Is the error minor, inoffensive, and easily understood by your subscribers as a mistake?
NO
YES
Q1
Next question
NO
Don't worry.
Keep going...
Let it go.
Then ask yourself...
YES
Next question
NO
YES
Q2
Is the campaign automated or is the send still in progress?
Next question
NO
Don't worry.
Keep going...
YES
Next question
Turn off the automation or pause the send,
then fix the mistake.
For those who recieved the erroneous email, ask yourself...
NO
YES
Q3
Can you fix the error or eliminate most of the confusion post-send?
Next question
NO
Update landing page copy, image files, live content etc...
Then ask yourself...
YES
Next question
Try to lessen the impact by updating landing page copy, image files, live content etc...
Then ask yourself...
NO
YES
Q4
Does the error affect all of your subscribers?
Next question
NO
Send a correction or apology email only to your affected subscribers.
Then ask yourself...
YES
Next question
Send a correction or apology email to all your subscribers.
Then ask yourself...
NO
YES
Q5
Does the mistake warrant wider
damage control?
Next question
NO
Consider telling customer service and social media teams about the error.
Then ask yourself...
YES
Next question
Then ask yourself...
Get PR, customer service,
social media, and others involved.
NO
YES
Q6
Can I change my email workflow to reduce the chance of this mistake happening again in the future?
NO
Take a deep breath.
Mistakes happen, despite our
best efforts.
Retake quiz
Download the full decision tree
YES
Improve your email testing, pre-send checklist, review process, etc.
Retake quiz
Improve your email testing, pre-send checklist, review process, etc.
Improve your email testing, pre-send checklist, review process, etc.
Download the full decision tree