Learn how to create great order confirmation emails by looking at Fitbit is an example of a great consumer brand that does marketing well.
It’s a no-brainer that every e-commerce store should be sending out order email confirmations.
Customers want to know if they have completed the checkout process. Providing this reassurance and letting them know what’s going to happen next will improve their overall experience with your company. A positive outcome will also give your reputation a boost.
Even though they are a transaction email, we can still add additional content to them to further increase our e-commerce sales. They’re a goldmine for potential sales and here’s why:
Here’s ClickZ showing us the difference between order confirmation emails and bulk emails:
So what does an average order email confirmation template look like?
Looks very basic and boring right? Most purchase confirmation email templates are quite boring.
We can do better than this. Let’s look at the eight tactics that you can use to drive further repeat sales as well as some cross-sell examples.
This tactic is great for turning first-time customers to repeat customers. You can divide this tactic into two categories:
To know the difference between the two, let me give you an example.
You purchase a laptop.
The merchant asks you if you want to upgrade your laptop (bigger screen size, better processor, etc.) – Essentially, anything that will make you spend more on the original product is known as an upsell.
On the other hand, if the merchant offers you the opportunity to purchase products to go along with your laptop (a mouse, keyboard, laptop bag, etc.) – anything that makes you buy additional products is known as a cross-sell.
Here’s one of the best order confirmation emails we’ve seen, by Dollar Shave Club, where they utilize the cross-sell approach. Notice how they show the most important content first (the purchased items), then the product recommendations in the email:
Here’s West Elm’s product recommendation approach of showing a “best sellers” section. Again, they don’t overload the email with product recommendations and show it at the bottom of the email.
Customers want to know the status of their order: Has it left the store yet? Is it in transit? Where is it now?
Provide security and trust to your customers by letting them know the status of their purchase.
The best way to do this is by providing tracked shipping to your customers and a tracking code to go along with it. By providing tracked shipping, customers will feel a sense of trust, which will translate well for future sales and increase the likelihood of a repeat customer.
If you can, go the extra mile by providing free shipping!
Check out Parabo Press’ email example where they provide a tracking link to the purchased product. Also, note how the copy is crafted in a way that show’s off the brand’s personality:
Here’s another example by Zulily where they provide two links in the email to track the order – at the very top (the very first thing the customer will see) and at the bottom, after the “items shipped” section.
Note how Zulily used images to display the shipped products, unlike Parabo Press. Images are a great way to let customers scan and confirm the products they purchased
Studies show that only 32% of customers will place the second order during their first year.
This is a massive drop after the first purchase, However, if we make a customer purchase for the second time, they will more likely come back to your store again – for the third, fourth, and even the fifth time.
Knowing these facts, a way we can encourage customers to make a second purchase is by offering them a discount.
For the best order confirmation emails, here are a few discounts you can offer:
Here’s GoDaddy’s 25% discount offer on the next purchase.
Here’s Gilt’s order confirmation email utilizing the limited time offer approach.
Notice the free shipping offer on all orders within the next hour is the first thing customers will see. This irresistible free shipping offer is a great way of creating scarcity. It creates a sense of urgency that the customer must capitalize on before this offer expires.
This is also known as loss aversion where the pain of losing something is more painful than the pleasure of gaining something – It’s better not to lose $5 than to gain $5.
So in Gilt’s case, the customer will lose their free shipping offer if they don’t make another purchase.
User-generated content (UGC) is becoming a more popular marketing technique than ever before since the rise of social media. This is how a watch company, Daniel Wellington, earned a revenue of $220M in four years by incorporating this into their marketing plan.
This is where a customer shares a form of content (blog post, video, image, etc.) that they created publicly, commonly through a social media channel. If you can get your product to be shared by a customer, then it will be free marketing as they are advertising it in their network – great social proof!
How to use this in your order confirmation emails:
CineTech’s order confirmation email is a great example:
One of the best and most old school ways of marketing is through referrals (or word of mouth).
Here’s why it’s so effective:
To use this in your order confirmation email, we recommend:
Check out Tradesy order confirmation email. They make sure to show the most important message first, which is that the order has been shipped, and only then do they show the referral program. With a $10 reward for every person you sign up, how could you not share it?
Here’s Uber’s email receipt.
Notice at the bottom they have a referral program, “give $20, get $20.”
Other great features within this example:
Referral programs are a powerful thing. Don’t believe me? I’ll let Uber, a $69 billioncompany, do the talking:
“Uber spends virtually zero dollars on marketing, spreading almost exclusively via word of mouth.” – Uber Newsroom
One of the biggest mistake sellers make is that they never check whether their email is mobile-friendly.
Conversio found that 39.2% of people read emails via mobile devices. Additionally, 30% of order confirmation emails were viewed on the Apple iPhone, the most common device out of any other device. This is why it’s essential our emails are mobile friendly.
So guys, make sure your emails are mobile friendly!
Here’s Madewell’s email on mobile (iPhone 6):
They used a single column layout in their email which translates very well to the mobile version. A single column establishes a clear hierarchy as you read down the email, with the most important message at the top, “your order has shipped and is complete,” and least important details at the bottom.
Fact: We’re likely to buy products that have customer testimonials on them – 12.5% higher conversion rate than those without.
Notice how Amazon, one of the largest e-commerce store in the world has product reviews on all their products. It shows social proof.
What’s the best way to get reviews?
Here’s how to get reviews within your order confirmation email:
Here’s Snapdeal’s email asking for a review in exchange for a chance to win $2,000.
Studies show that 46% of customers use social media to help them make their purchasing decision.
Let’s capitalize on this and get our customers to stay connected. By getting them to connect with you, you can build your social community of loyal customers and also increase the reach of your brand.
Here’s a very clean and simple order confirmation email. Notice how at the bottom they don’t just ask the typical “join us on social media” copy. They opt for a unique copy that reflects the company’s brand – “share the love with the design community.”
Savvy businesses, like Booking.com, take the opportunity to provide customer service in its confirmation email series. Immediately after receiving the initial payment confirmation, I was sent this email below:
Source: Author’s screenshot
Providing directions to the hotel ensures the customer has a smoother journey and an improved experience. It may only be a small touch, but this type of useful and relevant content can make all the difference. Studies have shown brands which provide a consistently high standard of customer experience are 20 times more valuable than those who don’t.
As you can see, order confirmation emails can be an integral part of this process.
For many shoppers, the most exciting moment of the purchasing process is when they complete the order. As an e-commerce store, this is the ideal opportunity to tap into this excitement with engaging, high impact visual emails.
As well as asking for a review, Designer Shoe Warehouse (DSW) uses images to maximize the impact of its emails. The key is to use visuals together with written content.
Research has suggested images increase a subscriber’s willingness to read a piece of content by 80%. DSW fulfills this criteria with aplomb.
Your order confirmation emails don’t have to be boring. It shouldn’t just be an email to let them know that their purchase was a success.
The trick is to be proactive and to maximize the potential of generating further purchases and leads. Let your shoppers know you appreciate their custom and keep them engaged with your brand.
By maintaining a consistent, high-quality customer experience, these fresh shoppers can be your biggest advocates. After all, many e-commerce stores sell similar products to you, so take the opportunity to get your business ahead of your competitors.
Use order confirmation emails as the first step in the post-purchase journey. Be useful, helpful, and open. Ask for feedback, and reassure your subscribers their voice will be heard. Incentivize satisfied customers to refer your store to their friends and family. Utilize visual content to maximize the impact.
So, which tactics have you guys tried? What were your results? Let us know in the comment section below.
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In this article, you will see the following: List of emails associated with order confirmations Examples of emails (images) Sender information.
In this article, you will see the following:
List of emails associated with order confirmations
There are two emails sent when a order is successfully booked.
Examples of emails (images)
The first email is sent to the customer when an order is booked.
The second email is to the merchant (account owner and the assigned team member) when an order is booked.
Customizing copy in order confirmation emails
A custom copy can be added to each event individually.
Assigning more team members to receive order confirmation emails
Emails associated with orders (bookings) are sent to the following individuals.
Here's how you can assign a new team member to receive order confirmation emails.
Re-sending order confirmation emails to customers
Moving order confirmation emails to the "Primary" tab in Gmail (merchant)
Gmail, unfortunately, has an algorithm that automatically categorizes emails into different tabs. If you find that your Occasion emails are going to your "Promotions" tab and want them to appear in your "Primary" inbox, please follow the steps below:
Imagine if the world of email marketing were to suddenly change overnight.
In this new world, you’d only be allowed to send one email type to your email list of customers. Which email type would you choose to send? Would it be discounts, welcome emails, or newsletters?
This email type would have to be the most effective emails you send…ever. Not only must it keep your list of customers happy, but it has to make you sales. It would be the one email type to rule them all.
The email type which fulfills this criteria is order confirmation emails.
Order or Purchase confirmation emails have some of the highest open rates in the industry. According to Conversio, the average open rate for transactional emails isless than 18%, yet order confirmation emails have an open rate of 70%!
On top of that, a report commissioned by Borrell Associates, Inc. and Merkle, stated that64% of consumers believe thatthese emails are the most valuable emails in their inbox.
These two facts alone make confirmation emails a golden opportunity to market your business and make more cash.
But there’s more. As an online store, your sales happen over the internet. Because of this, it’s critical that you send updates to your customers about their orders. Otherwise you’ll have a legion of people on social media posting negative reviews of your business faster than you can say “sorry.”
So, not only are order confirmation emails a great way to keep your customers from picking up the phone to call a consumer watchdog, they’re also a great way to build trust, show off your brand, and make more money.
That’s right: your confirmation emails can also be a source of marketing and sales.
In this article, we’ll show you a collection of purchase confirmation emails examples and templates which you can use to achieve all of your email marketing goals.
Here you'll find annotated “Order Confirmation” design examples from Baymard's UX benchmark of 60 major e-commerce sites. (Note: this is less than 1 % of.
Omnisend is proud to present our brand new feature in our What’s Next plan–the order confirmation email automation, available for our users on Shopify, BigCommerce, Tictail and our API (version 3).
This type of confirmation email, the order confirmation email, essentially acts as a receipt to show your customer what they just purchased.
In the ecommerce workflow, you can send the order confirmation immediately after the customer makes a purchase, or you can send it at a later time.
Let’s look at how you can use your order confirmation email to drive conversions and boost your online sales.
The order confirmation workflow has three steps.
The new automation workflow for Omnisend’s order confirmation email. Click to enlarge
1. Firstly, as with all workflow automation, there is what’s known as the Trigger.
This is the event or action that causes the workflow to start. Here, the trigger is for when a customer completes an order.
2. Secondly, the Delay kicks in.
This determines how long after the trigger the order confirmation email will be sent. By default, it’s set to ‘Immediately’ in Omnisend’s workflow.
3. Lastly, there’s the actual email that will be sent.
There is a default template, but you can and should edit it to fit your brand. You can add your logo, change the colors and fonts, and add relevant images. This way, you can give your customers a seamless shopping experience.
Contained in that email are the details about the product(s), relevant taxes, payment, etc.
However, besides just being a glorified receipt (which is important for your customer to have nonetheless), the order confirmation is a ripe opportunity to help you get even more sales from your customers.
After all, order confirmation emails have an open rate of around 70%, which is much better than the standard 20% for regular promotional emails.
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Using a third-party order confirmation email (such as Omnisend’s) allows you greater flexibility in the look, feel, and timing of your order confirmation email.
But what is the best layout for such an email?
Well, it’s usually best to be simple.
Further below, we show you some great things you can do with your order confirmation emails.
But let’s look at a nice, simple order confirmation email template:
To download the layout, click on the image above, right click, then choose ‘Save image as…’
As you can see, it provides the customer immediately with an image of what was bought, plus all the specifics, including pricing, details, payment, and billing and shipping addresses.
As an example, the email would look like this:
Now let’s look at how you can improve this email even further with 5 great subject line ideas below.
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Although they’re important, confirmation email subject lines tend to be overlooked.
While sending a confirmation email is a pretty standard practice for marketers, and expected by the buyers, there are still many creative things you can do to improve your open rates.
After all, better open rates mean that you can actually use the 3 order confirmation best practices we mention below.
When we’re talking about great results, here we’re talking about confirmation email subject lines that lead to great open rates.
So let’s look at 5 top-performing confirmation email subject lines.
This is a simple, straightforward subject line for your confirmation email, but it’s still one of the highest perform (based on our research).
This particular subject line is really detailed, giving buyers pretty much everything they need to know, right in the subject line.
This works because, primarily, it is very useful.
The buyer knows what the brand is, and what the confirmation number is. That way, if there are any questions, they can just reference the subject line without needing to go into the email.
This confirmation email is focused on shipping confirmation, which is great news for the customer.
Here, again, the customer can see all the important information in the subject line. This leads to great open rates, but also repeat views.
This confirmation email subject line adds a bit of positivity to the email. This will most likely match the customer’s mood at the moment that they receive the email.
After all, order confirmation are the emails customers most look forward to.
Lastly, this order confirmation email subject line gets pretty straight to the point, but also includes the order number at the end.
It’s similar to our #4 confirmation email subject line listed above, except that it’s in the passive, not active form. This works well for more formality, as it also removes the personality from above.
Nonetheless, it’s a great option for a professional, high-converting confirmation subject line.
Here are 3 ways you can use the order confirmation to drive more conversions.
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Because you can customize the automated order confirmation email that will be sent out, you can drive even more sales to your ecommerce store.
One of the most important aspects of ecommerce in our social media, always-online world is the growing importance of reviews.
Pew Research shows that half of adults under 50 check online reviews before purchasing anything online. Image source
For many shoppers, customer reviews on products can be the deciding factor that causes them to buy or abandon a product.
For that reason, you should be working on getting reviews as much as possible. The order confirmation email is a great time to ask for customer reviews, seeing as your customer will have had a positive purchase experience.
Your shop will also be fresh on their minds, so it’s a great time to capitalize on that.
In order to get that review, make sure you first say “Thank you” and make it easy for your customers to leave a review.
Provide a link that goes directly to the review section of your site instead of having the customer find it by him or herself.
You can also add an incentive for the review, such as a discount or a gift card for a limited time.
It’s also a very good time for you to offer an incentive to your customers to buy from you again – soon.
After all, people are much more willing to buy from you a second time if they did so the first time. You can help speed up this process by offering a discount to your customer (plus an optional time limit).
For example, you can offer 15% off the customer’s next purchase if they buy within the next 15 or 30 days.
However, you should note that discounts shouldn’t be offered in cases where they’re not needed.
For example, if your customer purchased a product from you at full price and is willing to do so again, you could be losing out by offering a discount too soon.
Many ecommerce stores choose to promote their top sellers and recommended products right before their customers purchase their goods. While that has some good results, many customers are not yet ready to commit.
That’s why the order confirmation email is perfect for that. Below the order confirmation details, you should include some of your store’s best-selling products.
There’s a reason these items are your best-sellers, and you should work to promote those items in your order confirmation email. Just make sure to include no more than 5 items, so as to not overload the customer with too many options.
The Dollar Shave Club does this well with their item offerings (they even show the option to add the new items before the purchased items are shipped):
The Dollar Shave Club has a great example of upselling/cross-selling in its order confirmation email. Click here for the full image.
These examples shows you just how creative you can be with your order confirmation email.
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Omnisend customers may already be familiar with the order follow-up email that can be sent out after a customer makes a purchase.
In this way, you may be wondering what the difference is between an order confirmation email and an order follow-up email.
With the order confirmation email, you are essentially sending a receipt to your customers via email. This is important for the customer to confirm their order, review the payment, and check the estimated delivery date.
The way you customize it is optional – such as adding upsells and cross-sells, adding discounts and asking for reviews. Nonetheless, at its core an order confirmation is to confirm the order.
The order follow-up email, however, is different. It does not contain any pre-filled information about the order.
Instead, you are asking the customer for information about his or her experience with the product or store: How did they enjoy it? How was the experience? How likely are they to come back?
The order follow-up is a great time to offer a discount to the customer if, for example, they did not add any upsell or cross-sell items.
You can then set your order follow-up to go out 5 days or a week after the order confirmation email with a 15% discount for a highly-related item.
You can also take this opportunity to ask for customer feedback or offer a referral program (e.g., refer a friend to get $20 off your next purchase).
It is also possible that you can use the order follow-up email as an order confirmation email, although that is not recommended.
Instead, we recommend you use the order confirmation email to provide a receipt, highlight the product and offer up related products.
Afterwards, use the order follow-up as an opportunity (a week after purchase) to focus on your customer’s experience and offer an incentive for repeat purchases.
For more information on Omnisend’s new order confirmation workflow, read our Knowledge Base Order Confirmation article.
Do you want to get more knowledge about email marketing? We recommend email marketing Academy course on Hubspot.
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Bernard is a content marketer with a passion for good research and helping ecommerce businesses with their email marketing needs. You can find him on Twitter and LinkedIn.
If you frequently have to create order confirmations, then templates for we'll give you an example of how to work with an order confirmation.