It is often tempting to focus on the intricacies of email marketing. Those hidden, coveted tips and tricks which will set your email apart from the multitude of messages vying for inbox hierarchy. Likewise, the technical details which, when adhered to properly, will ensure your hard work doesn’t arrive in a mess of poorly formatted text and missing images on all but the most popular of email clients.

However, all these things mean little if you don’t  get the basics right. And, as simple as they are, there is certainly no harm in revisiting them occasionally. It is, after all, the easy stuff that lends itself to being forgotten or undertaken without due care and attention.

We’ll take a look at three simple, yet often-overlooked pieces of advice which need to be adhered if you’re going to make every email campaign you undertake a successful one.

Take a break and proof. Writing content is a creative endeavour and, as any artist will tell you, it’s important to take a step back once in a while. When you’ve written the first draft of your email, leave your desk and do something else. Whether it be walking the dog, or calling a long-lost relative, when you return, you’ll be viewing your content with fresh eyes. Consequently, editing will become less of a chore and you’re more likely to spot errors. Equally, what you once thought was going nowhere might actually be a masterpiece!

Test links. This sounds obvious, but ensure all links work before sending. They’re likely to be a portal through to your website, so make sure they point to the correct location.

Spelling and grammar. If your email marketing client doesn’t check spelling while you type, make sure you run a check before sending. Unfortunately, the same isn’t advisable for grammar – at least, not a check of the automatic kind. While most clients will include some form of grammar check, nothing beats a real set of eyes and setting up a test group of a few colleagues can be a great way to hunt out the errors you didn’t spot.


Mark is one of mailingmanager's email experts. His contributions to this blog openly share the tricks, tips and best practices he's learned while running multiple e-marketing campaigns.

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