The Irish Fairy Doors Company is a very successful company with an interesting and innovative product. The culture of the organization comes across in the product and website, everything is just right for the target market [take a look on theirishfairydoorcompany.com].
In my books I cover the subject of email as a medium of carrying a marketing message - be it sales, branding or relationship building.
It is now pretty much standard practice to send emails confirming an order has been received/dispatched/delivered - so The Irish Fairy Doors Company ticked those boxes when I placed an order recently ...
The links to view order and visit our store were included - so more boxes were ticked there.
But I cannot help but think they missed an opportunity to engage with customers ... where is the message from the fairies?