How do you improve your email campaigns? Make them worse

Make your campaigns less perfect

I pride myself on the tried-and-tested formula I’ve developed for creating successful email campaigns for my clients.  The three key principles of content, contacts and timing have worked time and time again to deliver above target delivery and open rates.  In many cases, the campaigns have also generated direct enquiries, increased website traffic plus greater engagement with the client’s brand and products. 

Now as with any business, we occasionally get asked to turn around projects in a very short timeframe.  It is something that goes against our principles of proper planning for greater effectiveness, but we’re able to draw on our experience and resources to help out as best we can.

What’s been really interesting to us is that in recent times, a couple of the last minute, rushed-through campaigns have yielded a very high engagement and response rate.  Why?  Because we got them slightly wrong.

It seems that recipients are all to keen to point out mistakes and discrepancies that we would ordinarily try to avoid in order to portray an image of perfection and professionalism.  However, the unintentional errors we made in these two campaigns actually worked in the client’s favour. 

Both campaigns were designed to promote last minute availability at events to local business owners.  On the first campaign, the mistake was that the deadline for booking appeared to have already lapsed.  Consequently, we received lots of replies saying things like:

“I would have loved to attend, but the deadline for booking has passed.” 

When we went back to them saying that there had been a typo and bookings were still being taken, they signed up straight away!

The second campaign went out with conflicting information.  Basically, the day and the date didn’t match.  As a result, we received lots of emails in response to the campaign, asking if the day or the date was correct.  When we replied with the correct day and date, some booked and some didn’t.  And those that didn’t asked to be kept informed about future events.

So it just goes to show, campaigns don’t have to be perfectly planned in order to be effective. 

For more help and advice on getting the most from your email marketing, please feel free to get in touch with us

Neil CorriganComment