How to recover from an email you didn't mean to send

Jeff Slutz

Here’s an inbox story that got all of us on the Emma team talking:

A little while back, those of us who subscribe to emails from Fab.com received a message that didn’t make a whole lot of sense. It contained a photo of a cat looking in a mirror, with no accompanying text or call to action. The subject line indicated it was a test of some sort, but nothing about it felt very clear.

Within a couple of hours, Fab sent another email admitting it was a mistake. But this wasn’t your standard apology email. They whipped up clever creative and copy that showed they weren’t taking themselves too seriously. It started with the subject line: 

And continued in the actual email: 

We love how Fab stayed true to their playful brand even when under the gun of getting a timely correction out to their audience. And who can get mad at 10% off? Kudos to you, Fab.com — we think you recovered from your mistake purr-fectly.

 

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