When Marketing Automation Goes Wrong

Be thorough. Take your time. Dot your “i’s” and cross your “t’s.” Make sure your processes for revisions, proofing, and reviewing are fully built and make sure everything is working properly, before you make the same embarrassing mistake that someone sent to my inbox the other day:

[content_container max_width=’400′ align=’center’]Hi Example First Name,
Happy New Year! I just wanted to drop a line to let you know that our award-winning production team is going to be back in Example City and right down the street in the next few weeks.

We came across Example Business Name and we have some video ideas for your brand that we’d love to share with you! If you’re open to it, I’d love to set up a quick call with you and our Executive Producer. There’s no obligation to you – just an opportunity to explore some marketing ideas for your brand.

We are a Los Angeles based video marketing company that produces beautiful, on-brand commercials for local businesses and then digitally distributes them to your target customers.

If you’d like to schedule a quick call, please let me know what day and time is best for you. Thanks!

Cheers,

Marketing Coordinator

[/content_container]

Oops! That’s a frustrating error. And certainly doesn’t present the company in a good light to the clients!

Our recommendation for final error checking:

Proofing – share the work with at least two people who have not written it, to review for grammar, spelling, and punctuation.

Testing – send a test email to two lateral team members for scrutiny, especially when relying heavily on automated systems. Small data or formatting errors can generate large repercussions, such as above!

Always obtain at least these four check offs.

Note – establish clear expectations with the “boss” as to his or her requirements for signoff before execution or delivery of the content.

What’s that? You don’t have time? Make the time. The embarrassment, damage, and lost opportunities from an error such as this aren’t worth it.

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