Suggested reading: The Importance of Email Testing
A broken email can also harm your brand reputation. The subscriber may see the brand as sloppy, disconnected, or out of touch with their followers. Ultimately, this could result in lost revenue as fewer subscribers trust the organization’s ability to produce a quality product.
Let’s say your marketing team emails a segment of our subscribers who may be interested in your Premium plan. When someone purchases your Premium annual plan, you gross $1,344, which is the plan's cost. Keep in mind that this is a gross number, not your net profit from the purchase.
Your team decides to send this campaign to a segment with 20,000 subscribers. If roughly 25% of those subscribers open the email, you have 5,000 potential customers.
Unfortunately, you didn’t test your email before sending it, and it doesn’t display correctly in all Outlook clients. If approximately 5% of your subscribers use Outlook, the email didn’t render correctly for 250 of them, who ultimately missed the call to action. That’s 250 potential sales lost.
Suppose we also factor in a conversion rate of roughly 30%. In that case, that’s the average percentage of people who would become customers after opening this email – 75 customers are lost, or 75 x $1,344 = $100,800 in revenue lost to a broken email.