Transactional e-mails tend to be pretty boring. When a company must convey logistical information to its customers, they send transactional e-mails that share the crucial facts: “Your order was received, you are successfully signed up to our mailing list, etc.” Usually, these e-mails are informative but very dry. The biggest concern with these transactional e-mails used to be making sure they were successfully sent and received. Companies like SendGrid, based here in Boulder, CO, have built great cloud-based infrastructure for companies’ transactional e-mails that solved the issue of reliability.
But what if transactional e-mails could be more than just reliable–what if they were exciting? What if each e-mail were thrilling, creative and unique? If they were e-mails that customers actually fully read and even enjoyed?
I recently ordered this travel bag from one of my favorite companies, Freitag, and this is the e-mail I got yesterday notifying me that my bag order was received:
“Hey there Sarah,
In our comfy office-lounge, our beloved gramophone stands beside the heavy leather sofas, where we sit and try to look intelligent, and right next to them sits our 70-inch news-ticker screen. The arrival of your order was just displayed on it in amazing ultra-HD quality. We’ve had a look at your order and want to raise our glasses in homage to your excellent choice.
As soon as the paperwork is ready and your product has been shipped to lovely Boulder, we will let you know by email.
Until then, we send you debonair greetings and many thanks.”
This e-mail really caught my eye–it was creative, included a music video, great humor, was tailored to my location (Boulder, CO) and overall made me feel really special and glad I chose to purchase a bag from the company.
Then, this morning, I got this e-mail that my bag would be shipped:
“It’s ready! The traditional two-hour packing ritual has been successfully completed and in just a few moments we will hand over the finished package to our trusted courier.
The courier, full of enthusiasm at being a part of this experience, will hurry through the onset cold of autumn, to personally deliver your new recycled accessory.
Although rare, it sometimes happens that when he arrives, excitement and breathlessness result in the courier being somewhat out of sorts and unable to express the cordiality that is welling up within his heart. Please forgive him and break the ice yourself – preferably with a hearty clap on the shoulder, a quick hug or a kiss on the cheek. He will thank you for it and who knows, you might even end up celebrating the momentous arrival of your bag together.
Thanks again for your purchase and all the best from Zurich,
The FREITAG Online Team”
Tell me that these e-mails aren’t brilliant. Tell me that these e-mails shouldn’t make the competition quake in their boots. The status quo for transactional e-mail has officially been disrupted.