Friday, 8 July 2011, 3:24 PM

”Tell-a-Friend-Mails” – Something We Need to Work On!

Social media is the king of sharing. Email just can’t compete in this battle. But, email does give you a higher completion rate. You can read more about this in a previous post by me here.

So, let your customers tell their friends about the products they like by using emails and social media. There are quite a few things we can improve concerning these ”tell-a-friend-mails”. For example:

  1. Design the letters in HTML, not just in a text format. Then the customer gets a much nicer letter in his/her inbox and gets to know your graphic design at the same time as you get statistics of what this person clicks on – and if he/she opens the letter at all.
  2. When someone tips a friend it’s much easier for you to acquire a relation to this ”friend”. You’ve been recommended, haven’t you? So, ask your customers to follow you on Twitter, Facebook or via email.
  3. Offer something that makes them want to follow you. And don’t forget the one who delivered the tip! A win-win situation!

I haven’t really found a perfect example, but I would like to show you this newsletter from Asos. I clicked on a product that I wanted to ”show” myself. This is how it looked:

They give the tipped person an opportunity to write a message of his/her own. So I click on ”Submit”.

This way of tipping your friends is very convenient and I also like the possibility of emailing another friend – although I think it would be a good idea to give the customer this opportunity earlier. It might be a little confusing to be asked to email a friend here. But it’s good that they make it possible for me to return to the product page to shop more or to tip about another product. Too many times I’ve experienced that the shop is closed down after this step.

What can I say about the email? It’s a good thing that they put my name first in the subject line or in the title of the email. The recipient probably recognizes my name, which will make him/her more willing to open it. The sender’s name also tells the recipient what it’s all about.

Unfortunately the letter is pretty boring with a text link. I’d preferred that a picture of the product was shown and that the letter had been a little hotter when it comes to design. And they don’t do anything in order to create a relation: no link to Facebook, or to Twitter, or a possibility for me to register for their newsletter. I might like to follow them … A good thing though is that they make it easy for me to get in touch with the customer service.

Now when you look at this – don’t you get a few bright ideas about how it could be done? Social media is the thing, so do something about it now! Good luck and send me an email if you make something new of your site. And tell me all about your thoughts!