Did you know that the order confirmation email is an insanely powerful message that generates the biggest open and click-through rates in the ecommerce industry?

Even sending these messages immediately after purchases doesn’t stop them from generating more orders! In fact, they bring in four times more orders than a promotional email newsletter.

Why are these messages so powerful and how can you make them so mighty? These and other questions we’ll explore in this article.

So let’s look at how you can use your order confirmation email to drive conversions and boost your online sales.

What is Order Confirmation Email?

The definition

An order confirmation email is a message that a merchant sends immediately after the customer completes a purchase. Although these emails don’t have a strictly defined structure, usually they cover the information about the last order: acquired products, the amount spent, estimated delivery time and address.

Often, this kind of email contains additional components that increase performance.

Order confirmation emails belong to the group of transactional emails which means that they are triggered by completed purchases and automatically sent to customers.

Most ecommerce platforms have this functionality in-house. However, most of the time, it’s a quite limited, basic solution. Merchants that want to send more sophisticated order confirmation emails, usually use marketing automation features provided by their email service providers (ESPs). This gives them more flexibility and enables a more advanced approach.

The Main Components of Order Confirmation Emails

As mentioned above, the main components of order confirmation emails are the following:

  • confirmation of successfully acquired products,
  • the amount of money spent on those products,
  • the estimated delivery time,
  • customer’s address to ship the parcel.

However, these elements are only the backbone. The devil (or, in our case, the power) is in the detail.

Those details can be different. For example:

  • A powerful Thank-you message at the top of the email
  • A limited-time offer for the next purchase
  • Product listing for up-selling and cross-selling
  • Different kind of promotions: partner program, loyalty program, mobile app,
  • Invitation to social media
  • Asking to leave a review, etc.

Usually, marketers use these components for promotional emails. But if you find the golden spot between necessary and captivating information, success will be yours.

The Order Confirmation Email Template

Using a third-party order confirmation email such as Omnisend’s allows you greater flexibility in the look, feel, and timing of your order confirmation email.

But what is the best layout for such an email?

Well, it’s usually best to be simple.

Further below, I’ll show you some great things you can do with your order confirmation emails.

But let’s look at a beautiful, simple order confirmation email template:

The order confirmation email template layout

As you can see, the message starts with the thank-you note.

Further, it provides the customer immediately with an image of what was bought, plus all the specifics, including pricing, details, payment, and billing and shipping addresses.

There’s also a “view order” button that links back to the store.

As an example, the email would look like this:
The order confirmation email template example

The best time to send order confirmation emails

People expect to receive an order confirmation immediately after they make a purchase. Be it email or a text message, it should be delivered to the customer instantly. That’s why ecommerce businesses automate this process – it’s the only way to do that properly.

How does the order confirmation automation work at Omnisend? The order confirmation workflow has three steps.

The new automation workflow for Soundest's order confirmation email

An Order Confirmation email workflow. Click to enlarge

 

1. Firstly, as with all workflow automation, there is what’s known as the trigger.

This is the event or action that causes the workflow to start. Here, the trigger is for when a customer completes an order.

2. Secondly, the delay kicks in.

This determines how long after the trigger the order confirmation email will be sent. By default, it’s set to ‘Immediately’ in Omnisend’s workflow. For this kind of email, it’s the best practice.

3. Lastly, there’s the actual email that will be sent.

There is a default template, but you can and should edit it to fit your brand. You can add your logo, change the colors and fonts, and add relevant images. This way, you can give your customers a seamless shopping experience.

Contained in that email are the details about the product(s), relevant taxes, payment, etc.

However, besides just being a glorified receipt (which is important for your customer to have nonetheless), the order confirmation is a ripe opportunity to help you get even more sales from your customers.

After all, order confirmation emails have an open rate of around 60%, which is much better than the standard 18% for regular promotional emails.

The best order confirmation email subject lines

Although they’re important, confirmation email subject lines tend to be overlooked.

While sending a confirmation email is pretty standard practice for marketers, and is expected by buyers, there are still many creative things you can do to improve your open rates.

After all, better open rates mean that you can use the 3 order confirmation best practices we mention below.

When we’re talking about great results, here we’re talking about confirmation email subject lines that lead to great open rates.

So let’s look at 5 top-performing confirmation email subject lines.

1. Thank you for your order

This is a simple, straightforward subject line for your confirmation email, but it’s still one of the highest performing (based on our research).

2. Your {Brand Name} Order Confirmation [#98765]

This particular subject line is detailed, giving buyers pretty much everything they need to know, right in the subject line.

This works because, primarily, it is useful.

The buyer knows what the brand is, and what the confirmation number is. That way, if there are any questions, they can just reference the subject line without needing to go into the email.

3. Order Received – {Brand Name} Order #12192

This confirmation email is focused on shipping confirmation, which is great news for the customer.

Here, the customer can see all the important information in the subject line. This leads to high open rates, but also repeat views.

4. Great news! We’ve got your order #12345

This confirmation email subject line adds a bit of positivity to the email. This will most likely match the customer’s mood at the moment that they receive the email.

After all, order confirmation is the email customers most look forward to.

5. Your {Brand Name} order has been received (#12345)

This order confirmation email subject line gets pretty straight to the point, but also includes the order number at the end.

It’s similar to our No.4 confirmation email subject line listed above, except that it’s in the passive, not active form. This works well for more formality, as it also removes the personality from above.

Nonetheless, it’s an excellent option for a professional, high-converting confirmation subject line.

5 Order Confirmation Email Examples

These examples show you just how creative you can be with your order confirmation email.

1. Up-sell/cross-sell: The Dollar Shave Club

Many ecommerce stores choose to promote their top sellers and recommended products right before their customers purchase their goods. While that has some good results, many customers are not yet ready to commit.

That’s why the order confirmation email is perfect for that. Below the order confirmation details, you should include some of your store’s best-selling products.

There’s a reason these items are your best-sellers, and you should work to promote those items in your order confirmation email. Just make sure to include no more than 5 items, to not overload the customer with too many options.

The Dollar Shave Club does this well with their item offerings (they even show the option to add the new items before the purchased items are shipped):

The Dollar Shave Club has a great example of upselling/cross-selling in its order confirmation email

The Dollar Shave Club has a great example of upselling/cross-selling in its order confirmation email

2. Multiple benefits: Asos

A very similar example comes from Asos. This brand also includes a variety of information in the order confirmation email. But they use different elements, that’s why this example finds the place here.

asos-order-confirmation-email

3. Reward program: Iherb

IHerb also includes more recommended products. On top of this, this ecommerce store shortly reminds about their reward program, loyalty points, and other benefits, why it’s a good decision to buy from IHerb.

iherb-order-confirmation-email

4. Order Timeline: SportsDirect

Another example of order confirmation has a visual order timeline at the top of the message. It explains to customers what to expect next.

Also, SportsDirect.com makes an interesting move by placing the thank-you message at the very end of the email. Although nobody expects from you a personal order confirmation email, it looks a bit too automated and you barely can hear the brand voice. For some brands, this can work well.

sportsdirect-order-confirmation

5. Multiple benefits: Zalando

Zalando’s transactional order confirmation email has notable upgrades:

  • A short important thank-you note.
  • Inside the receipt, they added a link to upsell -> “Complete the look”
  • The possibility to quickly cancel your order. This function helps when you want to add something more to your cart.
  • More similar products with images
  • A content block with the essential information regarding the order placement, returns, and modifications.
  • And finally, short and sweet return information, other benefits, links to social media, app stores.

It seems that this giant ecommerce retailer puts everything that has the best into one email. However, it might have a reason for this. A huge open rate and active engagement within this email might be one of them.

zalando-order-confrmation-email

The Order Confirmation Page

The order confirmation page is a page where customers land when they complete the purchase.

Its purpose is to confirm the success that the transaction went through correctly and the order was placed. That’s why it is something that every ecommerce store must have polished and shiny.

What elements must this page have?

Typically, this page contains all the order related information and don’t forget the success message.

The main elements of order confirmation page:

  1. Success message
  2. Order number
  3. Purchased products/services
  4. Order summary (total costs, delivery costs, taxes, etc.)
  5. Payment method
  6. Billing and delivery address
  7. Estimated delivery time
  8. Shipping method
  9. Return policy (it’s not a must, but recommended)

See an example below:

order-confirmation-page
Additionally, you may include all those elements that apply to the order confirmation email.

Bear in mind, that an order confirmation page has to speak to your customers with the same brand voice as your entire communication. It has to be well-optimized, and provide support and a smooth shopping experience.

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Order confirmation workflow plays a significant role in the overall shopping experience and customer retention.

This is a place for experiments and modifications. By adding, changing or removing different promotional elements, you can get stunning results.

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