Steph Stefansson
Author Steph Stefansson
Optimization Manager
Posted in Marketing , Digital Commerce
March 15, 2016
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Customer Emails That Don’t Suck

Give your customers a great experience, from start to finish

So you’ve got a beautiful website, but do the emails you send your customers leave a bad taste in their mouth?

You know the feeling. You’re super stoked about that Ab-Maker 3000 you just ordered online. But then you get the receipt and that thing is so out of date you begin to really question the technology of the device that promises you a six pack in six weeks. Email receipts should get your customers excited about the order they just placed!

It’s all in the Details

We are big believers in paying attention to little details. A lot of time and care has been put into creating a great user experience for your customers on your website, so why stop there?

From Account Creation to Shipping Notifications

Say goodbye to ugly, unformatted text emails. Give your customers the experience they deserve; from the moment they create an account with you, to after they make a purchase.

Not only will you be reinforcing brand awareness, you will also be showing your customers that you care. It also gives you the chance to upsell by promoting products with a new standardized layout.

Below is a quick example of what a good welcome email should look like after registering for a website. Let’s break it down piece by piece. 

Branding: The first thing you should include in your emails is your logo, company name or both. This is going to get customers very familiar with your company and ultimately start creating brand awareness for your business with each and every email you send.

Personal touch: People want to feel welcomed and accepted and a great way to create this feeling for customers is by getting personal with them. Using the customer's first name in your emails makes the connection feel a lot more personal than just putting something generic. Whenever you get a chance to be personal with customers, do it. No more robotic, generic emails!

Support/ Contact Info: Make your customers feel comfortable about their new purchase (especially if they are a first time buyer) by providing support/contact info in every email. This way the customer always has a way to communicate with you if he/she has any concerns with their order. Great customer service can go a long way.

Social Media: More and more people are using social media and it only makes sense to give your customers the opportunity to follow you on your social media platforms in every email you send. This is a great way to grow your social media following that you can now leverage and stay connected with all the time.

Now that they are registered with your site let’s assume they become a buyer. Order confirmation emails are another automated email where you can “spice” things up. A good confirmation email has the standard info:

  • Order details
  • Branding
  • Personal touch
  • Support/ Contact Info
  • Social Media
What does an excellent order confirmation email have?

Tracking: If someone purchased something from your website and it is a physical product there is no doubt that they are going to want to be tracking it. There is nothing more comforting than knowing exactly where your product is at all times and seeing the progress as it comes in. So if you are a company that provides tracking on your products purchased then please make sure you are including this in your order confirmation emails.

Upsells: One of the best ways to increase revenue with your ecommerce business is by upselling current customers. You can do this is by offering related products in your order confirmation email(refer to image below for example). Start adding this into your order confirmation emails and watch your product sales skyrocket!

View the image below for an example order confirmation page.

Make every email interaction you have with your customers look good. Damn good.

There are many types of email you are going to need to send, below is a quick list. Just make sure you are fully optimizing your emails to give the best possible experience for your customers and yourself.

  • Welcome Messages
  • New Account Requests
  • Password Reset Requests
  • Receipts
  • Order Updates
  • Shipping Notices

Let’s do this!

We hope you’re just as excited about this opportunity to amp up your customer reactions as we are to offer it. Feel free to stop by our office, give us a call, or shoot us an email. We look forward to hearing from you.

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