Always test first
Reminded of a good lesson today. If you're a Fast Company reader, you may have read my article in the latest issue: In Praise of the Purple Cow. For a limited time, the article offers a copy of my new book in exchange for postage and handling.
Anyway, people who signed up before the store was ready for orders got a message from Fast Company alerting them that they could finish their order now.
Problem was, the URL was wrong. Ouch!
Lesson? Don't send a mailing to your whole list (even if you've got permission! especially if you've got permission!) without testing it on a dozen people first. And if you were one of the people who got the wrong link, my apologies to you on FC's behalf.