18 Order Confirmation Email Best Practices to Boost Your Business

When you think of order confirmation emails, you might imagine dull messages just confirming your customer’s purchase. They're usually plain, lacking color or excitement, and mainly focus on giving only the basic details.

But wait, there's more to it! These emails have a decent open rate of around 60%. That means there's a golden chance to do more with them.

Sure, confirming the order is crucial, but why stop there? Think about ways to make these emails more exciting. You can suggest additional products, share interesting content, or simply add a personal touch to delight your customers.

After all, it's easier to make a repeat sale to someone who's already bought from you. Let's explore order confirmation email best practices because they are more than just receipts – they can be opportunities to impress and encourage future purchases.

Order Confirmation Email Best Practices

Here are eighteen essential tips for crafting order confirmation emails that effectively drive conversions and enhance your marketing efforts.

1-Keep an eye out for the merge-tags

Merge tags are crucial in order confirmation emails because they allow you to customize the content for each customer. By using merge tags, you can automatically include details like the customer's name, order number, purchased items, shipping address, and delivery date. Check out this example below.

This personalization makes the email more relevant and interesting for the recipient. It shows that you value their individuality and helps to build trust. Ultimately, merge tags help create order confirmation emails that are not only informative but also engaging and customer-focused.

Moreover, dynamic email content is vital for engaging audiences effectively, providing personalized experiences, and maximizing conversions. (More on it later.)

2-Keep it short and concise

Keep your confirmation email short and sweet. Only include the must-know stuff to avoid wasting your customer's time.

The email mentioned gets straight to the point, leading recipients directly to the call-to-action button without any unnecessary fluff.

Plus, just because it's short doesn't mean it has to be boring. You can add some personality with a catchy subject line or a bit of informal copy in the email itself.

3-Follow brand guidelines

When sending confirmation emails, follow your label’s guidelines to maintain brand consistency. It tells your customers you're serious about your brand.

You don't need to struggle with tricky software to do this. Chamaileon, along with other top email providers, makes it super easy to create branded emails that convert. Plus tip to have an email design system.

4-Ensure its mobile-friendly

Make sure your emails look great on both mobiles and desktops. Your customers might have bought stuff while on the move.

Nearly 73% of online purchases happen on smartphones. And about 60% of people check emails on their phones. So, it's crucial your confirmation email is easy to read and click on mobiles.

If you don’t design mobile-friendly emails, you risk losing customers. Stats say 40% of users might switch to a competitor due to a bad mobile experience. So, optimizing your confirmation email for mobile builds trust.

5-Write a catchy copy

Writing a catchy copy for order confirmation emails is important because it keeps customers engaged and reinforces your brand identity. Effective email copy can leave a lasting impression, increasing brand recall and customer satisfaction. Plus, it's a chance to share helpful tips or recommend related products, making their experience even better.

6-Add a prominent CTA button

Keep your customer journey smooth by offering clear guidance in your confirmation email. Encourage them to take action by inviting friends, joining you on social media, and snagging a special discount on an item as a reward. In short, make their experience fun and engaging by using strong call-to-action buttons.

7-Mention order summary

Confirmation emails should always feature a clear order summary with all the important details, including items purchased, quantities, prices, and any relevant shipping or billing information. This summary helps customers double-check everything, ensuring transparency and clarity. It's also smart to include contact info or links to customer support for any queries or concerns, providing reassurance and facilitating further engagement. Moreover, your billing info can be organized with the help of IDP in fintech, making your emails more understandable for readers.

8-Show gratitude

Always express gratitude. Whether it's a purchase or signing up for an event, a simple thank-you note goes a long way. You can even turn your confirmation email into a heartfelt “Thank You” message. Making your subscribers feel appreciated and doing it regularly helps build strong and lasting relationships.

9-Send it right after the purchase

Send confirmation emails immediately after the transaction as people expect them. If you're sending a series of confirmations and follow-ups, create a schedule and do A/B tests to find the best timing for your audience.

10-Include order and customer details

It's vital to include order and customer details in confirmation emails because it gives customers a clear record of what they've bought and shows that their order has been processed successfully. This helps avoid any confusion and makes customers feel confident about their purchases.

Plus, having order and customer details readily available in confirmation emails makes it easier for customers to refer back to their purchase information if needed, ultimately enhancing their overall shopping experience and satisfaction with your brand.

11-Mention details in the subject line

Some brands keep their order confirmation email subject lines straightforward (like "Your Instacart order receipt" or "Your order #12345 has been placed"), while others add a touch of personality for a more engaging tone. If you're looking to build an app like Instacart, ensuring clear and concise communication through subject lines can enhance user trust and satisfaction.

12-Upsell/Cross-sell products

With an impressive 60% open rate, order confirmation emails offer a prime opportunity to showcase more of your products, especially those related to what your customer just purchased. While many e-commerce stores promote recommended items and top sellers before a purchase, not all visitors are ready to commit at that stage.

Including these suggestions in the confirmation email ensures that willing buyers see them, too. Provide customers with lead nurturing information, but remember not to overload them with too many options. These upsell and cross-sell emails can significantly boost your sales while enhancing the customer experience. Here’s an example from Walmart.

13-Include a link to customer support

Make sure to include links to contact both the business owner and the customer support team in case any issues arise with orders or registrations. Having these links readily available at the touch of a button not only makes it easier for customers to reach out but also builds trust in your brand.

14-Create a sequence of order confirmation emails

Setting up a series of confirmation emails is crucial because it keeps customers engaged and informed throughout their journey. Instead of just one email, a sequence ensures timely communication and lets you reinforce your brand, offer extra value, and guide customers toward more actions.

15-Automate the sequence

It is crucial that you automate your confirmation series emails, as it saves you a lot of time and effort. Once you've created these sequential email workflows, they help maintain a consistent and personalized approach, making the whole experience smoother and more enjoyable for customers.

Allow Chamaileon to help you create a successful automated confirmation email series strategy.

16-Dynamic content

Dynamic emails adapt to people’s preferences and likes, making sure they're interested and engaged. They're really important for today's marketing because they make messages feel personal and increase how many people buy things.

Take Amazon, for example. They send emails suggesting products based on what you've looked at or bought before. Key parts of such emails include showing products you're interested in and making them look good.

Wondering how to create dynamic email content without any coding skills? Look no further than Chamaileon. You don't need to be a coding expert to create engaging and personalized emails. Chamaileon empowers you to craft stunning emails that dynamically adapt to your audience's preferences, all with an easy-to-use interface.

17-Promote a new product

Promote new products in order confirmation emails by featuring them as "recommended picks" or "latest arrivals" related to what the customer just bought. Adding a brief, enticing description and a “Shop Now” CTA makes it easy for customers to explore and potentially purchase these new offerings.

18-Give loyalty discount

Consider offering a discount or loyalty points for the next purchase as a special thank-you gesture. This entices customers to return and shop again while rewarding their loyalty. Providing a clear and simple way to redeem the discount or points enhances the overall customer experience and encourages continued engagement with your brand.

Top 5 Order Confirmation Email Examples to Inspire You

Check out these exceptional examples below!

Glossier

While order confirmation emails are often seen as mere receipts by many marketers, they tend to lack creativity. It's important not to overdo it with humor or sarcasm immediately after purchase, as it might confuse customers.

However, a touch of humor can lighten the mood and enhance the customer experience, as demonstrated by Glossier.

Glossier begins the email with a reassuring note, saying, "everything is going according to plan." They then let you know about longer processing times, setting clear expectations for when your order will arrive.

In the email, they display the products you ordered with large images, making it easy to spot any mistakes and getting you excited about your new goodies.

At the bottom of the email, Glossier does something clever to keep you engaged.

After confirming your shipping address and method and providing the option to cancel your order, Glossier subtly introduces its referral program. Instead of directly mentioning the program, they pique curiosity by asking if you want to save 100 DKK on your next order.

This approach capitalizes on your recent purchase, making you more likely to be interested in saving on future purchases, too.

Glossier's shipping confirmation maintains a similar tone.

Glossier adds a touch of excitement by suggesting you "make some space on your shelf" as your new products are on their way. Get ready to welcome them!

ASOS

While hitting the "Complete Order" button brings joy to many shoppers, it's not always the case for everyone. Online shopping comes with uncertainty, regardless of a well-designed checkout or trust badges. Some feel excited post-purchase, while others may feel uneasy.

Fortunately, you can ease your customers' minds by providing detailed information in confirmation emails, such as:

• Estimated arrival time
• Shipping address details
• Order contents

ASOS nails this in its first post-purchase transactional email.

When you order from ASOS, you'll get an email with three key sections: where, when, and what. It includes all the details you need, like your delivery address and arrival date, along with a summary of your order.

ASOS offers the option to cancel if you've changed your mind, and they remind you of their flexible return policy.

In the rest of the email, ASOS invites you to join their newsletter, check out their content, and download their app.

ASOS understands its customers' expectations, so they prioritize delivering crucial information first. Any self-promotion comes later, in case you "want more ASOS."

After your order ships, ASOS sends another email inviting you back to check out new arrivals.

ASOS encourages you to make a second purchase while you're still engaged with the brand.

If your delivery is delayed, ASOS will send you a simple, plain-text email.

Cult Beauty

Order confirmation emails are ideal for turning first-time customers into repeat buyers. To make this work, you need to keep your brand in their minds and give them a reason to return to your site.

Cult Beauty does this well, guiding customers with an engaging order confirmation email.

Cult Beauty nails order confirmation emails by capturing your excitement in the headline and providing transaction details.

On the right side, they offer a helping hand and invite you back with three options:

• Update preferences for a discount (data enrichment and segmentation)
• Check out new arrivals (promotional emails stuff)
• Learn beauty tips and trends (content marketing)

This smart approach caters to different customer interests, guiding them back to the website without being too pushy.

Deliveroo

In a purchase confirmation email, customers eagerly anticipate news about their order, especially when they're as hungry as a wolf. Even for food delivery services like Deliveroo, email marketing can enhance client satisfaction.

Deliveroo's template features user-friendly design and order confirmation details. The key highlight is the option to track orders. The "Track in real time" email button design stands out due to its minimalist style. Real-time tracking not only impresses customers but also boosts overall impression, loyalty, and trust in the brand. This function is valuable for online retailers, too.

Refreshments

Refreshments' order confirmation email template is a great example of originality. Instead of the usual "Your order has been confirmed" message, they use a captivating header to grab attention and reassure shoppers that everything is under control.

The "What to Expect" section is beneficial for clients, ensuring that the order goes through each stage seamlessly.

A notable feature is the provision of an email address for customers to ask questions.

Conclusion

Order confirmation emails are not just about confirming purchases; they're powerful tools for engaging customers and boosting business. By incorporating best practices such as dynamic content, personalization with merge tags, concise yet engaging copy, and mobile optimization, brands can create memorable experiences that drive repeat purchases and foster loyalty.

Whether it's through showcasing new products, offering loyalty discounts, or providing exceptional customer support, each element plays a crucial role in enhancing the overall customer journey.

By following the examples set by industry leaders like ASOS, Glossier, and Deliveroo, businesses can elevate their order confirmation emails from mundane receipts to valuable touchpoints that leave a lasting impression on customers.

Frequently Asked Questions About Order Confirmation Email Best Practices

1: How do I personalize my order confirmation emails?

Use merge tags to customize each email for every recipient, making them feel special and connected to your brand. With Chamaileon, you can elevate your order confirmation emails with eye-catching designs that not only look amazing but also drive more sales.

2: Can we use order confirmation emails to gather feedback?

Absolutely! Order confirmation emails provide an excellent opportunity to gather feedback from customers. After confirming their order, you can include a quick section asking for their thoughts on their shopping experience. This could be a short survey or a simple request for comments. By asking for feedback in the confirmation email, you catch customers when your brand is fresh in their minds, making them more likely to receive valuable insights.

3: Can order confirmation emails help me gain my subscriber’s trust?

Confirmation emails present a valuable opportunity to build trust with your users. By implementing the best practices outlined in the guide above, you can not only earn their loyalty but also encourage repeat purchases from your brand.