HOKA US Email Sign-Up: Quick and Painless, Yet Annoying
A Promising Start but Frustrating Halfway
In a previous post, I shared my experience accessing the HOKA US website. Its simple and user-friendly website creates a pleasant user experience and buying journey.
As I now have been convinced to buy a pair of HOKA shoes, I signed up for an account on their website. The process was easy and simple, but no longer after that, I felt a little insecure as something was missing — there was no confirmation email.
The Simple Part: Less Data, Less Pressure
Some website sign-ups require not only an email and password, but also a phone number, birth date, and address. For some people, this requirement is too much. It felt like we were being pressured to give all of our data only to buy something.
Luckily, HOKA US did it the simple way. They only require us to input our email and create a password—easy peasy. I can go straight to buy HOKA shoes.
The Unusual Part: No Confirmation Email, No Security
Usually, we receive a welcome or confirmation email after registering or signing up for an account or newsletter. This kind of email is important as there are many chances that our emails are misused by bad people. A confirmation email can be a preventive tool, as we will be notified when our email is used for account sign-up.
After I signed up for the HOKA account, I didn’t receive an immediate email from them. I initially thought that it might take a little more time for the email to be sent. It turned out I was wrong. Even 30 minutes later, there was no email. I immediately felt insecure, even though I could access my account on the website.
I didn’t realize that a confirmation email is that important after experiencing not having it. For the sake of a better user journey, I think HOKA US should add a confirmation email in the sign-up process.
The Pushy Part: Immediate Reminder to Buy
A day after I signed up, I still didn’t get any email. Just out of curiosity, I tried to add a pair of shoes to my shopping cart. I was wondering whether they will finally email me this way.
It turned out my guess was right! No more than an hour after I abandoned my shopping cart, they finally sent me a reminder. I was relieved and convinced that my account was just fine. However, I think the reminder email is too soon as I just left the cart in less than 24 hours.
They later sent me a second reminder 12 hours later. It will be just fine if this email is the first reminder. Also, two reminders a day might be a little bit too much.
The Annoying Part: Daily Newsletter. Just Too Much.
I kind of regretted my decision to trigger HOKA to email me. It turns out that they are sending daily newsletters to subscribers. I have signed up only for two days, though, but it’s obviously a daily newsletter as they sent one email each day, out of the buying reminder emails. Weekly or biweekly emails should be enough unless there is a promotional event.
Have you ever experienced the same thing with email marketing? Hit the comment section if you have had a similar journey!
Stay connected,
Annisa
