Imagine trying to get through a locked door without the
key. You’d be forced to walk away. According to a July DM News article by Jonathan
Prezant, marketers are providing prospects and clients with the same experience
when they commit this error, the fourth topic in our month-long list of 2013’s
news stories to learn from:
4.
Emailing dead-end correspondence.
According to Prezant and a study
by Innovyx Inc., broken links in an emailed marketing campaign are not only present in
the marketing emails of major brands and marketers, but they are also
incredibly common: out of a sampling of
5,000 emails sent, more than 11% of them--more than one in ten--contained a
link that didn’t work. More than 5% of
them contained a broken image. In
addition, nine percent of emails read on mobile phones and tablets included
broken links.
If providing personalized marketing and follow-up
solidifies the relationship between a client and an organization, making it
difficult for them to contact you liquefies it.
Luckily, the solution is relatively easy and within your control: make
the review process as important as the creative process.
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