Does this sound familiar?
You just spent three hours crafting the perfect marketing email for your tourism-related business in Bellingham. You created some snazzy visuals to go along with the messaging — quotes from happy travelers who loved your business. You made sure to include a call to action and links back to your website. You copied and pasted the content into MailChimp, loaded the visuals, previewed the email online and sent yourself a test email, which you skimmed. All looked good, so you hit the Send button.
Phew! Job done.
Then, when you open a copy of the published email in your own inbox, you start noticing things that you totally missed during your own review. One of the hyperlinks goes to the wrong page on your website. There is a typo in the visual you created. There is one digit missing from your phone number in the footer of the email. Oh, no!
Unlike a published blog article, there is no “undo” button; you can’t edit what has already been sent via email. You get a sinking feeling knowing that hundreds of consumers have received an email from your business that had several errors.
This was not the impression of your small, local business that you wanted people to have when they received your email marketing campaign. You are embarrassed, and you worry that you may be doing more harm than good with email marketing — but you aren’t sure what a solution might be.
How to create error-free marketing content
This happens all the time when one person is tasked with developing email marketing content, or any other content for that matter. It is totally common to read (and re-read) text that we’ve written and not notice mistakes. Our brain sometimes reads what we thought we were typing instead of the words that our fingers really typed.
To catch common mistakes, try reading the text out loud. Reading it backwards sometimes can help, too. Both processes force you to slow down and see the piece differently, which helps you avoid skipping over mistakes.
What also is needed is a fresh set of eyes – another person to review what you put together; what you need is to build a relationship with a professional copy editor.