Hasta La Creative!

This morning, Shutterfly, a photo/card printing website, sent out a mass email congratulating tons of people on their newborn babies. Which would be incredibly thoughtful, had many of the recipients actually given birth.

The error blew up on Twitter, as well as on Shutterfly's Facebook page. For many recipients, it was just a humorous gaffe. But for people who have struggled with miscarriage, infertility or the loss of a child, Shutterfly's email seemed particularly cruel.

Hey @shutterfly, maybe don't send mass "congrats on your new baby" emails? Those of us dealing w infertility JUST made it thru Mother's Day.— Christina Rothenbeck (@C_A_Rothenbeck) May 14, 2014

Wow. @Shutterfly just sent me an email congratulating me on my arrival. Not cool. Seriously. #infertility pic.twitter.com/ylpJcZaihz— Dresden (@DresdenPlaid) May 14, 2014

@Shutterfly go F yourself. My new arrival was supposed to be here 1 1/2 years ago, but died. And I'm since infertile. pic.twitter.com/sPjn2bzpO8— Katherine Heidelberg (@KatStax524) May 14, 2014

Thanks @shutterfly for congratulating me on the birth of the baby I miscarried in Oct. How many women does that happen to?— Herchel Scruggs (@Scruggbug) May 14, 2014

Via Facebook: "I lost a baby in November who would have been due this week. It was like hitting a wall all over again."

Shutterfly issued an apology within a few hours of the emails going out:

This morning, an email was sent unintentionally to some customers. We deeply apologize for any offense this may have caused.— Shutterfly (@Shutterfly) May 14, 2014

But there was also talk of a second batch that got sent out this afternoon:

@DresdenPlaid mine just arrived. You'd think they'd stop the next batch— Gina Brown (@GinakBrown) May 14, 2014

Pouring one out for Shutterfly's PR team right now.