This is how you apologise for an email marketing campaign you screwed up

Boingo got it wrong with a new email campaign. Thankfully, its founder and CEO knows how to apologise. I just got this in my email inbox. (A shorter apology is also on the company website's front page.)

Let me start this off with a big, fat apology.

We’re deeply sorry (and more than a little embarrassed) about any email you received over the weekend that included a database dump in the beginning and a message that your Unlimited account has been canceled and converted to AsYouGo status.

Please be assured that there’s been no change to your account. If it was Unlimited, it still is. If it was AsYouGo, it still is. If it was closed, it still is. The email was meant for internal testing only; the system basically decided otherwise and erroneously sent the test template to a large pool of our customers.

Please disregard these emails and accept our humblest apologies. If you would like additional details, please check our blog “The Hotspot”, which we will continue to update as we gather more information.

Thanks so much for your understanding during this awkward moment in email marketing history. We would never intentionally inconvenience you in any way and strive every day to deliver the best in customer service.

Please let us know if there’s anything we can do to help.

Sincerely,

Dave Hagan
President and CEO
Boingo Wireless
boingo.com