Our Case Study
Metal Family’s first comic book launch was a sensation, selling out 9x faster than expected. Unfortunately, the team didn’t have the capacity or processes to handle this volume of orders, leading to:
- PROCESSING DELAYS
- TRACKING ISSUES
- MISSING PARCELS
- RETURNS AND FINES
- ANGRY CUSTOMERS
Metal Family didn’t just overcome every one of these problems with TrackMage — they also experienced massive benefits in customer support, in-store experience and sales.
How TrackMage turned Metal Family’s shipping disaster into a powerful asset
Metal Family is a hugely popular animated web series. In early 2022, they launched a printed comic for the first time.
The team hoped to sell out within 2 months; they did it in 7 days. While fantastic news on paper, the release was a victim of its own success: their small team now faced the daunting task of processing 400+ orders per day.
Despite working flat out, it was an impossible workload. The team was processing every order manually (including attempted tracking updates) and the delays, mistakes and costs quickly piled up.
With over a thousand missing packages and enormous pressure from customers, Metal Family brought in TrackMage to quickly and permanently turn things around.
Tracking Updates Automation
The overwhelming number of orders meant it could take over a week between ordering the comic and it arriving at the post office for processing. The post office might take another 2-3 days to ship, before sharing a batch of 1,000+ tracking numbers with Metal Family.
To update customers, the team was using WooCommerce to manually change the order status of every individual package: navigate to sheet, find order, scroll to shipping info, input tracking number, find next customer...
Not only did this introduce significant risk of human error, it also meant tracking information took up to 2 weeks to reach customers. And during that period, Metal Family had absolutely no time to update their thousands of customers.
Email & Shipping Validation
The majority of Metal Family customers could now receive full tracking information, regular updates and prompt deliveries—but many were still experiencing problems with email delivery and shipping problems.
The reason? Typos during online checkout.
Metal Family's improved system was sending out tracking information, but more than a third of orders had email addresses that bounced. Typos like "@gmaill.com" or "@gmaip.com" were extremely common, as were fake emails. Updates to these addresses always bounced and Metal Family had no other way to contact the customer.
At the same time, these enraged customers were bombarding customer support with angry messages with no idea that it was their mistake preventing their tracking updates.
There was a similar problem with shipping addresses: customers accidentally entered the wrong ZIP code or city, resulting in packages sent to the wrong addresses all over Europe. Many of these ended up in post offices, but others were rejected when the stated address didn't actually exist. This was an exhausting, frustrating and expensive problem for Metal Family.
TrackMage continues to improve the customer experience at Metal Family
Metal Family has been using TrackMage for nearly a year. In that time, their ability to fulfil online orders and delight customers has continually increased. They have also enjoyed: