Aug 06 2009
Diapers.com: Double the Help, Double the Fun
One of my favorite websites in the world is diapers.com. The site is fun, offers free (and super quick) shipping, and almost everything under the sun that a parent could possibly want for their parenting needs. Their motto is “We deliver everything but the baby.” Indeed they do.
I am also a fan of their email. Recently I discovered that they have a new twist on a common email feature. The HTML and TEXT version of their emails have the common “This message contains graphics. If you do not see the graphics, click here to view” feature which opens a hosted version of the HTML email.
Most email marketing programs simply display the hosted version of the email and stop here when this link is clicked. Not diapers.com. Their hosted version also contains this message in the header: “If you are still having problems viewing this message, please click here for additional help.”
When this second “help” link is selected a troubleshooting web page displays. This area of their site helps the subscriber understand and troubleshoot common image rendering issues. It’s a nice little feature for those subscribers who, for whatever reason, cannot figure out how to display images. Diapers.com does not give up on these subscribers and provides them with the support they need.
We’ve all heard the expression “double opt-in” – maybe we could call this technique “double help me!”
