Order confirmation email: Examples & best practices

Omnisend’s 2026 Ecommerce Marketing Report puts the average open rate for order confirmation emails at 53.99%. That’s higher than almost any other email type.

But this email does more than confirm an order. It also documents the transaction, calms any anxiety your customer has about their order, and starts the relationship that brings them back.

Most brands treat it like a basic receipt and stop there, but there’s a lot more value you can get from it than that. This guide covers eight real brand examples and clear writing and design tips. All of it is practical and ready to use right away.

What is an order confirmation email?

An order confirmation email is the transactional message a customer receives immediately after buying something. It confirms that the order went through and shows what the customer bought in detail.

That’s what makes it a trust signal. A well-structured order confirmation email tells your customer that your store is professional and organized. It tells them the order is in good hands, so they can get on with their day.

It’s also worth knowing where order confirmation emails sit legally. They’re classified as transactional emails. That means they’re exempt from standard opt-in rules under CAN-SPAM and GDPR.

That’s why promotional content should stay secondary. A common rule of thumb is to keep the email at least 80% transactional and no more than 20% promotional.

Most ecommerce platforms send a basic order confirmation automatically, but they don’t allow for much customization, so for efficient order confirmation emails, choose an email marketing tool. An email marketing tool gives you more control over design and content. It also makes it easier to fit the confirmation into your broader post-purchase email strategy.

Order confirmation vs. receipt vs. invoice

These three email types are easy to mix up. Here’s how they differ:

Only the order confirmation and receipt are post-purchase. Some stores send both after a sale. But a single order confirmation email that covers the transaction details and payment record is usually enough.

What to include in an order confirmation email

Include seven elements in your order confirmation email: the order number, products with pricing, addresses, payment method, delivery window, support contact, and one call to action. Here’s what to include to answer that and present your store as trustworthy and professional:

• Order number: Place this at the very top. Customers use it when contacting support, so it needs to be easy to find.
• Products with quantities and pricing: List every item the customer ordered. Include quantities, individual prices, any discounts, and the order total.
• Billing and shipping addresses: Show both so the customer can confirm their details are correct. This helps catch any errors before the order ships.
• Payment method: Include the payment type and the last four digits of the card used. This reassures the customer that the right payment went through.
• Delivery window: Give a specific range during which the order should be delivered.
• Support contact: Add a link to your support page or a direct email address to reduce the number of customers who reach out without checking first.
• Call to action: Include one primary call to action. A “track your order” or “view your order” button works well here.

Beyond these seven, there are five optional add-ons worth considering:

• Product recommendations: Suggest related items based on what the customer just bought. Keep it subtle and relevant.
• Loyalty program invite: Mention your rewards program as a natural next step. Don’t push it too much.
• Social media links: Add these in the footer as a low-pressure way for customers to follow your brand. Keep them as small icons rather than text links.
• Referral call to action: Include a short referral prompt for customers who might want to share with friends. A small discount incentive makes this more effective.
• Account creation prompt: Invite guest shoppers to create an account. It’s also a good chance to collect marketing opt-ins.

If you need a ready-made starting point, you can use an order confirmation email template to build your campaign.

When should you send an order confirmation email?

Send your order confirmation email immediately after the customer completes their purchase. It’s a transactional message that provides instant proof of payment, and buyers expect that verification to arrive within seconds.

Optimize the send rules of your other post-purchase messages so the confirmation email is not buried. If you hit your customer with a welcome email, a newsletter, and a confirmation email on top of that, you’ll create inbox clutter. Space out your automations so the customer can review their purchase details in peace.

Don’t forget to disable the default confirmation email in your ecommerce platform before you start sending your customized version. Two confirmation emails for a single order confuse customers, add support tickets, and make your store look disorganized.

You can learn how to turn off these default notifications in our dedicated posts for Shopify and WooCommerce.

Order confirmation email examples from real brands

An order confirmation email looks like a clean summary that places the brand, order number, itemized receipt, and delivery details front and center. 

For example, Sundays uses a visual progress bar to show the delivery status, AG1 focuses on retention with a product benefits illustration, and Patagonia lists the items and notifies that the recipient will get another email with detailed shipping information.

Here are eight order confirmation email examples from real brands you can get inspiration from.

1. OLIPOP — The plain and simple confirmation

OLIPOP is a healthy prebiotic soda brand that focuses on non-GMO, gluten-free, paleo, and vegan products. 

The order confirmation email consists of a minimalistic image that confirms the order is received and continues with the order number and a simple order list with prices.

What works in OLIPOP’s confirmation:

• It’s immediately clear from the visual that this is a successful order placement email
• It’s easy to scan since there are no excessive elements, so you can see the order right away
• It notes that the shipment information will arrive with another email

2. Sundays — The progress bar confirmation

Sundays is an air-dried dog food brand with a strong direct-to-consumer voice. Its order confirmation email opens with a clever heading and a progress bar that sets up what comes next.

The white order summary box stands out against the email background, so key details are easy to scan.

What works in Sundays’ confirmation:

• The progress bar sets expectations for the next two emails without the customer needing to ask
• The order number sits just below the heading, so it’s the first thing the customer sees after the hero
• The shipping address and payment method appear side-by-side, which cuts down on scrolling

3. AG1 — The retention-first confirmation

AG1 is a daily nutrition supplement brand that sells on subscription. Its order confirmation email leads with product benefits rather than a standard thank-you. The heading, “Way to keep a good thing going,” and benefit copy reinforce this approach.

Since these order confirmation emails go to existing customers, they skip any upsell and focus on reinforcing the purchase decision.

What works in AG1’s confirmation:

• The product benefits image gives the customer a visual reminder of what they bought, which supports long-term retention
• The progress bar replaces a standard paragraph about next steps, so the email stays clean and easy to read
• The “View Your Order” button is the only call to action, which removes any confusion about what to do next

4. Casper — The anticipation-building confirmation

Casper is a mattress and sleep products brand. Its order confirmation email uses the heading “Countdown to better sleep” to confirm the order while building excitement.

The layout puts the shipping address first in the order summary, which makes sense for a brand where delivery timelines matter most to customers.

What works in Casper’s confirmation:

• The subject line includes the order number, which tells the customer upfront what the email is about
• The email tells the customer that a shipping notification is coming, which sets a clear expectation for the next message
• The “View Your Order” button lets customers manage their orders without needing to contact support

5. Crocs — The side-by-side confirmation

Crocs is a global footwear brand known for its distinctive clog design and collaborations with well-known TV shows and characters.

Its order confirmation email places the order number, date, billing information, and shipping address side-by-side rather than stacking them in a list, which lets the customer check all key details at a glance without scrolling.

What works in Crocs’ confirmation:

• The progress bar and order description sit in a grey box above the fold, so they’re the first thing the customer sees
• The discount applied shows clearly in the payment summary, which reassures the customer that their code went through
• The product details section includes color, size, and quantity, which reduces the chance of a customer querying their order

6. Wimp — The shipping-forward confirmation

Wimp is a decaf coffee brand with a bold visual identity. The email opens with “Your order will be shipped soon!” instead of a standard “Confirmed” text, which moves the customer’s focus forward to delivery right away.

Good order confirmation email design works this way; it answers the next question before the customer thinks to ask it.

What works in Wimp’s confirmation:

• The heading leads with shipping rather than confirmation, which moves the customer’s focus forward straight away
• The orange “View Your Order” button matches Wimp’s branding and puts order control in the customer’s hands
• The order summary uses a product image that mirrors how the item appears on the store’s website

7. IPSY — The subscription welcome confirmation

IPSY is a beauty subscription brand that sells curated monthly boxes. Its order confirmation email doubles as a subscription welcome, opening with the heading “Do a Little Dance, It’s Official!”

It then walks the customer through how the subscription works, which helps cut down on confusion around recurring billing.

What works in IPSY’s confirmation:

• The hero image and bold color palette match the IPSY website, creating a consistent brand experience from store to inbox
• The product summary uses plenty of white space, so it reads well on any screen size
• The “See How It Works” call to action sets billing and delivery expectations early, which reduces support queries

8. Patagonia — The purpose-driven confirmation

Patagonia is an outdoor apparel brand with a strong sustainability focus. Its order confirmation email gets straight to the point with a clean layout and a seasonal hero image.

The email follows a clean, easy-to-scan layout, with key information highlighted at the top and order details organized further down. It also encourages customers to sign up for text delivery updates, making it easier to track their package without having to keep checking their email.  

What works in Patagonia’s confirmation:

• The hero image is seasonal and on-brand, and it reinforces the brand identity
• The order number, shipping address, and payment method sit in a compact grid, which keeps the email concise
• The text updates prompt gives customers who didn’t opt in during checkout a second chance to stay informed

For a deeper look at structuring these emails visually, the guide on email design covers the core principles. A review request email is a natural follow-up once the order has been delivered.

How to write an order confirmation email: 7 steps

Knowing how to write order confirmation emails that get the job done comes down to seven steps:

1. Nailing the subject line
2. Writing a strong preheader
3. Leading with a clear heading
4. Setting expectations in the description
5. Laying out the order information
6. Adding useful links
7. Testing before you go live

A seven-step workflow keeps your confirmation emails consistent.

Step 1: Write a subject line that confirms fast

Your subject line has one job: tell the customer their order is confirmed. Customers open order confirmation emails because they need to verify their order, not because of a clever subject line.

Add a personal touch and be direct to build trust.

Here are 15 subject line options across six styles:

Functional and direct:

• Order #[[ order.order_number ]] confirmed
• [[ contact.first_name ]], we have your order
• Payment received for order #[[ order.order_number ]]

Excitement-driven:

• Yes! It’s confirmed
• Good things are coming your way
• Confirmation of a great order

Reassurance:

• We’ve got it, your order’s in
• Your order is secure and on its way

Playful:

• High five! Great choice
• Consider it done and dusted
• We’re already on it

For high-value orders:

• Dear [[ contact.first_name ]], your order is confirmed
• Your investment is confirmed

Personalized:

• [[ contact.first_name ]], your order is confirmed
• Thanks for order #[[ order.order_number ]], [[ contact.first_name ]]

Keep subject lines under 50 characters so they display properly on mobile devices. Use Omnisend’s subject line tester to check yours before sending.

Step 2: Use the preheader to set expectations

The preheader is the preview text that appears next to your subject line in the inbox. Most brands leave it blank or let it pull random text from the email. Use it to tell the customer what’s happening with their order instead.

Format: Your order is being prepared and will ship within 24 hours.

Step 3: Lead with a clear heading

Your email heading should reference the order number or confirm the order straight away for the customer’s convenience.

Format: Order #189178 confirmed — thank you, [[ contact.first_name ]]

Step 4: Set expectations in the description

The description should appear directly under your heading. Use it to tell the customer what happens next and when to expect their shipping notification. Keep it to two or three sentences. Avoid anything promotional.

Format: We’ve received your order and are getting it ready. You’ll get a shipping notification from us within 24 hours.

Step 5: Lay out the order information clearly

Pull in the order details dynamically using Liquid placeholders so each email reflects the purchase in question. Also, check the seven items covered earlier in this guide to ensure your summary includes everything a customer needs.

Format: [[ order.line_items ]] / Subtotal: [[ order.subtotal_price ]] / Shipping: [[ order.shipping_price ]] / Total: [[ order.total_price ]]

Step 6: Add links that reduce support queries

Add a few well-placed links at the bottom of your email to cut down on the number of customers who contact you unnecessarily. Along with the primary call to action and support contacts mentioned earlier, include a link to your returns policy and an account creation prompt for guest shoppers. Avoid anything that pulls attention away from the order details.

Format: [Track your order] [Visit our FAQ] [Create an account]

Step 7: Test before you go live

Send test emails to both a Gmail and an Outlook address before activating your order confirmation emails. Check that images load, links work, and the layout holds on mobile. Finally, verify that your ecommerce platform’s default notification is disabled to avoid sending duplicates.

Format: Send test → check Gmail → check Outlook → check mobile → disable platform default → go live

Order confirmation email design: What works and what doesn’t

Good order confirmation email design comes down to three things: mobile-first formatting, accessibility, and brand consistency. Let’s start with the most important one.

Mobile-first formatting

Most customers open order confirmation emails on their phones, so you need to work on a layout that doesn’t only look good on desktop but is also readable and clean on mobile.

Keep your layout to a single column, set your body text to at least 14px, and make sure every button is at least 44px tall so it’s easy to tap. Set spacing between elements to at least 20px maximum to keep things from feeling cramped.

The difference between a cluttered and a clean layout is immediately obvious when you see both side by side:

Accessibility

Not every customer reads your email the same way. Some use screen readers, which read out the alt text on your images and work through your content from top to bottom.

Add descriptive alt text to every image so screen reader users get the same information as everyone else. Use descriptive language on your CTA buttons, too. “View return policy” tells a screen reader user exactly what to expect. “Click here” tells them nothing.

Also, always include a plain-text version of your email as a fallback for email clients that don’t render HTML.

Brand consistency

Your order confirmation email should look like an extension of your store. Use your logo, match your brand colors, and stick to the same font family you use on your website.

A confirmation email is often one of the first post-purchase interactions a customer has with your brand. If it feels generic or doesn’t match the look and tone of your business, it can leave customers with mixed feelings both about the brand and whether they placed their order in the right place. 

Keeping an eye on email marketing metrics like open rate and click-to-conversion will tell you whether your design changes are making a difference.

Here’s a quick reference for the most common order confirmation email design decisions:

Order confirmation email metrics: What good looks like

Order confirmation emails have the highest open rate of any automation type.

According to the 2026 Ecommerce Marketing Report, they averaged a 53.99% open rate in 2025. That puts them ahead of welcome emails, abandoned cart emails, and back-in-stock notifications.

Their click-to-conversion rate came in at 14.25%, which means roughly one in seven customers who clicked went on to complete another action. The average order confirmation email generated $1.60 per send.

These numbers indicate that customers are highly engaged when your order confirmation email lands. They’ve just spent money, and they want to know everything went through correctly.

Here’s how order confirmation email benchmarks compare across key email marketing metrics:

Omnisend’s analytics dashboard tracks all of these metrics in one place. The order confirmation feature lets you track open rates, clicks, and conversions against these benchmarks directly.

Conclusion

A high-performing order confirmation email comes down to clear copy, accessible mobile-first design, a complete purchase list, and clear delivery information. You can get inspiration from the eight brand examples above.

The next step is automation. Sending your order confirmation email automatically at the right moment is what turns a one-time purchase into the start of a longer relationship.

For a full breakdown of the tools that make this possible, see the guide on the best tools for order confirmation automation.

Frequently asked questions