Sometimes Even the Big Guys Get It Wrong

Okay, so here’s a what-not-to-do example thanks to PRSA. I recently received the following e-mail:

Subject
June 2008 E-News: Don’t Wreck Your Search Engine Optimization

E-mail Content
The June edition of E-News is now available online. Here is a preview of what you’ll find in this issue: 

  • Little Caesars Veterans Program Receives Top Honors at Silver Anvil Award Evening
  • City of San Diego’s Communications Team Receives Public Relations Professional of the Year Honors from PRSA
  • WebmasterRadio.FM Series Highlights Silver Anvil Awards
  • Time to Start Planning for Conference
  • PRSA CEO & Chair Jeffrey Julin Issues Video Response to CBS Legal Analyst Andrew Cohen (updated to include second CBS commentary)
  • Bylaws Task Force Drives Process Forward with Engagement of PRSA Leaders and Members
  • Deadline for 2009 PRSA Board and Assembly Delegate Candidates Extended
  • Don’t Wreck Your Search Engine Optimization (by Lee Odden)

To view the entire issue of E-News, click HERE.

The Problem
The problem? First, the subject line teases an article that is listed well into the actual content of the e-mail. Second,  I took the desired action and used the “click HERE” link (yeah, and we all know that isn’t good text for a link) and went to the newsletter. For the life of me I can’t find the article on SEO.

The connection between subject, e-mail content, and requested action should be much better than this…