Email Error Etiquette

That send button has been clicked, and you have realized there is an error to your email campaign. How do you respond?  What is proper etiquette to this type of mistake? Depending how and what was the error determines the next step.

If and when the inevitable happens, know how to best respond to recover from the error with grace. Sometimes, this means doing nothing at all.

For small error such as a minor typo, take it as a lesson and put systems in place so this does not happen again. Keep this discovery in house. No need to apologize.

A major error can be a broken link for information emphasized in the communication or an unintentionally offensive email—customers are more likely to forgive and forget when companies confess and apologize for the mistake. Acknowledge the error and put a positive spin on it when appropriate.  When mistakes slip through, respond accordingly to save customer relationships.