Today in my inbox I received an email with the subject line “ Some very sad news…” as you can imagine seeing that I rapidly opened up the email to see that the email was about the end of a free trial for cosmetic brand Nude by Nature. 
Now confession, I did subscribe to that newsletter but in my inbox the email name that comes up is of Clint Dowdell so it looks like a personal email (shown above) and with that extremely tacky subject line it is sure to stand out.
But it gets worse. I then commented on the tacky subject line on their Facebook page and the comment disappeared (not once but three times). Clearly they are not going to have a conversation on their page about it.
A savvy communication professional would move directly into online crisis communications mode:
1. Leave the comment on the Facebook page to show they are listening
2. Rapidly respond to the comment saying something like they were upset to hear this response etc etc …. and admit some fault and show that they care about their customers.
3. Reassess if your marketing tactics are appropriate and review email newsletter subject lines for the future.
Trading on misery or drama is simply unacceptable. This was the case when Kenneth Cole tried to trade off what was happening in Cairo 
and he was whipped because of it.
Social Media is supposed to be about respect and listening – a two way dialogue.
Enough of the crisis comms lecture, but it does makes you wonder how many negative product reviews they are taking down from their page about the product? mmm
Update: Nude by Nature didn’t delete the posts (apologies) but there were no comments back addressing the issue of the tacky subject lines. Update 2: They have now commented and said they will be addressing the issue of the tacky subject line with me. Context: this subject line affected me- I just found out today about a relative who is very ill, hence the rapid fire commentary (not to be recommended).