Omnisend (previously Soundest) is proud to present our brand new feature in our What’s Next plan–the order confirmation email automation, available for our users on Shopify, BigCommerce, Tictail and our API (version 3).

The order confirmation email essentially acts as a receipt to show your customer what they just purchased.

In the ecommerce workflow, you can send the order confirmation immediately after the customer makes a purchase, or you can send it at a later time.

How does the order confirmation automation work?

The order confirmation workflow has three steps.

The new automation workflow for Soundest's order confirmation email

The new automation workflow for Omnisend’s order confirmation email. 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.

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 70%, which is much better than the standard 20% for regular promotional emails.

Here are 3 ways you can use the order confirmation to drive more conversions.

3 ways to use your order confirmation email

Because you can customize the automated order confirmation email that will be sent out, you can drive even more sales to your ecommerce store.

1. Ask for reviews

One of the most important aspects of ecommerce in our social media, always-online world is the growing importance of reviews.

Pew Research shows that half of adults under 50 check online reviews before purchasing anything online

Pew Research shows that half of adults under 50 check online reviews before purchasing anything online. Image source

For many shoppers, customer reviews on products can be the deciding factor that causes them to buy or abandon a product.

For that reason, you should be working on getting reviews as much as possible. The order confirmation email is a great time to ask for customer reviews, seeing as your customer will have had a positive purchase experience.

Your shop will also be fresh on their minds, so it’s a great time to capitalize on that.

In order to get that review, make sure you first say “Thank you” and make it easy for your customers to leave a review.

Provide a link that goes directly to the review section of your site instead of having the customer find it by him or herself.

You can also add an incentive for the review, such as a discount or a gift card for a limited time.

2. Offer discounts

It’s also a very good time for you to offer an incentive to your customers to buy from you again – soon.

After all, people are much more willing to buy from you a second time if they did so the first time. You can help speed up this process by offering a discount to your customer (plus an optional time limit).

For example, you can offer 15% off the customer’s next purchase if they buy within the next 15 or 30 days.

However, you should note that discounts shouldn’t be offered in cases where they’re not needed.

For example, if your customer purchased a product from you at full price and is willing to do so again, you could be losing out by offering a discount too soon.

3. Include your top sellers

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, so as 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. Click here for the full image.

The difference between order confirmation and order follow-up

Omnisend customers may already be familiar with the order follow-up email that can be sent out after a customer makes a purchase.

In this way, you may be wondering what the difference is between an order confirmation email and an order follow-up email.

With the order confirmation email, you are essentially sending a receipt to your customers via email. This is important for the customer to confirm their order, review the payment, and check the estimated delivery date.

The way you customize it is optional – such as adding upsells and cross-sells, adding discounts and asking for reviews. Nonetheless, at its core an order confirmation is to confirm the order.

The order follow-up email, however, is different. It does not contain any pre-filled information about the order. 

Instead, you are asking the customer for information about his or her experience with the product or store: How did they enjoy it? How was the experience? How likely are they to come back?

The order follow-up is a great time to offer a discount to the customer if, for example, they did not add any upsell or cross-sell items.

You can then set your order follow-up to go out 5 days or a week after the order confirmation email with a 15% discount for a highly-related item.

You can also take this opportunity to ask for customer feedback or offer a referral program (e.g., refer a friend to get $20 off your next purchase).

It is also possible that you can use the order follow-up email as an order confirmation email, although that is not recommended.

Instead, we recommend you use the order confirmation email to provide a receipt, highlight the product and offer up related products.

Afterwards, use the order follow-up as an opportunity (a week after purchase) to focus on your customer’s experience and offer an incentive for repeat purchases.

For more information on Omnisend’s new order confirmation workflow, read our Knowledge Base Order Confirmation article.