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You Botched That Marketing Email. Now What?

by John Murphy  |  
January 19, 2012
  |  9,226 views

In this article, you'll learn...

  • Best-practices for communicating with subscribers after an error
  • Tips for minimizing damage from an email mistake

You rely on email as a tried-and-true communication medium. It's a great way to reach the audiences that have shown an interest in your brand or your products or services.

But as reliable as email tends to be, the marketers who use it are not perfect. All email marketers will make a mistake at some point. And when you make that mistake, you'll need to be ready to respond appropriately.

Exactly how you respond depends on the degree of severity and who was affected. Here are six email mistakes you may encounter as a marketer, along with guidelines for rectifying them.

1. Multiple Emails

Along with being one of the most common email mistakes, it's also among the most annoying for the recipient, who probably trusted you with occupying at most one slot in the inbox each day.


Multiple identical emails clog up the recipient's inbox, which can be a sin worthy of an apology. The catch in this situation, though, is that an apology would require a subsequent email, which is the very problem you're apologizing for.

If you sent two identical emails, you might be OK without sending an apology email, especially if you can address the mistake in your regular message the next day or later in the week. In the case of three or more identical emails, though, an apology is entirely necessary; you want your subscribers to know it was an honest mistake and not a blatant attempt to spam them.

2. Email Mix-Up


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John Murphy is president of Chicago-based email marketing service provider ReachMail. He has been helping marketers improve their email marketing campaigns since 1999.

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  • by Katie Drake Thu Jan 19, 2012 via web

    Great, concise round-up of the best ways to handle this problem! I'll keep it as a handy reference. (Hope I never need it, though....)

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