Retailers and marketers are missing out on big opportunities to deliver value, start conversations, stand out from the crowd, and improve conversion rates here. \u201cA confirmation email, particularly post-purchase, is the perfect opportunity to deepen the customer relationship and earn their loyalty,\u201d says Ami Williamson, ecommerce copywriter<\/a> and quiz funnel creator. <\/p>\n\n\n\n How do you seize that opportunity? <\/p>\n\n\n\n That\u2019s what we dive into below. We\u2019ll define what we mean by \u201cconfirmation emails\u201d in an ecommerce setting and explore why they deserve more than an email template. Then, we\u2019ll cover the fundamentals behind effective confirmation emails, with plenty of examples for guidance.<\/p>\n\n\n\n Here\u2019s what you can expect to learn:<\/p>\n\n\n\n A confirmation email is a transactional message you send to website visitors and customers. It verifies a completed action, a bit like a digital thumbs-up. It\u2019s also a relational email. It intersects a prospect\u2019s or customer\u2019s journey with your brand, so it\u2019s a key opportunity to build trust and rapport with the recipient. <\/p>\n\n\n\n While our inboxes are fairly flooded (something like 319 billion emails<\/a> are sent every day), we\u2019re still spending a good deal of time there. Five hours a day<\/a>, in fact.<\/p>\n\n\n\n Your customers are hanging out in their inbox. And, if you do a few things right, they\u2019re also opening your confirmation emails.<\/p>\n\n\n\n Here are four big opportunities you have when they do. <\/p>\n\n\n\n Transactional emails, correctly presented, aren\u2019t seen as spam by either regulatory guidelines or by the people who receive them.<\/p>\n\n\n\n Because of this, all types of confirmation emails enjoy exceptionally high open and click-through rates. They experience an average open rate of 42.51%<\/a>, a click-through rate of 18.27%, and a conversion rate of 10.34%. Keep in mind the average open rate for marketing emails is only around 15-25%<\/a>, with the average click-through rate hovering around 2.5%. So, folks are opening your confirmation emails way more than your average emails. <\/p>\n\n\n\n This gives you a unique opportunity to start conversations. For example, you could ask recipients why they chose to buy in an order confirmation email (hello customer research!). Or, ask them to self-segment in a subscription confirmation email, the way Brightly does below, so you can deliver more personalized emails in the future. <\/p>\n\n\n\n If someone just subscribed to your email list or rewards program, they\u2019ve expressed interest. If they\u2019ve just made a purchase, they\u2019ve chosen to spend their hard-earned money with you. At either point, they\u2019ve made a significant step in their journey with your brand, and you now have the chance to build rapport. <\/p>\n\n\n\n \u201cIf you\u2019re wanting repeat customers, you can start by focusing on making sure their first order is a positive experience,\u201d Ami Williamson points out. \u201cTeach them how to get the most out of your products \u2014 happy customers are more likely to come back, tell others and less likely leave a negative review.\u201d<\/p>\n\n\n\n There\u2019s a good deal of valuable quantitative and<\/em> qualitative data you can pull from the confirmation emails you\u2019re sending. <\/p>\n\n\n\n For example: <\/p>\n\n\n\n Quantitative:<\/strong><\/p>\n\n\n\n Qualitative:<\/strong><\/p>\n\n\n\n On the quantitative side, this data can help you optimize your send times, segmentation, open rates, and more so you get better at sending the right message, to the right person, at the right time. <\/p>\n\n\n\n On the qualitative side, these responses help you understand what the customer is thinking or feeling at that journey stage, where you can improve your emails (are they frustrated because you left out key information?), or identify customers you can interview for deeper insights. <\/p>\n\n\n\n Confirmation emails are also a chance to boost sales. Your audience is actively engaged, so they\u2019re also primed for conversions. <\/p>\n\n\n\n \u201cConfirmation emails are triggered by your subscribers\u2019 actions AND intent, so by default, they\u2019re HYPER personalized, HYPER relevant, and sent at the exact moment your subscriber is LOOKING to engage with you,\u201d explains ecommerce email consultant<\/a>, Nikki Elbaz. \u201cYou really couldn\u2019t ask for a more magical mix \u2014 and the numbers show it.\u201d <\/p>\n\n\n\n So, while you do want to think carefully about how<\/em> you add in conversion prompts, such as upselling or cross-selling related products, confirmation emails are a good place for well-timed call-to-actions (CTAs) \u2014 as long as you\u2019re providing your new customer with all the essentials they are expecting first.<\/p>\n\n\n\n \u201cWhy make a bland impression when you can make an incredible one?\u201d asks Samar Owais, email strategist for ecommerce businesses<\/a>. She recommends, \u201cSurprise and delight your customers in unexpected places \u2014 and everyone expects a bland confirmation email. It\u2019s one of the easiest and most underrated ways a brand can stand out.\u201d <\/p>\n\n\n\n For example, Nuggs packs a load of delight into their confirmation email with just a few changes to the default Shopify confirmation template. Lianna Patch, owner of Punchline Conversion Copywriting<\/a>, explains normally these templates just say \u201c\u2018We have received your order. We will notify you when it\u2019s ready for processing.\u2019 and it\u2019s such a missed opportunity \u2014 especially if you want to stand apart with your brand.\u201d Her confirmation email from Nuggs did something delightfully different. <\/p>\n\n\n\n Remember, a great customer experience<\/a> builds an effective moat for your brand. And since confirmation emails are one of the initial experiences a prospect or customer has with you, they\u2019re a great place to start building a best-in-class experience. \u201cConfirmation emails are often the first email your subscriber\/customer sees after taking an action you wanted them to take,\u201d reminds Owais<\/a>, \u201c…the least you can do is reward that conversion with a great email experience.\u201d\u00a0<\/p>\n\n\n\n Confirmation emails, as the name implies, confirm the consumer or retailer took some kind of action. Three actions that commonly trigger a confirmation email in ecommerce are: <\/p>\n\n\n\n There are other types of email confirmations, of course. If you run webinars, you\u2019ll send registration confirmations, and if you\u2019re a boutique hotel you\u2019ll send booking confirmations, but those are a bit less common. The three above are the ones most every ecommerce brand will deal with. <\/p>\n\n\n\n Here\u2019s how to design all three of those in a way that builds rapport and improves conversions<\/a>. <\/p>\n\n\n\n Every confirmation email should include at least these items and best practices: <\/p>\n\n\n\n And, depending on your brand and the email\u2019s content, you may also want to include:<\/p>\n\n\n\n Here are each of those bullets in more detail. <\/p>\n\n\n\n We\u2019re starting with this one because your recipient will need to open the email to see anything else on this list. <\/p>\n\n\n\n Here are some guidelines from Mailchimp for optimizing your subject lines and email open rates: <\/p>\n\n\n\n A few more data-backed tips here:<\/p>\n\n\n\n Once the recipient opens your email, the content must be immediately useful. Make sure your email serves the customer before<\/em> anything else. This means including all the necessary information in a clear, succinct way. <\/p>\n\n\n\n What information is necessary and relevant? <\/p>\n\n\n\n If you\u2019re sending an order confirmation email, you\u2019ll want to include at least the following:<\/p>\n\n\n\n If it\u2019s a shipping confirmation, include these items: <\/p>\n\n\n\n If you\u2019re sending a subscription confirmation (say, to marketing emails or a newsletter), you\u2019ll want to keep context in mind: DMA and Pure360 found 48% of consumers subscribe to brand emails for discounts and offers, 43% subscribe because they\u2019re already a regular customer, 40% sign up because they want email receipts, and 40% sign up for a loyalty program. (You don\u2019t have to be a math quiz to realize most customers sign up for multiple reasons<\/a>.) <\/p>\n\n\n\n So, first deliver on why the customer signed up. Then also consider including:<\/p>\n\n\n\n \u201cMy favorite confirmation emails are the ones that tell me what to expect next,\u201d says Samar Owais<\/a>. \u201cUnfortunately, that\u2019s where most brands fall short. If shipping\u2019s gonna take longer than usual, tell me in the order or shipping confirmation then tell me how to check in with your customer service.\u201d Owais says this proactive approach is a key way to build trust. \u201cSet my expectations so that I don\u2019t turn into a dissatisfied customer. Let me know that you care about me receiving my order. Make it easy for me to trust you.\u201d <\/p>\n\n\n\n Remember, consumers are protective of their inboxes, and they (much like you) don\u2019t have the patience for emails that add more noise than value. If you want them to keep opening your emails, delight them. <\/p>\n\n\n\n The best way to delight your recipient? Start the conversation off with whatever they\u2019re most concerned about, then confirm the action that they just took. From that point, you can transition into any educational or lead nurturing information you want to include in the email. <\/p>\n\n\n\n Make a good first impression, and subscribers will be more likely to keep you in their inbox.<\/p>\n\n\n\n Ever felt like you\u2019ve been left in the dark \u2014 you\u2019re not sure what\u2019s coming next…or when? It\u2019s an uncomfortable feeling for anyone. And it\u2019s a feeling your visitors don\u2019t ever have to experience if you\u2019re intentional about what you put in your confirmation emails. No matter what type you\u2019re sending, tell recipients what emails are coming next. Promotions? Shipping? Tips for using the product or earning rewards? Spell it out. <\/p>\n\n\n\n Check out how Roark outlines clear next steps well in their order confirmation email. Immediately after confirming the customer\u2019s purchase, they say: \u201cWe will send you another email as soon as it ships.\u201d <\/p>\n\n\n\n Of course, this is a bit more straightforward in purchase and shipping confirmation emails where you know for a fact which email the customer will receive next. <\/p>\n\n\n\n Subscription confirmation emails can be a bit trickier, especially if you don\u2019t have a set welcome sequence (which, by the way, is a good thing to put together). Even so, consider at least telling the subscriber what types of emails they can expect going forward, the way Wine Enthusiast does below. <\/p>\n\n\n\n People connect with people, so you want to make sure the copy in your email sounds like it came from a person, not a robot. <\/p>\n\n\n\n Casper, for example, does an excellent job of sounding human in many of their emails, including the one below. Phrases like, \u201cBut not too bright, it\u2019s bedtime after all\u201d and \u201cHere\u2019s what you\u2019ll get\u2026\u201d all sound like phrases you\u2019d use in everyday conversation with a friend. <\/p>\n\n\n\n From colors and font, to the logo and voice, make sure your brand concept is evident in every email you send\u2026including confirmation emails. Never use the stock design provided by your email or marketing automation platform. Every email should look, sound, and feel like \u201cyou.\u201d <\/p>\n\n\n\n For example, Lianna Patch walked me through a confirmation email in her inbox from cadence<\/a>, a DTC company selling self-care organizers. Check out the header of their confirmation email. <\/p>\n\n\n\n In-line with their brand, cadence keeps the copy here all lower-case. Also worth noting is the way cadence reminds Patch of her impact (in a human voice, too \u2014 bonus points!). She explains, \u201cthey\u2019re reminding me I\u2019ve not only ordered something for myself, I have contributed to the good of the world in some way \u2014 and in this case two ways.\u201d<\/p>\n\n\n\n Prospects don\u2019t brew a tea, grab a blanket, and settle in to read to your latest email line-by-line. Far from it. Assuming they open it, they\u2019ll quickly skim the content to see if it\u2019s interesting. This means you have seconds to earn the reader\u2019s attention. Don\u2019t overload them with information right off the bat. Make the confirmation email easy to read, and remember to keep the information focused on them, not on you.<\/p>\n\n\n\n A good way to do this is with short blocks of texts. Icons can help as well. Check out how Brooklinen uses both to succinctly highlight brand benefits in their subscription confirmation.<\/p>\n\n\n\n According to Litmus, recipients opened 39.9% of emails on mobile devices<\/a> in 2020. So yes, your emails need to be mobile-friendly. To make sure they are, always test your emails on a mobile device \u2014 either by sending it to yourself or an employee or by using a testing platform such as Litmus<\/a>. Never assume an email will look as good or perform as well on a small screen as on a big one.<\/p>\n\n\n\n This could be as simple as a well-chosen gif, a bit of illustrated confetti, or a great big HURRAH. Or it could be something more concrete such as a reward or discount (remember there are plenty of ways to discount without<\/em> taking a percentage off!)<\/p>\n\n\n\n Also, keep in mind you don\u2019t necessarily have to craft a new reward for every confirmation email. You may be able to reframe valuable services you already offer instead. For example, Glossier reminds subscribers of several perks (free returns, consults with editors) the brand offers. Framed up nice and tidy in a welcome email, these feel like a reward for signing up with the brand. <\/p>\n\n\n\n Lastly, you may want to consider adding an appropriate CTA to your email. <\/p>\n\n\n\n Just remember to choose carefully here. <\/p>\n\n\n\n Nikki Elbaz warns, \u201cit can be super tempting to stuff in allll the things into your confirmation email \u2014 because you know it\u2019s getting eyeballs.\u201d But this can do more harm than good. She cautions a too-stuffed email will result in higher rates of inaction \u2014 not at all what you want. Instead, she advises \u201ctake a look at your typical customer journey \u2014 and offer the most common next step at the confirmation email\u2019s ONE call to action.\u201d <\/p>\n\n\n\n For example, check out how Bite welcomes subscribers with a \u201chere\u2019s how you\u2019re making a difference\u201d email and one, clear invitation to shop. <\/p>\n\n\n\n What else could you prompt readers to do?<\/p>\n\n\n\n Here are several ideas:<\/p>\n\n\n\n With a little creative thought and a good deal of customer understanding, you\u2019ll identify several ways to keep the conversation going and your customers coming back for more. Just remember not to sacrifice the details of the order confirmation for the sake of marketing. Focus on delivering value to the customer first, then ask if there\u2019s a way to deliver additional value through a non-salesy promotion, referral invitation, participation in a rewards program<\/a>, or many other options. The confirmation takes priority.<\/p>\n\n\n\n Okay, that wraps up all the elements you\u2019ll want your confirmation email to include. Now, let\u2019s look at a few examples of brands putting these elements into action. <\/p>\n\n\n\nWhat is a confirmation email?<\/h2>\n\n\n\n
Why are confirmation emails important to marketing?<\/h2>\n\n\n\n
1. Start a one-on-one conversation with your prospects<\/h3>\n\n\n\n
![\"Brightly](\"https:\/\/thegood.com\/wp-content\/uploads\/image-99.png\")
<\/figure><\/div>\n\n\n\n2. Touch base with prospects at critical points in the consumer lifecycle<\/h3>\n\n\n\n
3. Track valuable data for better engagement<\/h3>\n\n\n\n
4. Boost conversions with well-timed CTAs<\/h3>\n\n\n\n
5. Stand out in a crowded marketplace with an exceptional experience<\/h3>\n\n\n\n
![\"Nuggs](\"https:\/\/thegood.com\/wp-content\/uploads\/image-100-1024x775.png\")
<\/figure><\/div>\n\n\n\n3 types of ecommerce confirmation emails <\/h2>\n\n\n\n
![\"Readdle](\"https:\/\/thegood.com\/wp-content\/uploads\/image-101.png\")
<\/figure><\/div>\n\n\n\n![\"Casper](\"https:\/\/thegood.com\/wp-content\/uploads\/image-102.png\")
<\/figure><\/div>\n\n\n\n![\"Postable](\"https:\/\/thegood.com\/wp-content\/uploads\/image-103.png\")
<\/figure><\/div>\n\n\n\nWhat to include in your confirmation email design<\/h2>\n\n\n\n
Optimized subject lines: Get their attention ASAP<\/h3>\n\n\n\n
![\"Mailchimp](\"https:\/\/thegood.com\/wp-content\/uploads\/image-104-1024x838.png\")
<\/figure><\/div>\n\n\n\n![\"Email](\"https:\/\/thegood.com\/wp-content\/uploads\/image-105-1024x186.png\")
<\/figure><\/div>\n\n\n\nRelevant information: Include what\u2019s necessary<\/h3>\n\n\n\n
![\"Food52](\"https:\/\/thegood.com\/wp-content\/uploads\/image-106.png\")
<\/figure><\/div>\n\n\n\n![\"Bar](\"https:\/\/thegood.com\/wp-content\/uploads\/image-107-1024x554.png\")
<\/figure><\/div>\n\n\n\nRight expectations: Start on a good foot <\/h3>\n\n\n\n
Clear next steps: Tease an upcoming email <\/h3>\n\n\n\n
![\"Roark](\"https:\/\/thegood.com\/wp-content\/uploads\/image-2-794x1024.jpeg\")
<\/figure><\/div>\n\n\n\n![\"Wine](\"https:\/\/thegood.com\/wp-content\/uploads\/image-108.png\")
<\/figure><\/div>\n\n\n\nHuman writing: Write like a human, not a car salesman <\/h3>\n\n\n\n
![\"Casper](\"https:\/\/thegood.com\/wp-content\/uploads\/image-109.png\")
<\/figure><\/div>\n\n\n\nBrand-specific elements: Keep all elements on-brand<\/h3>\n\n\n\n
![\"Candence](\"https:\/\/thegood.com\/wp-content\/uploads\/image-110-1024x566.png\")
<\/figure><\/div>\n\n\n\nSkimmable structure: Make it easy to digest<\/h3>\n\n\n\n
![\"Brooklinen](\"https:\/\/thegood.com\/wp-content\/uploads\/image-111.png\")
<\/figure><\/div>\n\n\n\nMobile-first design: Make it phone and tablet friendly <\/h3>\n\n\n\n
Friendly celebration: Confirm milestones with rewards<\/h3>\n\n\n\n
![\"Glossier](\"https:\/\/thegood.com\/wp-content\/uploads\/image-112.png\")
<\/figure><\/div>\n\n\n\nCall-to-action: Promote your products or invite participation<\/h3>\n\n\n\n
![\"Bite](\"https:\/\/thegood.com\/wp-content\/uploads\/image-113.png\")
<\/figure><\/div>\n\n\n\n