This example from Halfords uses the title that makes it a must open, but is, in fact, just an email to nudge me to read their newsletters from time to time. The power of the “Oops…we’re sorry” email is extending to one-off emails too. That’s the sort of reputation we can all do with now and again. They apologise for their mistakes - come on, it doesn’t get any better than this, these people should be running the country!.They’re transparent about their mistakes - not only are they human, but they have standards, ethics.What are the subconscious messages we pick up when we open the apology email? Marketers amongst you may argue that this is just daft - why would an organisation damage its reputation by deliberately sending out emails with mistakes in? Well, they might if the mistake was reputation-enhancing. And I’m sure I’m not alone in this often unconscious reaction. Maybe it is schadenfreude, maybe it is plain curiosity, but opening an organisation’s “sorry” email is so much better than opening the original. And if you make mistakes, I will tell you and expect you to fix them. Sometimes mistakes are embarrassing, but you are not embarrassing me by telling me, I am embarrassing myself by making stupid mistakes. Have they really made a mistake or was the mistake deliberately engineered into the first email? Im happy if you tell me because that way the mistake gets fixed. Well, nothing really, although the cynic in me is wondering whether this isn’t all a big con. Some minor mistake in the original needs to be corrected so the organisation resends the email, with a bit of extra text to explain what went wrong and how they’re correcting it. If you didn't want any obligations and responsibilities why did you get married. I didn't help you get out to see you thrown back in again. I'm just sad 'cause I didn't get a chance to see you in the actual dress. Mom, I'm really sorry I didn't get by to see you a few weeks ago. There’s a variant to this technique that seems to trending upwards these days - the “Oops…we’re sorry” email. I didn't get to see you when you were in Kyoto. ( see this nice article from Mailchimp giving some stats, and some of the possible risks).
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