Content & Context

Robert Mills

I had an email today that made me smile and also think about content and context. Last week I ordered a Domino’s pizza online and had it delivered to my house. Earlier they emailed me this:

Hi there,

We hope you enjoyed your order and that there wasn’t too much squabbling over the last slice.

Next time you order from us online be sure to click on our Meal Deal Wizard button to conjure you up the very best of deals we have on offer. Just pick what you fancy, click the button and you’ll get the very best price or even added extras.

See you again soon,

The Domino’s Team

What amused me about this is that they try and have plenty of personality in the email by saying ‘ … too much squabbling over the last slice’ but I had their meal deal for one, which even has a home alone graphic on their website:

Obviously the email is a standard one sent to anyone who makes an order online and it’s certainly not offensive (although I think they are trying too hard to be fun with their tone, and I don’t like the order button being red, or the sentence ‘to conjure you up the very best of deals we have on offer’) but it did get me thinking how delivering automated content can have its pitfalls. Other customers must have been dining alone too and although I am probably thinking too much into this because of my line of work, it would have been a nice touch if the email I had was more relevant to the previous order I made.

That’s all I wanted to mention. I have other thoughts on content and context but they’ll keep for another (better) post. Needless to say, there was no squabbling for the last slice once I put the cats out the back.