A segmentation error.
WHAT HAPPENS
A customer-only offer sent to everyone A message for one segment sent to another A test sent to the live list
WHAT TO DO FIRST
Establish exactly who received it and what it said.
Do not send anything else until you know.
WHETHER TO CORRECT IT
If the error is embarrassing but harmless, frequently the best response is nothing. Most recipients will not notice.
If it created a wrong expectation, correct it.
IF YOU PROMISED SOMETHING TO THE WRONG PEOPLE
Consider honouring it. A discount sent in error to non-customers costs less than the reputation damage of withdrawing it.
Decide quickly.
IF IT CONTAINED SOMETHING PRIVATE
Different and more serious. If personal data was exposed, take advice on your obligations.
THE CORRECTION MESSAGE
Brief and honest. People are forgiving about obvious mistakes handled openly.
PREVENTING IT
Check the recipient count and the segment name before sending.
Send the test to yourself, not to a segment.
Use clearly named segments, so the wrong one is obvious.
