Lands’ End Incorporates Marketing in Transactional Email The Right Way


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Sometimes the best way to demonstrate best practices is to show an example. This order confirmation is a shining example of how transactional email can also serve as a marketing tool.

Below, Lands’ End primary focus is on the completed purchase – providing the order detail and tracking links. They even explain their shipping process and provide their customer service contact information. This takes up about 75% of the email message.

However, they also use the side bar to highlight items the purchaser may also like. In this case, the person ordered a winter coat.  The recommended section focuses on items that would compliment that same purchase – winter boots, gloves and snow pants. As a result, they are taking advantage of a prime opportunity to talk with an audience that is guaranteed to open their email because they have just purchased and item, and may possibly opt to purchase additional items that they may have forgotten to buy before.

What’s the Verdict? We say Thumbs Up to Land End for such a creative use of their transactional email message that follows key best practices.


Carly Brantz is a veteran in the email deliverability space working to make email simple and easy for developers by regularly writing whitepapers, research briefs and blog posts about email, technology and industry trends.

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