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The fact that everyone makes mistakes is often repeated but not always understood. Just like everyone else, marketers too make mistakes. Sometimes negligible, sometimes catastrophic. That’s all we are here to talk about today – mistakes made by email marketers and Oops emails.
If you conduct some research about Oops emails online, you might find out that there are marketers who send ‘fake’ Oops emails just because they are known to have better open rates. That is how valuable these emails are. We are not encouraging you to send such fake emails, but we want to break down Oops emails and help you strategize them better.
These are some of the common reasons that call for Oops! emails.
These could cost you a lot and need to be fixed immediately. In order to avoid these mistakes before they could happen, test emails are the way to go. You must check all the links in your test email before sending the final set.
This happens a lot with eCommerce websites due to increased traffic on the website and other technical issues. Since these issues can’t be foreseen, it is best to send out Oops emails immediately after recognizing them.
Imagine sending out an email about childcare to a segment of consumers who are not parents. When a glitch like this happens, it needs a good PR fix.
If you are to send an email based on the outcome of a game, you usually prepare for both teams. What if you send a congratulatory email to fans of the wrong team? Or, what if you send it before the game has even ended? You might have to apologize on public platforms as well.
These are the basic tenets to be followed while framing Oops emails.
Now that we are over the empathetic needs, let’s dive into strategy and check out the bare basics of an Oops email strategy:
Just as it is crucial to be apologetic when you commit a mistake in your campaign, it is equally important to know when you don’t need to do so. Here are a few instances:
Here are some of the best Oops! emails we have come across. You can derive inspiration from their strategy, themes, and creativity and make your own effective Oops Emails.
In just a few lines of copy, this email explains what exactly happened, throws in some humor, announces a new website, and attempts sales. It is a very wholesome Oops! email.
Filter Easy, too, does a good job at displaying very light humor in its apology email. It very carefully slides in the reason for the goof-up and assures subscribers that it is only in their best interests at the same time. The best part is that the email is concise and to the point.
This email is very plainly apologetic, which is what you need sometimes. The error could or could not have been glaring for different people, but it is one that could have hurt a community’s sentiments. It is thus essential to know when and when not to be humorously apologetic. It is also important to mention that the design of this email is neat, no-frills, and allows space for the copy to shine.
This is a classic example of a throwback to an earlier email that had a glitch. Subscribers receive regular emails from a lot of brands. They might forget the glitch in your last email. But if you remind them in this way, they are more likely to acknowledge it and appreciate you. Notice the little bit of wordplay that they have added in the copy. It only adds to the appeal of the email. Overall, this is a fine email strategy in play.
This ShhhowerCap email tries to take empathy and social proof to the next level by displaying a consumer complaint above-the-fold. It tries to show that the brand has been listening and working to solve consumers’ problems. The long speech that follows as a copy might seem too long, but when you read it, it doesn’t look drab. It comes across as a sincere apology.
Oops! emails are one of the core parts of email marketing strategy. Knowing when and when not to send them is crucial. Knowing how to send them is also vital. As much as the copy matters primarily, the design does too. Have a look at the examples above, and you will understand.
Essentially, you ought to treat Oops emails like any other important campaign email and put in the same amount of strategy, creativity, brainstorming, and effort into them!