Leadership Brief: Why a Lack of Email Marketing Mistakes Is a Red Flag
As a culture, we’ve been trained to instinctively see every mistake and every failure as bad. But smart marketers know the truth: Only frequent mistakes and only big failures are bad.
Infrequent and small errors are opportunities to learn and improve, and are pretty much inevitable—particularly, if you’re doing anything innovative. This is especially true in the world of email marketing, where frequency is high, turnaround times are short, resourcing is lean, and complexity is growing with no end in sight.
However, despite the outsized opportunity for email marketing mistakes, more than 50% of brands haven’t sent an apology email for an email error in the past 12 months, according to Litmus’ 2018 State of Email Survey.
Our research shows that if you’re in that group, there’s a decent chance that you should be concerned rather than proud. Yes, email marketing mistakes aren’t great, but not making any could be a sign of much bigger structural problems within your email marketing program and within your company.
In this 5-page Leadership Brief, you will learn…
- How the strength of an email program’s quality assurance process affects the likelihood of making an apology-worthy mistake
- How company culture can impact the remediation of email marketing errors and the customer experience
- About the relationship between email program innovation and email mistakes