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Build an email experience that is consistent (visually and tone of voice), diverse (types and products), and personalized (recommendations and information).
Pain Points:
Retailers complain of too many emails. Our experience feels overwhelming and aggressive.
Goals:
Internal
1. Create an internal tool that provides insight into emails that retailers have recently received.
The tool will display the exact emails a retailer has received in the past. Every Faire employee will have access to this tool.
Why do we need this:
Based on our brainstorming session, Faire employees don't currently have a way to see what emails a specific retailer has been sent. This is needed for customer support when retailers complain about a specific email or complain of too many emails. This will also help triage pain points the retailers are experiencing. This will also help the product team develop an efficient experience for our retailers by being able to audit our current email experience.
2. Create a system that stops Faire employees from emailing retailers who have been rejected, are in recovery, etc.
Create a system that stops Faire employees from emailing retailers who have been rejected, are in recovery, etc.
Why do we need this:
Currently, we continue to send retailers sales rep emails and other emails who have either been rejected by risk or are in recovery. This creates a negative experience for retailers on and off our platform and degrades the Faire brand. It is also not an efficient use of time for our sales team.
3. Develop internal guidelines for emails
Create a visual system, tone of voice, best practices, and component library to ensure consistency across all email communications.
Why do we need this:
This will increase speed and efficiency while designing, writing, and building emails.
Retailers' Experience
1. Create a system that prioritizes the emails that retailers receive.
This system will include every email that a particular retailer has been sent.
Why do we need this:
Retailers currently receive several emails a day with different messages and levels of value. We will create a system that prioritizes the highest value/most important emails each day to limit the number of emails received.
2. Visual and content redesign of emails
Visually redesign all emails including marketing emails, transactional emails, invitational emails, risk and recover emails, and user-triggered emails. We will use the visual component library and guidelines to create a series of templates for each email/type of email.
Why do we need this:
To ensure brand consistency across the entire experience.
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