MindComet

Transactional Emails Can Have a Big Impact

Most thank you emails I receive are either included in the order confirmation/receipt, shipping notification or download email messages.  I thought Crate and Barrel did a good job with their thank you email which arrived in my inbox a few days after my purchase when I wasn’t expecting it (to be clear, I did receive a transactional email with my purchase order minutes after placing my order).  The creative also goes to show that Crate and Barrel took the time to customize their thank you message with the one featured below being tied to the holiday season. 

With Crate and Barrel sending me the unexpected transactional message above, they gave me a boost of customer confidence, strengthened their brand and will most likely drive incremental revenue from me in the future because they made my shopping experience pleasant with no hassle. 

Thank you emails are a nice easy touch point to have with your subscribers, letting them know you took the time to thank them for their business, feedback, support, etc.  That goes for welcome messages as well.  Welcoming a subscriber to your email communications lets the reader know what’s to come, properly setting their expectations upfront.  With just over a week remaining in 2008 I hope to see more welcome messages, thank you messages and personal touch points from brands in the coming year showing me that they are leveraging my preferences to better and more effectively communicate.

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Posted by MindComet on Dec. 18, 2008

Show Me, Dont Tell Me

Im trying to knock out my holiday shopping early this year to avoid the upcoming madness.  Last year I did the majority of my shopping online however this year I have been hitting up the sales and specials in store.  I bought a few things at Pier 1 Imports over the weekend and upon being asked for my email, gave it to them.  I received my welcome email message the following day.  Props to Pier 1 Imports for sending a welcome message, seeing how so many brands are not taking advantage of this easy touch point.  However the welcome message wasn’t worth my time (see screenshot below).

Thumbs Up
• Received the welcome message
• As a valued customer, I will be included on sneak peeks and special offers, etc.

Thumbs Down
• Email doesnt show me how Im a valued customer (no discount, no incentive).  If Im a valued customer, shouldn’t I be presented with something that shows that?

Maybe Im being too harsh because I didnt get anything in return from Pier 1 after my weekend purchase and providing them with my personal contact info.  I guess I should just be glad that they are at least sending welcome messages and perhaps with a little patience will start to see some return from Pier 1 for being a the valued customer they say I am.

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Posted by MindComet on Nov. 24, 2008

Quiksilver: 3 Welcome Messages In A Row

After reading this post at Email Wars, I was inclined to sign up for some Quiksilver emails.  I always wore this brand as a kid… Whether it was some baggy boardshorts, stained t-shirts or a ripped pair of jeans; I sported Quiksilver quite often in my “quiet little beach community.“ 

Now I’m older and I’ve ditched most—if not all—of my surf-wear.  But that doesn’t mean I’m not curious to see what one of my most cherished brands as a kid is up to nowadays… Especially in the email realm.

So I signed up, and after going through a pretty standard process (name, email, birthday, zip) I was looking forward to see how they would go about engaging me.

But instead of positive engagement, I was inundated with the same welcome message for three days in a row.  The same message…  Over and over and over.  I was annoyed, sure, but after the third email, I was strangely compelled to click through and see what the preferences page looked like.  As you can see below, it’s not daunting at all.  One thing I would have liked to see is my email and zip (already on file, mind you) auto-filled. 

Another thing worth noting is that each welcome message was received between 8:02am and 8:04am.  Auto generated?  Me thinks so.

Quiksilver needs to understand that this is NOT the smartest way to initially engage a new subscriber.  I’m sure if I wasn’t in the email marketing industry, I would’ve unsubscribed after the second email.  I hope they make up for this with relevant offers and announcements. You know, now that they have my preferences and all.

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Posted by MindComet on Sep. 09, 2008

Bath and Body Works Email Strategy

I visit Bath and Body Works about twice a year when they have their semi annual sales going on. Its hard enough for me giving out my phone number when stores ask for it, however realize that they aren’t just going to start calling me, lets hope not at least. In addition to the phone number they ask for my email as well and its more of a convenience factor for me to say “no thanks,“ to just get out of the store opposed opposed to wondering what type of extra deals I may receive.

I was reading an article the other day on their email program and found out they have over 10 million addresses, crazy right?! So then I had to do some digging on what makes their email strategy so successful. I went to their site to sign up and they are giving away one of my favorite lip glosses free, limited time offer of course, just for signing up. So I did.

The article mentioned that people that signed up would receive the free lip gloss promo in their inbox and then have to take it into the store to receive, smart thinking.  Typically welcome messages are sent immediately or within a week of signing up depending on the opt in process.  Bath and Body Works highlights that the first message I’ll receive will be within one week.  I’ll be interested to see what happens, whether I made it in time for the limited time offer or if Ill just receive a standard welcome message.

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Posted by MindComet on Aug. 17, 2007