Oops! We did it again: Leveraging company mistakes for maximum email engagement

An “Oops” email, when done right, isn’t just damage control—it’s an opportunity. Thoughtful “Oops” emails acknowledge mistakes and drive record-breaking engagement and brand trust. This post will break down the psychology of these emails, share frameworks for crafting the perfect message, and show how to transform a corporate misstep into a moment of authenticity and connection.

And if you’re interested in the topic, we’re soon hosting a webinar on how to oops-proof your email — Sign up here!

Why “Oops” emails work: The psychology behind the magic

People love authenticity, and they appreciate when brands own their mistakes. Here’s why “Oops” emails tend to perform so well:

• They feel personal. A mistake, acknowledged with humor or sincerity, makes your brand feel more human.
• They create curiosity. Customers who may have ignored the first email often open the second just to see what went wrong.
• They build trust. A transparent and well-handled error reassures customers that you care about their experience.
• They boost engagement. Brands almost always report higher open rates on correction emails than on the original campaign.
• They tap into “schadenfreude” (a brilliant German word that defines the enjoyment obtained from the troubles of others). People secretly enjoy seeing others make mistakes—it’s human nature! Studies have even shown that witnessing others’ blunders can trigger joy, making your “Oops” email irresistible.

Of course, not every mistake can be laughed off in an email. If your brand just lost millions of dollars or leaked sensitive customer data, a lighthearted “Oops” probably isn’t the right move. The level of the mistake—and your brand’s tone—should always be considered before crafting a response.

The perfect “Oops” email formula

1. Acknowledge the mistake (but don’t over-apologize). A simple "Oops! Looks like we made a little mistake" is usually enough. Avoid excessive apologies, which can make the issue seem bigger than it really is.

1. Keep it on-brand. Your tone should match your brand personality. If your brand is fun and playful, use a lighthearted message. If your brand is more formal, keep it professional but warm.

1. Offer a fix—or a little something extra. If your mistake caused confusion, offer the correct information upfront. If it was an inconvenience, consider adding a small perk, like a discount or free shipping.

1. Make it fun, if appropriate. If the mistake is minor and your brand allows for humor, adding a fun twist can make the email more engaging.

1. Sign off with personality and gratitude. A warm, human sign-off reinforces that real people are behind the brand. For example, "Thanks for sticking with us - we'll try to keep the typos to a minimum (but no promises before coffee)."

“Oops” emails can be great – But preventing mistakes is even better

Mistakes happen, but the way you respond makes all the difference. If your brand ever finds itself in an email blunder, remember: honesty, humor, and a little generosity can go a long way. A great “Oops” email can turn a moment of panic into an opportunity for engagement, loyalty, and maybe even record-breaking clicks.

That said, the best way to handle email mistakes is to avoid them in the first place. You can always count on RGE’s Pre-Send Protection Candles™, but – should this not suffice – there are plenty of tools out there that help you double- and triple-check your emails so you don’t have to apologize at all, afterward.

Here are some of my and the RGE team’s favorites: 

• Beefree – Beefree’s built-in safeguards, approval flows, and robust collaboration features create a true system of checks and balances, so every send strengthens trust and drives results.
• Litmus / Email on Acid – Email previews, spam checks, broken link detection.
• Grammarly / Hemingway – Catch typos, fix grammar, improve tone, and check readability levels.
• Mailtrap / GlockApps – Test deliverability, inbox placement, and headers safely.
• Accessibility checkers (WAVE, axe) – Ensure color contrast, alt text, and screen reader support.
• TinyPNG / EZGif - Minimize image loading times with a good image compressor.

As you craft your next campaign, send smart, double-check everything, and if all else fails, use these tips to turn your ‘Oops’ into a high-engagement win!