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„Oops‟: 13 Tips for Dealing With the
 Inevitable Email Marketing Mistake
Speaker and Agenda
• Loren McDonald             •   “Scoops of Oops”
                             •   13 Tips
  – VP, Industry Relations
                             •   Resources
  – Silverpop
                             •   Q&A
                             •   Wrap-Up
Email marketing oops apology email tips
Discovery
                &
            Decision
             Making




           Corrections
             Emails

Measure,
Learn &                  Response
Improve
But first…
Oops come in different scoops…er flavors.
The Testing, 1,2,3…4,5 - Oops
We were just kidding about that discount -
                  Oops
The We Like to Share What We Are Doing -
                  Oops
Links, what links? - Oops
The old system misconfiguration trick -
                Oops
Ya, we didn’t mean to send you the “Dogs
      That Sing” Newsletter - Oops
Discovery
               &
           Decision
            Making

           Corrections
             Emails

Measure,
Learn &                  Response
Improve
#1. Find the mistake

                         Use Twitter
                         Monitor other social channels
                         Educate call center, others
       30% Off Sale!
                         Monitor unsubscribes &
                        abuse complaints
      Reg. Price $100
                         Especially monitor reply-to
      10% Off = $90
                        and comments email addresses
#2. Assess the potential impact


                           major




                           minor
Jump into the recipient‟s mindset…
Are the recipients…




Even aware                                         Pissed At
                Amused?   Confused?   Concerned?
of the error?                                        You?
For you and your company…




                               Really
   Just        Potentially
                             concerned
embarrassed   lost revenue
                              about it
Which leads to key questions?
• Do we need to respond?
  – Typo or customer impact?

• To whom?
  – All or just those affected?

• How?
  – Which channels?

• And by when?
  – ASAP or do we have time to catch our breath?
#3. Consider Responding Only to Those
 Affected
Mistake:
• Wrong price on Web site for top 2 products in email

Analysis:
• 700 customers had clicked one or both links
• I estimated roughly 15 lost transactions due to wrong price
• Client agreed to just email clickers

Creative:
• Offered additional $10 off next purchase over $100

Results:
• (see next slide)
RideGear Targeted Response - Results

 • 76% open rate

 • 26.3% click-through rate
 • 9.1% conversion rate
 • 22 orders
 • 0 bounces
 • 1 unsubscribe
 • 0 Abuse complaints
#4. Create an action plan
  Estimate impact in $, conversions, etc


  Agree on who to send apology to


  Create quick creative brief


  Know what you want from the correction


  Forecast performance, revenue lift, etc
#5. Focus on your response
                             Later:
                             • Blame
                             • What caused it
                             • How to prevent it
Discovery
                &
            Decision
             Making




           Corrections
             Emails

Measure,
Learn &
Improve
                         Response
#6. Keep mgmt/stakeholders in the loop
 Did you say
the email said
   50% off?
 !@#%!@#%
                          Notification:
                           Don‟t run, walk
                           Have a sense of the impact
                           Move past the cause
                           Have a high-level
                          recommendation

                          Updates:
                           Final recommendations
                           Positive spin
                           Expected outcomes
                           Results
Sample conversation points
1. Wrong percentage in email

2. Added a note on the Web site

3. Estimated 5% clicked link

4. Correction email to just 5%

5. Expect 10% conversion rate and $ of X

6. OK?
#7. Act quickly

                  How much time do you
                  have?

                  > Very little…
                  - Wrong price, %
                  - People are talking

                  > A bit of time …
                  - No immediate impact
Email marketing oops apology email tips
#8. Apologize in multiple channels
Tweet




Blog
Support + Blog + Email
#9. Use a personal tone that matches
your recipients' expectations



1. Tell them you goofed
2. Say you are sorry
3. Explain what happened
4. Make good
Simple. Straightforward. Personal.
Create strong subject lines
                             Use humor,
 Acknowledge a               personality
  mistake has                   when
   happened                  appropriate


Oops - Road Rash From RideGear – Wrong Price
         on Phoenix Pants and Jackets

                 State the
                  impact
Navigation


Branding




 “on brand”




 Shop links
Be careful with humor, images
#10. Turn the error into a positive




           Provide a gift when
              appropriate
Retailer Case Study
Mistake:
• Sent $20 off of a $60 product email meant for Dallas-area
stores – to entire list of 5+ million

Correction:
• Sent mea culpa email to entire list
• Subject line: “WHOOPS! Texas Isn‟t That Big: $20 Off $60
Nationwide”

Results:
• Ended up being retailer‟s highest performing, non-holiday,
email ever
#11. Proof the correction email carefully




             Have multiple eyes proof it

                 Send test messages

 Avoid having to send a correction, of your correction
Discovery
                &
            Decision
             Making




           Corrections
             Emails
Measure,
 Learn                   Response
   &
Improve
#12. Measure the impact

                   Additional:
                   • Opens, clicks
                   • Conversions, revenue

                   Did it generate significantly
                   more than normal:
                   • Abuse complaints
                   • Unsubscribes
                   • Complaints via email,
                   phone
Positive & Negative Results
#13. Learn from the mistake


                                Create a “Mistake Plan”
                                Can you get quick analysis?
                                Create an apology template
                                Learn what works
                                Improve processes to
                               minimize future errors
  (it burns if you touch it)
And a rant…
(See Email Insider column)
The Fake Oops
Oops! You're invited to our exclusive *December* Friends & Family event.
Key Takeaways
 Be prepared
 Apologize to those affected
 Move quickly
 Keep it simple, but sincere
 Turn the mistake into a positive – when
 appropriate
 Learn from it
 Don’t fake it
Resources / Q & A
About Silverpop
• A leading email marketing /
marketing automation provider
• Email marketing
• Transactional email
• Landing pages
• Surveys
• SMS
• API Integrations w/ Web analytics,
personalization, reviews,
recommendation technologies
Resources



• Resource Center
   –   White papers
   –   Webinars
   –   Blogs
   –   Case studies
   –   Newsletters
   –   http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
   – www.slideshare.net/Silverpop
Q & A / Contact Information
 • Loren McDonald
    – lmcdonald@silverpop.com
    – Twitter: @LorenMcDonald
    – Twitter: @Silverpop




                        www.slideshare.net/silverpop
                           www.silverpop.com
Thank you!


  On Twitter: @Silverpop
www.slideshare.net/silverpop
   www.silverpop.com

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Email marketing oops apology email tips

  • 1. „Oops‟: 13 Tips for Dealing With the Inevitable Email Marketing Mistake
  • 2. Speaker and Agenda • Loren McDonald • “Scoops of Oops” • 13 Tips – VP, Industry Relations • Resources – Silverpop • Q&A • Wrap-Up
  • 4. Discovery & Decision Making Corrections Emails Measure, Learn & Response Improve
  • 6. Oops come in different scoops…er flavors.
  • 8. We were just kidding about that discount - Oops
  • 9. The We Like to Share What We Are Doing - Oops
  • 11. The old system misconfiguration trick - Oops
  • 12. Ya, we didn’t mean to send you the “Dogs That Sing” Newsletter - Oops
  • 13. Discovery & Decision Making Corrections Emails Measure, Learn & Response Improve
  • 14. #1. Find the mistake  Use Twitter  Monitor other social channels  Educate call center, others 30% Off Sale!  Monitor unsubscribes & abuse complaints Reg. Price $100  Especially monitor reply-to 10% Off = $90 and comments email addresses
  • 15. #2. Assess the potential impact major minor
  • 16. Jump into the recipient‟s mindset…
  • 17. Are the recipients… Even aware Pissed At Amused? Confused? Concerned? of the error? You?
  • 18. For you and your company… Really Just Potentially concerned embarrassed lost revenue about it
  • 19. Which leads to key questions? • Do we need to respond? – Typo or customer impact? • To whom? – All or just those affected? • How? – Which channels? • And by when? – ASAP or do we have time to catch our breath?
  • 20. #3. Consider Responding Only to Those Affected Mistake: • Wrong price on Web site for top 2 products in email Analysis: • 700 customers had clicked one or both links • I estimated roughly 15 lost transactions due to wrong price • Client agreed to just email clickers Creative: • Offered additional $10 off next purchase over $100 Results: • (see next slide)
  • 21. RideGear Targeted Response - Results • 76% open rate • 26.3% click-through rate • 9.1% conversion rate • 22 orders • 0 bounces • 1 unsubscribe • 0 Abuse complaints
  • 22. #4. Create an action plan Estimate impact in $, conversions, etc Agree on who to send apology to Create quick creative brief Know what you want from the correction Forecast performance, revenue lift, etc
  • 23. #5. Focus on your response Later: • Blame • What caused it • How to prevent it
  • 24. Discovery & Decision Making Corrections Emails Measure, Learn & Improve Response
  • 25. #6. Keep mgmt/stakeholders in the loop Did you say the email said 50% off? !@#%!@#% Notification:  Don‟t run, walk  Have a sense of the impact  Move past the cause  Have a high-level recommendation Updates:  Final recommendations  Positive spin  Expected outcomes  Results
  • 26. Sample conversation points 1. Wrong percentage in email 2. Added a note on the Web site 3. Estimated 5% clicked link 4. Correction email to just 5% 5. Expect 10% conversion rate and $ of X 6. OK?
  • 27. #7. Act quickly How much time do you have? > Very little… - Wrong price, % - People are talking > A bit of time … - No immediate impact
  • 29. #8. Apologize in multiple channels Tweet Blog
  • 30. Support + Blog + Email
  • 31. #9. Use a personal tone that matches your recipients' expectations 1. Tell them you goofed 2. Say you are sorry 3. Explain what happened 4. Make good
  • 33. Create strong subject lines Use humor, Acknowledge a personality mistake has when happened appropriate Oops - Road Rash From RideGear – Wrong Price on Phoenix Pants and Jackets State the impact
  • 35. Be careful with humor, images
  • 36. #10. Turn the error into a positive Provide a gift when appropriate
  • 37. Retailer Case Study Mistake: • Sent $20 off of a $60 product email meant for Dallas-area stores – to entire list of 5+ million Correction: • Sent mea culpa email to entire list • Subject line: “WHOOPS! Texas Isn‟t That Big: $20 Off $60 Nationwide” Results: • Ended up being retailer‟s highest performing, non-holiday, email ever
  • 38. #11. Proof the correction email carefully Have multiple eyes proof it Send test messages Avoid having to send a correction, of your correction
  • 39. Discovery & Decision Making Corrections Emails Measure, Learn Response & Improve
  • 40. #12. Measure the impact Additional: • Opens, clicks • Conversions, revenue Did it generate significantly more than normal: • Abuse complaints • Unsubscribes • Complaints via email, phone
  • 42. #13. Learn from the mistake  Create a “Mistake Plan”  Can you get quick analysis?  Create an apology template  Learn what works  Improve processes to minimize future errors (it burns if you touch it)
  • 43. And a rant… (See Email Insider column)
  • 44. The Fake Oops Oops! You're invited to our exclusive *December* Friends & Family event.
  • 45. Key Takeaways  Be prepared  Apologize to those affected  Move quickly  Keep it simple, but sincere  Turn the mistake into a positive – when appropriate  Learn from it  Don’t fake it
  • 47. About Silverpop • A leading email marketing / marketing automation provider • Email marketing • Transactional email • Landing pages • Surveys • SMS • API Integrations w/ Web analytics, personalization, reviews, recommendation technologies
  • 48. Resources • Resource Center – White papers – Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html • Many presentations on SlideShare – www.slideshare.net/Silverpop
  • 49. Q & A / Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com
  • 50. Thank you! On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com