Vodafone - Emailer of A Guide to Understand your First Bill
I have recently switched to Vodafone from Airtel due to network issue in my residential area. The onboarding journey was excellent at store and also SIM activation process was super easy.
Today morning, I have received email from Vodafone with a subject line - A guide to understand your First Bill. As a new customer, I was quite excited. So, I checked email and found following screen.
I was able to see a big banner with a content “Guaranteed. India’s best Postpaid plan.” Some content was also on right side bottom, “The future is exciting. Ready?”.
I was unable to understand how India’s best postpaid plan is relevant to “A Guide to understand your First Bill”.
Moreover, I tried to read content below the banner. The text was too tiny and difficult to read. It said “Thank you for choosing vodafone and … it goes on...”
In second paragraph, they have mentioned “You can either download the My Vodafone App and manage your account at finger tips or click on Know your bill to go through a demo bill.”
You could also see two call to actions (CTAs) namely My Vodafone App (Download Now) and Know your bill. After reading this entire message, I have got following feelings.
- Vodafone is trying to do marketing of My Vodafone App through a guide.
- My Vodafone App (CTA) is has got more weightage though the purpose of this emailer was to guide you for first bill.
- Know your bill - whether I am here to know my bill or to get a guide to understand first bill. It’s definitely confusing and I am unsure whether my first bill has been generated or not. It’s been just few days, I have got a connection. I hope they have not generated a bill now.
When I clicked on Know Your Bill, It did not work. I was able to see following screen. But, My Vodafone App (Download Now) was working well.
- Emailers are one of the most prominent ways to update and train customers. But, we need to use wisely. Perhaps, customers might not require a guide to learn bill.
- On name of training or guide, marketing of app or other services can be secondary. But, primary objectives should be satisfied first. In this case, vodafone promoted App more than a guide.
- Use of proper content could reduce ambiguity and give clear message. In this case, vodafone used “Know your bill” for call to action to see a demo bill which a user might not understand at first place.
- Need to double check links whether it works properly or not. In this case, Know your bill call to action link was not working. It could lead to painful experience.
What could have been improved:
- Perhaps, there is no need of this emailer at all. It’s purely a marketing email that pushes you to download app. Marketing of an app could have done in a different way. There are less chances that users would download an app to get a guide for understand bill.
- Use of clear content is always good. Instead of Know your bill, they could have used - See Demo Bill as call to action label.