• Services
    • Column 1
      • Strategy & Consulting
      • Branding & Design
      • Web Design & Development
      • Integrated Marketing
      • Digital Marketing
      • Traditional Marketing
    • Column 2
      • Events Marketing
      • Experiential Marketing
      • Package Design
      • Product Line Management
      • Product Branding
  • Industries
    • Column 1
      • CPGs
      • Food
      • Supplements
      • Skincare
    • Column 2
      • Events
      • Nonprofits
  • Case Studies
    • Column 1
      • Packaging Case Study
      • Branding Case Study
      • Social Community Case Study
      • eCommerce Case Study
    • Column 2
      • Amazon & FBA Strategy Excerpt
      • Product Line Management Excerpt
      • Social Media Strategy Excerpt
      • eCommerce Assessment Excerpt
  • About
  • Work
  • Connect
Robert Trontz | An Integrated Marketer + Designer Robert Trontz | An Integrated Marketer + Designer
  • Services
    • Column 1
      • Strategy & Consulting
      • Branding & Design
      • Web Design & Development
      • Integrated Marketing
      • Digital Marketing
      • Traditional Marketing
    • Column 2
      • Events Marketing
      • Experiential Marketing
      • Package Design
      • Product Line Management
      • Product Branding
  • Industries
    • Column 1
      • CPGs
      • Food
      • Supplements
      • Skincare
    • Column 2
      • Events
      • Nonprofits
  • Case Studies
    • Column 1
      • Packaging Case Study
      • Branding Case Study
      • Social Community Case Study
      • eCommerce Case Study
    • Column 2
      • Amazon & FBA Strategy Excerpt
      • Product Line Management Excerpt
      • Social Media Strategy Excerpt
      • eCommerce Assessment Excerpt
  • About
  • Work
  • Connect

World Market Apologizes for Inappropriate Email

August 26, 2016 Posted by Michelle Trontz Branding, Business, Marketing

[easy-social-share buttons=”facebook,twitter,pinterest,linkedin,print,mail” counters=0 style=”button”]

World Market Apologizes for Inappropriate Email.
Was it Inappropriate or Just a Simple Mistake?

Yesterday World Market sent out a seemingly innocent email to promote the sale of Torani Syrups from Italy.

The email’s subject line, “Summer like an Italian with 2 for $12 Torani. Salute!”

World Market Email

Hours later an apology was sent out. The subject line “Our hearts are with those affected by the earthquake in Italy.”

For those of you that may have missed it, Italy suffered from a 5.5 earthquake on Wednesday which took the lives of over 250 souls and injured more than 360. Aftershocks were recorded at 6.2 magnitude. Nothing short of disastrous for the Italians.

World Market’s apology was truly heartfelt and genuine. They even opted to donate the proceeds of the sale to aid those affected by the earthquake.

Wolrd Market Apology

Just like everyone else, our hearts go out to the Italians. My roots reach back to Italy. But what brings me to write about this is not about the tragedy. It’s more about the email.

Based on everything I know, I must assume that the email that started all of this was most likely written weeks (maybe months) before the tragedy took place.

I can almost guarantee that the person who wrote the (at the time) seemingly innocent subject line that was legitimately trying to sell an Italian syrup and had absolutely had no idea a tragedy would occur. There’s even a chance that the email was written by a service provider and not even an employee of World Market as according to Campaign Monitor, 56% of companies currently use an email marketing provider.

Basically, the email was probably written, scheduled and forgotten about. Because, as marketers, that’s what we do. We look for for every opportunity to find ways to optimize our time and streamline our efforts. We write, design, promote and move on. Going back to track results and start the cycle again.

So, when a simple email subject line is viewed as inappropriate because of mistiming, it makes me wonder. Why is it so hard to find the time to step back for a minute and really look at what’s going on around us?

Perhaps if the World Market email marketing team slowed down and took the time to reflect on the current happenings in the world they would have been able to adjust the email before it went out. They could still have had the proceeds from the promotion donated to the earthquake victims. They could have been proactive rather than reactive. Perhaps, in a perfect world when time is on all of our sides.

I don’t view World Market as an insensitive brand because of an inappropriate email subject line. The incident didn’t change my view on the retailer. I understand that the people behind the brand are still human. It’s a mishap I could have easily made myself. But, it is nice to see that they stepped up to make things right.

Maybe the biggest lesson learned is we all need to take a minute to look up from our work. It’s easy to get lost in the day. It’s even easier for important events to be lost in the crowded media and social media landscape. Making a real effort to stay connected to what matters will make a difference when it really counts.

[easy-tweet tweet=”Making a real effort to stay connected to what matters will make a difference when it really counts.” template=”light”]

Our hearts go out to the victims and family of those affected by this terrible tragedy in Italy.

[easy-social-share buttons=”facebook,twitter,pinterest,linkedin,print,mail” counters=0 style=”button”]

Tags: email marketingmarketing mishapsWorld Market

About Michelle Trontz

Michelle Trontz is the co-founder of Trontz, an integrated marketing & design studio. A native NY’er who relocated to the mountains, she combines urban ideology with natural living ideals to help companies find their way in a complicated and crowded world.

9 Comments

Leave your reply.
  • dizi
    · Reply

    January 21, 2021 at 4:45 PM

    That is a very good tip especially to those fresh to the blogosphere. Sari Henry Kerstin

  • 720p
    · Reply

    January 31, 2021 at 6:02 PM

    Go over this article to learn more about football the different methods you can use to improve your skills. Jeannie Flinn Fons

  • movies
    · Reply

    February 1, 2021 at 4:19 PM

    Thanks so much for the blog article. Thanks Again. Awesome. Madlen Myles Primavera

  • donmadan
    · Reply

    February 1, 2021 at 7:13 PM

    Excellent article. I am experiencing a few of these issues as well.. Talya Granville Phillipe

  • turkce
    · Reply

    February 13, 2021 at 4:10 AM

    After I originally commented I appear to have clicked the -Notify me when new comments are added- checkbox and now every time a comment is added I receive 4 emails with the exact same comment. Perhaps there is a means you are able to remove me from that service? Appreciate it! Marje Hamnet Brodsky

  • turkce
    · Reply

    February 13, 2021 at 4:58 AM

    Appreciation to my father who informed me about this webpage, this weblog is genuinely remarkable. Orly Egon Gustave

  • turkce
    · Reply

    February 13, 2021 at 6:23 AM

    It is so awesome to see Christian women come together to worship God in a creative way. Evelina Jonathon Malena

  • turkce
    · Reply

    February 13, 2021 at 7:46 AM

    You can definitely see your expertise within the work you write. Christi Bartholomew Liatrice

  • turkce
    · Reply

    February 13, 2021 at 8:38 AM

    As the father of a daughter with T1D and BPD, I want to thank you for creating this blog and resource. Finally someone understands. Sharona Ives Lee

Leave a Reply

Tell us what you think.
Cancel Reply

About TMD

I am a creative marketer with an edge. I often work with companies in the natural products and healthy lifestyle space because I have regulatory knowledge, business know-how and a deep understanding of the ‘natural consumer’.

Newsletter Sign Up

Latest Posts

Google Uses Ranking Algorithms To Combat MisInformation

Google Uses Ranking Algorithms To Combat MisInformation

February 26, 2019

Fake news, spammy content and disinformation plagued the web in 2018. So much that misinformation was named the word of the year by Dictionary.com. Google is now stepping in to do something about it. Read on to see what’s in store for 2019.

Why Marketing Natural Products is So Complicated: Part 3 – The Claims Conundrum

Why Marketing Natural Products is So Complicated: Part 3 – The Claims Conundrum

February 19, 2019

Many marketers’ wonder; if we know an ingredient has been used medicinally for centuries why are we restricted from talking about the natural benefits today?

Why Marketing Natural Products is So Complicated: Part 2 – Natural Doesn’t Necessarily Mean Safe

Why Marketing Natural Products is So Complicated: Part 2 – Natural Doesn’t Necessarily Mean Safe

February 12, 2019

Misbranding issues can halt the growth of a company. The costs to rectify issues across many mediums such as websites, packaging and promotions is hefty.

Comments

  • Miles on Google Uses Ranking Algorithms To Combat MisInformation
  • free xxx pornstar movies on Google Uses Ranking Algorithms To Combat MisInformation
  • gay sex at work on Google Uses Ranking Algorithms To Combat MisInformation
  • Jackie Golder on Google Uses Ranking Algorithms To Combat MisInformation
  • Samantha Milan on Google Uses Ranking Algorithms To Combat MisInformation

Topics

Get to Know Us

Find Us

  • Robert Trontz
  • Trontz Integrated Marketing & Design Inc.
  • Canon City, CO., 81212
  • 6314956755
  • robert@trontz.com

Newsletter

  • Home
  • Terms & Conditions
  • Client Login
  • Case Studies

PROUD MEMBERS OF:

Advertisment
Advertisment

© Copyright 2021 TRONTZ INTEGRATED MARKETING & DESIGN INC. All Rights Reserved.

Prev Next