05
Mar

Putting Customers First. @Fab Auto-Opts People Out Of Emails They Don’t Read.

At Fab we are constantly looking for ways to improve the customer experience.

One thing that we’ve observed over the last 18 months is that a very small and decreasing percentage of our visits to Fab each day come from our emails announcing our newest arrivals. Meanwhile, traffic to Fab continues to grow. What’s replaced email is mobile, social, and organic visits.  On any given day 1/3 of our visits from from our mobile apps, 20% from social sources, and most of the rest organic; people typing fab.com into their web browser.

So, today, we put customers first and unopened emails last, and we decided to uniformly opt people out of emails they don’t open. Over 2 million Fab members received the following email today.

We’ll continue to opt people out of Fab emails they don’t open. Especially when we see people increasingly coming to Fab through other channels they prefer more.

It’s the right thing to do. 

—

Subject: Stop. Getting. So. Many. Emails. Smile, you’re designed to.

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26 Notes

  1. youwilllikeittoo reblogged this from betashop
  2. scooterspeaks reblogged this from betashop
  3. quotefish reblogged this from betashop
  4. the-mountain-man reblogged this from betashop and added:
    This is how you make people love you. It’s with principles like this and with the willingness to pursue them without...
  5. galbutnotgirl reblogged this from betashop and added:
    I’m all for decisions that put customers first. It’s better to keep your customers happy (even if you lose them as a...
  6. goingsocialnow reblogged this from betashop
  7. gueamu reblogged this from betashop and added:
    Good guy Fab
  8. edfelix reblogged this from betashop and added:
    Love this. Props to Fab.com
  9. betashop posted this

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About

Betashop is the website of Jason Goldberg,
Founder & Chief Executive Officer at Fab.

Jason founded Fab in 2011 with Bradford Shellhammer (Chief Design Officer) and Nishith Shah (Chief Technology Officer).

Fab is everyday design.

Fab’s mission is to help people better their lives with design. Millions of people around the world use Fab to discover everyday design products at great prices, to connect with the world’s most exciting designers, and to share their favorite design inspirations. Smile, you're designed to.

Some have called Fab "the fastest growing E-commerce company on the planet." We like to say we're just doing our best to serve up great design that makes people smile.

Fab now serves more than 11 million members across 26 countries. Fab grew sales by more than 500% in 2012, one-third of which comes from users of the Fab mobile apps for iPad, iPhone, and Android devices. In February 2013 Fab was named the #5 most innovative company in the World by Fast Company. Fab won the award for Best E-Commerce Company of The Year at The Crunchies in both 2012 and 2011. It's all very humbling and inspiring. The truth is we celebrate our challenges more than our successes at Fab and we're really still just getting started.

Fab is the fourth company Jason founded. Jason previously founded fabulis, socialmedian, and Jobster. In 2009, following the sale of socialmedian to XING AG, Jason was Chief Product Officer at XING, based in Hamburg, Germany. Before starting Jobster in 2004, Jason led product and business initiatives at both T-Mobile USA and AOL Time Warner. In a prior life, Jason spent 6 years working 100 hours a week for Bill Clinton in the White House.

Jason is also an investor in and Board Member at RJ Metrics. He is also an investor in BlackJet and Twitter. Notable prior investments: TweetDeck.

Jason is a product guy. He loves to blog, loves transparency, and loves trying to make people smile. Jason shares everything about Fab on his blog, betashop, at http://betashop.com.

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