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

What we love about's approach

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

Over the weekend, those of us who subscribe to emails from 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, — we think you recovered from your mistake purr-fectly.