How to correct an uncorrectable mistake

Okay, here’s what happened. An eblast was sent for our client, Sherman Health. One of the stories in the weekly newsletter teased a great gluten free recipe for chocolate puddle cookies. Sounds freaking nummers, right? It is. You should bake these cookies and I will eat them for you.

Anyway, here’s what the eblast teaser looked like.

The eblast was written, reviewed, and sent in a swift and effective manner. Only one problem this time: the link to the story pointed people to an old article for a pumpkin butter recipe.


Now, when a mistake like this is found, most people would correct it and send a recall eblast. But because we had the mistake link under our control, we were able to come to a different solution. Here’s what we added to the incorrect landing page.

In a nutshell, eblast mistakes (or any internet marketing mistakes) hurt and are panic-inducing. But if you can find a way to correct the issue honestly and have fun while doing it, it just might be even more effective than it would have been had you gotten everything right in the first place.


  1. December 13, 2012

    Excellent suggestion!! Also have to tell you that each time I read your blog I ALWAYS re-read your bio because your dry, sarcastic witty comments just crack me up. Love it.

    • Luke Trayser
      December 13, 2012

      Thanks, Michele! That’s super kind of you. Full disclosure: My Christmas poem was called The Good Samaritan, I can recite it from memory, and I will never tell it to anyone because it is so very terrible.