The Eleventh-Hour Edit: Avoid Last Minute Email Changes
A typo that misses three rounds of approvals; a last-minute event time change; an updated hyperlink that needs to be swapped out. We’ve all experienced scenarios that require a quick change at the very last second. Life happens, but when it comes to email marketing, it’s important to understand the potential ramifications of late edits to a campaign.
A recent Litmus article looks at the hazard involved with making a last-minute change to emails and how to proactively avoid them in the first place. While making post-approval changes is hardly uncommon – 72% of email marketers in 2019 said they made the occasional eleventh-hour change – doing so badly can be costly to a brand.
When a late change is made, no matter how small – whether it be a typo fix, a link swap, or a subject line tweak – it’s critical to squeeze in one last quality check and test to ensure the email is working smoothly. If not, the email you send with all the right information could be totally wrong.
It’s important to point out that if last minute changes are coming up frequently, it may be time to re-evaluate your workflow process to better avoid these issues from arising in the first place.
But what happens if there is a last-minute change that isn’t your fault, such as weather impacting your event, or a website crash preventing customers from shopping? When situations are out of your control, you must act quickly without losing sight of the necessary checks in place. This is when it’s helpful to have email templates in place that can be swiftly modified and sent to any affected subscribers. It’s critical to ensure that whatever email needs to be sent out is 100% perfect, as any follow-up emails with corrections will only cause more confusion.
At the end of the day, a quick error fix or copy change doesn’t have to derail your entire email marketing campaign. Keep late edits to a minimum by bolstering your email review process, triple-proofing your work and being diligent about checking and testing changes – no matter their size or prominence—when they do come up.
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