Event Email Marketing: Should You Fix a Mistake or Just Move On?

Yesterday I blogged about The Carlton on Madison Avenue's recent email blast that contained an ill-fitting subject line. It led recipients to believe that the email contained some kind of a gift or discount, but in reality, it just asked them to vote for the New York hotel in the Conde Nast Traveler Readers Choice Survey.

When it comes to your event marketing collateral, from your website to your blog to your invitations, one thing I can't stress enough is to proofread! That, and to make sure you are familiar with proofread's best friend, spellcheck.

That being said, it's understandable that we're only human, and every once and a while a mistake will slip by, just like it did with The Carlton's subject line. The question is then what to do when a mistake occurs?

This really depends on the mistake itself. A small error, such as a typo, is better left alone if it doesn't majorly affect your event and will not confuse your attendees.

Say, for example, your email invitation states, "Event accommodations can be found under our room block at the Luxury Hotel & Suites." There's no need to send out an email to correct the spelling of accommodations. Some people will have not even noticed the misspelling (did you?), and those who did won't think much of it. However, they will notice yet another email in their inbox, and many of them will not be happy to get one over such a small issue.

On the other hand, some mistakes cannot go uncorrected with your event emails. For example, maybe you've sent out an invitation that lists the incorrect event venue. Obviously, you can't let your invitees show up at the right time and date at the wrong venue! In this case, it's necessary to send a follow-up email alerting guests to the error and providing the correct venue name. Noticed quickly, errors such as this don't mean the downfall of your event.

Something else important to note here: don't just send a corrected version of your event invitation, reminder, etc. Make sure you point out the fact that the original was incorrect. Otherwise attendees may just delete the second email, assuming it was a repeat, or fail to notice the updated information. Bring it to their attention!

When it comes down to it, we all know that a mistake here or there is inevitable in the big process of planning meetings and events. Don't weigh your attendees down with a barrage of updates, corrections or apologies for minor errors, but definitely alert them to the ones that majorly affect your event. They'll understand, provided that it occurs infrequently—which it will since you know to always double, triple, quadruple check your work!
blog comments powered by Disqus
Subscribe to our Monthly Newsletter
Receive updates on the latest trends, best practices, and strategies
to transform your meetings and events