Urban Ladder Says Sorry on Email. Why?


Urban Ladder is an online furniture store and has seen a loyal fanScreen Shot 2015-03-12 at 1.18.59 pm growth through a strong digital and social media strategy, before they went big with a television commercial a few months ago. There are many things that interest me about Urban Ladder’s way of communication and marketing. Today was just another example of their simplistic way of execution. Here’s what happened:

I am subscribed to the Urban Ladder email newsletter. Today, in the morning, I received a flash sale email from them. But it had a prominent mistake – the price tag of a product was wrongly slashed. Here’s what it looked like ->

As a user, I noticed and realised it’s an error. I am not used to this from Urban Ladder, but I didn’t take it too seriously. But it seems like they did. Just a few hours later, I received another UL email subject – Oops, we made a mistake.

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The communication was quick, interesting, smart and meaningful, all at the same time. Plus, it acted as a reminder of their brand culture – transparency. Even a simple mistake will deserve an apology and correction. Here’s what the second email looked like –

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  1. A brand needs to humanise itself.
  2. A brand needs to have a strong process of internal quality checks and monitoring.
  3. A brand must treat its corporate communication as a part of its culture, than marketing tools.
  4. A brand should be as open and as transparent as can be. Users realise that mistakes happen. What makes them happy is to see that mistakes are acknowledged and acted upon. It shows the brand is sensitive enough to bother.
  5. A brand needs a definitive culture, so the writers, designers, even the accountants know how to respond in a certain situation. Turnaround time gets way better.
  6. Bonus point – If someone missed the morning email, this subject was inviting enough for a user to check both this and the morning email.

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