Shutterfly congratulated hundreds of customers for having a non-existent baby and issued an apology soon after.
Shutterfly, the popular photo album website, issued an apology note to hundreds of its customers after sending out emails congratulating them on having a baby. While it sounds sensible for the company to wish its customers on the new arrival but the problem was that none of those on the receiving end were expecting. As a result of the mishap, several customers who received the email took to the social media to express their aggravation. Shutterfly, on the other hand, immediately issued an apology to all the customers soon after realizing the error.
"Earlier this morning, we unintentionally sent an e-mail to some of our customers. We deeply apologize for this intrusion and any offense this may have caused," company's spokesperson Nicole Stier said in a statement to Forbes magazine, Wednesday. "The intent of the email was to target customers who have recently had a baby and may be interested in using our products to commemorate that life event. Our intention was to target customers who have recently purchased birth announcements with us, and it was sent to a larger distribution in error."
The email was sent to the customers Wednesday morning, which sparked a wave of shock, confusion and outrage among the readers. While some customers mocked Shutterfly's marketing blunder, some customers had a rather disheartening experience. One of the recipients shared the email on Instagram and related to her agonizing experience in the past.
"This email from @shutterfly has me outraged this morning," mrsarob shared the ad on Instagram. "There was absolutely no consideration for those experiencing fertility issues. Having had 3 miscarriages and no babes, receiving a "Congratulations on your new arrival" has ripped me apart. I am a mix of sadness & anger. It's one of the biggest marketing fails I've come across."
A wave of tweets flooded in wake of the Wednesday's incident. Some of the tweets are embedded below.
Got a shutterfly email congratulating me on my 'bundle of joy'...the apocalypse is here ppl, a website just got me pregnant #thefutureisnow
— Law and Lentils (@lawandlentils) May 14, 2014
Congrats to all of those impregnated by @Shutterfly this morning. — Chris Tuttle (@ChrisTuttle) May 14, 2014
Shutterfly has congratulated me on “bringing a new life into this world.” I can only assume they mean the monstrous abomination in my lab. — Dan Moren (@dmoren) May 14, 2014
Thanks for encouraging me to send out those thank you cards 9 years after the fact @Shutterfly #betterlatethannever #shutterflyfail
— Katja (@LiteralKat) May 14, 2014
Wtf...When did I have a baby, and how did I not realize it?! No kids for me #ShutterflyFail https://t.co/Q7XnMftiPV — Amanda Tiberio (@MandaTiberio) May 15, 2014
