Best Practices for Retraction

[Anonymous]

Hypothetical situation: we send a transactional email (no PII, no security concerns) to a larger audience than we intend, and the campaign takes several days to send. If we send a follow-up retraction/apology email, it could also take several days to send; the result being that a client who may or may not have opened the original email receives the retraction several days later. We're new to Marketo. Does anyone in the community have any best practices to share for errors of this nature? Trying to ensure we're prepared for any eventuality. Thanks!

[Grégoire_Miche2]

HI Zach,

You probably want to start with clickers and openers, then with people who were delivered the email. The point is that if some opens the email but does not download images, you will never know.

-Greg

[Anonymous]

I have found that it's best to wait and see before pulling the trigger on a retraction email (as long as it wasn't sensitive or timely material). As you said, people may get the retraction and not even realize the first email was in error. My preference is to handle the responses as they come in instead of drawing further attention to your error.

If you are going to do go for a retraction, you could do it in segments (opens/clicks first) and make sure it's from a senior member of your organization.