Email marketing is one of the most effective digital marketing tools. Like with any other form of communication mistakes are bound to happen sooner or later but unfortunately one cannot delete nor take back an already sent email. So how do you make sure that there are no mistakes? How do you control the damage? Can anything be done?
Yes, something can be done. While, committing absolutely no mistakes is humanly not possible there is something that can always be done to control the damage. The first step is to figure out exactly how bad the mistake is and then to control the damage accordingly.
If the mistake is as simple as small typographic errors or spelling mistakes it’s best to ignore them and do nothing. The reason is that a follow up email will probably cause more damage than the mistake itself did.
If the mistake is a big formatting mistake then try to take action by either addressing it on other social media or by putting up an erratum message on the website. If the bad email went out to only a select group of people then a follow up email is okay.
On the other hand if the mistake is big and absolutely needs clarification then a rectified email needs to be sent out to all the recipients marked with a “please do not ignore” message.
The last and highest level of damage control needs to be applied to a mistake that can severely damage not only the reputation of your brand but also perhaps offend or hurt some people. In a case such as this a follow up email is not enough. In addition to an email an official apology needs to be posted on all available social media as well as on the company website.
In parting we would like to say that the best practice is to have your damage control procedures in place and well documented so that there is always a reference in the case of need.
Written By: Meghna Verma Meghna Verma is the Content Manager at Captain Dash. You can reach her on Twitter @M3GV3RMa .