Mind your email titles

Posted: 16 Sep 10 at 15:12

Everybody should be proofing everything that they send out to customers, right? So what's happening with e-mail newsletters and e-zines?

In the past couple of days I've received mails in my inbox with "Draft  2", "UK version" and other nonsense in the titles. Clearly these headers were being used in production, but what are they doing in the finished article?

People are forgetting to proofread absolutely everything, that's all. It's all very well following all the helpful advice about how many words to put in a header to get your message across in an inbox window, which words encourage click and open, which words turn off the reader, and so on and so forth, but if you don't just check that you're sending out clean copy, it's all wasted effort.

And while we're on the subject, a business group that I chose not to join has just in the space of two days sent me an invoice for a conference I'm not attending, folllowed by four copies of their latest newsletter in quick succession. How easy it is to lose your hard-earned credibility!




Tags: email newsletter, ezines, direct mail

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