Thoughtless marketing mistake but nice recovery via apology

This probably seemed like an innocuous email to send to the marketing intern they’ve got churning out emails to their targeted list. After all, something that happened in 2013 is decades ago in internet years, right?

Suffice to say, they got a ton of pushback from that poorly-conceived subject line. 3 people died and several hundreds were injured in the bombings of 2013. A few hours later, the apology email arrived:

Lessons to be learned:

  • Think carefully about your subject lines
  • Test, test, test
  • Get fresh eyes to review things as part of your final checklist. Someone, somewhere would have caught this as a bad idea, right?