In today’s Masters of Marketing Webinar, AgencyBuzz Coordinator Heather Galloway discussed the many ways to recover from email marketing mistakes and blunders.

1. Masters of Marketing
Let it Gooo: When You Just Can’t Get That Email Back
Heather Galloway
AgencyBuzz Coordinator

2. Welcome to Masters of Marketing!
We will begin the webinar promptly at 12:00pm, CST.
• Today we'll be talking about Let it Gooo: When You Just Can’t Get That Email Back
• Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg
• If you have questions during the webinar, please use the chat window and I will answer all questions at the
end.
• Join us next time (3/17 at 12pm, CST). SEO Coordinator Dylan Brooks and AgencyBuzz Coordinator Tim Glaze
will cover: It Takes Two: Why Email Marketing & SEO Are Better Together
• Registration for #AgentCon16 is NOW OPEN! For more information visit: www.agentconference.org ITC
customers get $150 discount off registration.
Thanks for joining us today.
Heather Galloway
800-383-3482 x 182
hgalloway@getitc.com

3. OOPS! 
• Top Email Marketing Mistakes
• Subject Line Errors
• Scheduling Mix-ups
• Broken URLs
• Misaligned or Missing Images
• Wrong Email Sent
• “It’s not a matter of if, but a matter
of when.”

4. Not Every Mistake Warrants a
Response
• How big is the error?
• Can your contacts easily understand the
error?
• By sending an apology email for “little”
mistakes, you risk:
• Drawing unwanted negative attention
• Creating another opportunity for opt-outs
• Further annoying contacts
• Overreacting can make the situation worse

5. When to Do Nothing
• Subject Line Blunders
• Grammar/Spelling Errors
• Scheduling Mistakes
• Repetitive Sending
• “Forgivable” Errors Easily
Understood By Your
Audience

6. When to Do Nothing

7. Can You Fix It Post-Send?
• 404 URL Redirects
• Update Image Files
• Clarify on Landing Pages
• Pause Email, Correct, Resume

8. Rendering Issues
Coding is always evolving across all email platforms.
• Image/Content Misalignment
• Disappearing Images
• Unanticipated Image Borders
• Pro Tip: Use Alt Text

9. When to Issue a Correction/Apology
• Blatant Misinformation Pertinent to the Email/Offer
• Potentially Offensive or Upsetting Copy
• Completely Wrong Email Sent
• Security Was Compromised
• Large (5+) Quantity of the Same
Email Sent to the Same User

10. Apology Email 101
• Target Your Apology/Correction
• Ensure Your Apology is Correct
• Subject Lines: Oops, Correction,
Updated, etc.
• Be Brief, Efficient, and Sincere
• Have Executive Sign
• Pro Tip: Build an Apology Template
Today

11. Let’s See Some Examples…

12. New York Yankees, 2011
Security/Data
Compromised
Explain What Happened
Corrective Action Taken
Apology

13. Johns Hopkins University, 2014CompletelyWrongEmailSent
Explanation
“Apology” in Subject Line

14. Fab, 2014
Explanation
Apology
BlatantMisinformationPertinenttotheEmail/Offer

15. Shutterfly, 2014PotentiallyOffensive
Apology
Explanation
Corrective Action
Invite Feedback
Signed by CMO

16. Shutterfly, 2014 – Social Media

17. How to Keep from Making Mistakes
• PROOF READ EVERYTHING (TWICE)
• Test Emails Across Multiple Platforms
• Stick to Basic Fonts
• Double-Check Images
• Emails Can Always Be Misinterpreted
• Keep Sensitive or Highly Important Conversations to In-
Person or Over the Phone
“Email is too dynamic, too complex, and too quick of a medium to avoid mistakes
completely. The best you can hope for is to keep mistakes infrequent and small,
and then to manage them quickly and recover with a degree of grace when they
do happen.”

18. Thank You for Joining Us!
• We will be posting the link to today’s recording on our blog:
http://www.getitc.com/blog/marketing/
• Join us next time (3/17 at 12pm, CST). SEO Coordinators
Dylan Brooks and AgencyBuzz Coordinator Tim Glaze will
cover: It Takes Two: Why Email Marketing & SEO Are
Better Together
Heather Galloway
800-383-3482 x 182
hgalloway@getitc.com