Virgin Trains cleared over email gaffe
Virgin Trains has escaped censure from the Advertising Standards Authority following a direct marketing gaffe earlier this year.
As revealed by mad.co.uk, a test email was mistakenly sent to Virgin Trains’ entire database in May announcing that recipients had won a day of “five-star treatment” at the Grove country house hotel.
A second email, sent later the same day, explained the first was sent in error and apologised for the confusion.
A complaint was received from one recipient who believed the first email was marketing material and that the second was misleading.
In its defence, Virgin Rail said the first email was a test email destined for the winners of the promotion but was sent in error to all potential participants. It explained the test email had been sent to an incorrect mailing list, adding measures had since been taken to insure against the same mistake happening again.
The watchdog accepted that the first email was sent in error and that the second email was not a marketing communication designed to follow on from the first.
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