What to Do When You Shouldn't Have Hit Send.

The article offers tips for electronic mail marketers on what and what not to do after sending a flawed electronic mail and how to avoid it from happening again. Marketers should acknowledge their mistakes only when needed, identify who received the flawed mail and show them that everyone makes mistakes. Marketers should not have a do-not-reply address as their electronic mail, should not automatically include a coupon in their apology and should not treat all errors the same.