When I placed an order with one of the very cool and quirky online shopping website, Happily Unmarried, I was in for a surprise in my inbox.

Seldom an e-commerce company would make you feel good about ordering from them. However, Happily Unmarried staying true to its brand positioning of quirky, cool and stylish did something completely unusual to “wow” their customer.

Did they manage to actually “wow” me? A 100 times yes. This is undoubtedly the best order confirmation email I have ever seen and I have seen a lot. This is “Delivering Happiness” 101. This is what excellent engagement marketing is all about. Not just shouting on top of your voice “Customers, we love you” but proving that you actually value them.

The tone and voice of the email  makes you feel that they really are thankful and full of gratitude. Every line, is profusely thanking you for choosing them and also not missing out the details which clear the anxiety of a customer’s mind after ordering online.

Let’s look at the awesome email, part by part.

“You order, we dance”

happily unmarried

The first thing that I notice is that there is a video attached. Which says “You order, we dance”

The sender’s name and subject line could have been a little better. For example, “from Happily Unmarried” is not required in the subject line when it’s written in the sender’s name.

Hey Customer, You’re officially cool!

happily unmarried email
Look at the above email, there are no fancy gif images, no high profile model shoots, it’s simple text email. But dont scroll down before you actually read the content and style of writing.

  1. The email is personal
  2. The email tone is super friendly and less formal
  3. The email is informative and cool at the same time.
    Notice “Processing, which is fancy English for packing & dispatching”
  4. And there is the dance

happily unmarried

And, here’s the dance

The video is really cool, brings a smile on my face, shows the HU office and a cool spin on a popular song. Strengthens their brand positioning of being cool and innovative.

What surprises me is that it’s been 8 months since they posted this video however there is not much engagement on the video in terms of likes, views and comments. Whatever little comments they have are all positive and I am guessing as the website becomes more popular this will gain more traction.

Signing off

happilu unmarried order confirmation email

After giving the entire order summary, they sign off by thanking you again.

What do we know? What have learnt?

  1. There are various touch points in today’s marketing scenario where you will get to wow your customer. Don’t ignore any of them.
  2. Sometimes, a customer just wants to feel special, when you want to thank them, mean it, with all your heart than simply saying “Thank you for choosing us”
  3. No matter how cliche it sounds, think out of the box, online marketing is continuously evolving. These are little things that will go a long way in creating loyal customers
  4. Email marketing is without doubt the most personal and still the most efficient way of influencing your customer
  5. In the end, consistency is all that matters. Believing in what your organization stands for and propagating that philosophy to your consumers every chance you get