It’s an all-too-familiar sense of dread that plagues many marketers, however proficient. You’ve spent hours crafting the perfect email, writing relevant personalised copy and testing all of the embedded hyperlinks. You’ve checked, checked and checked again. But still you have that feeling in the pit of your stomach, as your finger jitters over your mouse. It’s the well-known fear of pressing send.
But there is a way to overcome this terror. And, as clichéd as it may sound, it’s actually as easy as 1, 2, 3.
1. Use code snippets
If you don’t have the budget to outsource the creation of your emails to a marketing agency or freelancer, the alternative is that the entire onus is on you. But this doesn’t mean you have to start from scratch every time, or use a dull and uninspiring template as a ‘safe bet’.
Our digital marketing experts have developed Code Snippets – a ‘best-practice’ tool which allows you to build the perfect email in under eight minutes. The key, pre-prepared component parts of the email – the header and footer, main hero and call to action block – are all ready. The dynamic content and data linking is all in place. All you have to do is update the variables.
The result is an engaging piece of comms that looks great, is cross-browser and cross-device compliant, and hasn’t caused you to even break a sweat. This litmus-tested process we’ve devised to underpin Code Snippets is the first step to you overcoming the ‘finger fear’.
2. Use custom throttling
If you press send to your entire database at once, it’s very much an ‘all or nothing’ approach. There’s no going back.
However, by throttling your distribution and sending emails as a steady stream, you have a damage limitation fall-back. If you do spot an error, you can pause the remainder of the throttling until you have rectified the problem, which limits the number of people who will have seen the incorrect version.
Better still, if you customise your throttling by selecting the days of the week, hours of the day and quantity of sends per hour, you have utmost control over when an email is delivered. This increases the chance of you remaining at the top of a customer’s inbox, despite the level of noise in the email marketing landscape.
If you’re not aware of the benefits of custom throttling, this is something our platform enables you to do with ease.
3. Use an effective testing protocol
Any marketer worth their salt will, at the very least, send themselves a couple of tests, to double check the email on different browsers and devices, before releasing it to the outside world. But when you’ve worked hard on a piece of comms it can be difficult to proof errors that are sitting right under your nose. You’re also less likely to be able to see the bigger picture, of whether the email actually conveys the message and impact that it is intended to.
That’s why, at Force24, we don’t just send test emails to a dummy account. We build a core test mailing list of 5-10 of the key people involved in a client account, and let each of them see the piece of comms prior to the send.
This ‘approvals party’ is locked in so that it’s quick and easy to involve them with every email that is produced. But this involvement, however brief, of a delivery group, helps validate the quality and accuracy of the email, so that the onus isn’t just on one person, thus alleviating the fear of pressing send.
In truth, with time, the fear subsides for many marketers, whereas others – especially those with a perfectionist streak – will perhaps always panic each time it comes to pressing send. It’s not an irrational fear, so why not take steps to prevent it?
Talk to us about the creation of compliant, engaging and powerful marketing communications, with minimal fuss, or, get in touch if you’d like a free demo of any of the features described here.