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This could be a fair number of additional viewers, so don’t limit your resend to those reported as having viewed the first.

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Resend to All recipients (unless you have the data to do otherwise)Ī View or Open is reported when the subscriber downloads images or clicks on a link in your email, so it’s always a minimum number, and doesn’t include those that don’t download images. Notice those broken eggs? They weren’t in the original email! Oh, how punny. Sur La Table gives another great example of a well-written, to-the-point Oops email: By hitting the inbox right away with an attention-grabbing subject line, SPIN! avoided a lot of potential confusion from those planning to attend the event:Īnd, even smarter, they included the correct day again in the pre-header text, so you didn’t even have to open the email to know that the event was actually on Sunday! How was the engagement on the Oops email? They won a 3% higher Unique View rate, and a 4% higher Total View rate. SPIN! Pizza caught the mistake in an event email almost immediately, and wanted to make sure that they told subscribers quickly that the event was on Sunday, not Saturday. Even better – call yourself out on it! Be timely, and to-the-point. The Oops Email: What to do Admit your mistake.īe up front with your customers about the typo or programming error, apologize, and quickly give them the correct information.

Don’t try to cram other, new marketing content into your Oops emailĭownload our guide to testing subject lines.

Don’t send the exact same email with the correct information.

Resend to all recipients (update: UNLESS you can pause a send or identify a subset of people who got the wrong thing-then only send to them).

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In other cases, like this example from GOBE on the Really Good Emails site, a migration from one ecommerce tool to another triggered unexpected emails:īefore you make any major changes to your marketing automation platform integrations, be sure to do a double-check on what automations are in place and what will trigger them! How to create the best oops email Missing, broken, or unexpectedly crossed variables can be checked in a pre-flight from within the emfluence Marketing Platform, like so:

And new to the list-you sent a snafu (see this great example of an Oops snafu from Methodical Coffee over on Really Good Emails)Īs email has grown in sophistication, we would add to this list data integrations as the cause of many email accidents, including one of our own on a recent send about contact scores, in which a data integration slipup caused the first go-round to send without the actual contact score variable:.

Some of Sara’s original points still hold true in 2021, including the following common reasons you would want to send an Oops email: Common email marketing mistakes It turns out that some email marketers will try just about anything proven to give open rates a lift-including sending fake Oops emails! It wasn’t uncommon for the Oops version of the email to get better engagement than the actual, original email (not surprising, given the intrigue of “what went wrong”).įlash forward to 2021, and the Oops email is not only ubiquitous, it’s also increasingly used as a deliberate tactic. At the time, the idea that you could resend an email with corrections was a new idea-and the engagement rates were impressive. In emfluence alumna Sara Theurer’s original post, written back in 2014, the Oops email was just coming into its own.

Ever wished there was an Un-Send button? Don’t worry, so has just about every other email marketer in the world. Whether it’s a mistyped date, a broken $$firstName variable, or you sent next month’s email a few weeks too early, mistakes in email happen.

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