Fail fast, but fail well. Sometimes the best lessons come from the biggest crash and burns. We ask our panel of marketing vets to fess up. Where did they learn most from failure? How do you explain these oopsies internally? More importantly, however, we ask how they implemented the lesson to improve the process.

1. Failing Successfully: Lessons
From Our Greatest Screw-
Ups
MODERATOR: LIBBY SNEAD, SENIOR EMAIL MARKETING MANAGER, AVVO
PANELISTS:
RICHARD MASTRIANI, DIRECTOR- DIGITAL MARKETING, AMTRUST FINANCIAL
BRIAN MATHUS, DIRECTOR OF DIGITAL MARKETING, EDWARD JONES
JAMIE PLANKENHORN, SENIOR MANAGER, EMAIL MARKETING, ZILLOW

2. ZILLOW:
App Review

3. ZILLOW
Floating Homes

4. Edward Jones:
Online Statement
Image NOT Scaled

5. Edward Jones:
Branch
Verification

6. Learn From Us:
 You’re Not Alone:
The sinking feeling when you hit send never goes away but you can mitigate it:
Don't immediately deploy, give it at least 5 to 10 min.
Real time image loading helps too!
 Checks & Balances:
Identify people who can review campaigns outside the email team.
Implementation coordination is critical, over-communicating is your friend!
 National Context Matters
When using 1:1 Personalization, factor in the national scene.
 Curated UGC Is Your Friend
If there is risk for the content to go awry, add safeguards when using UGC.