Your Bugs Are Showing

adaptistration-people-204For those who manage digital content, keeping track of the hundreds (if not thousands) of links living across an organization’s digital platforms makes cat herding look like child’s play.

One of the most common areas overlooked are boilerplate sections like header and footer content. Case in point, I recently received an email campaign from a big budget orchestra. For whatever reason, they’ve increased the frequency of their mailings and I noticed a Manage Preferences or Unsubscribe link in the footer and was hoping to find some options to adjust messaging frequency.

To my surprise, selecting the link took me to a page confirming that I’ve unsubscribed. At first, I thought I misread the link text but sure enough, it did say Manage Preferences or Unsubscribe (emphasis added).

While that may be a worst-case scenario of a target URL and/or link text that needs updating, it’s not exactly a pearl-clutching moment either. This experience made me paranoid enough to check my own email campaign templates and sure enough, an outdated link turned up in one with the most subscribers.

All of this serves as a good reminder why you should schedule some quality assurance time into your schedule for link checking across static header and footer content for websites and email campaign templates.

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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