by Jay Kang
We are human and prone to mistakes. If we did not make any mistakes, we would not know how to fix them. Being in Email Marketing, you want to keep mistakes on a tight leash. In order for you to accomplish this, you will need to learn how to protect and manage your business effectively and efficiently. This article is not about what we need to do, but what we do after we make a mistake.
Sendlane is comprised of Marketers who built Digital Marketing Software, and we totally understand email marketing mistakes can and do happen.
We have many situations where emails were sent at the wrong time. Drafts were accidentally sent. You did not cover the angle of the time zones you were trying to send to. Too many pictures made your emails upload longer and clicks have been reduced. There are many ways we can make email marketing mistakes.
What we want to provide are several ways to take actions.
What’s Done Is Done
Email marketing mistakes happen, you have to deal with it. Instead of putting all your energy into frustration, why not use that time and energy to find a solution. Realizing mistakes happen will definitely help you realize the situation and bring you back to focus. Whether you are always set in your ways, or blame yourself or others, come back to reality.
Here is words of encouragement if you do make mistakes:
“A PERSON WHO NEVER MADE A MISTAKE NEVER TRIED ANYTHING NEW” – ALBERT EINSTEIN
Someone who makes mistakes are getting out their comfort zone, learning, adapting, changing what they did and use it to grow. You are one step towards success, all you need to do find a solution.
Take a Step Back or Stop Wasting Time
Take the words of Stephen Hawking and learn from the Master of Time and Accomplishment.
“I HAVE SO MUCH THAT I WANT TO DO. I HATE WASTING TIME” – STEPHEN HAWKING
The more you waste your time staying remorseful, frustrated, angry, finding blame, you could have come up a solution by now. Another thing to do is take a step back and breathe. Learning to stop and observing at a different angle can bring new light. All the emotional feelings you get when you make a mistake takes a toll on your energy, Why not own that energy and put it towards productivity? Whether it was an email server issue, or accidental email marketing mistakes, whatever the mistake was. Addressing the issue is secondary. It must be dealt with. Focusing towards something you can recover from is primary.
Address Your Email Marketing Mistakes
I have received tons of apologies and issues from many companies that I receive my emails from. Understanding what you did and explaining it helps your audience and brings about empathy. If you do not address anything then two things can occur. They might need recognize your mistake if it is a small one, or they will see your mistake and when they respond to receive invalid promise, you just lost their loyalty.
Addressing your mistake can also help your audience with life lessons. Everyone knows that mistakes can happen and we only learn it the hard way. We can recover on some and some mistakes are fatal where others can learn from. Great content, lessons you can bring to your audience. Think of ways this can benefit, rather than waste your energy with bad emotions.
Some mistakes are not a big deal. For instance, holidays are around the corner. You have sent a Christmas Email before the Thanksgiving Day. It might look bad, but who wouldn’t want to think about Christmas. People always forget and last minute shoppers are always there, so why not start Christmas Emails early? Understanding and observing what you did and what you can do with them can lead to success. Why not adjust your emails after that one mistake and press on? Life can be crazy at times.
Using Social Media and Grow!
Social Media can come in handy if your subscribers are following you there. Why not post before and/or after your mistake? Accepting your faults and realizing what you did can bring traffic to your emails as your subscribers anticipate your mistakes. Sending an apology or fix email along with Social Media posts can definitely bring attention to your audience.
Here is a bad analogy, when there is a car accident, how many people will slow down their own car to observe what happened?
Once you have their attention, it is a gold mine. I am not saying make mistake intentionally, but you can look at it in a good way.
Empathy Rules
“THE GREAT GIFT OF HUMAN BEINGS IS THAT WE HAVE THE POWER OF EMPATHY” – MERYL STREEP
Telling your subscribers of your mistake creates genuine apology and brings personality to the emails. Revealing that you are an actual person and they can bypass your mistakes.
I want to leave you with one last quote
“ANY ACTION IS OFTEN BETTER THAN NO ACTION, ESPECIALLY IF YOU HAVE BEEN IN AN UNHAPPY SITUATION FOR A LONG TIME. IF IT IS A MISTAKE, AT LEAST YOU LEARN SOMETHING, IN WHICH CASE IT’S NO LONGER A MISTAKE. IF YOU REMAIN STUCK, YOU LEARN NOTHING” – ECKHART TOLLE
Doing something about the mistake is not a mistake but a gift. Nonetheless, manage and protect your business, up until that mistake, you will now be ready for what comes next.
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