The lowly service email. There to serve a purpose and provide basic information to customers. However the potential of these communications is often overlooked. With a number of different emails going out at various stages during the customer purchase cycle there is a real opportunity to go above and beyond the provision of basic account and order information and deliver emails that add value and engage customers.
First off, let's consider some of the most common problems with service emails:
They're written by tech bods
More often that not, service emails are the first automated emails that get put in place when a new website goes live and are therefore a necessity and end up being treated separately from marketing email communications. It often gets left up to developers to put them in place and as a result there is no input from marketing or brand teams. The result can be functional plain text emails, such as this example (I've blanked out the name as this isn't about naming and shaming).
