Next to it Kelly Forst April 6, 2021
Acid Monica Hoyer’s email shares why email quality control is so important – and how to do it in a way that leaves no room for human error.
Sending a send button is stressful.
How can you be sure you didn’t miss a typo? Or that your design will be displayed the way you want it to to your entire audience?
Email errors can happen to anyone, from soloprenes to massive Fortune 500 companies. And a mistake can cost tens, hundreds or thousands, dollars.
The solution? Run an email marketing quality check. A smooth quality control and testing process can give you peace of mind.
It may be helpful to have a tool like email on acid. That’s why we talked to Acid’s Director of Marketing, Monica Hoyer, at The FWD: Thinking Show email testing best practices, quality control, accessibility, and more.
Why should I check the quality of my emails?
Quality control of email marketing is one of the most important parts of the email marketing process.
No one is protected from errors. After all, we are all human beings. And even if you have a team of people who review and verify each of your email addresses, something will definitely happen every bit of time.
And checking emails is more than just checking for typos. You also want to check for accessibility and make sure your emails don’t end up in the spam folder.
Why is email accessibility so important?
Email is personal. And if you don’t understand the limitations of your audience, you’re missing out on a significant personal touch.
In addition, Monica shares that if you don’t optimize your email content for your entire audience, you’ll lose some of your profits.
That’s why email accessibility is so important. And why you should check email accessibility before each email you send.
What should be part of e-mail accessibility control? First, make sure you have alt text in each picture so that e-mails read from the home speaker or screen reader can be read correctly. You want to make sure your audience interprets your emails the way you intend, regardless of whether they read your email or read your emails to them.
In addition, if you have visually impaired subscribers in your audience, incorrect or inaccessible color relationships can make them very difficult to read.
Don’t alienate part of your audience with inaccessible email. Make sure everyone who logs in to your email can access them. In addition to building trust with your entire audience, you also build deeper personal connections.
Email marketing trends in 2021
Monica believes that personalization and segmentation are important in email marketing this year as well.
In addition, the COVID-19 pandemic led companies to send essentially the same email to their audiences. Monica notes that people are tired of these emails because they are usually one-to-many emails.
It’s time for email to become highly personal again and to treat email marketing like a one-on-one channel.
Finally, Monica believes we will see again Message Identification Brand Indicators (BIMI) in email marketing. BIMI requires authentication, but using it means that your brand logo is included in your emails.
BIMI allows people to quickly identify your brand and trust that you are the real thing. If they immediately see that the logo matches the name, they are more likely to open it and believe it is in the right place.
About Monica Hoyer
With over 20 years of email marketing experience, Monica has worked for various email service providers and on the brand side. He leads the marketing team at Acid Email and is knowledgeable in all areas of digital marketing. In her free time, Monica spends time with her elementary school son and dog, who is rescuing a beagle.
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