As the world of ecommerce grows, a few things are expected of any business in the space. One of the most common and surprisingly overlooked things on that vast list are order confirmation emails.
Essentially, order confirmation emails are the emails sent to a customer after an order is placed. Sounds simple, right? It can be! But, there are definitely some things that you need to add, if you aren’t doing them already.
This article’s aim is to make us all better at creating and sending order confirmation emails. We’ll go through a few tips and tricks, as well as the most common practices. So, without further ado, let’s get started.
What’s the purpose of an order confirmation email?
Before we dive deep into some tips, let’s first discuss the importance of an order confirmation email.
It may sound silly, but sending an email confirming someone’s order puts a lot of people at ease. Knowing that they did indeed place such an order gives a visual confirmation for your customers. A receipt, if you will.
But even more than that, an order confirmation email allows the customer to review their purchase one last time before it’s too late. If they notice anything wrong with their order, it’s much better for them to contact you before the item ships out, if it’s a physical product.
On top of all of this, as I mentioned just above, it provides a digital receipt for future reference. Believe it or not, this is one of the most important uses of an order confirmation email, and is a big contributor to the reason they’re so expected nowadays.
All that being said, let’s talk about what your order confirmation emails need to include down below.
Purchase order acknowledgement
Purchase order acknowledgement is simply stating that you, the seller, have received the order. This message doesn’t have to be long or detailed, but it should accomplish 3 things:
- Acknowledge that you received the order
- Your intent to fulfill that order
- And a thank you message to let the customer know that you appreciate their business
Doing this humanizes the online shopping process. Of course, there are many ways to make online shopping a little more personal, but adding these 3 components to your order confirmation email will let the customers know that a real human is in charge of getting their purchased product or service to them.
Order confirmation number
The order confirmation email isn’t very useful without an order confirmation number. This, of course, is the number that both the customer and the seller reference to get all the order’s details.
If a customer has an issue with the product after they receive it, during the shipping process, or at any other time, this number will be vital for resolving the issue.
Additionally, assigning an order confirmation number to an order will put the buyer’s mind at ease. All-in-all, you need to include a confirmation number in your order confirmation email. One could even argue that that’s entirely what the email is designed for.
Any good order confirmation email absolutely needs to include the order details. Like I said before, this is a digital receipt for your customers. Just like any paper receipt you get from a physical store, your order confirmation email should include the following:
- Name of the items purchased
- Quantity of purchased items
- Price for each individual item
- Total cost
This will allow the customer to quickly recognize any potential mistakes or misunderstandings on either the seller’s side or the customer’s side, avoiding headaches in the future.
Shipping details are also a very important aspect of any order confirmation email. But, these details may not be as detailed as you might think.
For the actual order confirmation email itself, you really only need to include the shipping address. If you add too many details, the email can get confusing and even overwhelming for many buyers.
Instead, provide a link to your shipping provider. Here, they can get a shipping number to track and get a better estimate for arrival time.
Of course, if you’re supplying a digital product or service, then this part doesn’t particularly apply to you. However, you can still understand the importance of shipping details.
An easy way to contact
If anything goes wrong, it’s very important that your customers are able to contact you as soon as possible. This could be by any means, but the sooner the better.
For this reason, I would suggest adding a phone number to both your sales department and the company responsible for shipping, and email address, and a live chat support team, if you have one.
People like options, and they definitely don’t want to be left with questions in regards to their order. With that said, make the contact us CTA extremely prominent. They should be able to find it with ease.
Now that we’ve gone over a few common practices for order confirmation emails, let’s talk about a few tips for making sure your email is perfect.
Optimize for mobile devices
Mobile web browsing is the way of the future. I know it, you know it, we all know it. This means that people will use their mobile devices more and more, including for checking emails.
I’m absolutely certain you’ve heard mobile optimizing being listed as a trend for any sort of digital marketing. It’s nothing new, but it is something to consider when sending your order confirmation emails.
What does this mean for you? It’s not as bad as you think. Just like any other email, your mobile optimized order confirmation emails need to follow these guidelines:
- Make it scannable
Oftentimes, people are checking their emails from their phones because they’re on the go. If you make it long and difficult to read and scan through, people might just ignore them completely. In order to avoid future complications and headaches, make it easy to grasp in just a few seconds.
The best way to pull off a scannable email is to break up text. A giant paragraph is discouraging for anyone in a hurry, but you can take that same body of text, break it into more digestible sentences, and it becomes much more manageable.
Make CTAs easy to click with fingers
Any links or CTAs in your order confirmation emails need to be easy to press and access with the click of a finger or thumb. Nothing is more frustrating than not being able to click on a link on mobile, so don’t frustrate the customers!
Keep it simple
This relates to being scannable, but it’s a little bit more than that. With mobile devices, it can be harder to load files, emails, and other related things. If you over complicate this email, then it may not load properly and customers will be frustrated.
This, of course, is not an excuse to make your order confirmation email unprofessional. Basically, you’ll want to avoid anything that takes up too much space like big images or GIFs.
- Use the right fonts
Fonts play a big role in mobile optimized order confirmation emails. You want to find a font that’s both on brand and big enough to be read by mobile users. This could take some time, and it may even be worth investing in your own custom font.
Don’t get me wrong, there are tons of ways you can optimize your order confirmation emails for mobile. That being said, there are lots of unique articles and even entire businesses out there to help you do that. I just wanted to list a few of the more popular ones here so that you can get a good idea.
Send the order confirmation email as soon as possible
I stated at the beginning of this article that customers have come to expect order confirmation emails. What they also expect is to have it in their inbox as soon as possible.
Unlike most email marketing campaigns, there is no “right time” to send an order confirmation email. It should literally be as soon as the customer finishes their order.
In order to accomplish this, you will need to automate this process. This is easier said than done for a lot of businesses, especially start-ups and locally owned ones. But it is something to look into and can greatly increase customer satisfaction.
Wrapping it up
In this crazy, fast-moving world of ecommerce, it’s important that you keep up. Fortunately, that doesn’t mean physical speed, but staying on top of trends and understanding what your customer wants, instead.
That is a daunting task for a lot of people, but it’s not impossible. As time moves on, I’m certain that we’ll all see email marketing continue to remain as one of the best digital marketing strategies that exists.
That being said, don’t forget the importance of making sure each and every email you send is cost effective. DataValidation offers packages for anyone at any point in their business. Make sure you check it out to see what we can do for you.