I wanted to share this, because:
1. I don't want this to happen to you.
2. A reminder that a wrong segment for your email can have a major impact on your business.
3. Another reminder to just slow down. Email marketing is never an emergency.
Yes, we're all human here. Yes, I've seen just about every email marketer make mistakes-- whether that's a bad link, a typo, no alt text, etc. There are SO many things to double-check before you send an email and it can be challenging sometimes to send a perfect email.
A few weeks ago we sent an email out for a client to the wrong segment. Mainly because we were rushed to get it out. The email should have gone to only people who have "never" purchased and instead it went to all people who HAVE purchased. This was a huge mistake and cost the business owner big time. All of her current customers now think they can have the product for a lot cheaper.
This is the exact segment and it was literally an issue of choosing the wrong item from the drop-down here. But a huge error.
So I just wanted to tell you -- double and triple check your segments. Then check them again.
Another reminder that email is powerful. Slow down and make sure it's right.
-Emily
PS- Also, please note my email address has changed. You can reach me at emily@westfield-creative.com.
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