Doing Our Homework
Building Great Ecommerce Customer Experiences
Using Email to Build Engagement and Trust
I mentioned in our post about packaging last month that, as well as being providers of ecommerce services, we are consumers. It’s a part of our culture at Tenzing to engage with our clients and community, which for me, has made holiday shopping a lot less stressful and far more comfortable.
Although Tenzing is not in the business of email marketing, we have learned from our customers just how massively importantly email is to their business. As it is so important to our customers, I do keep an eye open for interesting email examples, and I’m excited to share a couple today.
The first up is an email from Shoes of Prey, an Australian company that sells custom women’s shoes. You log onto the site, design a totally custom shoe that arrives on your doorstep within four weeks. Shoes are a product that some women take very personally, and my mother happens to be one of those people. With that in mind, I sent a Shoes of Prey gift card for her birthday. Knowing that I can be a bit of a nerd about these things, she shared one of the emails she got after placing her order.
I was floored.
How smart! I’m not sure if every first-time order gets ‘upgraded to express production’, or if it’s messaging that they use when they have some production capacity and shoes are ready early. Regardless, the customer (my dear mum) was thrilled – this simple, easy email made her more excited about her order and made her feel a deeper connection with the company. This is an extremely difficult thing to do in ecommerce because a lot of the methods that work in brick and mortar can’t be applied. I love to see innovative ways that retailers are building loyalty and engagement, and I think this is a great example of an online retailer using email to do just that.
Next up is an email from a much higher profile retailer. One of my colleagues sent me a copy of the below email, and I was duly impressed.
I thought this was a very admirable way to handle what is normally a very difficult situation for a retailer. I think when it comes to issues of security and performance, customers appreciate transparency, which is what J. Crew gave with this email. Now all I want to know is the impact it had on their business – I would be very curious to see the open rates and conversions from the email!
It’s a pity I don’t specific metrics on the two email examples (really, I’d love to see their results), but I do hope that these examples show how email can be leveraged to stand out in ecommerce.
If you’re looking for more information about ecommerce emails, look no further than part two of our Holiday Preparation Webinar series. Demac Media (who know a lot more about ecommerce email than yours truly) is presenting their ‘Holiday Email Marketing Guide’. Register here to join us next Tuesday.
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