UX Writing Challenge 3: Write Confirmation Emails
Scenario
A person reserved a midsize SUV rental car online for his upcoming trip to Atlanta.
Guiding Principles
Gather benchmarks to understand what car rental companies include and don’t include in their confirmation emails. Look for opportunities to create better experiences.
Write emails in a way that developers can use image placeholders and variables to send custom emails
Keep layouts and copy consistent to reduce the cognitive load and increase brand affinity and recognition
Avoid information overload
Make the email scannable
Simplify to amplify
Task 1
Write an email that confirms the car rental reservation. The email is sent immediately after booking and should get the driver excited about the experience.
Assumptions
The style guide recommends title case, all caps for buttons
The car rental company has a loyalty club to earn points and get rewarded
Drivers have already agreed to the rental agreement
When cars are reserved, the email includes an estimate of charges. When cars are returned, the email includes total charges.
Task 2
How would the copy change if the car rental company wanted to personalize the email and create a more empathetic brand voice? Also, how could you improve the product naming?
Assumptions
Tone of voice dimensions are casual, respectful and enthusiastic
Tone of voice is trustworthy, informative and conversational
The car company offers a price match guarantee
There are iOS and Android apps
Task 3
How would the email change once the driver returned the car? How could you entice the driver to use this service again?
Assumptions
Drivers and businesses will need a detail-rich, PDF receipt for their records
Customer retention is paramount. Repeat customers are loyal and cheaper to acquire than new customers.
Discounts incentivize repeat customers
Rental history can be used to personalize recommendations for locations, cars or both
Final Thoughts
At first, Task 2 was the most challenging to write because I wasn’t sure where or how to improve personalization, brand voice and product names without complicating the message with excess copy.
Eventually, I added rental details in the subject line along with relevant emojis (which also make subject lines scannable). In addition, I added the driver’s name, more helpful language, plus product names (Pink Diamond Club, Pink Match Guarantee).
Combined, all of these adjustments help to create a more engaging and unique experience.
