5 Lessons Learned From Marketing Mistakes Shared at Brand Insider Summit Europe
- by Dianna Dilworth , December 10, 2019
At the Brand Insider Summit Europe, we have a tradition: Marketers share their biggest marketing mistakes so that you don’t have to repeat them. Hessel Boschma, digital marketer at Vodafone Ziggo, environment Chantal Bonefaas, email marketing manager at Dutch touring club ANWB, and Rick de Wit, co-founder/messaging director at 100%Email, braved the panel this year. Here are five lessons learned from these marketers at a recent summit.
1. Double Check Your Agencies.
Even when you work with experienced agencies, you should double check their work. No matter how talented and knowledgeable they are, these people can mistakes too. "You might think of them as an expert but sometimes they get it wrong as well," says Rick de Wit, co-founder/messaging director at 100%Email.
2. Test and Retest.
Before you hit a final test, make sure everything is in the email. ANWB sent an email without an unsubscribe link and customers complained. “The acceptance environment can be better than your production environment Chantal Bonefaas, email marketing manager at ANWB.
3. Get the Rights to the Images You Use.
Back in the day, when Vodafone was a young company, they used visuals that didn’t belong to them. Hessel Boschma, digital marketer at Vodafone Ziggo, said they had the owners come looking for payment and they had to pay the copyright owners.
4. Take care When Importing Data.
Data synchronization can be a mess if you select the wrong field in your Excel spreadsheet. De Wit admitted he made this mistake when overworking and covering for a vacationing colleague. The cleanup involved overwriting the database.
5. Don’t Schedule Big Mailings on Friday at 4pm Or Holiday Weekends.
ANWB sent out a big email at 4pm on a Friday of the biggest holiday in The Netherlands, a time when the site expected a big spike in traffic. The email had a big mistake and a person without the authority authorized the send.
Learn new lessons at our upcoming Brand Insider Summit Europe in Kitzbuhl, Austria 3-6 February.
