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A Crash Course in Email Marketing for Small and Medium-sized Businesses by John W. Hayes

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10. Automate, Schedule and Mobilise

Too many marketers send their email marketing campaigns literally seconds after they have put the finishing touches to their design/content. There are a number of reasons why you should not do this:

  • Room for error: Mistakes can be made when campaigns are hurried out the door. Typos, formatting errors and broken links do not reflect well on your brand.
  • No real plan: Planning your campaigns is essential if you want to maximise their results while ensuring efficiencies across your entire business. For example, sending a campaign when stocks are limited or your warehouse is operating at peak capacity can damage your reputation and destroy morale.
  • Wrong timing: A well-timed email sent during office hours ...

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