Door to Door Organics Reengagement Email: Does It Deliver the Goods?

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Door to Door Organics Reengagement Email Grade: C

June 19, 2013 —

Company Overview

Founded in 1997, the Ottsville, PA-based company Door to Door Organics (https://www.doortodoororganics.com) is an online grocery store that delivers fresh, organic produce and local, humanely raised, and fair-trade foods to customers’ doorsteps.

Subject Line Lets Recipients Know What to Expect

“Do you miss your delivery? We want you back!” This subject line lets recipients know the purpose of the company’s reengagement email right from the start. In this case, the email was sent to a customer who had signed up for a single produce delivery during a flash sale from another online company. So it appears that all subscribers with inactive email addresses were sent the same email, including people who were not regular customers. Since this recipient isn’t a regular customer, the subject line is less relevant than it would be for others who had accounts with the company. This reengagement email provides a good example of how more robust email list segmentation would help enhance relevancy of the subject line and likely improve open rates.

Preview Pane and Eye Path Fall Short

The preview pane without images renders poorly, with the top half of the email displaying empty boxes with no alternative text. Recipients must scroll down to reach the email copy. As a result, there’s little motivation for recipients to download images and find out more.

Once recipients open the email, they learn in the headline that Door to Door Organics is the new company name for Suburban Organics. The eye path then leads to the call-to-action button that reads, “Yes, let’s stay in touch!” This is a non sequitur, in that just scanning the copy doesn’t make sense. Recipients have to read all of the copy in between to understand the main gist of the email.

Call to Action Pops, But Could It Be More Effective?

If recipients do read all of the well-written copy, however, the message of the email is quite clear. It explains that an “exclusive offer will soon be on its way.” Plus, the company promises “not to bombard you with emails” — a nice touch. Centered on a bright green button, the call to action really pops. But would a call to action that includes an incentive, such as a discount, drive more clickthroughs? At FulcrumTech, that’s something we would test to determine the most effective call to action for compelling the most conversions.

A Good Offer with a Delay in Delivery

Landing Page Preview

When recipients click through to the landing page, they still have no idea what the offer is. “We’ll soon send you a deal for getting organic and natural groceries delivered to your door,” is all they are told. The design and message are cute; however, recipients expect more specific information, such as what sort of deal is coming and when it’s coming.

Not until 9 days later was a second email sent with the enticing buy one/get one free offer. Although a deadline for response is included in the follow-up email, there’s no sense of urgency in the first email of the reengagement campaign.

From Line Hurts Credibility and Likely Open Rates, Too

Once recipients open the email, the credibility is high. Considering the recent company name change, however, there’s a question as to whether recipients will open an email with the from line listing an unfamiliar company. Most email service providers allow organizations to choose the from line on a per message basis. So sending emails with the original company name — Suburban Organics — until recipients have opened or clicked on a link likely would enhance this reengagement campaign’s results.

Disclaimer: FulcrumTech does not have access to the performance data relating to this promotional email, so any tests performed on this email can’t be reflected in FulcrumTech’s commentary.