The apology email that outperformed

Last month, I made what felt like a huge mistake. I sent out my newsletter with the wrong link. My heart sank as I realized what I'd done — all that work preparing content, and readers couldn't even access what I was talking about!

I quickly wrote an apology email with the correct link. I penned a straightforward "I messed up" note, complete with a working link. I sent it within an hour of discovering my error.

Here's where it gets interesting: that apology email had a 32% higher open rate than my original edition. People who hadn't opened the first message opened the apology. What's even more surprising? The engagement was better too — more clicks, more replies, and someone even purchased my Brand Engine Masterclass directly from that apology link.

The experience got me thinking about authenticity in marketing. We often try to present a perfect image to our audience. We craft polished messages, worry about every word choice, and hope no one notices our mistakes.

But what if our mistakes are actually opportunities?

I've noticed this pattern elsewhere too. A friend who runs a small bakery accidentally sent customers the wrong pickup time for holiday orders. Her genuine apology message resulted in more customers showing up than usual, with many mentioning how much they appreciated her transparency.

Another business owner I know sent an email with a typo in the subject line. Instead of hiding it, he sent a follow-up poking fun at himself. That follow-up generated more responses than any message he'd sent all year.

When we make mistakes and acknowledge them openly, we show our humanity. In a world of automated messages and corporate speak, a genuine human moment stands out.

This doesn't mean we should intentionally make errors (please don't). But it does suggest that when mistakes happen — and they will — we can approach them differently. Next time you slip up in your communication:

• Acknowledge it quickly and directly

• Keep your tone authentic and conversational

• Focus on fixing the issue, not making excuses

• Consider how to turn the moment into a connection point

Our audiences aren't looking for perfection. They're looking for businesses and people they can trust. Sometimes our mistakes reveal our trustworthiness more effectively than our successes.

I'd love to hear about a time when a mistake unexpectedly worked in your favor. Just reply to this email and let me know.

Btw, I'm not suggesting we aim for mistakes, but I am suggesting we change how we view them when they happen.

Talk tomorrow,
— Shashank

P.S.

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