By Lora Downie, Digital Analyst-Email Specialist
As a messaging tool, email hasn't changed much since its inception. But as a marketing tool, email has evolved dramatically over the years. Those who evolve with the channel will be wildly successful, and those who refuse to catch up will be on a path to stagnation.
I visited a Gap retail store on Sunday afternoon, and by the time I pulled into my driveway, I had received an email from them with a copy of my receipt.
This email exemplifies how email marketing is succeeding today. With a single message, Gap manages to:
- Show cross-channel thinking (offline to online, email and SMS promotion)
- Drive optimal user experience
- Increase customer satisfaction
- Leverage the personal nature of the inbox (ideal for receiving personal information and filing information/storage)
Even though this is a simple idea, everything about it screams forward-thinking, and it works on so many levels:
- I am not one to keep hard-copy receipts. I am also typically an online shopper, and am accustomed to storing receipts in my email. Not only do I now have a copy of my receipt in case I want to return my item, but they have laid the foundation for an optimal return experience. Instead of losing my receipt or walking in and complaining that I didn't know I only had 60 days to get a refund--I have their complete return policy front and center (along with the actual "Return by Date").
- I didn't request this receipt to be sent to me electronically, and the cashier didn't mention it at check-out, probably because I was already opted-in to receive Gap's promotional emails. I'm assuming that if I wasn't, the cashier would have noticed this in their POS system and prompted me to opt-in. These e-receipts are a great opportunity to opt-in at point of sale! And they don't have to offer any monetary incentive--just this service. So double whammy here: great service-oriented opt-in offer and wonderful use of POS and ESP integration.
- From a design perspective, this works. I initially read it on my smartphone and the purpose of the message and branding were clear (and it rendered beautifully). The mirroring of an actual receipt drove credibility and consistency. The additional top navigation was a good technique to drive subsequent traffic. And the light use of imagery reinforced the brand and made me feel like part of the Gap club.
- Their cross-channel promotion of SMS offers in the footer copy of the receipt optimized the copy as well as the customer experience by showing users that Gap gives them options!
Will e-receipts drive higher ROI? Possibly. The top navigation might also drive a level of incremental site traffic (cross-selling is really the largest missed opportunity here). But what this e-receipt does exceptionally well is create a solid, brand-enforcing customer experience, increase loyalty and encourage sharing. The lack of social sharing might be the only other missed opportunity...if Gap had provided an easy mechanism to share my experience socially, I would have clicked it in a heartbeat!
Gap keeps email alive with their innovative uses and cross-channel applications (as does Apple and other forward-thinking brands). They exemplify the direction this channel is headed. Siloed, one-dimensional email programs are a thing of the past. I'm excited to be part of an industry that continues to innovate and evolve.
