The Correction Email: How to Turn Around an Email Marketing Mistake

How to Turn Around an Email Marketing Mistake


Seriously. We’ve all been there. 

In my case, it’s hitting send on an email, and realized I sent it to the wrong list. 

It’s seeing the final email launch after four people reviewed it, and there’s a typo in the subject line.

It’s checking the date of an event five times, and you saved and sent the wrong version.

And then begins the endless cycle of beating yourself up. Running through every possible worst-case scenario in your head.

No one is ever going to think I can do anything ever again. 

I’m going to get fired.

I just lost a ton of money. 

My customers are going to hate my brand and complain about me on social media.

I’m here to tell you, it is going to be okay.

Seriously. It is going to be okay.

Everyone makes mistakes. E-v-e-r-y-o-n-e.

Anyone who tries to tell you there isn’t room for mistakes is seriously delusional (or a robot). 

We are all human. And messing up is inevitable.

The best part about messing up?

You learn from it!

Some of the best lessons I’ve learned are from falling flat on my face. Take your mistake, learn what you did wrong, and find a way to correct it in the future.

Most of the time, when I make a mistake, it’s because I need to do one of two things: 

  1. SLOW. DOWN.  You’re doing too many things at once, trying to get through them all.  Take a breath, and give yourself some time and space to focus on one thing at a time.
  1. Ask for help.  It’s okay to say you can’t do it all.  Because guess what?  You can’t.  Sorry to break it to you.  We all need help sometimes and guess what?  Most of your friends, family members, and colleagues are MORE THAN HAPPY to help you.  Because it’s the right thing to do and It just feels good.

So how’s an email marketer supposed to turn what seems like an unforgettable error around??

The question is – How to send an apology email for mistakes and typos?

  • Do you send a typo correction email?
  • Do you send a typo apology email?
  • Should you resend an email with a typo? (gasp!)

Just call it for what it is – an Oops!

Here are the three things to keep in mind when drafting a Correction Email (aka Oops Email) 
  1. Have Fun with Your Oops Email
  2. Own the Mistake in Your Email
  3. Correct the Mistake In Your Email

Have Fun with Your Oops Email

Yes, you’re mortified that you just made a mistake.

Guess what? We all do it.

Sorry to be the one to tell you that you’re not special in that regard.

There’s nothing better than deflecting embarrassment with humor in a typo correction email or typo apology email.

A weird coping mechanism? Maybe.

It’s definitely not something I would do in an inappropriate situation.

But it does put people at ease. They forget to be mad when they’re smiling. 

Check out this apology email subject line and email from Fab.  I mean, what’s funnier than a cat on a laptop, making the same face you did when you realize your mistake??


Own the Mistake in Your Email

Pinpoint what happened. Name it. Say it out loud.

Do what you have to do to identify the mistake in your typo correction email or typo apology email.

What’s worse than making a mistake? Not admitting to it and naming it. 

Eh, it wasn’t that big of a deal, you didn’t notice anyway.

Because come on, you’re just insulting someone’s intelligence if you don’t think SOMEONE will notice you used ‘their’ instead of ‘they’re’

People feel like they’re having something pulled on them because it lacks transparency.

Name it so you can move on. 

This typo correction email sample from Framebridge perfectly captures the ‘humble’ in their P.S. saying they know they made a mistake but they’re always looking to improve.  (Aren’t we all?)


Correct the Mistake In Your Email

In case this isn’t obvious, give them the correct info in the follow-up typo correction email.

Give them the opportunity to take the action you wanted them to take.

BONUS: Can you give an apology offer? Maybe a discount, a freebie, or a sweet pic of your baby niece (with mom’s permission of course)?

People appreciate it when you go the extra mile any time during their customer journey. Don’t let this opportunity be any different.

Check out this correction email from Gobe. They blamed their website (as they should) and offered a nice little discount code.  Short and sweet!


People LOVE Oops Emails.

Sending ‘sorry for the typo mistake’ emails tells them there is an actual human being on the other side of the campaign because SHOCKER it IS one human putting it together.

It kind of explains why we’re all obsessed with reality TV, because it’s proof that regular people and famous people are all a mess just trying to get through life. 

Even if five people review and approve your emails, mistakes still happen. 

But when you own it?

People appreciate it, they love it, and it builds… BRAND TRUST.

So welcome! You’re officially an email marketer!

Your mistake is not the first, and it certainly won’t be the last.

Unless we finally do get taken over by robot-aliens, and then I suppose we have bigger things to worry about than typos.

Come up for air when you’re ready and keep emailing!

 If You Need a Pep Talk The Next Time You Make A Mistake, I’m Here

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