When working on electronic communications, it’s all too easy to concentrate on the parts you see — the Web page, the newsletter copy, the “Join Today” button.
But what happens when someone clicks that button to interact with your organization?
Recently, I unsubscribed from e-mails telling me about an upcoming spa week. In return, I received this notice:
“Your request to unsubscribe from the ’spaweek-2′ mailing list has been received and will be processed shortly. You will be notified of the success or failure by email.”
Hmm. First, it wasn’t friendly and didn’t invite me to come back later if my needs changed. Second, it didn’t even promise to be successful!
It did, however, serve as a good reminder that if you work in online communications, testing is essential. Push all of those communications’ buttons. Make sure the links work, the signup or unsubscribe process is smooth, and that all the messages you’re sending advance your goals.
