Oh dear, or dear. An email which annoyed me in the first sentence. This poorly formatted email is about ad tech London, the conference for the online marketing and advertising community….
ad:tech is the only event in Europe to focus entirely on digital media & marketing. I expect that the outbound comms would be up to the standard for a digital marketing conference.
A few minutes later another email arrives. They do know my name after all…
Fundamental rules of engagement:
- Get the recipients name right. Put SOMETHING in the merge field. Even, Sir/Madam would have been better than Example First Name…
- Test the newsletter. Send it out to different email accounts you have set up. Check formatting across HTML and text.
- Test sending the newsletter again. Send it to a group of people in the office before you send it out to a huge mailing list.
- Check it reads well in different email clients. Not everyone is running Outlook
- Check, Check and check again. There is no excuse for being sloppy – especially if digital communications is your specialist business area.
I was going to attend the event – and I even considered applying to speak at the event. My skills and knowledge complement the existing speaker line-up rather nicely.
But not now. One sloppy slip-up has changed the way I perceive the event. And I’m not sure I’ll even attend now. But I do wonder how many ‘Example First Name’ attendees will be there…
Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.