- Posted by Gabriela Angelova
- On 05.06.2017
- 1 Comments
- e-mail, e-mail marketing, email, email marketing, email marketing mistakes, handle mistakes, how to handle mistakes
How many times have you sat down and regretted because the email you sent did not deliver what you wanted? Or have you ever hit the reply all button accidentally triggering anger from some of your subscribers? The main role of email marketing is to enable businesses reach out to many people. In the process, mistakes are also expected to happen. In some cases, email errors can be very costly but if you have a solid disaster mitigation plan in place, you will be able to significantly reduce the level of damage. If you want to handle email errors correctly, you first need to define possible mistakes that are likely to happen. You then need to lay out possible response to all possible mistake that are likely to happen. In this article, we are going to give you 5 ways of responding to varying level of email errors.
1. Let it go
For simple mistakes like minor formatting issues or typos, the best thing to do is just let them go. In most cases, small errors are likely to go unnoticed and your audience are also likely to forgive you if they notice. Minor email errors are less likely to damage your reputation and hence are worth letting go. The same thing also applies to deployment mistakes. However, you need to be very careful and ensure that the mistake don’t cause significant material damage.
2. Stop sending more emails
If you notice that there are serious errors on few emails that you have just sent, it is recommended that you stop sending more email to your subscribers. Some of this errors include emails missing important content, if the mails are sent at the wrong time or if the mails have serious formatting issues. Possible actions that you need to take include: Pausing the send, fix the issue at hand then complete the send, removing incorrect content or updating image files correctly before sending, taking advantage of the landing page to clearly put the message that you were trying to pass to your audience, acknowledging the error in channels such as social media when responding to questions. Sending an apology is not a good idea because it will draw more attention making the situation even worse.
3. Targeted resend
If you notice that the emails that you have just sent contain significant errors but only effected small portion of your audience, you can do the process all over again. You can start by first issuing an apology then send the original email. However before you start sending those emails, it is recommended that you first check your email analytics just to ensure that it is how way you want it to be.
If you notice that you have sent an email that contains serious mistakes to your subscribers, it is vital that you send them an apology to clear things up. You need to make it clear to your subscribers that you acknowledge the mistake and promise them that it won’t happen again. Your closing remark should be, ‘’please don’t mark the email as spam’’.
5. Apologize on all platforms
If the mistake has significantly affected your reputation, it is advised that you send apology to all subscribers on various platforms such as social media and if possible print media.
In conclusion, you need to accept that email mistakes are bound to happen regardless of how careful you are. Some of these mistakes can cause significant damage to your reputation. By taking actions discussed above, you will be able to mitigate damage that the error has caused.