Poor Backcountry.com

As a PR person, emails like the one below have a special place in my heart, so I thought I would share it. I'd give it an introduction, but it really speaks for itself. May it make you happy that you didn't wake up to the hate mail that probably preceded this mass apology letter:

Dear Sheralyn,

We messed up. Yesterday, as the people of Alabama dealt with the devastating aftermath of an intensely damaging and life-taking tornado, we neglected to put a stop to the distribution of an email with the header: "Mother Nature hates you. Deal with it." This was extremely insensitive and offensive, and we are so sorry.

Please accept our sincerest apologies for this mistake. What was intended to be witty marketing copy may have been when we wrote these words two weeks ago, but in light of current events and the suffering of people affected by Mother Nature's wrath, it is not only not witty, it is completely unacceptable.

We at Backcountry.com send our deepest condolences to the families of those who lost their lives and to everyone now faced with rebuilding their homes and their communities. And again, we extend our sincerest apologies for our lack of foresight and our complete insensitivity in sending yesterday's email.

Sincerely,
Jill Layfield
CEO
Backcountry.com