Lessons: What To Do When Segmentation Goes Wrong

1. Decide Whether To Do Anything.

   Yes, mis-segmentation is bad. But does sending a “correction” email make it better? If not, does any email make it better?

   If not, you may be better off not sending one at all, and just moving on.

2. Fess Up.

   If subscribers are aware that something’s amiss (even if they’re not quite sure what), own up to what happened.

   Remember, you’re trying to build a relationship with subscribers. You need their trust. Honesty goes a long way toward getting it.

3. Make Lemonade.

   Look for opportunities to turn your mistake into everyone’s gain.