Thursday, 12 July 2012, 1:11 PM

About a Check List Concerning Confirmation E-Mails (and about Compost Marketing)

In the end of last month I visited Compost E-Mail Seminar. I really liked it because Compost is so focused on e-commerce and e-mailing. And they don’t concentrate only on newsletters, but on how the customers are taken care of – e.g. by various kinds of event controlled e-mails, often triggered by something the customer has done on the web for instance.

Compost’s work with e-commerce matches very much what I’m doing within the fields of e-mailing – and Mystery eShopper. When Lena and I work with the testing of e-commerce companies we see many different e-mails: e-mails confirming a purchase or a packaging/delivery of goods, evaluation e-mails, newsletters, customer service e-mails and many more. All these types of e-mailings give us a clear picture of how well the communication of a company is synchronized. This is what I lectured about on the Compost E-Mail Seminar, but I will write a little more about that some other time.

Here is a check list of the ingredients you should include in a confirmation e-mail. Be my guest!

  • Remember to show that the customer has made a perfect choice by making a purchase from you.
  • Write from a valid address. (Avoid a no-reply address!)
  • Remind the customers of who you are in the subject line. Mention the purpose of the e-mail.
  • Say thank you to your customer – regardless of the sum of his/her order.
  • Forestall possible questions from your customers. Make sure that the answers are available in an easy way.
  • Be short and precise, so that the customer gets an overview. Short sentences, preferably dot lists.
  • Clear call-to-actions. What is the customer supposed to do next?
  • Be personal, even if it’s on a simple level.
  • Make your logo type clearly visible to increase a quick recognition factor (spammers often send e-mails looking like confirmation e-mails).
  • Make sure that all kinds of information is included. Make returns and other changes simple.
  • Show the customer that you appreciate the data he/she has given you and that you’ll use it to his/her advantage.
  • Tell about the buying conditions – which will increase the customer’s sense of security (or show where this information is to be found in a clear and simple way).
  • Clearly visible links to your home page.
  • Write your newsletters in HTML, use pictures.
  • Give your customers good and relevant offers – after you’ve given them something of value.

Good luck! Sarah@@@@@