Email Strategy: Do you “Oops” On Purpose?

Everyone has seen the “Oops, we made a mistake” email. Early in my career, I sent my fair share of “Oops” emails, all due to making an actual mistake. It was always stressful putting one together after already feeling horrible and then rushing to get it out quickly to fix the issue. And then came the surprise and delight at how much additional revenue we generated.

We would always joke that maybe we should make a campaign around this if ever in a pinch for revenue. I have never done one without an honest mistake, however.

I know that many have, even if it’s just an “oops” in the subject line like “Oops, we are giving you too much of a discount!” Is faking a mistake smart email strategy, or would you lose your customers’ trust? Have you done an "Oops" on purpose?

What is an “Oops” Email?

In short, it is an email framed as a correction or apology. My philosophy is that I would only go to the trouble of sending it if we were providing inaccurate information that would halt the business. An example of this would be an inaccurate promo code or discount. It also might be that we forgot a link to a landing page that had all the details.

I wouldn’t necessarily send it for an inaccurate tune-in time or incorrect price because, in my line of business, those changed so often that it was almost impossible to be perfect in that aspect. If I needed to update customers on something like that, I’d rather send out a quick push notification.

It also seemed like the “Oops” in the subject line was very important. If we framed it in another way, “We’re Sorry” or “We Missed That!”, it still did very well, but I think customers just love an “Oops!” email and engage more with that type of messaging.

Why Marketers Do It on Purpose

If you have ever had to send an “Oops” email due to a mistake, you know that it likely had one of your best open rates! Everyone wants to see what you did.

It also humanizes the brand. It always made me feel better seeing other companies sending out their “oops” emails just to know that I wasn’t the only one making a mistake.

Since most marketers have had to go through this, I think there was a realization in our industry that customers will engage with this type of email, so why not create a campaign around it and do it on purpose?

The Risks of Faking an Oops

The reason I never did an “Oops” campaign on purpose was that I figured, at most, it could probably be done a couple of times per year before customers lose trust in the brand. Also, what happens if you do it and then have an actual “Oops” on a campaign that is very important? Your customers may not engage when you need them to.

Customers may also feel that it is manipulative and again lose trust in your brand. Of course, you want to put your customers first and be thankful for how engaged they are. The last thing you want to do is lose their trust!

When an Oops is Authentic & Effective

It’s most effective when you have a genuine correction like a wrong date, promo code, broken link, or missing detail. It’s best to be quick, transparent, and to make sure you are putting your customer first.

You are working hard to fix the problem, and this is likely why your customer wants to engage. They find that you are being authentic, which makes them appreciate the relationship they have with your brand even more! And a reminder of a great coupon or discount doesn’t hurt either.

When an Oops is Strategic (and Acceptable)

As I mentioned above, I have thought of just being playful in a subject line like, “Oops! We just had to give you another 10% off!” I think it could be a great way to build on a campaign, or if you wanted to extend a sale, you could frame it that way for a reminder email later in your campaign.

Again, it’s important to use this purposeful “oops” sparingly. Otherwise, if you really do have an “oops” event, your customers may be desensitized to it when it happens.

Alternatives to the Fake Oops

Using “Oops!” in the subject line but referring to something else (not a mistake) may be a tactic to get your customers’ attention sporadically, just don’t overdo it.

It seems like customers are intrigued that a brand is human and makes mistakes, so another way to spark curiosity is to do a “Behind the Scenes” for your brand. Give customers an inside look at what really goes on at your company, something they may only find out through this special peek into your marketing.

Value Your Customers

Oops emails can be powerful when real or done with integrity. If you have made a mistake, own it and build momentum on it if you can.

Value your customers’ trust over clicks. There are many ways to get customers to engage with your brand, including personalized offers, VIP benefits, and an inside look at your brand. Don’t “oops” your way into losing your audience’s confidence!