Wow! In the world of email accidents, I've certainly seen my share. That being said the one below from Expedia certainly rises to the top. Expedia sent an email to assumingly a select group of affected subscribers on Friday, February... More

Wow! In the world of email accidents, I've certainly seen my share. That being said the one below from Expedia certainly rises to the top.

Expedia sent an email to assumingly a select group of affected subscribers on Friday, February 13th letting them know that their email address had been inadvertently unsubscribed. The unsubscription happened due to a one-time "technical issue" that occurred between November 8 and December 5. Expedia has since re-subscribed those users back to a 'subscribed' state.

What is most damning though about this accident is not that it occurred (hey, mistakes happen), but that it took over two months to identify, resolve and communicate the resolution to the affected subscribers.

The issue certainly couldn't have happened at a worse time given seasonality.
Despite the issue, the email below does a good job of communicating the issue with full transparency and providing subscribers a proactive way to opt-out if that is what they so desire.


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