Permanence of email marketing

With web pages, you can make changes on the fly. If you find a mistake, broken link, or whatever, you can change it immediately and stop the bleeding. It’s a very malleable medium.

But with email marketing, you’re essentially sending out copies of your message to everyone’s inboxes. If you make a mistake, there is no turning back. It’s very analogous to print publishing. You’re stuck with the final production release.

My advice: double- and triple-check your emails’ spelling, message, phone numbers, and links before you send. Click on the links. Call the phone numbers. Be the customer. You can’t take it back, unless you want to send an apology email (which only adds to your customers’ annoyance).