There’s one sort of advertising electronic mail your subscribers need and count on to see of their inboxes as quickly as attainable. It’s not an deserted cart electronic mail or a back-in-stock electronic mail. It’s an order affirmation electronic mail.
Your prospects need to make sure that their cost went by way of and their order is appropriate.
Nonetheless, when used proper, an order affirmation can change into rather more than a easy transactional electronic mail.
Driving eight occasions extra opens than common advertising emails, order affirmation emails are the proper alternative to:
- Seize patrons’ pleasure;
- Cross-sell and upsell with out sounding salesy;
- Drive referrals;
- Construct buyer loyalty;
- And rather more.
On this submit, I’ll share tips on 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 E-mail?
An order affirmation electronic mail is a transactional electronic mail despatched by e-commerce manufacturers to tell patrons that their order has been acquired or processed.
Though an order affirmation electronic mail usually incorporates essential transaction particulars, resembling a supply deal with, gadgets bought, and the quantity paid, it’s greater than a easy receipt.
An order affirmation electronic mail is step one in turning one-time patrons into repeat prospects, and repeat prospects into model advocates.
A great order affirmation electronic mail captures the client’s pleasure, eliminates confusion, and, extra importantly, builds the foundations of a fruitful relationship along with your prospects.
The truth is, it might be an ecommerce mistake that destroys your buyer’s belief to neglect this quite simple transactional electronic mail.
Let’s see 10 of the very best order affirmation electronic mail examples that do exactly 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 prospects.
No matter how well-thought-out your checkout is or what number of belief badges you show, on-line buying all the time carries uncertainty. Some prospects will expertise post-purchase pleasure, whereas others will really feel uneasy.
Fortunately, you may put your prospects’ minds comfortable by giving them detailed info in your affirmation emails, together with:
- The place their order shall be shipped to;
- When it’ll arrive; and
- What it incorporates.
ASOS does this effectively in its first post-purchase electronic mail:
Whenever you place an order on the ASOS web site, you obtain an electronic mail along with your order particulars below three headings: the place, when, and what.
All the pieces it’s worthwhile to learn about your order is on this electronic mail, out of your supply deal with to the anticipated arrival date. You additionally get a brief abstract with a product description, dimension, amount, and value, in addition to your cost 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 electronic mail and scale back any unease you would possibly expertise.
Within the the rest of the e-mail, the corporate encourages you to hitch its publication, interact with its content material, and obtain its cellular app:
ASOS is aware of what its prospects count on from this electronic mail. That’s why any self-promotion solely comes after you get the essential info, in case you “need extra ASOS.”
When ASOS ships your order, you get one other electronic mail, this time inviting you again to its retailer to verify new arrivals:
With this electronic mail, the corporate nudges you to position 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 electronic mail format:
ASOS’s supply replace is a considerate addition to its order affirmation collection and it’s particularly related in these occasions.
Comply with ASOS’s instance and transcend a easy affirmation electronic mail. As a substitute, arrange a post-purchase workflow to get loyal prospects on autopilot.
2. Lush
Whereas ASOS retains the content material of its order affirmation electronic mail to a minimal and focuses solely on the three key questions, manufacturers like Lush produce other priorities of their emails.
Whenever you place an order on its web site, Lush sends you a affirmation electronic mail along with your order quantity included within the topic line:
Though it’s removed from being artistic or thrilling, Lush’s sensible method to topic traces can come in useful when consumers have to find details about their orders.
(I can’t inform you what number of occasions I regarded for an order quantity in a affirmation electronic mail when a help workforce requested me to. So, thanks, Lush.)
That is what Lush’s order affirmation electronic mail seems to be like:
The corporate begins the e-mail with a Covid19 replace, realizing that quite a lot of internet buyers are not sure about supply dates, particularly in relation to worldwide parcels.
Subsequent, they recap essential info resembling 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 info—along with some key phrases explaining the product and its components.
On the backside of the e-mail, you see six icons, repeating Lush’s key values. When you store from Lush, you doubtless share its rules, resembling animal welfare and moral consumption. These badges assist remind you that you simply made the suitable determination with shopping for from the corporate.
It’s additionally a wise means so as to add your model’s persona to an in any other case boring transactional electronic 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 verify the client’s determination with a sentence about your model values and one other to construct a complete order affirmation electronic mail on them.
Estrid, the Swedish razor subscription firm, chooses the latter.
Whenever you place an order on the web site, you get this affirmation electronic mail with a simple headline. Within the first two paragraphs of the copy, Estrid goals to make you be ok with your determination.
First, they trace at why you made the suitable alternative by switching to Estrid and the way it will prevent cash. Second, they inform you {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’ll simply inform that from its order affirmation electronic mail. Whenever you be a part of its subscription service, they welcome you to the self-love membership, making you’re feeling like part of a group.
Lastly, Estrid options the product you simply purchased with its picture, your deal with, and transport methodology so you may double-check for errors earlier than it’s too late.
When Estrid packs your order, you get this transport affirmation electronic mail:
In it, the corporate merely informs you that your items are on the way in which and you’ll “simply sit again and loosen up.” With this electronic mail, Estrid eases your thoughts (as soon as extra) and builds anticipation for the arrival of your order.
In case your transport affirmation emails encompass a monitoring quantity and a hyperlink, think about following Estrid’s instance as a substitute.
4. Glossier
Many entrepreneurs see order affirmation emails as easy receipts. Consequently, most of those emails lack creativity.
You don’t have to go above and past to show your order affirmation emails into one thing they don’t seem to be. In any case, you don’t need to confuse prospects with sarcasm or over-the-top humor proper after they made a cost.
Nonetheless, including somewhat humor to your affirmation emails can ease the stress and make your prospects really feel extra snug about your model, as Glossier does:
Glossier begins off this electronic mail with lighthearted copy that eases your thoughts by saying “the whole lot goes based on plan.”
Subsequent, the corporate informs you about its longer processing occasions and units clear expectations in your order’s arrival.
Within the electronic mail, you additionally see the merchandise you ordered along with giant photographs. This helps you notice any potential errors and rekindles your pleasure in your new goodies.
Glossier additionally does one thing intelligent on the backside of this electronic mail:
After confirming your transport deal with 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 doubtless concerned about saving on a future buy, too.
Glossier’s transport 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 area.” 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 typically don’t have a panoramic design.
Simplicity and readability work wonders in relation to any such electronic mail, and Monki is conscious of this.
Whenever you place an order on the Monki web site, you obtain this easy electronic mail together with your order particulars and abstract, along with the scale, amount, and low cost info for every product you purchased.
I really like how Monki exhibits the quantity of low cost you bought in your order. It’s an incredible reminder that you simply saved cash so you’re feeling higher about spending cash on the Monki retailer.
Now, take a more in-depth have a look at the header of Monki’s electronic mail:
The 4 headlines take you to the corporate’s new arrivals, buyer photographs, retailer locator, and offers you an opportunity to hitch its electronic mail record for those who haven’t already agreed to that.
It is a sensible and delicate strategy to lure prospects again to the web site to allow them to place one other order or interact with the model.
The second headline #monkistyle is price trying into. Whenever you click on the hyperlink, Monki takes you to a landing web page devoted to buyer photographs:
And it will get higher.
When clicked, every picture 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 picture.
Because of user-generated content material, Monki exhibits its merchandise in motion with none extra effort and provides social proof to its model.
6. Bestseller
An efficient order affirmation electronic 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.
Whenever you place an order and get a affirmation electronic mail from Bestseller, you see a progress bar with three icons on prime. Because of this visible assist and the part referred to as “What’s Subsequent” under, you understand 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 electronic mail is “Want Assist?”
After offering you with the transactional particulars, Bestseller invitations you to join its publication. Since its prospects already dedicated to one thing larger, it’s was time for the model to ask for a smaller favor.
Just like the examples above, Bestseller sends a supply affirmation electronic mail when it ships your gadgets:
Very like the primary electronic 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 transport info in an effort to observe your order and stay up for receiving it.
Be aware that the “Want Assist?” part remains to be on the prime of the e-mail as a result of the order course of isn’t full but. It is a nice instance of a model making it simple for its prospects to achieve out at any stage of their order.
7. Cult Magnificence
Order affirmation emails are the proper place to show first-time prospects into repeat patrons. However for that to work, it’s worthwhile to hold your model top-of-mind and invite prospects again to your web site with a compelling motive.
Cult Magnificence follows this technique and guides its prospects in the suitable path with an attractive order affirmation electronic mail instance:
Following finest practices, Cult Magnificence captures your pleasure with its headline. Then, it provides you the small print of your transaction.
However one thing extra attention-grabbing is going on on the suitable facet of the e-mail.
After providing you a serving to hand, Cult Magnificence invitations you again to its web site, however with three completely different choices:
- Replace your preferences and get a reduction in your subsequent order (learn: information enrichment and segmentation);
- Take a look at what’s new on the web site (learn: selling new arrivals); or
- Study magnificence suggestions and tendencies (learn: content material advertising.)
It is a sensible instance of partaking order affirmation emails as a result of Cult Magnificence is aware of that its prospects aren’t 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 prospects again to your web site with out coming off as too salesy.
8. Firebox
Encouraging repeat purchases is one strategy to make extra income out of your order affirmation emails.
Firebox, alternatively, follows a distinct path and focuses on referrals.
On this electronic 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 folks about them, the corporate clearly writes the inducement for each events.
Simply while you purchased a bunch of latest gadgets and heard all the good phrases from Firebox, why wouldn’t you inform your folks about them?
9. Beardbrand
When you’ve been a long-time follower, you understand that we’re big followers of Beardbrand’s advertising. That’s why I needed to look into Beardbrand’s order affirmation emails and I’m not dissatisfied.
Whenever you place an order, Beardbrand, first, sends you this electronic mail:
From the visible to the copy, Beardbrand shares your pleasure on this electronic mail. With the headlines “that was an incredible transfer” and “get able to be superior,” the corporate additionally confirms your shopping for determination.
A number of days after making a purchase order, Beardbrand sends you one other electronic mail with the topic line, “Your pals will thanks.”
In it, Beardbrand confirms your determination yet one more time and asks you to refer some pals. When you achieve this, your folks 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 kind on Beardbrand’s web site, my colleague Rikke received this electronic mail shortly upon my referral:
After complimenting Rikke for being a fortunate man (!), Beardbrand presents her a $25 credit score. However there’s a caveat: it solely applies to a selected 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 provide you with 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 incredible place to request and observe up on referrals.
10. Zalando
Cross-selling with order affirmation emails is nothing new.
You doubtless realize it effectively, because of Amazon:
Whereas this method would possibly work for e-commerce giants like Amazon, you may provide your prospects a stronger motive 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 entire value, Zalando shows the merchandise you ordered—divided into a number of sellers with completely different supply dates.
Beneath every clothes merchandise you purchased, you see a name to motion (CTA) button that reads “Full Your Look.” Versus “Continuously 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.
Whenever 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 straightforward and affordable suggestion.
Discover how the CTA modifications to “Excellent Match” subsequent to the sweetness product in my affirmation electronic mail. This time, Zalando recommends different magnificence merchandise from the identical model and class:
It’s an incredible tactic that may assist enhance 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 increased engagement and enhance your income on autopilot.
