How to Fix it When Good Email Campaigns Go Bad

Automation tools, like Constant Contact or Mail Chimp, make reaching an audience incredibly easy. Today, there are probably hundreds of companies that will help your small business manage email lists, nurture leads effectively, and piece together compelling and relevant messages with ease. No matter which solution you choose though, human error can still cause issues. Whether you’ve sent the wrong message to a specific list, or sent off inaccurate info, these methods provide instant damage control.

Own the Mistake

In 2014, Shutterfly sent out this message:

Unfortunately, they sent it to their entire email database. Many people were able to laugh it off, and shared the email on their social media profiles. However, some of their customers, especially those experiencing fertility problems, were deeply affected by the error. Shutterfly was immediately bombarded by emails and social media comments condemning the company for being callous and hurtful. Within hours, a new message was sent.

In a rare move for large corporations, Shutterfly immediately accepted responsibility, apologized, and promised it would not happen again. The CMO didn’t make any excuses or provided a lengthy explanation. His response was flawlessly-written, and was accepted by most.

Send Out a Correction

Recently, the Children’s Museum of Phoenix sent a message, hoping to have parents sign their kids up for childcare camps to be held over winter break. The museum biffed it, and misquoted their rate. They sent out a correction about 24 hours later, but they made some key errors.

While Shutterfly was very articulate and to the point, Children’s Museum of Phoenix shrugged off the error. “We all make mistakes sometimes.” As a result, the message comes off as if they’re unconcerned. It also lacks the personal warmth that Shutterfly’s response had, because there’s no ownership or name associated with it. Finally, the message asks for donations. Even if they used a general template, the “Support Us” button should have been removed. An attempt to sell, or to get consumers to take action, has no place in an apology.

Honor the Error

Sometimes, companies also choose to honor the mistake, and they follow through with an incorrect price or promotion. In 2013, CyberGuys lost nearly $30,000 by allowing customers to have a $300 hard drive for $3, and a $1,300 router for $13. Afterwards, the company released a statement that said, “We are fixing the problem and honoring the sales. And we hope our customers remember us in the future when they are ready to buy again.” Even though they lost big on those sales, they may well have purchased lifelong loyalty from their consumers.

Sometimes, the best solution is to carry on with business, and pretend as if the error was intentional. If an emotional response to the mistake occurs, an apology and ownership for it is imperative. While it’s never ok to try to sell something when an apology is given, email whoopses can also be used to generate goodwill towards the company. Yes, “We all make mistakes sometimes,” but it’s how you choose to handle it that makes all the difference in the world for your small business.