General

The Email Secret Marketer’s Don’t Want You to Know!

Hint. It’s all about making a mistake!

I have a collection of “oops” emails that I keep in a folder in my inbox. I would like to share some with you. “Oops – Corrected Date/Time Inside: Best Practices for Content Marketing Webinars” is one. I received it from Chief Marketer, a content marketing company in Connecticut. “We forgot something…” from Magazines.com a company that, believe it or not, sells magazines. “Oops! There’s been a slight mistake” from Thrifty Car Rental. “Oops!” from IKEA. “Oops! 5-Star Cupcakes We Couldn’t Wait to Share” from Betty Crocker. There a lot more, most with some type of “oops” or “apologies” in the subject line.

Embarrassing … or smart?
I do not know what you think, but I think that IKEA, Thrifty Car Rental and Betty Crocker have pretty sophisticated marketing departments, staff, teams and/or consultants. Of course, the people who work there are just that, people, and we all know that humans make mistakes. What if I told you that not all of those “oops” emails were mistakes – would you be surprised?

Email recipients click on these emails because they are either curious or genuinely interested in figuring out whether the sender’s mistake is going to have an effect on them.

I think it is pretty obvious that a “Best New Cupcake Recipes” email might not appeal to everyone but that an “Oops! We left out a key ingredient” might garner a higher open rate. Either you opened it the first time and are curious what you might have missed the first time, or you saw it, ignored it and are now curious about the mistake Betty made.

I hope you do not think that I am encouraging you to send out digital correspondence with mistakes on purpose. I most certainly am not. I hope you do not think that I am advising you to send out these emails if you made a stupid mistake that a reasonable person can clearly see was a mistake. Take the date for example.

One of my pet peeves about email newsletter programs is that even though they love to have a date section, one which often stands alone, the section does not update automatically. It seems to me that should be an easy programming fix. Even Microsoft Word knows how to fill in the current date once you start typing. Anyway, my point is that sending out an email newsletter with a November date in the middle of March is CLEARLY a mistake. Especially if everything else in the email is timely. If that happens, you do not waste an “oops.” You just move on. Address it if you want to in the next issue but do not waste people’s time sending them an email over something like an incorrect header date or a simple spelling error.

What does constitute a reason for sending an “oops” email?

Something that has the potential to have a negative impact on the recipient:

Broken link – this is a big deal.
Day or date of an event mistake – definitely send one.
Venue mistake – of course.
Incorrect directions – absolutely.
Sent the email to the wrong list – HURRY!
So you made a legitimate, oops-worthy mistake. Do not fret. The silver lining is that your apology email will probably outperform your original email.

Just do not be that person that cried “Oops!”

Got a good “Oops” email I can add to my inbox, I mean, filing system? Send it to me!

Update – April 8, 2021