We’ve all purchased goods online and received email confirmations, usually within minutes of placing the order. We’ve also received shipping notifications letting us know when a gift we ordered for someone else has been received.
This got me to thinking. Can "informational" email do double duty? Should it? In other words, can an order confirmation also contain a link to a product or promotion?
Personally, I think it’s an acceptable marketing tactic, but the ultimate answer may depend on what the communication is about and the context. Truth be told, open rates of these informational email messages will be much higher than pure ads, so proceed fairly.
To help, I’ve prepared a couple hypothetical pairings for your consideration.
Order Confirmation and Cross-Sell
The following copy could appear in a confirmation email for a sweater just purchased:We hope you enjoy your new Rainbow Sweater, which should arrive in about 10 days. Please hold on to this confirmation for your records.
Satisfaction Survey and Closeout
Using the same purchase, this email would be sent 30 days after the initial sweater shipment was delivered:Good morning! According to our records, you purchased a Rainbow Sweater about a month ago. We take the quality of our products very seriously and would like to know if you’re satisfied with your purchase. If you’re not completely satisfied, please click here, and let me know your thoughts.
Reminder and Related-Product Sale
This copy would be sent to someone who asked to be reminded about fall lawn care:You may recall asking us to remind you about fall lawn care activities. You requested this free service on our Web site when you visited on March 22 at 9:32 a.m. Based on your geographical location, below is a checklist of lawn care tasks that are usually best done this month. Feel free to print out this email to use as a handy checklist.
Gift Delivery and Gift-Reminder Service
This copy would be included in a gift-delivery notification:We’re pleased to tell you the gift you ordered for Bill Smith of Chicago, IL, has been delivered. Bill and his family should be enjoying the chocolates now.
Pretty nifty ways to create dual-purpose email, don’t you think? Use your imagination, and keep reading...
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Paul Soltoff is the chief executive officer of SendTec, Inc., a direct marketing services company specializing in customer acquisition. SendTec combines extensive direct response experience with proprietary technologies to produce scalable results. Principal services include performance-based online marketing, offline direct response marketing and direct response television. SendTec represents advertising agencies and advertisers such as RealNetworks, AARP, Monster.com, AAA, Punch Software, MyPoints, Grey Worldwide, CosmetÍque Cosmetics, Columbia House, and Euro-Pro. Prior to starting SendTec, Paul was a founder and EVP of Saatchi and Saatchi's DRTV division in New York and has over 25 years of advertising, media and direct marketing experience.
March 19, 2014