Order Confirmed – Customer Charmed


I’m always amazed by unique marketing that hits me in unexpected ways.  Below is the exact order confirmation email I received from RoadID – a small company specializing in runner safety.

Hello Rob,
I have some fantastic news! No…you didn’t win the lottery, but your Road ID order was shipped today (9/23/2013). Per your request, it was shipped via USPS Priority Mail.

We are not only super excited to have you as a customer, we are amped that you’re in the great state of Massachusetts. Here’s a fun fact for you: the Boston University Bridge on Commonwealth Avenue in Boston is the only place in the world where you can sail a boat under a train which is traveling under a car which is driving under an airplane. Confusing, I know, but equally awesome.

We hope you had a great experience shopping with us. We are thrilled to have you as a customer and hope we can count on you to spread the word about the importance of wearing ID. So, if you need anything from us, or just want to say “what’s up,” feel free to reply to this email, give us a call, write a letter, send a telegram, or whip up a smoke signal.

Be safe out there, and let me know if you have any questions.


What I like most about this is that it takes such a mundane automated process and uses it as an opportunity to further strengthen the consumer relationship.  I’ve yet to receive a single package from them and I already have an affinity for the company and brand.

Two immediate business effects this will have:

1.  IF something goes wrong I’m going to cut them more slack.  This email is humanizing and likable so if the order is late or there is a mistake I’m more likely to approach it as a person instead of a faceless company.

2.  Increase brand loyalty for free.  As I said above, I already like these guys.  I’m clearly sitting here writing about them, and I’m far more likely to share their story with friends (like you).

Makes you think?

What consumer touch points could I take better advantage of going forward?

What are some unique but scalable ways to better interact with customers overall?

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