Shutterfly has a great website for creating personalized photo projects. Using the site’s helpful templates, I’ve created memory books, composed greeting cards, and crafted family calendars. I’ve ordered magnets and mugs.

Like most online companies, Shutterfly sends the occasional promotional email. I don’t mind, especially since the messages often include great offers. But a glitch earlier this week congratulated me on my new arrival.

For me to welcome a new arrival would be almost as great a miracle as Sarah bearing Isaac when she was 90 years old (you can read God’s prophesy in Genesis 18 and its fulfillment in Genesis 21).

The email made me laugh and I shared the laugh on Facebook. Turns out lots of other inappropriate recipients received the same message. It was funny, but I began to wonder how that email might make some people feel.

Because I posted a Facebook status about Shutterfly’s mistake, it’s only appropriate for me to share Shutterfly’s amazing response to the fiasco. Here’s the text of the message I received today:

Hello,

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 at customerservice@cs.shutterfly.com and we’ll get back to you.

Sincerely,

John Boris
Chief Marketing Officer

Shutterfly, Inc.

How refreshing to read this sincere and heartfelt apology! Kudos to John Boris and the Shutterfly team for not only taking ownership of a mistake, but also expressing genuine remorse and reaching out in compassion to those who may have been adversely affected by the gaffe.

It was a simple mistake that can happen so easily in our technological society, but Shutterfly’s response puts a human face on an impersonal online entity.

And it’s confirmed my consumer loyalty. Any company that offers to help people suffering as a result of their simple mistake deserves my business, which has been and will continue to be significant.

I encourage you to hop over to their excellent website. Fly with Shutterfly!