Email experience redesign

Pain Points:

Retailers have expressed frustration with the excessive number of emails they receive, describing the experience as overwhelming and aggressive.

Retailers' Experience:

1. Prioritize Retailer Emails

   • Objective: Develop a system to prioritize the emails retailers receive.

   • Functionality: The system will include a record of every email sent to a particular retailer.

   • Rationale: Retailers currently receive numerous emails daily with varying messages and levels of importance. By prioritizing high-value and essential emails, we can reduce the overall email volume and improve the relevance and impact of our communications.

2. Redesign Email Visuals and Content

   • Objective: Visually redesign all email types, including marketing, transactional, invitational, risk and recovery, and user-triggered emails.

   • Functionality: Utilize a visual component library and guidelines to create templates for each email type.

   • Rationale: Consistent and visually appealing email designs will ensure brand uniformity across all communications, enhancing the overall retailer experience.

Internal:

1. Create an Internal Tool for Email Insights

   • Objective: Develop a tool that provides detailed insights into the emails retailers have recently received.

   • Functionality: The tool will display the exact emails a retailer has received, accessible to every Faire employee.

   • Rationale: Currently, Faire employees lack visibility into the specific emails sent to retailers. This tool is crucial for customer support, enabling us to address complaints about specific emails or the overall volume of emails. It will also help us identify and triage pain points, allowing the product team to enhance the email experience efficiently.

2. Implement a System to Restrict Emails to Certain Retailers

   • Objective: Create a system to prevent Faire employees from emailing retailers who have been rejected, are in recovery, or similar statuses.

   • Rationale: At present, retailers who have been rejected or are in recovery still receive sales rep emails and other communications, leading to a negative experience and damaging the Faire brand. This system will improve retailer satisfaction and optimize our sales team’s efforts.

3. Develop Internal Email Guidelines

   • Objective: Establish a visual system, tone of voice, best practices, and a component library for email communications.

   • Rationale: Consistency in email design, tone, and structure will enhance efficiency in creating, writing, and building emails, ensuring a cohesive brand experience.