Last week I went on a bit about how few companies were posting messages on their home pages reassuring customers about deliveries in the event of a Royal Mail strike. But I’m pleased to report that during the past day or so, eight of the 17 marketing emails I’ve received have included some sort of note about delivery. (Okay, I’d be even more pleased to report that the Communication Workers Union won’t be striking against Royal Mail tomorrow, but hey ho.)
Another eight retailers made no mention of the Royal Mail strikes or delivery options in the marketing emails they sent out on the Tuesday and Wednesday prior to the scheduled strike. Maybe that’s because they are Royal Mail customers and have no contingency plans.
Then again, Petmeds uses Royal Mail, yet it emailed customers an update about delivery. “Due to ongoing Royal Mail Postal strikes we ask if you could allow extra time for orders to be delivered. We are currently working on using an alternative postal provider and will update you when this is in place,” the message began. It proceeded to remind readers of its expedited service options and added, “We really value your custom and appreciate your patience at this time”. Come on, everyone: Aww…
Petmeds knows that consumers would rather be kept informed, even if the information isn’t ideal. It also knows how to position that less-than-ideal news, in this instance by couching it as a “we’re all in this together” situation. After all, very often it’s not what you say but how you say it--and that you say it--that counts.
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