From: 23andMe
Subject: Your 23andMe sample was received

We've received the saliva sample registered to...

After sending a salivia sample from Australia to the US via FedEx, all I wanted to know was if my package had arrived at 23andMe’s lab, safe and sound.

23andMe answered that question with a simple email titled: ‘Your 23andMe sample was received’.

The email opens with: “Your sample has reached the lab.” They include the users name and barcode number (which has been blurred out) to let you know they have the right sample.

Then you’re alerted that it will be 12 weeks to process the sample, but rather than ending the email there they have added in a ‘While you wait’ section to increase your engagement with their platform. They send you off to either view the status of your sample or to watch a video to learn what they do with your sample in the lab.

The bottom of the email, in big bold red font says: “Questions? We’re here to help. Visit customercare.23andme.com”. This helps answer any questions on the customers mind. This is a similar strategy to what we implement in our cart abandonment email campaigns.

You can keep your customer’s mind at ease and have them engage with you further by sending a simple email that updates them on products they’ve purchased from you.