I had the wonderful experience of interviewing our four Andy McLaughlin Rising Star Award finalists last year. Simone Bunsen, marketing manager, Chief Executive Group, told me about the time they made a small mistake in a personalized email. Did they fret? No. Instead, they sent out a corrected version, apologized and offered $100 off registration to an upcoming event. "And surprisingly," she said, "we did really well on that email! I think the lesson is to own up to any automation or marketing mistakes. It gives your brand an opportunity to show its human side."