Popular photo printing company Shutterfly has learned the dangers of mass emails the hard way, and has been forced to apologize after congratulating a bunch of new parents on their recent bundles of joy.

What’s wrong with congratulating new parents via email? Well, nothing–if the person is actually a new parent.

Today Shutterfly told me that I recently had a baby. Surprise is on me! hope someone is feeding him/her #datafail pic.twitter.com/kM8k01T2Ij

— Cynthia White (@cynthiaewhite) May 14, 2014

Surprise!

“There’s nothing more amazing that bringing a new life into the world. As a new parent you’re going to find more to love, move the give and more to share–we’re here to help you every step of the way,” read the email. “Now it’s time to send thank you cards. Find one that matches your birth announcement.”

well…this is awkward @Shutterfly. Am I pregnant? #ux #emailmarketing pic.twitter.com/kJUiJDKay9

— Eduardo Fernández (@DondeEstaEddie) May 14, 2014

Shutterfly has issued an apology via Twitter, saying that the emails were sent unintentionally.

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

At first glance, it may seem like a harmless mistake. But then you start to think about all the women who really, really don’t want to see an email like that:

@Shutterfly thank you for the horrific reminder that I should have a two week old baby. #infertility #pregnancyloss pic.twitter.com/JeDQhE2WqG

— Jennifer Merkley (@JenniferMerkley) May 14, 2014

Yikes.

Image via Cynthia White, Twitter