Often we focus on the splashy graphics, slick navigation, and brilliant content partnerships being executed on the Web today. An overlooked area is the crucial role email plays in the e-commerce picture. If you are a frequent purchaser of goods online, you know exactly what we mean. Purchase computer hardware or consumer electronics from successful online auction retailer Onsale.com and you’ll receive a minimum of four emails regarding the transaction: (1) confirmation of your bid; (2) notice that you’ve been outbid or notice that you are the successful high bidder; (3) confirmation that the goods have shipped along with a tracking number and link to the tracking screen at UPS; (4) notice that the goods have been delivered at the specified location. Often a fifth message is sent a few days or weeks later checking in to make sure that everything went smoothly. While this proactive messaging may invite more complaints that can be costly to resolve, long-term wouldn’t it be more costly to let complaints go unheard?

If Onsale.com can provide four emails when you buy a $100 VCR, don’t you think you could do a bit better on a $200,000 mortgage? We recommend daily status reports as the loan is being processed followed by monthly reports for the life of the loan. Here’s a sample of a monthly email targeted to existing loan customers: