(Updated October 23, 2023) In the ever-evolving realm of email marketing, two principles hold paramount importance: relevance and rigorous email testing. As an email technology provider committed to enhancing marketing effectiveness, we emphasize these core strategies to our clients. The focus on testing sheds light on a crucial aspect of email marketing—preventing the need for apology emails.

Having witnessed the email marketing landscape for over two decades, I’ve observed numerous instances where brands had to issue apologies due to preventable mistakes. While an apology can mitigate some immediate fallout, it does not fully undo the damage inflicted on the brand’s reputation or customer trust and loyalty. The root cause of many such mishaps? There is a lack of comprehensive testing before sending out emails.

Why Testing Takes a Backseat

The reluctance to test might stem from various factors—perceived lack of time, overwhelming workload, or the rapid pace at which campaigns are executed. However, this oversight often results in errors ranging from minor issues like typos and broken links to more significant blunders such as misaligned messaging or targeting the wrong audience segment.

The Dual Benefit of Testing

Beyond merely avoiding the embarrassment and repercussions of apology emails, testing serves a dual purpose: fostering continual improvement. By adopting a culture of consistent testing, email marketers can enhance every aspect of their campaigns—from refining the message to ensuring its relevance and impact on the intended audience. Even marginal gains, such as a half-percentage improvement in engagement or conversion rates, are valuable strides toward elevating your email marketing ROI.

Testing transcends the objective of error prevention; it embodies a proactive approach to refining and optimizing your email marketing strategy. The insights gleaned from testing empower marketers to make informed decisions, fine-tune their messaging, and align better with their audience’s expectations and preferences.

But what aspects of an email can you test? Refer to this guide by Mailtrap.

Embracing Testing as a Best Practice

In 2024, the question isn’t whether you should test your emails but how to integrate testing more effectively into your email marketing workflow. Email tests have an economic impact! Embracing testing as a fundamental best practice enables marketers to preemptively identify and rectify potential issues, thereby enhancing their campaigns’ overall quality and effectiveness.

Moreover, the continuous process of testing and learning paves the way for innovation and improvement, ensuring that your email marketing efforts remain competitive and resonate with your audience. The objective is to avoid mistakes and elevate the entire email marketing experience for your recipients.


As we move forward into 2024, let the emphasis on testing in email marketing serve as a reminder of its critical role in avoiding unnecessary apologies and, more importantly, in driving continuous improvement. The choice between proactively enhancing your campaigns through testing or reactively addressing issues through apologies should be clear. Invest in testing to safeguard your brand’s integrity, nurture customer trust, and progressively enhance your email marketing performance.

P.S. For insights on crafting sincere apologies when necessary, HubSpot provides valuable guidance with examples of what to do—and what not to do—when issuing an apology email.


P.S. This Hubspot post offers one excellent example of how not to apologize and several very good (and sincere!) examples.

Published On: October 23rd, 2023Categories: Email marketing best practicesTags:

About the Author: Sharon

Sharon Ernst from BetterFasterWriter.com is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at www.betterfasterwriter.com/intermediate-email-copywriting-class. When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

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