360° of Design
The Importance of Having Superfly Design From Front-To-Back
Whether you’re asking someone to double-opt into your e-mail list or showing them gratitude on a thank-you page, having superfly design from front-to-back is a must in today’s world. This topic really applies to any part of design in your business, whether it’s online, in your packaging, or in your customer service but that’s out of scope for this article.
“The Golden Rule” of The Internet
Put yourself in the shoes of the person you’re trying to reach. Think of the last time you were promised the world by a website/blog for signing up for their newsletter or you were asked to create an account to get something from them. Think of the amount of interest you must’ve had to even fill in ONE email field and hit submit.
Did you get an email with MailChimp’s default Double-Opt In template, but spruced up with a background color and logo replacement that took 5 minutes?
Did it make you feel like the company only cared about getting your email address, and once they did they gave up trying?
Now thing of a time when you got an email that really showed a company’s appreciation for doing what they asked you to do. These companies realize how much it takes for a user to simply enter an email address into a form and hit that sign up button. Just like you do.
When you can see quality in the smallest details of a company, you start to form a bond with the company.
Think about the last time you put time into a follow-up email, or a hilarious holding song for your conference call service, or held an AMA (“Ask Me Anything”) on reddit for your upcoming movie. Ok, so maybe you’re not Bill Murray (but if you are… hell yea, let’s grab a beer), but if you’re someone who is taking these efforts, you understand how much of an extra mile other’s have to go in order to do it, too.
Examples of Great Fulfillment
Enough talk, here are a few examples of great follow-ups.
Speaker Deck — I recently joined Speaker Deck and I loved their Double Opt-In email. I could tell they really took pride in the quality of their work.
The email was very well designed, incorporates their brand, and reflects their companies purpose.
UberConference — I know I listed them in another example above, but UberConference really understands the importance of going the extra mile.
To the left is their review page. Not only do they display the information you need very well, the background is an animated fireworks show. Who doesn’t like fireworks!
Maptia — Maptia really hit the nail on the head with their customer care. They’re not even officially launched (still in BETA) and their fulfillment process is one of the best out of any other platform I’ve seen.
Their acceptance email was impressive because they took so much care to make it even though only a select few people would ever see it.
They also provide a perfect example of something being professional, while being clean, clear and personal.
Their Co-founder Jonny Miller even reached out to me personally after I was accepted into their platform. THAT is being thorough.
So Why Are You Telling Me This?
Next time you’re creating a campaign, and you feel like skipping over the follow-up parts, or your boss stresses there is no time in the budget for it, just ask what is really being gained by sacrificing that time. Would you put any extra effort into a company that isn’t putting in the same amount of for you?
