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🎬 HBOMax sends the wrong email to subscribers, what's the problem?

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🎬 HBOMax sends the wrong email to subscribers, what's the problem?

How HBO's "Integration test email #1" mistakenly sent email fast became proof that humans are part of technology and it can be beneficial.

Nuno Rocha
Jun 18, 2021
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🎬 HBOMax sends the wrong email to subscribers, what's the problem?

www.newspitality.com

All brands are human and therefore make mistakes. Forget to tick or untick something, and then the automation comes in and… Ooops, it’s sent.

HBOMax’s email team has mistakenly sent an email to their subscribers with the subject "Integration test email #1".

When subscribers noticed the strange email subject in their inbox, they quickly recognized that someone had mistakenly sent it. Did subscribers react with rage?

No, there was an outpour of love and humor taking over Twitter, recognizing that brands are human and mistakes happen.

In an episode very similar to a recent mistake at a major retail chain in Portugal, 2021 is fast becoming the year where we accept that the mix between automation and humanity can produce errors, and that is ok.

Twitter avatar for @HBOMaxHelp
HBOMaxHelp @HBOMaxHelp
We mistakenly sent out an empty test email to a portion of our HBO Max mailing list this evening. We apologize for the inconvenience, and as the jokes pile in, yes, it was the intern. No, really. And we’re helping them through it. ❤️
2:21 AM ∙ Jun 18, 2021
11,759Likes1,072Retweets

Warner Media’s CEO had something to joke about.

Twitter avatar for @jasonkilar
Jason Kilar @jasonkilar
Mare of Easttown ☑️ Friends Reunion ☑️ Integration Test Email #1 ☑️
3:11 AM ∙ Jun 18, 2021
1,315Likes142Retweets

When almost 300 billion emails are sent per day, and 75% of marketers use automation tools, we have collectively agreed that sending the wrong email is not a problem. It happens.

Twitter avatar for @Seinfeld2000
Seinfeld Current Day @Seinfeld2000
"integration test email #1"
Image
Image
1:52 AM ∙ Jun 18, 2021
936Likes74Retweets

Some technology leaders and influencers also joined the fun.

Twitter avatar for @mekkaokereke
Mekka 💉💉🎉 *My Mask Protects You* Okereke @mekkaokereke
@HBOMaxHelp To the intern: Hi! 🙋🏿‍♂️ I'm an Engineering Director on Google Play. Our team's systems send the emails for the Play Store. 1. You'll be fine! As replies show, everyone breaks production! 2. Congratulations on helping your team find missing guardrail features and capabilities!👍🏿
4:33 AM ∙ Jun 18, 2021
1,400Likes66Retweets
Twitter avatar for @petersterne
Peter Sterne🌹 @petersterne
Congrats to HBO Max on the successful integration test
1:05 AM ∙ Jun 18, 2021
6,332Likes606Retweets
Twitter avatar for @wongmjane
Jane Manchun Wong @wongmjane
i accidentally deleted the score database in the middle of my school’s sport day lol the integration emails were nothing in comparison 🙈
8:33 AM ∙ Jun 18, 2021
127Likes3Retweets
Twitter avatar for @michaelpryor
Michael Pryor @michaelpryor
Hey HBO Max person, one time I checked in code that stopped collecting funds from our customers for a month. Don’t beat yourself up. We love you.
12:57 AM ∙ Jun 18, 2021
1,176Likes84Retweets

Humans manage automation tools, and we all make mistakes.

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