When children learn to read and write, they will continuously be told by their teacher to cross their T’s and dot their I’s. It’s not so that they can understand the impact of a national travel brand’s new slogan, it’s about the importance of paying attention to detail. Remembering that the little things matter.
Something that seems to have been forgotten about of late.
I don’t know whether it’s just because I work in marketing, so I’m more likely to notice these things, but over the last few weeks I’ve noticed some sloppy errors coming through in email marketing – from big national brands who should know better.
For example, in the last 3 weeks alone, I’ve received one email with the subject heading “Happy New Year” on the 14th January (!), one from a UK-based retailer where the subject heading was written entirely in French (not sure how they managed that!) and an email from the NHS outlining my daughter’s expected development milestones with a message that “this will not work on mobile”.
Now the first two examples are clearly only minor (yet avoidable) irritations, but as more and more emails are read solely on mobile, I find it simply staggering that an organisation such as the NHS are not incorporating mobile optimisation. I read a stat this morning that said this year, 8 out of 10 users are likely to access their email accounts exclusively from their mobile. Therefore, if you haven’t ensured that your emails can be read via mobile, then why bother? You will simply be alienating a significant proportion of your audience and once they have gone, you will have to work twice as hard to win them back.
This happens more often than you may think
I would like to say that this is the only time I’ve seen this, but alas – a few months ago I was sent an email from a national holiday chain asking me to complete a feedback survey for a chance to win a £500 voucher. A prize worthy of a few minutes of my time – but again, the email made it clear that the survey was only accessible via desktop.
Unless I’m working, I’m very rarely using my laptop – I prefer to browse using my iPad, so once again, here is a clear example of a national brand missing out on a significant opportunity to gather valuable feedback from their audience, simply because they couldn’t, or wouldn’t, establish a survey that was optimised for mobile.
In hindsight, maybe I should have turned on my laptop – after all I would have had a much better chance of winning the voucher!
Combining email marketing techniques with direct mail
But it’s not all doom and gloom – on the flip side, one company I believe should be praised for their attention to detail is luxury activewear retailer, Sweaty Betty. I’ve been a fan of their products for years but admittedly I rarely purchase many of their products as they tend to be relatively expensive (although they do have great sales!).
In my opinion, Sweaty Betty have brilliantly combined email marketing techniques with traditional direct marketing. I regularly received their catalogue through the post (which always gets looked through) and occasionally they send me through an unexpected, free £15 gift card.
Many of their products are around the £100 mark, so this unexpected gift card is no different to the fairly typical 15% discount voucher codes that you may see from other retailers. However, by taking the time to convert their voucher code into a cash value, not only am I more inclined to actually use it (and in all likelihood spend more money with them), but they can track whether I am still engaged with the brand.
In comparison, if they had simply sent an email to me with a 15% voucher code, it would probably have been deleted, unread. Therefore, this is a fantastic example of how paying attention to detail and taking the time to understand how their audiences shop leads to greater success.
Admittedly, I am a bit of a perfectionist (as is Aisleen) which is why these simple errors bug me so much. There’s no real excuse for it – of course human errors happen, but some of these instances are more laziness than mistake.
Therefore, I promise that at Marley Bird Communications, we will never take the easy way out.
We will always triple check everything that we do for all our clients so that there are no mistakes. We want your customers to go away raving about your brand’s marketing in the same way that I rave about Sweaty Betty.