The Perils of Recycling
If you’ve QAed any number of marketing e-mails, you’ve seen this problem before: someone uses another e-mail as a guide and just puts new text in over the body, leaving a number of fragments of the old e-mail behind.
Like this one from Information Week.
Here’s alt text left behind from the renewal e-mail from which they copied this referral e-mail:
And this little bit of copy with a date and deadline for renewing and then the threat of a $200 subscription if you miss it:
You know how you combat this?
- Create templates for e-mails instead of using a previous e-mail for a guide.
- You know, test the e-mail.
But these are best practices, not most practices.
