What is an email blunder and what can you do if you accidentally make a mistake in a marketing email? Here are some mistakes that companies have made and how they resolved the problem.
Email blunders have happened to hundreds of companies over the years. One recent example is the UK Blog Awards, where a handful of journalists and bloggers were sent an email saying they had been shortlisted for an award. This email had been sent to them by mistake, but the follow-up email that explained the blunder was even worse.
Although the MD of the UK Blog Awards did follow up the unappreciated emails and apologise stating that it was an external agency that had made the blunder, recipients were left with a bitter taste in their mouth and took to Twitter to share their disapproval.
The way an email mistake is handled says a lot about the company and could even generate more sales than the email being correct in the first place (although I wouldn’t suggest making a deliberate mistake to test!).
Here are some examples of follow-up emails after a blunder was made:
Forever 21: Website speed
Fab: Incorrect email previously
Dunkin’ Donuts: Incorrect recipient segment
Technology for Marketing in partnership with Digital Doughnut: Incorrect merge data in previous email
Outbrain: Incorrect recipient segment
True Citrus: Incorrect email previously
Wüsthof: email sent at incorrect time
There are many ways to approach your follow-up email – depending on the size and severity of the mistake, your company tone of voice and the subject of the original email.
With the General Data Protection Regulations (GDPR) coming into force, you’ll need to be even more careful about who you are sending messages to. If the recipients have not opted for that type of message, you could be breaching the regulations.