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#NoFailMail: Why Avoiding Errors is the Key to Email Success


If you could sum up all of Litmus’ goals in one hashtag, it would be: #NoFailMail.

That’s the foundation for everything we do at Litmus. We want you to send emails with zero fails, from subject line to signature, every single time.

And we all know email has a hundred ways to fail, whether by faulty coding, a glaring typo in a subject line, sending to the wrong list, or design gone awry. Just thinking about all the ways email can breakdown gives us the shivers.

To get everyone closer to error-free email, we’re launching the #NoFailMail initiative this week, and it will come with a series of tips here on the blog to help you conquer the fail. We’ll share our top email testing tips to fail-proof your emails, cover ways to avoid design and writing fails, and more, so stay tuned, and check back in.

But first, why do we care so much about making emails fail-free?

Why fails matter so much

Nobody’s perfect, right? But with email, you need to get as close as possible to perfection. Once you hit “send,” you’re locked in. Trying to save face with an “Oops!” email isn’t the answer. Here’s why we want to avoid as many email fails as possible:

  • Fails reduce email’s effectiveness. You can’t run a successful email program, one that engages recipients, drives the actions you want, and contributes to your company’s goals and growth if your emails don’t work or are riddled with errors.
  • Fails can impact your deliverability. Many spam filters will punish emails riddled with typos, bad coding, or faulty authentication—and sometimes that one little error can even cause legit senders to land in the spam folder.
  • Fails damage customer trust. Errors like broken emails, misleading copy, or faulty personalization are confusing and sketchy at best, and spammy or malevolent at worst to your recipients—plus they can damage subscriber trust in your brand in the long term.
  • Fails are expensive. They cost real money through lost sales, renewals and other revenue-related conversions. Fixing them is costly on your end, too, because you must steal staff time from other projects to fix broken templates and other fails.

Let’s make our emails error-free

Ready to get your email program to reach #NoFailMail status? We’re here to provide you with the tools and resources you need to make it happen. Follow along on the Litmus Blog or join the #NoFailMail conversation on Twitter.

Bettina Specht

Bettina Specht

Bettina Specht was the Senior Content & Lifecycle Campaigns Manager at Litmus