We’ve all seen it before….
You get an email to your inbox (or maybe your promotions box if you’re using Gmail). The subject line catches your attention so you decide to open it. You read through the content and can’t resist clicking on the link that leads you to read more.
This happened to me today and all I could think was, “yeah, I know mistakes happen. I totally get that. But I received this email 4 hours before I actually opened it and the list owner still hasn’t fixed this.” That tells me that it’s possible the list owner doesn’t have a very engaged list of subscribers if someone hasn’t alerted her to the issues yet. But it confirms to me that she definitely doesn’t have the proper systems in place to test before her email goes out to her list.
If your customers decide they are interested enough to open up your email, then you’ve already won half the battle. Better yet, they decide to click on your link that sends them to your offer or a blog post. Score for you!
But if your link is broken, you’ve done all this work for nothing. Now you’ve just lost credibility with the person who wanted to read more about what you have to say. And there’s a high chance that you’ve probably lost a sale opportunity, too.
The second email I went to open had a glaring misspelling in the subject line. Normally I would have opened it and read the content because I like reading what this particular person has to write.
But if she’s not going to take the time to make sure her subject line is spelled correctly, whatever is inside of that email can’t be worth my time.
Then I got curious and decided to search my email for the keyword “oops” and I was amazed at how many emails popped up with that word in the subject line. (I won’t include a screen shot since I don’t want to embarrass anybody).
I get it. Mistakes happen. They happen all the time in fact. And sometimes these mistakes can’t be prevented. Especially if your link redirects through your CRM and the system is down or your server goes down temporarily so the images aren’t showing up in your emails.
But you need to take the time to do whatever you can to ensure you’ve checked everything on your end and it all works before you send that email to your valuable subscriber list.
To ensure this doesn’t happen to me in my business, I’ve put together a list of everything you need to test before an email actually gets sent out to your list.
The #1 rule is to ALWAYS send a test before you send the email to your list. Get it checked by at least 2 different people (yourself and one other person). Here’s what to check:
Subject line – Is it the correct subject line? Are there any misspelled words? Are you A/B testing? If so, check all subject lines you’re planning to send out.
Greeting – Is the recipient’s name included? If so, does it show up properly? Avoid sending emails that look like this:
Images – How many images do you have? Are they hyperlinked? Do they all show up properly in the email?
Copy – Read the copy out loud so you can hear if it flows and makes sense. We often miss things when we read them over and over again. Copy the text in to Word or Pages to quickly check for spelling and grammatical errors.
Spacing – Are the paragraphs all separated? Does the formatting look clean and neat?
Links – Do all the links work? Check every single one. Is the proper tracking in place for each link? Can you see within your tracking system that the links are being tracked?
Now take it one step further.
Sites – Does everything work on the page your links take the readers to? Links, images, formatting? Does the call to action work? Test the opt in box. Click on the order link. Is the person able to place an order?
Visibility – Is your email mobile friendly? Do the pages you link to within your email work across all platforms and browsers?
Signature – Is the correct signature in place? Is the contact info correct?
You can include your signature in your email template to avoid having to check this item for every email. This will save you time and make the testing process more efficient.
It is so important to take the time to make sure your emails look good, don’t have misspellings, and all the links work properly.
Do it right the first time and don’t waste your subscriber’s time, because they don’t deserve that.
If you’d like to use the exact checklist I use for my businesses, sign up below and I’ll get it over to you right away.