate proofreading into your workflow.
To better understand how careful you need to be, take a look at the high-level workflow:
Ideation/Planning
Copywriting
Proofreading
Design
Proofreading
Quality Assurance (QA)
Proofreading
There are several reasons to rely on both software and a human editor. A team of linguists is constantly improving the product to ensure that success can be achieved. There is also an in-house or freelance proofreader who reviews all emails to ensure that everything is done correctly.
The result? Quality content that feels genuinely human.
2) Create effective and efficient customer feedback systems.
Once submitted, keep a close eye on quality customer reviews. It’s fairly easy to set up interactions that will allow your organization to receive real-time user feedback. Here’s how:
Scenario A: Email campaign > User acquisition > User comments on social media (positive or negative)
How to fix it: The social media team helps monitor company mentions for a few hours after a major campaign launches. For example, if a user is having trouble with a product landing page, work with the social media manager to respond quickly and effectively. If the issue seems minor or temporary, alert the product team.
Scenario B: Deploying emails > User interaction > User replies directly to our email > Request is automatically created in response > Customer support manages requests
How to solve this problem: The secret to effective automation was that any responses to marketing campaigns would automatically create a ticket for participation. The support team would work autonomously on tickets that they could resolve on their own or for which there were known solutions. This process not only allows for quick decisions, but also helps with the copywriting of responses that may require additional nuance. The most important tip here is to pay attention to the feedback and substance of each major message. This feedback may not directly impact the team, but by tracking it and passing it on to the appropriate teams, it can add value, which should do wonders for the company’s relationship with email specialists. You will also learn about phrases that may not be appreciated by the audience, so you can refine the style over time.
3) Maintain a balance between autonomy and redundancy.
The most important part of the final approval process is the system of checks and balances.
Keep it as lean but efficient as possible. Have one key stakeholder check all the variables, and have specialists ensure quality in their niches. Here's what this process might look like in different teams:
Layout designer and/or designer: checks email rendering among clients, implements all links, tracking, alt tags, etc. and uploads HTML code to the email platform.
QA Team: Tests all of the above variables in various possible use cases in production (i.e. when deployed from an email platform).
Lead Project Manager: Reviews all of the above before implementation - at least at a high level - and ensures that final versions are sent to all necessary stakeholders (your boss, lawyers, proofreader, etc.). The project manager is most likely an email marketer.
Proofreader: Gives final approval to the creative. Ideally, the final proof submission should not be the first time the proofreader sees the copy.
Another piece of advice: don’t leave the final quality check solely to the project manager. And if you are the project manager, don’t skimp in the interests of efficiency. With email marketing constantly changing parameters that require optimization, there’s too much that can go wrong.
4) Select how often you want to review and audit your automated emails.
This tip is short and sweet: don’t set it and forget about it. Review the creative about the life cycle as if it were a core product. Take pictures to review the life cycle in a sensible sequence and use a good decision-making structure to improve business and UX.
5) Review the dynamic email samples carefully.
Another tip: If you're sending personalized emails with a lot of dynamic content, be sure to preview several variations before implementing them.
6) Don't let a robot do all your writing.
There are a lot of interesting third-party technologies in the email world today. Don't rely too much on automation in copywriting.
Conclusion
This doesn’t mean you shouldn’t conduct meaningful experiments to find new ways to optimize your email. But letting machine learning take over can compromise the quality and consistency of your email strategy. These automated tools typically optimize individual email campaigns, but they can’t think through the entire customer journey.
But don’t let this prospect completely scare you off. Chances are, there is a hybrid process that still includes steps one through five above for quality control. You should explore these options for yourself and make an informed decision.