{"id":4083,"date":"2024-03-11T17:06:21","date_gmt":"2024-03-11T21:06:21","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/how-to-recover-from-email-marketing-mistakes\/"},"modified":"2024-03-11T17:15:04","modified_gmt":"2024-03-11T21:15:04","slug":"how-to-recover-from-email-marketing-mistakes","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-to-recover-from-email-marketing-mistakes","title":{"rendered":"How to Recover From Email Marketing Mistakes: Decision Framework"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_58dbd61445ad6c6e8b1a100a9a495039\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><i><span style=\"font-weight: 400;\">\u201cThe link isn\u2019t working&#8230;\u201d<\/span><\/i><i><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/i><i><span style=\"font-weight: 400;\">\u201cThe subject line is empty\u2026\u201d<\/span><\/i><i><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/i><i><span style=\"font-weight: 400;\">\u201cWhy does the email say \u2018Hello, %%first_name%%\u2019?\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Your heart drops. Your career flashes before your eyes. Panic ensues. \ud83d\ude30<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As gatekeepers to <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/state-of-email-2023.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the most effective marketing channel<\/span><\/a><span style=\"font-weight: 400;\">, email marketers have to hold themselves to a level of perfectionism. But that doesn\u2019t mean we\u2019re perfect!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email is complex. Turn-around times are short, and volumes are high. And with more than <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-is-email-rendering-so-complex\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">15,000 potential email renderings<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s impossible to avoid mistakes completely.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether you\u2019ve made an email mistake recently\u2014or dread the thought of it happening\u2014remember that you\u2019re not alone. Email marketing mistakes happen to the best of us!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And when they do? See how you should respond (if at all) using our decision framework below.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">P.S. For real-life examples we\u2019ve seen along the way, head to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/recover-from-email-marketing-mistakes\/\" target=\"_blank\" rel=\"noopener\"><b>How To Recover From Email Marketing Mistakes (Second Edition)<\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div id=\"awebChromeHelper\"><\/div>\n<div id=\"awebChromeHelper\"><\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_9d19fd17b81010f25fa368552077baea\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/10\/emailguardianicon.png\" alt=\"Litmus Email Guardian icon\" width=\"244\" height=\"244\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Automatically catch email errors with 24\/7 Link Monitoring in Litmus Email Guardian<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Email Guardian monitors every email\u2014and every link\u2014so you don\u2019t have to. Get notified when a broken or slow-loading link is detected so you can fix it before it reaches your subscribers.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-guardian\">\n\t\t\t\t\t\tProtect your emails\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_24a5314bf4105f8bdaf43481c21bf66d\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2>Framework for managing email mistakes<\/h2>\n<div id=\"experience-65e9a0f2de8de\" style=\"position: relative; width: auto; padding: 0 0 75%; height: 0; top: 0; left: 0; bottom: 0; right: 0; margin: 0; border: 0 none;\" data-aspectratio=\"1.33333333\"><iframe class=\"ceros-experience\" style=\"position: absolute; top: 0; left: 0; bottom: 0; right: 0; margin: 0; padding: 0; border: 0 none; height: 1px; width: 1px; min-height: 100%; min-width: 100%;\" title=\"Email Marketing Mistakes Quiz\" src=\"https:\/\/view.ceros.com\/litmus\/email-marketing-mistakes-quiz\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><script type=\"text\/javascript\" src=\"https:\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script><\/p>\n<h3><span style=\"font-weight: 400;\"><strong>Question 1:<\/strong> Is the error minor, inoffensive, and easily understood by your subscribers as a mistake?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If your answer is \u201cyes,\u201d then it\u2019s best to let this mistake go. These mistakes are understandably embarrassing, but they don\u2019t offend or affect the ability of your subscriber to understand the message and act on its <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">call-to-action (CTA)<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><strong>Question 2:<\/strong> <\/span><span style=\"font-weight: 400;\">Is the campaign automated or is the send still in progress?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Even after your email is deployed, depending on the timing and audience size, you may be able to halt the send.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If an error is found in an automated campaign, it can be turned off, fixed, then turned back on.<\/span><\/p>\n<h3><strong>Question 3:<\/strong><span style=\"font-weight: 400;\"><strong>\u00a0<\/strong>Can you fix the error or eliminate most of the confusion post-send?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Although you can\u2019t edit the code of an email after it\u2019s sent, there are a few things you can do to correct the content in the email. This includes updating image files, adjusting live content, redirecting URLs or links, and clarifying messaging on the landing page.<\/span><\/p>\n<h3><strong>Question <\/strong><span style=\"font-weight: 400;\"><strong>4:<\/strong> Does the error affect <\/span><i><span style=\"font-weight: 400;\">all<\/span><\/i><span style=\"font-weight: 400;\"> your subscribers?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Depending on your email program, some errors might not affect everyone. In this case, targeted correction or apology emails might be the best solution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most often, brands accomplish this by prefacing their <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-write-the-perfect-subject-line-infographic\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">subject line<\/span><\/a><span style=\"font-weight: 400;\"> with something along the lines of \u201cOops,\u201d \u201cSorry,\u201d or \u201cCorrection.\u201d<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><strong>Question 5:<\/strong> Does the mistake warrant wider damage control?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Some <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/recover-from-email-marketing-mistakes\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email marketing mistakes<\/span><\/a><span style=\"font-weight: 400;\"> go well beyond subscribers. In scenarios where the impact is large, you may want to get your public relations, legal, customer support, and social media teams involved.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><strong>Question 6:<\/strong> Can I change my email workflow to reduce the chance of this mistake happening again in the future?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Although mistakes are inevitable, they can be avoided with the right safeguards in place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Anytime your organization is working through a significant email marketing mistake, it\u2019s worth reviewing what went wrong and determining whether any changes in your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-workflows\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email workflow<\/span><\/a><span style=\"font-weight: 400;\"> need to be made.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Bounce back with ease<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While we wish there was an \u201cunsend\u201d button, the best we can do is reflect and learn from our mistakes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take a deeper dive into exactly how you can recover from email marketing mistakes and maintain your brand reputation, with examples from email marketers themselves.<\/span><\/p>\n<div class=\"cta\">\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/recover-from-email-marketing-mistakes\/\" target=\"_blank\" rel=\"noopener noreferrer\">GET YOUR GUIDE<\/a><\/p>\n<\/div>\n<div id=\"awebChromeHelper\"><\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_9d19fd17b81010f25fa368552077baea\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/10\/emailguardianicon.png\" alt=\"Litmus Email Guardian icon\" width=\"244\" height=\"244\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Automatically catch email errors with 24\/7 Link Monitoring in Litmus Email Guardian<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Email Guardian monitors every email\u2014and every link\u2014so you don\u2019t have to. Get notified when a broken or slow-loading link is detected so you can fix it before it reaches your subscribers.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-guardian\">\n\t\t\t\t\t\tProtect your emails\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_deac7c00073dc48b41b4d8485a59d0f2\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">Originally published on September 20, 2018, by Chad S. White.\u00a0<\/span><\/i><\/p>\n<div id=\"awebChromeHelper\"><\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn when to act, what to do, and how to prevent email marketing mistakes using our decision framework, with real-life examples along the way.<\/p>\n","protected":false},"author":25,"featured_media":27031,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[10301],"class_list":["post-4083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","blog_category-email-campaign-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Recover From Email Marketing Mistakes: Decision Framework - Litmus<\/title>\n<meta name=\"description\" content=\"Learn when to act, what to do, and how to prevent email marketing mistakes using our decision framework, with real-life examples along the way.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/how-to-recover-from-email-marketing-mistakes\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Recover From Email Marketing Mistakes: Decision Framework\" \/>\n<meta property=\"og:description\" content=\"Learn when to act, what to do, and how to prevent email marketing mistakes using our decision framework, with real-life examples along the way.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/how-to-recover-from-email-marketing-mistakes\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-11T21:06:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-11T21:15:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2018\/09\/HTRFEMM-Blog1-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1381\" \/>\n\t<meta property=\"og:image:height\" content=\"724\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Recover From Email Marketing Mistakes: Decision Framework - 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