Brand Experience

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I was introduced to Sedona Lace, a makeup brush manufacturer, a few years ago. I believe I heard about them because a beauty YouTuber mentioned that their brushes were great and that they were having a 50% off sale for Black Friday. I got in on the sale, and was not disappointed. These brushes are super high in quality and have definitely improved my makeup application.

You can imagine my disappointment when I keep seeing emails like this one that I’m about to share.

Ouch.

In 2017, I really don’t understand why anyone would still be sending plain-text emails that look like this. The subject line and the discounting goes a LONG way towards bringing customers in, I’m sure, but the presentation is severely lacking. Sedona Lace has great images of their products and should be utilizing them!

I know from experience that the cost of a proper e-mail service provider can not only help to manage customer lists, but makes it incredibly simple to create and distribute promotional emails to customers. I am currently utilizing MailChimp, and have successfully used Constant Contact in the past. However, there are many others to choose from.

I don’t have much else to say about this – it’s simply that I am still surprised to be getting emails that look like this from a brand that, from what I understand, is ONLY sold online, which suggests that their e-mail campaigns are vitally important. I look forward to seeing if Sedona Lace changes their email game in the future.

UPDATE! Sedona Lace has upgraded, only a few days after I wrote this post. See below for their greatly improved email communication. Congratulations on the upgrade, Sedona Lace.

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You know that I’ve been sick for too long when I start blogging about cough drops.

Will and I have been going through the most intense double illness that we’ve experienced in the 14 years that we’ve been living together. After a round of antibiotics and inhalers, I am still using cough drops at the office to keep myself from coughing all day long. I have been using and enjoying Halls Triple Soothing Action cough drops, in the Honey Lemon flavor.

Today, 5 or so days after I popped the first one in my mouth, I noticed that there is motivational messaging on the wrappers!

These are so cute. In addition, I’ve noticed now that they have a pretty wide variety of phrases, so it isn’t the same on each wrapper.

Add this to the list of tiny things that a manufacturer can do that is so charming to the customer. I wish I had noticed before, I’m sure I would have enjoyed the bit of brightness during my sick days.

Congratulations to Halls on this great addition.

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Today, I’m sharing a surprising email that I received from Universal Standard, a clothing company that has been becoming more and more known in recent time. They offer clothing in sizes 10-28, and the items are meant to be high-quality basics, in the best possible way.

From their website:

Polina Veksler and Alexandra Waldman started Universal Standard because size had become the dividing line determining who had the privilege and freedom to dress with quality and style.

That had to change, so they changed it.

Starting with the premise that clothes should look and feel good, they created a line of modern essentials, with a chic, downtown but classic aesthetic – giving women a new standard in style and experience.

The email they sent was dedicated to an explanation of their pricing and how it compares to pricing for similarly created items. Check it out below.

This is new and interesting! As someone who doesn’t buy tops that cost $200, it’s interesting to see this breakdown. The question that popped up for me immediately is to ask where these items are made. I checked on the website and didn’t find anything about where the items are made, which is a bit frustrating.

However, I don’t think I have ever seen such transparency in an email, and I opened it immediately. I have been on Universal Standard’s email list for a while and I am sure I will buy something from them eventually, and this email only helps me toward making a purchase.

Tweet me and let me know if you would be affected by an email of this nature!

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I’ve been using Ancestry.com for a number of years now, but with a basic membership that only gives me access to records from the United States.

I was excited to receive an email about free access to Irish records for St. Patrick’s Day, as I found out through my Ancestry DNA test that I am actually 39% Irish! Unfortunately, there was such a big miss with the rollout of this free access, and I was incredibly disappointed with it. The social promotion potential was completely blown.

From the email:

This is great, because the free access is helpful to those of us looking for Irish records, and also is a good way to offer a preview of the more expensive global membership. I click the “kiss me I’m 7% Irish” image because I am hoping I can get one of my own to share socially.

On the actual website, I’m shown another image, and encouraged to explore AncestryDNA. There is no social option here!

I would love nothing more than to upload a photo of myself and have an image created automatically that would show how Irish I am, and obviously, would be a great promotional tool for Ancestry.com.

Additionally, a one-time creation of a social image generator could be customized to feature any one of the major groups that your DNA result assigns you to. This could be used at any time, for anyone’s personal reasons, and then promoted around appropriate dates, like this promotion for St. Patrick’s Day.

From my own experience, I find that once people get into checking out their family histories, they become quickly obsessed. Even creating this little tool as a gateway for people to find their way to Ancestry.com would be a strong additional to their marketing and promotional plan.

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Click here for all posts in the Brand Experience Project.

I have written a previous blog post about an Mpix email, where I wasn’t happy about a tracking number that wasn’t linked.

I am happy to be back with a positive review of the typical “you put something in your cart, please come back and buy it” email. However, the content of this email is what made me think it was worthy of a blog post.

Instead of a basic message of “there’s something in your cart,” this is a reiteration of Mpix’s message of quality process and product. While the message is undoubtedly a sales pitch, it is delivered in such a way that I don’t mind the effort to convince me to finish my purchase. A short and sweet description of why Mpix is great, their fast service and quality products.

I haven’t yet finished my purchase but will undoubtedly do so.

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