Shutterfly Apologizes for Congratulating You on Your Nonexistent Baby

Yesterday, many Shutterfly users were confused (and a few were pretty upset) by an email that errantly went out to non-mom users congratulating them on bringing a new life into the world. Today, the company has issued an apology and promised to do better. What more can you ask from a #brand?

The errant email, we’re told by a representative from the company’s PR department, was not the result of data mining gone wrong or a digital marketer with a professional death wish and nothing to lose. It was instead one of those traceless mystery mistakes that sometimes just happen. Like a fart in an elevator.

This morning, the following email went out to Shutterfly users:

Please accept our most sincere apologies. We mistakenly sent an email that was intended only for new parents who recently made baby-related purchases at Shutterfly. We’re truly sorry if you received this email in error. We realize this is a very sensitive issue and we did not mean to upset you in any way.

We care about our customers above all else and have taken measures to ensure this will not happen again. If you have any questions or concerns, please reach out to us [email protected] and we’ll get back to you.

Everyone can now feel free to resume ordering adorable stationery and other products customized with treasured personal photos.