Being proactive about email errors can help you avoid major issues
After being active in the online community for years, it still amazes me how powerful email can be.
Two recent news stories caught my eye and led to this article. The first is from late December, when The New York Times sent the wrong email to over 8.5 million email recipients.
The email, which was intended for 300 people, was specifically for those who had recently cancelled home delivery subscriptions. It offered a special renewal option of half the normal rate.
To no surprise, the accidental email spurred a slew of responses. It’s understandable; people were obviously surprised by it, and perhaps many of those who responded wanted a discounted subscription offer.
The fact of the matter is: sending an accidental email happens. It shouldn’t happen more than once, but that error can happen; especially if the employee is new to the position. It isn’t an ideal situation, but accidents do happen and we do all make them.
However, the part of the story that bothers me, as an online business professional, is the manner in which the issue was addressed. After the email was acknowledged, The New York Times tweeted that the email was “not from us.” This in turn lit up social networks, as people were assuming that the Times got hacked.
Fortunately, The New York Times was not hacked and the email was from them. This brings two major thoughts to mind: Why didn’t they own up to the error immediately? Will more people unsubscribe from home delivery now, with the expectations of getting a half off renewal rate for 16 weeks?
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Emails can be easily posted and shared online
The other major email error I read about recently involved a major public relations nightmare, spurred by email correspondence.
In short, a paying customer respectfully asked about the shipping date of a product he purchased. The marketing and PR person who responded was initially unhelpful, and as the email stream continued, he became completely insulting (and quite incomprehensible as his writing was full of spelling and grammatical errors).
The email chain has found its way around the Internet, culminating with the dismissal of the marketer involved. The company who hired Paul Christoforo, the aforementioned marketer, released a statement announcing the cutting of ties and apologized for his actions.
It was a good move to attempt to try and fix the problem at hand, but will it be enough to convince potential customers to continue with their orders?
Lessons learned from two major email issues
These email problems detailed above can be avoided; consider these tips:
-If you accidentally email the wrong list, be proactive by apologizing for it through social media and your blog. Own up to the error, give the truthful circumstances and hope that is enough to appease your audience. In many cases, it will be.
-Emails can go viral, easily. This is especially true when a company is completely disrespectful on customer service issues.
-Make sure all your employees understand those two previous points. Managers should keep a close eye on those responding to customers, until they are familiar with the employee’s work ethic. Managers do hold a degree of responsibility to the messages communicated through their organization.
Have you seen any other major email issues lately? Please share your stories in the comments section below.
