There’s one kind of advertising and marketing e mail your subscribers need and count on to see of their inboxes as quickly as doable. It’s not an deserted cart e mail or a back-in-stock e mail. It’s an order affirmation e mail.
Your clients wish to make sure that their fee went by way of and their order is appropriate.
Nevertheless, when used proper, an order affirmation can grow to be rather more than a easy transactional e mail.
Driving eight instances extra opens than common advertising and marketing emails, order affirmation emails are the proper alternative to:
- Seize consumers’ pleasure;
- Cross-sell and upsell with out sounding salesy;
- Drive referrals;
- Construct buyer loyalty;
- And rather more.
On this submit, I’ll share learn how to obtain the entire above with minor tweaks to your order affirmation emails—supported by 10 real-life examples from main e-commerce manufacturers.
What Is an Order Affirmation Electronic mail?
An order affirmation e mail is a transactional e mail despatched by e-commerce manufacturers to tell consumers that their order has been obtained or processed.
Though an order affirmation e mail sometimes comprises essential transaction particulars, comparable to a supply handle, gadgets bought, and the quantity paid, it’s greater than a easy receipt.
An order affirmation e mail is step one in turning one-time consumers into repeat clients, and repeat clients into model advocates.
order affirmation e mail captures the customer’s pleasure, eliminates confusion, and, extra importantly, builds the foundations of a fruitful relationship along with your clients.
The truth is, it could be an ecommerce mistake that destroys your buyer’s belief to neglect this quite simple transactional e mail.
Let’s see 10 of the very best order affirmation e mail examples that just do that and focus on how one can enhance your emails.
1. ASOS
Though hitting the “Full Order” button creates pleasure and pleasure for a lot of consumers, it’s not all the time the case for all of your clients.
No matter how well-thought-out your checkout is or what number of belief badges you show, on-line purchasing all the time carries uncertainty. Some clients will expertise post-purchase pleasure, whereas others will really feel uneasy.
Fortunately, you may put your clients’ minds comfortable by giving them detailed data in your affirmation emails, together with:
- The place their order can be shipped to;
- When it is going to arrive; and
- What it comprises.
ASOS does this nicely in its first post-purchase e mail:
While you place an order on the ASOS web site, you obtain an e mail along with your order particulars below three headings: the place, when, and what.
All the pieces you might want to learn about your order is on this e mail, out of your supply handle to the anticipated arrival date. You additionally get a brief abstract with a product description, measurement, amount, and value, in addition to your fee methodology.
Since returns are expensive for e-tailers, ASOS provides you the choice to cancel your order for those who’re hesitant, below a headline that reads “Modified your thoughts?”
Right here, ASOS additionally reminds you of its versatile return coverage to ensure buyer satisfaction from the primary e mail and cut back any unease you would possibly expertise.
Within the the rest of the e-mail, the corporate encourages you to affix its e-newsletter, interact with its content material, and obtain its cellular app:
ASOS is aware of what its clients count on from this e mail. That’s why any self-promotion solely comes after you get the essential data, in case you “need extra ASOS.”
When ASOS ships your order, you get one other e mail, this time inviting you again to its retailer to verify new arrivals:
With this e mail, the corporate nudges you to put a second order when you’re nonetheless extremely engaged with the model.
You hear from ASOS one final time in case your supply will get delayed, in a easy, plain-text e mail format:
ASOS’s supply replace is a considerate addition to its order affirmation sequence and it’s particularly related in these instances.
Comply with ASOS’s instance and transcend a easy affirmation e mail. As a substitute, arrange a post-purchase workflow to get loyal clients on autopilot.
2. Lush
Whereas ASOS retains the content material of its order affirmation e mail to a minimal and focuses solely on the three key questions, manufacturers like Lush produce other priorities of their emails.
While you place an order on its web site, Lush sends you a affirmation e mail along with your order quantity included within the topic line:
Though it’s removed from being artistic or thrilling, Lush’s sensible strategy to topic traces can turn out to be useful when consumers must find details about their orders.
(I can’t let you know what number of instances I seemed for an order quantity in a affirmation e mail when a help workforce requested me to. So, thanks, Lush.)
That is what Lush’s order affirmation e mail seems like:
The corporate begins the e-mail with a Covid19 replace, understanding that a variety of web shoppers are uncertain about supply dates, particularly with regards to worldwide parcels.
Subsequent, they recap essential data comparable to order date, supply methodology, and supply and billing addresses.
After that, you see a abstract of all of the merchandise you ordered with their amount, value, and weight data—along with some key phrases explaining the product and its substances.
On the backside of the e-mail, you see six icons, repeating Lush’s key values. If you happen to store from Lush, you seemingly share its rules, comparable to animal welfare and moral consumption. These badges assist remind you that you simply made the best resolution with shopping for from the corporate.
It’s additionally a wise method so as to add your model’s character to an in any other case boring transactional e mail. Whether or not visually or verbally, you may model your affirmation emails by reminding consumers of your worth proposition, as Lush does.
3. Estrid
It’s one factor to substantiate the customer’s resolution with a sentence about your model values and one other to construct a whole order affirmation e mail on them.
Estrid, the Swedish razor subscription firm, chooses the latter.
While you place an order on the web site, you get this affirmation e mail with a simple headline. Within the first two paragraphs of the copy, Estrid goals to make you be ok with your resolution.
First, they trace at why you made the best alternative by switching to Estrid and the way it will prevent cash. Second, they let you know {that a} portion of your order will go to charities, so you may really feel even higher about putting this order.
Estrid is all for physique positivity and you may simply inform that from its order affirmation e mail. While you be part of its subscription service, they welcome you to the self-love membership, making you are feeling like part of a neighborhood.
Lastly, Estrid options the product you simply purchased with its picture, your handle, and delivery methodology so you may double-check for errors earlier than it’s too late.
When Estrid packs your order, you get this delivery affirmation e mail:
In it, the corporate merely informs you that your items are on the best way and you may “simply sit again and loosen up.” With this e mail, Estrid eases your thoughts (as soon as extra) and builds anticipation for the arrival of your order.
In case your delivery affirmation emails encompass a monitoring quantity and a hyperlink, take into account following Estrid’s instance as a substitute.
4. Glossier
Many entrepreneurs see order affirmation emails as easy receipts. In consequence, most of those emails lack creativity.
You don’t must go above and past to show your order affirmation emails into one thing they don’t seem to be. In spite of everything, you don’t wish to confuse clients with sarcasm or over-the-top humor proper after they made a fee.
Nevertheless, including somewhat humor to your affirmation emails can ease the strain and make your clients really feel extra snug about your model, as Glossier does:
Glossier begins off this e mail with lighthearted copy that eases your thoughts by saying “every little thing goes in accordance with plan.”
Subsequent, the corporate informs you about its longer processing instances and units clear expectations to your order’s arrival.
Within the e mail, you additionally see the merchandise you ordered along with giant pictures. This helps you see any potential errors and rekindles your pleasure to your new goodies.
Glossier additionally does one thing intelligent on the backside of this e mail:
After confirming your delivery handle and methodology, and providing the choice to cancel your order, Glossier invitations you to its referral program.
Better of all, Glossier does this with out mentioning this system itself. As a substitute, they evoke curiosity by asking if you wish to save 100 DKK in your subsequent order. Contemplating you simply purchased from the corporate, you’re seemingly fascinated with saving on a future buy, too.
Glossier’s delivery affirmation additionally follows the same tone:
Nothing fancy or excessive right here. However discover how Glossier will get you enthusiastic about your new merchandise by telling you to “go forward and clear off some shelf house.” Your merchandise are quickly arriving, so that you higher prepare for them.
5. Monki
As you’ve seen within the examples above, the very best order affirmation emails usually don’t have a panoramic design.
Simplicity and readability work wonders with regards to such a e mail, and Monki is conscious of this.
While you place an order on the Monki web site, you obtain this easy e mail together with your order particulars and abstract, along with the dimensions, amount, and low cost data for every product you purchased.
I really like how Monki exhibits the quantity of low cost you bought in your order. It’s an awesome reminder that you simply saved cash so you are feeling higher about spending cash on the Monki retailer.
Now, take a more in-depth have a look at the header of Monki’s e mail:
The 4 headlines take you to the corporate’s new arrivals, buyer images, retailer locator, and offers you an opportunity to affix its e mail listing for those who haven’t already agreed to that.
This can be a sensible and refined method to lure clients again to the web site to allow them to place one other order or interact with the model.
The second headline #monkistyle is value wanting into. While you click on the hyperlink, Monki takes you to a landing web page devoted to buyer images:
And it will get higher.
When clicked, every photograph opens in a brand new modal so you may go to the shopper’s Instagram and click on by way of to purchase the product within the photograph.
Due to user-generated content material, Monki exhibits its merchandise in motion with none further effort and provides social proof to its model.
6. Bestseller
An efficient order affirmation e mail doesn’t solely summarize what simply occurred. It additionally units expectations and builds anticipation by explaining what’s about to occur within the upcoming days.
That’s what Bestseller does efficiently.
While you place an order and get a affirmation e mail from Bestseller, you see a progress bar with three icons on prime. Due to this visible assist and the part known as “What’s Subsequent” beneath, you recognize what to anticipate about your order over the following few days.
Bestseller is aware of that you simply might need some questions on your order. That’s why the second headline you see on this e mail is “Want Assist?”
After offering you with the transactional particulars, Bestseller invitations you to join its e-newsletter. Since its clients already dedicated to one thing larger, it’s was a great time for the model to ask for a smaller favor.
Much like the examples above, Bestseller sends a supply affirmation e mail when it ships your gadgets:
Very like the primary e mail, the corporate units expectations with a progress bar that’s now moved one step additional.
The “What’s Subsequent” part has now modified to incorporate delivery data so that you could monitor your order and stay up for receiving it.
Notice that the “Want Assist?” part continues to be on the prime of the e-mail as a result of the order course of isn’t full but. This can be a nice instance of a model making it straightforward for its clients to achieve out at any stage of their order.
7. Cult Magnificence
Order affirmation emails are the proper place to show first-time clients into repeat consumers. However for that to work, you might want to maintain your model top-of-mind and invite clients again to your website with a compelling purpose.
Cult Magnificence follows this technique and guides its clients in the best route with an attractive order affirmation e mail instance:
Following greatest practices, Cult Magnificence captures your pleasure with its headline. Then, it provides you the main points of your transaction.
However one thing extra attention-grabbing is going on on the best facet of the e-mail.
After providing you a serving to hand, Cult Magnificence invitations you again to its website, however with three completely different choices:
- Replace your preferences and get a reduction in your subsequent order (learn: knowledge enrichment and segmentation);
- Take a look at what’s new on the web site (learn: selling new arrivals); or
- Study magnificence suggestions and developments (learn: content material advertising and marketing.)
This can be a sensible instance of participating order affirmation emails as a result of Cult Magnificence is aware of that its clients usually are not the identical. That’s why it guides them to locations of various engagement ranges, with compelling causes.
Comply with Cult Magnificence’s instance to ship new clients again to your web site with out coming off as too salesy.
8. Firebox
Encouraging repeat purchases is one method to make extra income out of your order affirmation emails.
Firebox, however, follows a special path and focuses on referrals.
On this e mail, Firebox merely informs you that subsequent up is dispatch and appreciates you for being a buyer in a pleasant tone.
After product and supply particulars, Firebox has a piece devoted to encouraging referrals:
Whereas asking you to inform your pals about them, the corporate clearly writes the motivation for each events.
Simply whenever you purchased a bunch of recent gadgets and heard all the great phrases from Firebox, why wouldn’t you inform your pals about them?
9. Beardbrand
If you happen to’ve been a long-time follower, you recognize that we’re enormous followers of Beardbrand’s advertising and marketing. That’s why I needed to look into Beardbrand’s order affirmation emails and I’m not disillusioned.
While you place an order, Beardbrand, first, sends you this e mail:
From the visible to the copy, Beardbrand shares your pleasure on this e mail. With the headlines “that was an awesome transfer” and “get able to be superior,” the corporate additionally confirms your shopping for resolution.
Just a few days after making a purchase order, Beardbrand sends you one other e mail with the topic line, “Your mates will thanks.”
In it, Beardbrand confirms your resolution another time and asks you to refer some associates. If you happen to achieve this, your pals will get a particular deal, and also you’ll be a “grooming guru” of their eyes.
After I clicked the e-mail and stuffed out a type on Beardbrand’s web site, my colleague Rikke bought this e mail shortly upon my referral:
After complimenting Rikke for being a fortunate man (!), Beardbrand gives her a $25 credit score. However there’s a caveat: it solely applies to a particular starter package.
And for those who purchase that starter package, Beardbrand provides one other $25 credit score to your account. See how they hook you?
Relatively than offer you a coupon code that applies to any product, Beardbrand directs you to a place to begin and makes positive you come back for extra.
Regardless of the way you handle your referral program, order affirmation emails are an awesome place to request and observe up on referrals.
10. Zalando
Cross-selling with order affirmation emails is nothing new.
You seemingly realize it nicely, because of Amazon:
Whereas this strategy would possibly work for e-commerce giants like Amazon, you may supply your clients a stronger purpose than “regularly purchased collectively.”
The important thing to efficient cross-selling is recommending genuinely complementary merchandise. In some niches, like attire, it’s simpler to make related product suggestions.
Take a look at how Zalando cross-sells in its order affirmation emails:
After giving details about the estimated supply date and the overall value, Zalando shows the merchandise you ordered—divided into a number of sellers with completely different supply dates.
Underneath every clothes merchandise you purchased, you see a name to motion (CTA) button that reads “Full Your Look.” Versus “Regularly Purchased Collectively,” Zalando’s CTA speaks on to you. Plus, it provides you a transparent motive to purchase extra: finishing your look with matching garments and equipment.
While you click on the hyperlink, Zalando takes you to a touchdown web page with related merchandise you would possibly like:
Pants for t-shirts: a simple and cheap suggestion.
Discover how the CTA adjustments to “Good Match” subsequent to the wonder product in my affirmation e mail. This time, Zalando recommends different magnificence merchandise from the identical model and class:
It’s an awesome tactic that can assist improve your income with order affirmation emails even for those who’re not a style e-tailer.
Conclusion
Order affirmation emails are a goldmine ready to be tapped, however solely a handful of e-commerce manufacturers are utilizing them to their fullest potential.
With minor enhancements, you may optimize your order affirmation emails for larger engagement and improve your income on autopilot.
