How to Recover from Email Marketing Mistakes презентация

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@chadswhite #EmailMistakes Email marketing mistakes are not a matter of if, but when. Email is too dynamic, too complex, and too quick of a medium to avoid mistakes completely.

Слайд 1How to Recover from Email Marketing Mistakes

Слайд 2@chadswhite #EmailMistakes
Email marketing mistakes are not a matter of if, but

when. Email is too dynamic, too complex, and too quick of a medium to avoid mistakes completely.

Слайд 3@chadswhite #EmailMistakes
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.

Слайд 4@chadswhite #EmailMistakes
To that end, we created a decision framework to help

guide you to the appropriate response to any error, one that minimizes the impact and prevents overreactions.

Слайд 5The Pivotal Questions:
Is the error minor or easily understood as an

error?

@chadswhite #EmailMistakes

Слайд 6The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?

@chadswhite #EmailMistakes

Слайд 7The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?

@chadswhite #EmailMistakes

Слайд 8The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?
Does the error only affect subscribers who click or try to convert?

@chadswhite #EmailMistakes

Слайд 9The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?
Does the error only affect subscribers who click or try to convert?
Does the mistake warrant wider damage control?

@chadswhite #EmailMistakes

Слайд 10The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?
Does the error only affect subscribers who click or try to convert?
Does the mistake warrant wider damage control?

@chadswhite #EmailMistakes

Plus one more critical question…that we’ll address at the end.

Слайд 11Chad White @chadswhite
Research Director at Litmus
Author of Email Marketing Rules
Written thousands

of posts and articles on email marketing
Quoted in over 100 publications, including The New York Times, The Wall Street Journal, and USA Today

Слайд 12You’ll receive a copy of How to Recover from Email Marketing

Mistakes, which contains the decision tree, along with these slides and the recording following the webinar.

@chadswhite #EmailMistakes

Слайд 13Over the next half-hour, we’ll discuss 10 real-world email marketing mistakes

and use the decision framework to guide us to the appropriate response.

@chadswhite #EmailMistakes

Слайд 14Case Study #1
Subject Line Typo

Слайд 15@chadswhite #EmailMistakes
Linens-N-Things
Nov. 28, 2011 (Cyber Monday)

Subject line of the 1st email

of day:
Cyber Monday Deals + Free Shipping Sitewide

Subject line of the 2nd email of day:
Last Chance: Cyber Monday Deals End in 60 Minutes

Subject line of the 3rd email of day, which arrived 4 hours after the 2nd:
Last Chance: Cyber Monday Deals End in 60 Miutes

Слайд 16@chadswhite #EmailMistakes

Слайд 17@chadswhite #EmailMistakes
Subject line of the 4th email of day, which arrived

2 hours after the 3rd and 5 hours after the sale was supposed to end:
Oops! Sorry for the Typo: Cyber Monday Deals End in Minutes!‏

Слайд 18Ignoring the credibility issues around the end of the sale, apologizing

for an easily understood typo isn’t necessary—even when it’s in the subject line.

Plus, sending a 4th email on Cyber Monday that gives subscribers just minutes to respond will irritate some at a time when opt-outs and complaints are costly.

@chadswhite #EmailMistakes

Слайд 19Some brands have seen such a positive response to their correction

emails that they regularly manufacture mistakes for the sole purpose of issuing an apology.

@chadswhite #EmailMistakes

Слайд 20Since it’s difficult to measure the long-term brand damage done by

routine apologies, our advice is to save your goodwill for when you actually make a mistake.

@chadswhite #EmailMistakes

Слайд 21Case Study #2
Image Loading Issue

Слайд 22B&H Photo Video
Mar. 8, 2011

Слайд 23@chadswhite #EmailMistakes

Слайд 24Thanks in part to B&H’s smart use of defensive design, consisting

of extensive HTML text and ALT text, their email was able to convey its message adequately while their image server was offline.

Although situations like this are rare, they are another reason to design your email with images off in mind.

@chadswhite #EmailMistakes

Слайд 25Case Study #3
Early Deployment

Слайд 26Drs. Foster & Smith
Nov. 14, 2007
(a full week before Thanksgiving Day)
@chadswhite

#EmailMistakes

Слайд 27@chadswhite #EmailMistakes

Слайд 28While this email was clearly sent a week earlier than intended,

it was close enough. More importantly, the early send didn’t impair subscribers’ ability to act.

The silver lining is that it’s possible this email stood out because there were no other season’s greetings emails that week and less email volume in general.

@chadswhite #EmailMistakes

Слайд 29If you’re unsure if an error is truly minor, check your

email metrics. Sometimes things aren’t as bad as you imagine them to be.

@chadswhite #EmailMistakes

Слайд 30Case Study #4
Bizarre Content

Слайд 31Fab
Aug. 3, 2014

@chadswhite #EmailMistakes

Слайд 32@chadswhite #EmailMistakes

Слайд 33@chadswhite #EmailMistakes

Слайд 34Clearly this was a test email that got loose. Especially considering

the popularity of cat pictures, this was a low-risk mistake.

However, with some clever copywriting and images, Fab turned this non-catastrophe into an oppurrtunity. But if you’re not as clever or fun as Fab, let it go.

@chadswhite #EmailMistakes

Слайд 35Case Study #5
Early Deployment

Слайд 36Amazon.com
Jan. 7, 2013 (morning before the BCS Championship game)
@chadswhite #EmailMistakes

Слайд 37@chadswhite #EmailMistakes

Слайд 38@chadswhite #EmailMistakes

Слайд 39@chadswhite #EmailMistakes

Слайд 40@chadswhite #EmailMistakes

Слайд 41@chadswhite #EmailMistakes

Слайд 42@chadswhite #EmailMistakes

Слайд 43The recipients mostly likely to buy championship gear knew that the

game hadn’t taken place yet. Amazon could have used the landing pages to clarify that gear would be available after the game “tonight.”

In this case, sending an apology only seemed to draw more attention to the mistake.

@chadswhite #EmailMistakes

Слайд 44Case Study #6
Sent an Old Email

Слайд 45OfficeMax
June 15, 2012
@chadswhite #EmailMistakes

Слайд 46@chadswhite #EmailMistakes

Слайд 47@chadswhite #EmailMistakes

Слайд 48OfficeMax was able to act quickly and update all of the

images in their primary content block to transform this outdated email into an apology email.

They also sent a mass apology email the next day. The delay, plus a relatively weak call-to-action, probably made it a low performer.

@chadswhite #EmailMistakes

Слайд 49Case Study #7
Broken Interactive Content

Слайд 50Litmus
May 21, 2015
@chadswhite #EmailMistakes

Слайд 51@chadswhite #EmailMistakes

Слайд 52#EmailMistakes

Слайд 53@chadswhite #EmailMistakes

Слайд 54@chadswhite #EmailMistakes

Слайд 55Thanks to a heads up by our Twitter followers, we were

able to recognize the problem quickly, halt the send, fix the problem, resume the send, and send corrected versions to the 53,000 subscribers who received the broken interactivity.

@chadswhite #EmailMistakes

Слайд 56Action is needed when an email marketing error significantly impairs subscribers’

ability to act on the message or causes significant brand damage by annoying, angering, or offending subscribers.

@chadswhite #EmailMistakes

Слайд 57Case Study #8
Emailed without Permission (sort of)

Слайд 58Alchemy Worx
July 15, 2013
@chadswhite #EmailMistakes

Слайд 59@chadswhite #EmailMistakes

Слайд 60@chadswhite #EmailMistakes

Слайд 61@chadswhite #EmailMistakes

Слайд 62Permission is sacred. So even though there were some signs that

this email was just a mistake, it was definitely worth clarifying the issue.

Alchemy Worx did that with a simple apology email that they were able to get out quickly, less than a hour and a half after sending the erroneous email.

@chadswhite #EmailMistakes

Слайд 63Case Study #9
Broadcasting a Targeted Email

Слайд 64Sharper Image
Oct. 12, 2006
@chadswhite #EmailMistakes

Слайд 65@chadswhite #EmailMistakes

Слайд 66@chadswhite #EmailMistakes

Слайд 67#EmailMistakes

Слайд 68Humor, which The Sharper Image uses well in the subject line

of this apology email, can take the edge off a mistake. However, when an error reveals that some people are getting something that others are not, the best way to avoid any hurt feelings is generally to let everyone have the offer, if possible.

@chadswhite #EmailMistakes

Слайд 69Case Study #10
Broadcasting a Targeted Email

Слайд 70Shutterfly
May 14, 2014
@chadswhite #EmailMistakes

Слайд 71@chadswhite #EmailMistakes

Слайд 72@chadswhite #EmailMistakes

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Слайд 75@chadswhite #EmailMistakes

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Слайд 77@chadswhite #EmailMistakes

Слайд 78@chadswhite #EmailMistakes

Слайд 79@chadswhite #EmailMistakes

Слайд 80@chadswhite #EmailMistakes

Слайд 81@chadswhite #EmailMistakes

Слайд 82@chadswhite #EmailMistakes

Слайд 83@chadswhite #EmailMistakes

Слайд 84This mistake caused genuine pain to some subscribers and sparked lots

of media attention. To try to minimize damage to the brand, Shutterfly sent a text-based apology signed by the CMO, broadcasted apologies on social media, and responded to individuals via social and email.

@chadswhite #EmailMistakes

Слайд 85The Final Question
to Ask Yourself after Making an Email Marketing Mistake


Слайд 86Can I change my email production process to reduce the chance

of this mistake recurring in the future?

@chadswhite #EmailMistakes

Слайд 87@chadswhite #EmailMistakes

Слайд 88Avoidable failures are common and persistent, not to mention demoralizing and

frustrating, across many fields—from medicine to finance, business to government.

Слайд 89And the reason is increasingly evident: the volume and complexity of

what we know has exceeded our individual ability to deliver its benefits correctly, safely, or reliably.

Слайд 90Dr. Gawande’s prescription for better outcomes is the checklist—and it’s ours

as well.

@chadswhite #EmailMistakes

Слайд 91Some process changes and checks to consider:
Creating a brief for every

email

@chadswhite #EmailMistakes

Слайд 92Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors

@chadswhite #EmailMistakes

Слайд 93Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members

@chadswhite #EmailMistakes

Слайд 94Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting

@chadswhite #EmailMistakes

Слайд 95Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool

@chadswhite #EmailMistakes

Слайд 96Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations

@chadswhite #EmailMistakes

Слайд 97Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations
Double-checking that the final email matches specs in the brief

@chadswhite #EmailMistakes

Слайд 98Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations
Double-checking that the final email matches specs in the brief
Running the final email through spam filter tests

@chadswhite #EmailMistakes

Слайд 99Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations
Double-checking that the final email matches specs in the brief
Running the final email through spam filter tests
Strengthening the approval process

@chadswhite #EmailMistakes

Слайд 100Try Litmus Free at litmus.com/coupon/EMAILMISTAKES

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