assuming these users were actually getting married. Hoorah! My favourite has to be this campaign where Pinterest were targeting subscribers who had collated pin boards based around weddings.
They ended up losing 49-45 so subscribers may have got their hopes up - but not all was lost, fans were still able to take advantage of the 25% discount on hats. Another accidental send? This University football game results email celebrated their win, a little too early. This could have risked a few unsubscribes if legit but what user would be able to stay annoyed at these cute fluffy fur-balls offering a discount? Not me guys, not me.
This email from Fab (scoping credit: Justine Jordan) takes their mistake of sending an unfinished email and turns it into an opportunity to offer their subscribers 10% off. (Gif credit goes to On a pleasant note, it's nice to see brands embrace their seemingly genuine mistakes and come through on an opportunity to earn some points with their customers. We don't mind, just let us in on your findings. Not enough to seriously offend but enough to cause hundreds of tweets. Sending out a celebration of independence discount instead of the 'no' vote version was verging on controversial. So how do you go about telling a real 'oops' from a complete load of poop? Raising their hands, recently admitted to sending out the wrong Scottish independence outcome email on purpose, although some are refusing to accept that too and that it's a cover up for a genuine mistake.
Every now and again email campaigns may get deployed to the wrong segment, with a spelling mistake or the odd price error - but not all 'mistakes' are as genuine as they might plead.The fact that emails with 'oops' or 'sorry' in the subject line generally have increased open rates (ours increased by 10% when we faked a test subject line), it makes sense that marketers would try their luck by invoking curiosity in subscribers.
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