It was my boyfriend’s birthday last week and he’d spied a pair of shoes he wanted, so I went into Aldo’s to buy them. Unfortunately they were sold out but the very helpful assistant told me that he could get them ordered from the website and sent to my office.
As soon as I left the shop emails started flying in.
The first one contained the order confirmation – the subject line also confirmed this. The hero image was a little misleading though, saying it was a shipping notification, plus the image of the ladder is somewhat confusing – nothing to do with shoes! I also note that in all of the following emails, there’s no head office address or company number which I believe would be a legal obligation even though I ordered in store.
The other email I received straight away was the email signup confirmation. It says that in order to complete the email process I should fill in the blanks in my signup and then I will get 10% off my next order. However, neither of the links worked to do this. In fact I only checked them just before I started to write this post. Why? Because I still got my 10% off AND I started receiving newsletters and I didn’t remember completing the form.
I’m no genius, but I would expect to receive the below email if I hadn’t completed the process, or start to receive the regular newsletters – I didn’t even want them given that it wasn’t a purchase for myself. I still don’t understand the hero image on this one – is that the top of a swimming pool ladder?
Then my shipping notification arrived…and it was broken. Probably a sign that no-one’s checked it in a while. The items pending section should really only show if there are items pending too. Also the Royal Mail tracking url didn’t work at all – I suspect this is because Royal Mail have updated their links, however even the code didn’t work when I typed it into the RM website.
So what can we learn? Well, even if you have automated emails, you really should check them at least once a month with proper orders and check all the links. It’s not been felt like a great online experience despite the transaction and despatch being very efficient and smooth. In addition, don’t start blasting people with emails if you promise you won’t until signup is complete. Also I think they’re really missing out on the opportunity to upsell – a few new products here and there in the emails could be really successful.