Campaigns we like: Feel Good Contact Lenses

Feel Good Contact Lenses are one of many businesses who sell a single product that you purchase out of necessity rather than desire – for me other products that fit into this category include insurance and Hoovers!

Email doesn’t necessarily stand out as a sales channel for this type of product, but I love the email service that Feel Good Contact Lenses provide me.

The process starts with a reminder email, letting me know it is time for me reorder my daily disposable contact lenses.

They vary the subject lines which ensure they always stand out in the inbox and they always arrive at just the time where I am thinking I need to reorder!

Good email layout
The layout of the email works well. The use of text in the top left of the email “It’s almost time...” grabs my attention even when I don’t have images enabled in my inbox. The text based call to action “Reorder Now” clearly stands out and takes me through to a page detailing my last order. Interestingly, they use green text for the “Reorder Now” call to action. The use of this positive colour no doubt has a positive impact on their click through rates.

Good follow-through after the click
The process of ordering the contact lenses is clear and straightforward, but my email journey doesn’t end here.

Once I have placed my order, I immediately receive email confirmation for my purchase. This clearly highlights what I have ordered, where it is being delivered and when I can expect to receive it. The email gives me options for changing my order, a wide range of contact details and the chance to set my own date for receiving an email reminder for my next order! Further emails then follow to ensure I am kept up to date with my order and know when I can expect to receive it.

Good relationship-building emails
Feel Good Contact Lenses also send me general marketing emails, but these are designed to ensure that I remember Feel Good Contact Lenses between orders rather than directly to sell to me. For instance, my last email from them was around healthy eyes rather than disposable contact lenses. I can take or leave this content, but it does mean they can continue to contact me between orders to build brand recognition in the inbox.

What is interesting is that Feel Good Contacts Lenses approach definitely works! I first bought contact lenses from them in July 2008. Since that time I have been on the email programme outlined above and received regular, timely, targeted communications. Because of their email programme, I have never needed to shop around for an alternative or cheaper contact lenses provider in four years!

James Bunting, managing director, Communicator Corp DMA Email Marketing Council member