On eretail Confirmation Emails – the Good, the Bad, the Ugly
A quick run-down of smart (and dumb) things I’ve noted in the emailed confirmations from all the online stores I’ve been buying my new, mainly-fleece, Winter wardrobe from:
1. JCPenney.com – ouch. Confirmation email subject line says, “JCPenney.com Invoice H454-22498, Order 2001293 11 0098536” Invoice??? I thought you only got an invoice when you owed money. And, how weird is it to start a new customer relationship by referring to your customer as a long nasty-looking number? The text email itself is actually an invoice! No welcome, no salutation. There is a “thank you for shopping with us”, but it’s near the bottom jammed in with other official data and feels like an afterthought. I also think it’s a bit strange that they put my own phone number at the very top of the email — as in why would you remind me that I gave such personal info to a what appears to be a soulless machine?
2. EddieBauer.com – very nice. Email subject line says, “eddiebauer.com order confirmation”. And there’s a clever little note: Are you getting our free e-mail newsletter? You can receive a periodic “heads up” e-mail with the latest word about new products, online overstocks specials, plus all the news from Dodgeville and environs. Visit our sign-up page and subscribe today! http://www.landsend.com/newsletter”
Again, they shouldn’t have to ask if I am opted in or not. And, um, I never heard of “Dodgeville” before although I’ve been a customer for ages. But all in all, a smart thing to do.
Have you received any great — or lame — confirmation emails when shopping online? Tell me about them at AHolland@MarketingSherpa.com!
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