Offensive Email: 3 Hard Lessons from one email

Offensive Email what exactly it is?

This Week in Golf is an email distributed by Global Golf Post, an international golf publication. This is a content-focused, professional and even benevolent newsletter aimed directly at golfers (you are right …).

They don’t try to be stupid, respectful, controversial, or interesting. They just want to talk about golf.

But in doing so, this NC-17 email escaped the QA team:

Like. 1: Follow the standard procedure for ALL emails

Even the most experienced pilots use checklists for all flights. And since a single email can “catch” your marketing message, you should do that, too.

Here are some items to check before clicking “Submit”:

1. Contextual links and URLs: Even if you use the same link two, five, or 500 times, all links must be tested. The slightest typo can cause a link to be removed, which can cost a lot of money.

2. Phone numbers: Once we reach the DM, we accidentally add a fake number to an email and never verify it until we have the final review. Well, it turns out that 99% of fake numbers actually lead to adult chat cards. Fortunately, someone found out (thanks to this SOP), but still they learned their lesson.

3.Images: Although a linked image may appear in your test email address, the image will not be displayed to recipients if the source link is broken. Damaged images can seriously damage a publication’s credibility, so make sure EVERYTHING works.

4. Dates and times: If you are sending an email about a webinar, live event, or another urgent event, the wrong date or time can confuse your readers … and many clues in your business. . Ask me how I know …

Whatever you think about the composition of your copy, NEVER change your emails. Look at least two pairs of eyes to check each email before scheduling or sending it.

Lesson 2: keep it smart

We are nothing without our customers. Whether you are an individual show or an established marketing machine, make sure that all communication with your customers is handled properly.

I’m not saying you can’t have fun (damn it, I’m just putting an anchor GIF in this post)

But always respect your customers. Even though they haven’t seen it yet!

This means that there are no unnecessary jokes for customers, with customers, or about customers. Yes, we know that your audience should not see a test email address. But scroll up if you need a quick update on how fatal a joke can be due to a seemingly minor overhaul.

Lesson n. 3: admit it if you’re wrong

This part is crucial because no matter how hard you try, mistakes will occur. You may have posted an incorrect start time for a webinar. You may need to change the wrong price. Maybe you’ve heard more gangsta rap than you should and added an element like the one above.

These are human flaws, so it’s important to be just that: human.

Don’t hide behind sincere excuses – talk about an ivory tower. Instead, follow these three steps:

1. Acknowledge the error: There is no point in hiding an error under the rug. They saw. Did you see that? If you respect that, your honesty will likely hurt a beginner.

2. Explain what happened: it means telling the truth. Don’t tell stories about how your system was hacked or how a disgruntled employee took control of your marketing efforts. Just explain what happened: in this case, “a joke went wrong” and how to prevent it from happening again.

3. Say “I’m sorry”, NOT “I’m sorry”. If you commit a crime in your personal life and say “sorry” honestly, you will probably accept the handshake and move on, right? ? Imagine the same person approaching you and saying, “I’m sorry. Isn’t it so attractive?

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