Send Better Order Confirmation Emails (With 3 Helpful Examples)

In the world of email marketing, every interaction counts- including the essential order confirmation email.

An email subscriber list is incredibly valuable to a business because it allows a direct connection to customers – a one-on-one conversation. Every email in the customer journey is an opportunity to make the conversation more memorable and successful.

An order confirmation email is part of that dialogue, and it’s more valuable than many business owners realize.

(Want to learn more about connecting to customers? Check out our ecommerce marketing for beginners guide).

What is an order confirmation email?

An order confirmation email confirms an order placed by a customer through a website, application, or other platform. It acts as a receipt and should be sent immediately after the order is placed.

Common problems with order confirmation emails

As consumers, we rely on order confirmation emails. Once we’ve placed an order, we want to make sure it’s really happening.

Problematic order confirmation emails can annoy and confuse your customers- not the kind of “brand-building” feelings you want associated with your company.

Common problems with e-commerce order confirmed emails include:

Delayed or unsent confirmation: Have you ever placed an order and not received a confirmation email right away? It’s irritating. You don’t want to leave your customer waiting around, or wondering if their order even went through. That can get in the way of the all-important winning moment you want them to have once they’ve decided on purchasing with you. The order isn’t complete until confirmation arrives.
Technical issues: Every link in your email should work. Any broken links or display problems could negatively affect a customer’s perception of you and even make them doubt your reliability or customer focus.
Missing or unclear information: There’s room for customization in what you’ll include, but every order confirmation email should include the basic info every customer will be looking for- check out the common best practices for order confirmed emails below.

Does anyone read these emails?

Yep.

Consider this: the open rate for confirmation emails is above 60%- much higher than the average retail industry open rate of about 12.74.

This is one reason order confirmation emails are important not only to consumers but also to businesses. Remember that customer journey, the one-on-one conversation? With an order confirmation email, you’re getting the chance to “call” not just anyone—but someone who has already chosen and purchased a product from you. And they’re very likely to pick up the phone.

Basics: what info should the email include?

Every order confirmation email should include some standard order information. This is because customers rely on these emails for (you guessed it) confirmation. They want to see that the address is correct, that the promotion code was applied, and that the color they finally decided on is the one that ended up in the cart.

Best practices for an order confirmation email include making it clear and easy to read. Mobile optimized and responsive confirmation emails are a must. Most consumers will be viewing these emails on their phones.

An order confirmation email should include the following info:

Order number
Payment details (type of Payment used)
Order summary (list of products or services the customer ordered)
Tracking information (or an explanation of when tracking info will be sent)
Shipping information (shipping method)
Return and cancellation policy
Estimated delivery time
Customer service contact information
Links to brand social media

The most critical information, like the order number and total, should be at the beginning of the email and easily accessible.

What’s the purpose of an order confirmation email?

A clear order confirmation email will give a consumer a sense of security. They’ll be able to see that their order was received, that it’s correct, and that it will be received in the expected timeframe.

Giving your customer a sense of security from your order confirmation email is a good thing. It establishes trust, building the brand-consumer relationship.

But what if your email could do even more?

Beyond a feeling of order safety relief, a well-crafted order confirmation email can:

Let customers know they’ve made the right choice and that every step of the purchase process with your company is a pleasure
Excite customers about their purchase
Provide an opportunity to cross-sell and upsell seamlessly
Express gratitude to your customers
Offer incentives to purchase again or spread brand awareness
Build brand loyalty

What makes for a stand-out order confirmed email?

There is no cookie-cutter template for a highly effective order confirmation email because one of the key elements is your brand’s unique voice (and product’s value).

But attention-grabbing elements might include:

Personalization

Consumers expect more personalization in their online buying experience than ever before. Automated and completely generic emails are becoming less common—to most buyers, they stand out (and not in a good way).

According to research from McKinsey & Company, 71% of consumers expect a personalized experience – and 76% feel frustrated when they don’t get it.

What does personalization look like in an order confirmation email? It could be as simple as including a personalized “thank you” message to your customer. It could be a video or FAQ section specific to the type of product they purchase. If you’re looking for inspiration, this piece on automating personalized emails has some cool (and successful) examples.

One easy stand-out personalization for order confirmation emails is including images of the purchased items. Rather than just listing the items, images provide the customer with a more profound sense of satisfaction. They can again experience the thrill of finding the perfect item and claiming it as theirs. Who hasn’t reopened an order confirmation email—well, just to look at it? Especially in retail, product images in order confirmation emails can be powerful.

Branding

Including brand elements in your order confirmation email is a necessity. The colors, font, and copy should all perfectly reflect your brand. (Hint: Building a solid brand makes every aspect of marketing—including email marketing—much easier, which is why our Brand Academy is nearly sold out. Grab your spot here!)

Graphics

Excellent graphics make everything pop, and order confirmation emails are no exception. From aesthetically appealing product shots to aspirational lifestyle photos, graphics can make your order confirmation emails unforgettable and even shareable.

Brand Voice

Order confirmation emails should be clear and concise, but that doesn’t mean they can’t have a bit of personality. Inserting your brand’s voice into the copy of your order confirmation email can establish authority and authenticity. So don’t be afraid to add a little humor, use ultra-luxe language for your high-end offerings, or throw some parenting lingo in for your children’s brand. Once again, it’s all about connection.

3 Winning Order Confirmation Email Examples

ASOS: Just the Facts

This straightforward email from ASOS checks all the boxes for a buyer. It provides the “who, what, where” and clear buttons to request customer service help or cancel orders. Its simplicity is a brand statement in itself.

Glossier: Fun and Exciting

Glossier includes a bit of humor in its quick copy and chic images of ordered items. The text also immediately thanks the customer in a way that feels authentic and conversational.

Skims: The Brand is Strong

In addition to clear and exciting product images, this order confirmation is successful because the Skims brand is easily identifiable. It’s a sleek and appealing email with all the information a buyer wants.