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Trendline has been a strategic email-marketing agency since its inception in 2010. We have quietly grown over the years to more than 40 people, and 2015 was an incredible year.
One area of tremendous growth in 2015 was the quantity of campaigns we sent. As an agency, we sent out 5,720 email campaigns for all of our clients, with a 99.74% error-free rate. This was up from 2014, when we sent 3,694 emails with a 99.64% error-free rate.
We have a dedicated Quality Assurance (QA) Team in our Austin office who perform multipoint checks on every single email before it is delivered to the client or the “Send” button pushed. The process by which we do this is top secret and rigid. Our new QA team members go through almost 3 months of training before ever being allowed to give the green light to send.
Sending one error-free email seems easy enough. But sending 5,720 emails, most with dynamic content and multiple links, with an error-free rate of 99.74% is no easy feat—and it is one we believe speaks volumes about the team and processes we have developed.
QA should not be one of many tasks handled haphazardly by whoever has a few extra minutes to click on links. We believe it is a specialized, critical part of running a successful email-marketing program.
After all, it’s the last opportunity to prevent mistakes, which can often stick in the minds of brand owners and their subscribers for years after the fact.
A 99.74% error-free rate doesn’t happen on its own. Don’t treat QA as an afterthought.