We all have bad days.
But one graphic artist for a co-op advertising firm apparently had a really bad day and it showed up in an ALT tag in one of his or her company mailings.
Warning: Reference to the “F” bomb ahead.
ALT tags are HTML tags that provide alternate text when graphics are blocked.
So, for example, an HTML graphical burst that says “Save 50%!” can have an ALT tag that at least spells out the offer in text so the recipient knows what the graphic is supposed to say if the graphic doesn’t render.
Though ALT tags don’t work with every e-mailbox provider, they work often enough that experts recommend their use.
However, experts don’t recommend ALT tags be used to vent.
And last week, a graphic designer for co-op advertising firm Co-Options Consumer Access in Cary, N.C., did just that.
A “Summer-Time-Savings” themed e-mail went out to potential advertisers letting them know there were two coupon slots left.
Recipients whose e-mail box providers blocked graphics didn’t get the “Summer Time Savings” message, though.
They got a big blank white box with itty bitty text that said: “Final [rhymes with truck]off.”
Ouch.
Once executives at the firm realized what had happened, they sent a message out apologizing for the mistake.
“Greetings!” it began.
“We very humbly apologize for the previous e-mail sent out for [brand redacted at brand manager’s request] for which a graphic file was labeled profanely (not by Julie Lewis, the sender). The artist that put together the graphic and uploaded to the e-mail system had a great deal of trouble with the file and was unaware that the method of which files were labeled could be seen on PC's. This is no excuse and again, we hope that you please accept our apology for this error in judgment. I assure you that nothing like this will ever happen again.”
The message was signed by Brian Sockin, CEO of Co-options.
Fortunately for Sockin, recipients of the [rhymes with truck]off ALT tag were advertisers, many of whom have apparently had similar screw ups in creating e-mail collateral.
According to a second follow-up message, reaction to the snafu was mostly commiseration.
“Thanks to all who sent back kind notes of consolation regarding our e-mail mishap earlier today, and for sharing your all-time email blunders...they most certainly lightened the situation here,” Sockin’s second note said.
“To addend my previous note, I wanted to add that the [brand redacted at the brand manager’s request] and its parent company [also redacted] had nothing to do with the mistake or the art put together for the e-mail. They are a truly wonderful brand and client.”
When contacted by phone, Sockin said he was barred from speaking to the press about the incident by managers of the well-known brand that was redacted above.
Editor’s note: Marketers can be so shortsighted sometimes. Here we have a story where a breathtaking snafu ended up strengthening the relationship between the marketer and would-be customers, and a major brand declines to participate in the resulting—positive, mind you—press coverage. Someone at [brand redacted] needs to get a sense of humor.
