Marketing

NYDJ Gift Box | Brand Experience Project

by Jamie Sanford on November 28, 2017

Click here for all posts in the Brand Experience Project.

I haven’t made a secret of the fact that I don’t love gift cards as a gift. Everyone knows that the holidays are coming, so start shopping early! Here are my top 5 tips for early holiday shopping.

I really enjoy NYDJ products, and so was really pleasantly surprised to see this option for a gift card from their website.

This gift card is extra! NYDJ gets all of the points for presentation here. You receive a beautiful box with a purple ribbon to tie it closed, and when you open it, you get a presentation of a gift card for $124 (standard price for NYDJ items), and a measuring tape so that you can be sure to order the right pair for the perfect fit.

This is a next-level gift card. The presentation alone brings an air of importance and consideration to the gift, even though buying it was as simple as buying a basic one on the cardboard backing.

This is the kind of elevated experience that I want from brands. The gift card + measuring tape here isn’t earth-shattering, but the presentation is wonderful and is beyond what we have come to expect.

Every brand should be trying to reach “beyond what we have come to expect.”

Congratulations to NYDJ on this effort. I hope it is intensely successful.

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I have written about Parabo Press products in the past. I have tried out two different companies to have Instagram prints done, and this one has a lovely product. I received a message about a free set of prints (I paid for the shipping), and placed an order. I received the following email alerting me to my Parabo Press shipment.

The content of this email is good – I love the reference to the obsessive tracking that some of us definitely do while waiting for online orders. Where it goes wrong for me is significant though, because this is a shipping confirmation email.

The tracking link is under “Square Prints” in a larger, bold font. It isn’t immediately obvious that this is the link to my tracking information. I would MUCH prefer that this link said something different, even a “click here to track your order” would be fine. In addition, there needs to be some spacing between the listing of the item I bought and the link for my shipping.

Another strange addition is “if you are not going to be present leave a note with your signature so we can leave your order.” I don’t remember ever getting this kind of messaging from any other company, and while I appreciate the warning that I might have a FedEx door sticker in my future, it is in no way clear or helpful.

Here’s how I would change this email:

Once I clicked the link in this email, I was taken to the Parabo Press Aftership page. Aftership is another company that e-commerce companies can use to better present their shipping information to customers. I do not know if my problems with the shipping page is specific to Aftership, or if my issue is with how Parabo Press is customizing the Aftership page.

Let’s look at the page I see when I click the shipping link:

It’s a very simple page, as you can see. I have more issues here:

  • The tracking number is not a link to the tracking information available via FedEx.com. I understand that part of the point of using Aftership as a service is to translate tracking into a single page that better aligns with your brand, but I don’t see an issue with having this link open a new tab.
  • The “view tracking history” is a link to expand the page, but it isn’t very clear! It isn’t underlined, it doesn’t feature an arrow or another symbol that would indicate clearly and prominently that all of the information from FedEx is being translated into this Aftership page.

Here’s how I would update this page.

Why have such a service in place if you aren’t going to utilize it in a way that is clear and easy to use?

I would love to know more about the decisions made by companies with regard to things like this. Is “good enough” really good enough? It just isn’t impressive or surprising, and Parabo Press makes a lovely product. To me, it is disappointing that a company would have good focus on their product quality, but don’t necessarily have the same commitment to a quality experience throughout the purchase process.

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Click here for all posts in the Brand Experience Project.

I have been randomly exposed to Peter Thomas Roth products for the last few years. I was really excited when Nouveau Cheap told me about a Memorial Day sale that Peter Thomas Roth was having on travel-sized products, as it was the perfect time to try out a number of products for both William and me.

This is the first email I received, when I signed up to receive emails. This is simple and lovely. Things go weirdly downhill from here.

This is outright depressing after the first one.

Issues:

  • Not pretty at all. I know they can make more beautiful emails since I just received one.
  • No indication of how long I should expect to wait before my order ships. Why isn’t this standard practice by now?
  • NoReply email addresses are the most unfriendly. You can indicate somewhere else that no one should reply, and make the email address that a customer sees something lovely like ThankYou@peterthomasroth.com.
    • The from name in my gmail inbox was simply “Noreply.” At least change the name of your NoReply email address to your company name.

This is not better! The same unfortunate email address and from name, an ugly link that could certainly be hidden under a button or link that says “track my shipment,” and again, no design elements to speak of.

This is a mid-to-high end skincare brand, and the products are legitimately great, but this lack of attention to detail is disappointing.

If anyone at Peter Thomas Roth would like to talk to me about a site consultation, please contact me.

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Today, I’m sharing a surprising email that I received from Universal Standard, a clothing company that has achieved more notoriety 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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