This move was clearly a deliberate mistake. Of course, most, if not all, of these subscribers don't interact with email. But their marketing team decided it was worth it to be wrong, and risked losing their 30,000+ subscribers to see if they had a chance to work with these unengaged audiences. result? About 60% never reply or click and officially unsubscribe from the newsletter. But 40% clicked and replied, "No, it was a mistake." They didn't unsubscribe. For a while, this industry mailing list had the highest click-through rate. Another surprising result? Of those who responded, about 10 percent said they would be interested in subscribing to different topics the company handles. The VP of Marketing told me, "We learned a lot from that 'mistake.'" Intentional mistakes can make sense for your content marketing at certain critical moments: 1. Lose less Obviously, risk plays a big role in how wrong you should be on purpose. For example, skydiving is not the best activity for intentional mistakes.