Before sending out a newsletter or a promotional message, triple-check all the links and all the landing pages.
Broken links and malfunctioning landing pages hurt your Conversion Rate and damage your brand.
The consequences of broken links in your email communications could be very bad:
- If your subscribers get a 404 error you will have wasted an opportunity for selling something or to engage your customer, and the perception of your brand will be affected.
- You might not notice the broken link for a while, and you could be re-using that same broken link several times (in transactional emails, for example).
- If your links are redirecting visitors to the wrong page, you might lose sales, and your KPI could hide the issue for a while.
There are options to automatically check your links before sending out a newsletter. Usually, this is done by sending a test email to a service that will check all the links included in the message.
Testing landing pages is also essential for Google Ads campaigns. We need to be absolutely sure the landing page associated with an Ad Group is working correctly without any technical issue.
Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.
If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com