Phone Number in Order Confirmation Email: Worth the Risk?

September 15th, 2008

A major eretail player has been using a ‘wow’ tactic. In their order confirmation emails, the brand has offered customers the chance to call a toll-free number that same day if they want to add more products to their order.

The team behind it was smart enough not to make their confirmation email layouts overly busy with logos and images. So the copy pushing the offer didn’t get lost in the shuffle when reviewing the details of your order.

The offer read:

“Did you think of something else? You can still add items to this order if you call us on the day you place the order, by 11 p.m. Eastern Time, at 1-800-xxx-xxxx.”

Now, there’s two possible reactions to this idea.

You are fascinated about average order sizes. And the question isn’t, “Are they bigger?” It’s more along the lines of, “Exactly how much bigger are they?”

Then comes a potential trouble spot: “What percentage of people are calling in before 11 p.m. ET and actually attempting to cancel their order?”

I admit I am a bit of a gambler at heart, but my gut tells me the gained sales would outweigh the lost orders (assuming that you allow for cancellations). However, it’s certainly up for debate and worth a test.

Categories: Consumer Marketing, Ecommerce Eretail, Email Marketing, Online Advertising, Online Marketing Tags: , , , ,

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