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| An Opportunity To Build Your Brand

Almost everyone that has Internet access also has an email account, some of us have several accounts. Whether it be a free account from gmx or google mail, or one provided by a business or employer, the fact remains that our email accounts are just as important to us as our mobile phone when it comes to communication. It gives you direct access to a potential customer, to sendSo as a business owner you a being given a very valuable

That’s why as a website owner and business owner your really should be making sure you take every opportunity you have to use email to drive your sales.

41% of marketers use email as their primary ecommerce conversion channel. (source)

That means they are sending an email designed in such a way that it compels the recipient to engage, click through a link and make a purchase.

Email can be a perfect medium to convert one-time buyers into repeat customers and some ecommerce brands, like Huckberry, even have an email-driven business model (more on that below).

But how can you turn boring transaction emails into ones with the power to convert?

In this article, I’m going to show you

  • How to infuse personality into your own transactional emails
  • How brands like Zulily, Harry’s and World Kitchen use their transactional emails to increase conversions
  • The exact tools you need to start beefing up your own transactional email design and strategy

Let’s kick it off with talking about getting personal.


Make Your Emails More Personal to Convert Better

The best brands convert with email by optimizing them with a little personality.

One of the most well-known (and early) examples comes from Derek Sivers, founder of CD Baby. He created a shipping confirmation email that quickly went viral and netted him thousands of new customers:

[image source]

It’s not difficult to see why this email converted well: it’s personal, informative, and pretty funny.

The funny thing is: he did this before personality was really even a “thing” in ecommerce.

While most confirmations are made up of short, business-like sentences, Sivers’ email stands out as a welcome, transparent and friendly message which quickly translated into solidifying his branding.

His success story links well with what Simon Schmid calls “the personality layer”, or little details that trigger an emotional response. In this case, Sivers used humor to create positivity around both his company and his product.

Translating a positive feeling to customers builds trust and trust turns into purchases.

Sivers understood that there were real people on the other end of those emails, so he designed them not only to communicate transactional information, but also convert those people into loyal customers.

The overall lesson of today’s post is that every email you send, no matter how small, is an opportunity to provide connection for potential, current, or returning customers.