How to recover from an email fail

Email Marketing Podcasts

Even veteran senders get nervous before pressing send. There’s always that worry in the back of our minds: What if I send this to the wrong group of people? What if I send a test email by mistake? What if there’s a broken link or typos or lingering placeholder text?

So, if and when the dreaded email fail happens to you, what can you do? We’ve all received an email fail and every pro sender has made a mistake or two. If you do mess up, don’t worry. You’re not alone and there are ways to recover.

In this episode, Alyssa and Melissa talk about when to panic, when to apologize, how to apologize, and how you can turn your email failure into an email opportunity.

Email fail recovery


“Just keep your marketing in mind and the choices you make in mind and know that deliverability isn’t all just technical and machines and all of that, there are humans involved.” ~ @alyssa_dulin

Main Takeaways

  • [06:19] There are some fails you should always send a follow-up email to address and some you should simply leave alone. If your email is missing a key piece of information that allows your subscribers to take the desired action, send a follow-up correction.
  • [07:42] If your email accidentally went out to a group of cold subscribers, move on and focus on hitting your more engaged audience next time.
  • [11:18] If you’re going to send an apology follow-up email, make sure your email adds value to your subscribers, or at the very least, uses humor to address the error, so your subscribers don’t
  • feel like they’re getting spammed twice.
  • [23:50] Aside from the algorithm, your marketing strategy matters when it comes to email deliverability. Be careful how you apologize because there are always humans on the other end.
  • [25:38] Listen to your audience when it comes to addressing email missteps and always apologize authentically.
  • [28:38] When you make a mistake, sending a funny email response that acknowledges your fail reminds your subscribers that you’re a relatable human. Your apology can deepen the relationship you have with your audience.


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Alyssa Dulin

Alyssa is a Deliverability Lead located in Nashville, TN. She loves helping senders reach the inbox of their subscribers. Outside of work, Alyssa enjoys traveling, indoor cycling, and spending time with family.

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