Instacart provides a great example of whole customer experience that builds on the understanding that users won’t (and shouldn’t) stay glued to their site or app. They use all kinds of messages (email, SMS, and even phone calls) to build that whole experience, aiming beyond delivering groceries to making the interaction flow make the most sense for the customer. Otherwise, they could have turned grocery delivery into something just as frustrating as waiting for the cable guy.

After placing an order, Instacart sends these email messages:

  • Your Instacart Order Confirmation (order and delivery details, the ability to update the order)
  • Instacart Delivery Reminder (especially useful when the delivery is not set to the same day)
  • Instacart is on the way! (expected arrival time — great to know because I should be home to get my groceries!)
  • Your Order with Instacart (provides order summary and finalized total charged)


Note this last email in this interaction. There’s a “Review” button that appears in the inbox. Clicking on that allows you to send a review and rating without ever leaving the inbox or even opening the email.

If you do open this email to check out your order, you can still publish a review without leaving the email client:

With your fridge freshly stocked, chances are lowest that you’ll want to go back to the site just to leave a review. By incorporating email messages into the whole user journey, Instacart is able to build towards both customer and business happiness.

Read more about how to incorporate email into the user experience

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