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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, Industr...
Discovery                &            Decision             Making           Corrections             EmailsMeasure,Learn & ...
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             EmailsMeasure,Learn &    ...
#1. Find the mistake                         Use Twitter                         Monitor other social channels          ...
#2. Assess the potential impact                           major                           minor
Jump into the recipient‟s mindset…
Are the recipients…Even aware                                         Pissed At                Amused?   Confused?   Conce...
For you and your company…                               Really   Just        Potentially                             conce...
Which leads to key questions?• Do we need to respond?  – Typo or customer impact?• To whom?  – All or just those affected?...
#3. Consider Responding Only to Those AffectedMistake:• Wrong price on Web site for top 2 products in emailAnalysis:• 700 ...
RideGear Targeted Response - Results • 76% open rate • 26.3% click-through rate • 9.1% conversion rate • 22 orders • 0 bou...
#4. Create an action plan  Estimate impact in $, conversions, etc  Agree on who to send apology to  Create quick creative ...
#5. Focus on your response                             Later:                             • Blame                         ...
Discovery                &            Decision             Making           Corrections             EmailsMeasure,Learn &I...
#6. Keep mgmt/stakeholders in the loop Did you saythe email said   50% off? !@#%!@#%                          Notification...
Sample conversation points1. Wrong percentage in email2. Added a note on the Web site3. Estimated 5% clicked link4. Correc...
#7. Act quickly                  How much time do you                  have?                  > Very little…              ...
#8. Apologize in multiple channelsTweetBlog
Support + Blog + Email
#9. Use a personal tone that matchesyour recipients expectations1. Tell them you goofed2. Say you are sorry3. Explain what...
Simple. Straightforward. Personal.
Create strong subject lines                             Use humor, Acknowledge a               personality  mistake has   ...
NavigationBranding “on brand” Shop links
Be careful with humor, images
#10. Turn the error into a positive           Provide a gift when              appropriate
Retailer Case StudyMistake:• Sent $20 off of a $60 product email meant for Dallas-areastores – to entire list of 5+ millio...
#11. Proof the correction email carefully             Have multiple eyes proof it                 Send test messages Avoid...
Discovery                &            Decision             Making           Corrections             EmailsMeasure, Learn  ...
#12. Measure the impact                   Additional:                   • Opens, clicks                   • Conversions, r...
Positive & Negative Results
#13. Learn from the mistake                                Create a “Mistake Plan”                                Can yo...
And a rant…(See Email Insider column)
The Fake OopsOops! Youre 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 ...
Resources / Q & A
About Silverpop• A leading email marketing /marketing automation provider• Email marketing• Transactional email• Landing p...
Resources• Resource Center   –   White papers   –   Webinars   –   Blogs   –   Case studies   –   Newsletters   –   http:/...
Q & A / Contact Information • Loren McDonald    – lmcdonald@silverpop.com    – Twitter: @LorenMcDonald    – Twitter: @Silv...
Thank you!  On Twitter: @Silverpopwww.slideshare.net/silverpop   www.silverpop.com
Email marketing oops apology email tips
Email marketing oops apology email tips
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Email marketing oops apology email tips

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Making a mistake with your email marketing program isn't a matter of "if" but "when." Even a sophisticated email marketer can commit an "oops": sending to the wrong list, forgetting to change the placeholder subject line, having a bad link or posting the wrong price on a hot-selling product in the email or on the website.

In this fun but practical Webinar, we explored 13 tips to minimize the fallout from the inevitable "oops," including:

> Identifying the mistake and its potential impact
> Determining whether and how to respond
> Deciding who should get the apology/correction email
> Correcting the mistake in other channels
> Choosing the right tone and personality
> Turning an "oops" into a positive outcome
> Reducing future mistakes

Published in: Business
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Email marketing oops apology email tips

  1. 1. „Oops‟: 13 Tips for Dealing With the Inevitable Email Marketing Mistake
  2. 2. Speaker and Agenda• Loren McDonald • “Scoops of Oops” • 13 Tips – VP, Industry Relations • Resources – Silverpop • Q&A • Wrap-Up
  3. 3. Discovery & Decision Making Corrections EmailsMeasure,Learn & ResponseImprove
  4. 4. But first…
  5. 5. Oops come in different scoops…er flavors.
  6. 6. The Testing, 1,2,3…4,5 - Oops
  7. 7. We were just kidding about that discount - Oops
  8. 8. The We Like to Share What We Are Doing - Oops
  9. 9. Links, what links? - Oops
  10. 10. The old system misconfiguration trick - Oops
  11. 11. Ya, we didn’t mean to send you the “Dogs That Sing” Newsletter - Oops
  12. 12. Discovery & Decision Making Corrections EmailsMeasure,Learn & ResponseImprove
  13. 13. #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
  14. 14. #2. Assess the potential impact major minor
  15. 15. Jump into the recipient‟s mindset…
  16. 16. Are the recipients…Even aware Pissed At Amused? Confused? Concerned?of the error? You?
  17. 17. For you and your company… Really Just Potentially concernedembarrassed lost revenue about it
  18. 18. 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?
  19. 19. #3. Consider Responding Only to Those AffectedMistake:• Wrong price on Web site for top 2 products in emailAnalysis:• 700 customers had clicked one or both links• I estimated roughly 15 lost transactions due to wrong price• Client agreed to just email clickersCreative:• Offered additional $10 off next purchase over $100Results:• (see next slide)
  20. 20. 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
  21. 21. #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
  22. 22. #5. Focus on your response Later: • Blame • What caused it • How to prevent it
  23. 23. Discovery & Decision Making Corrections EmailsMeasure,Learn &Improve Response
  24. 24. #6. Keep mgmt/stakeholders in the loop Did you saythe 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
  25. 25. Sample conversation points1. Wrong percentage in email2. Added a note on the Web site3. Estimated 5% clicked link4. Correction email to just 5%5. Expect 10% conversion rate and $ of X6. OK?
  26. 26. #7. Act quickly How much time do you have? > Very little… - Wrong price, % - People are talking > A bit of time … - No immediate impact
  27. 27. #8. Apologize in multiple channelsTweetBlog
  28. 28. Support + Blog + Email
  29. 29. #9. Use a personal tone that matchesyour recipients expectations1. Tell them you goofed2. Say you are sorry3. Explain what happened4. Make good
  30. 30. Simple. Straightforward. Personal.
  31. 31. Create strong subject lines Use humor, Acknowledge a personality mistake has when happened appropriateOops - Road Rash From RideGear – Wrong Price on Phoenix Pants and Jackets State the impact
  32. 32. NavigationBranding “on brand” Shop links
  33. 33. Be careful with humor, images
  34. 34. #10. Turn the error into a positive Provide a gift when appropriate
  35. 35. Retailer Case StudyMistake:• Sent $20 off of a $60 product email meant for Dallas-areastores – to entire list of 5+ millionCorrection:• Sent mea culpa email to entire list• Subject line: “WHOOPS! Texas Isn‟t That Big: $20 Off $60Nationwide”Results:• Ended up being retailer‟s highest performing, non-holiday,email ever
  36. 36. #11. Proof the correction email carefully Have multiple eyes proof it Send test messages Avoid having to send a correction, of your correction
  37. 37. Discovery & Decision Making Corrections EmailsMeasure, Learn Response &Improve
  38. 38. #12. Measure the impact Additional: • Opens, clicks • Conversions, revenue Did it generate significantly more than normal: • Abuse complaints • Unsubscribes • Complaints via email, phone
  39. 39. Positive & Negative Results
  40. 40. #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)
  41. 41. And a rant…(See Email Insider column)
  42. 42. The Fake OopsOops! Youre invited to our exclusive *December* Friends & Family event.
  43. 43. 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
  44. 44. Resources / Q & A
  45. 45. 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
  46. 46. 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
  47. 47. Q & A / Contact Information • Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com
  48. 48. Thank you! On Twitter: @Silverpopwww.slideshare.net/silverpop www.silverpop.com

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