Emails. I get a lot of them, and I’m sure you do too. In fact, as of 2018, there are about 124.5 billion business emails sent and received everyday. Consumers are not far behind after sending and receiving 111.1 billion emails everyday. In the sea of daily emails, there are a few types of emails that are very important to prevent disputes from happening. We will go over how your company can implement them and we will provide some great examples of ‘dispute-proof’ emails.
The majority merchants are using confirmation emails. It is the email that is sent to the customer after they made a purchase. It provides a clear message that purchase went through (and an implicit message that you have it on record). Not only is the email important, but so its clarity as well.
How Confirmation Emails Prevent Disputes
Confirmation emails are a very standard email but it can do a lot to prevent friendly fraud. Friendly fraud involves no malicious intent from the cardholder. Simple forgetfulness or family members making unknown purchases can be the root of friendly fraud. Confirmation emails can prevent this fraud from putting a dent on your revenue.
We all have experienced a moment of panic when we look at a credit card statement and notice a charge that we don’t recognize. A place that I turn to when I don’t recognize a purchase is my inbox. As an avid online shopper, I have found that this is a great place to start remembering if I made the purchase listed on my statement. And if the merchant provided a clear merchant descriptor, it is easy for me to check my inbox, find the same merchant name on the statement and email, and think, ‘Oh yeah, I did buy a shirt from there.’
If your customer is like me and turns to their inbox for a quick verification on their credit card statement, it is important to make the email very clear. Take this Fitbit confirmation email as an example. It tells you exactly what product was ordered, what rate it was expected to ship, and the date it was ordered—all of which are clearly displayed.
Subscription Billing Emails
The subscription business model is another fantastic example. It is one of the reasons why so many companies either build this model from scratch or adopt it altogether. Unfortunately, this model is susceptible to disputes due to the frictionless nature that comes from subscription billing. If the subscription is only sent once a month, or quarterly, it can give the customer just enough time to forget about the subscription they signed up for. That will put you at risk for another friendly fraud scenario. For instance, the customer will find a ‘random’ charge on their card, think that they received no warning about said charge and dispute it not knowing it was for the subscription. This will happen when your merchant descriptor does not accurately represent your company or the product that was purchased.
How Subscription Billing Emails Prevent Disputes
One of the best ways to prevent this friendly fraud dispute is to send your customers a reminder email before their card gets charged. These emails can even help you upsell. In this Dollar Shave Club email, you can see at the top they are reminding their customer when the next box will ship and when payment is happening. The company also gives the customer an option to add a few more products to their box. The reminder email gives customers a chance to skip this month’s subscription. It may also act as little reminder of when to expect the next charge. It is much better to have a customer skip a month than to get hit with a dispute and the fee(s) associated to it.
Customer Service Emails
An attentive and responsive customer service is a great way to prevent disputes from happening in the first place. If a customer reaches out with a concern about a purchase and receives no response, they may turn to other options. They may see a dispute as a way to earn a refund, and that may set the chargeback process in motion.
How Customer Service Emails Prevent Disputes
This Joybird email is a perfect example for putting your customer service team where they are easily accessible to customers. This is a shipping confirmation email, but at the bottom it shows that their customer service information. It tells the customer they can send a message from the email, and customer service will address any questions or concerns about the order.
Use Emails to Your Advantage
Emails are a great way to market to your customers, but this form of communication can be used for so much more. Make sure you are taking advantage of all the benefits.