We all make mistakes. After all, we’re human. We can always strive for perfection and put a failsafe into place to avoid mistakes going public. Somehow, those slippery little jerks of mistakes still find their ways through and can affect customers, readers, etc. in negative ways. However, the way in which you respond to those mistakes can define who you are as a company and the way individuals feel towards your brand. So what’s the best way to respond? Transparency (and saying sorry obviously).
Email marketing remains a top option for reaching your customers, readers, etc. and that’s especially true when you’ve made a mistake. It allows you to connect in a way that the fast-moving timelines of social media do not support as well. Now that you know the mode of communication, let’s get back to the idea of transparency.
Nobody wants to hear your excuses, nor do they want to feel like you’re hiding something from them. You need to instill trust with your audience. Transparency is how you keep that trust, even in the face of a mistake that could harm it. Here’s how you accomplish that:
- Be open and honest about what occurred.
- Apologize for it happening.
- Make it right or as close to it as you possibly can.
- Promise you’ll do your best to keep it from happening again.
Your audience will appreciate your honesty and maybe even feel better about your company than before. Especially if you go above and beyond to make things right.
The steps to transparency closely resemble the method Starbucks instilled in their employees to teach them willpower. In his book, The Power of Habit, Charles Duhigg dives into this concept and has even shared it in a Ted Talk. Understanding this concept will provide you with an easy acrostic way to remember if/when the time comes to say you’re sorry. Check it out:
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.