To reach their potential customers and stay in contact with existing clients, agency insurance marketing programs must be in a constant state of operation. A perennial favorite: email, due to its high volume, high reach, ease of implementation, and low cost. However, sometimes a firm moves a bit too quickly for its own good, and an electronic mail message gets released prematurely-incomplete or containing embarrassing errors. It’s a good idea to have a planned response in the event that situation occurs:
Don’t sweat the small stuff
Minor errors-small typographical mistakes or formatting problems-are those that don’t substantially affect or detract from the message you’re sending. Chalk these mistakes up to experience, have a “lessons learned” meeting with the employees involved to determine what went wrong, and let it go.
If the messages have major problems with formatting or rendering, if they were scheduled to deploy at the wrong time, or they have missing content, consider pausing the send, correcting the problem(s), and then completing the send.
Choosing to send another email with an apology for an earlier error-filled email can just serve to put a spotlight on the mistakes. Instead, consider other fixes such as using your website’s landing page to post corrected information or clarify the details of an offer. You could also address the mistake and respond to questions and complaints by reaching out in other ways such as through social media (Facebook, Twitter, etc.)
A major gaffe
For those mistakes that are high-profile or have serious material errors, it’s important to own up to the problems, make clarifying statements and offer sincere apologies across the board in every medium you can, from an email apology to print to social media. Again, apply those lessons learned to identify exactly how the error occurred so you can prevent the problem from ever happening again.
Agency insurance marketing at times must be employed not only to bring attention to the products and services you provide to your clients, but also it can be used to correct and apologize for mistakes that-let’s face it-every firm will make at one time or another in the course of doing business.