OOPS! SORRY FOR THE MISTAKE

Summary from the TLDR Marketing newsletter

Use a believable “mistake” to earn a second email. Send an initial email with something intentionally wrong (ie. a broken link, placeholder text, or early promotion). Follow up minutes later with an “oops” apology and the real offer. The first email creates curiosity and gets attention. The follow-up feels more human and gives you a natural place to add a discount or incentive. Use this sparingly, as repeating this tactic too often makes it obvious.