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See FeaturesOrder confirmation emails that convert: 15 best examples
When a customer makes a purchase, an order confirmation email is the first form of conversation they would expect from any brand or business. It reassures them that their transaction was successful and provides essential details like shipping info and an order summary.
However, these emails can be more than just a receipt. An order confirmation email can encourage repeat purchases, highlight complementary products, or even ask for reviews.
In this article, we’ll explore 15 of the best examples that are crafted to convert. We’ll also examine different order confirmation email design styles and smart marketing techniques that brands use to transform these emails into sales tools.
Ready for some inspiration? Let’s get started.
What is an order confirmation email?
An order confirmation email is an automated transactional email sent to a customer once they’ve completed a transaction in an online store.
As the name suggests, this email contains a buyer’s order confirmation details, including what they bought, the purchase total, and the estimated delivery date.
Since these emails are automated, ecommerce stores can create a series of order confirmation workflows to send to customers on autopilot. These emails can include:
- Order confirmation
- Shipping confirmation
- Delivery information
- Post-purchase surveys
Like most transactional emails, order confirmation emails are essential for keeping your customers in the loop — every customer will expect to receive one after they make a purchase.
Order confirmation email structure
Here’s an example of an order confirmation email template and the specific details that customers are informed of:
It has a simple layout, and all the information is prominently displayed. It includes:
- Order confirmation message and a thank you note
- The date of the order
- Product details, including name, price, and quantity
- Total order amount
- Billing and shipping address
- Payment method
- Shipping method
- A “view order” button that takes them back to the store
- Estimated delivery timeline
- Return and exchange policy explaining the return window and any return requirements
- Contact details for customer service inquiries
This template has the necessary information that a customer wants to see. The “view order” button is what helps the order confirmation email have such a high conversion rate by taking active buyers back to the store to check the items they bought.
Of course, you’re free to include other information, such as relevant products, a limited-time offer for their next purchase, or a request for a review.
Order confirmation examples
Establishing clear and effective communication through order confirmation emails can help answer customers’ post-purchase questions.
We’ll explore some excellent order confirmation email examples that stand out in design and content. They may inspire your next email and help improve your order confirmation template and strategy.
DoorDash
This order confirmation email for Smiles Davis from Ozzy’s Apizza works well due to several key elements:
- Clear branding: The email prominently features the DoorDash logo, ensuring recipients know the sender immediately
- Personalization: Addressing the recipient by name (Smiles Davis) creates a personal touch
- Concise information: The email includes all necessary details, such as order number, items ordered, delivery address, and estimated delivery time, in a clear and organized manner
- Call to action: Clear buttons for tracking the order and contacting support enhance user experience
- Review request: Asking the customer to review the website is an excellent strategy to gather feedback and improve services
Crocs
This order confirmation email from Crocs works well due to several key elements:
- Engaging subject line: “We Got Your Order. (You Have Great Taste!)” is engaging and makes the recipient feel good about their purchase
- Clear order details: It provides concise and organized information about the order, making it easy for customers to verify their purchase
- Easy returns: The email highlights that returns are simple, reducing customer anxiety about potential issues
- Navigation links: At the end of the email, there are links to shop categories, encouraging further browsing and purchases
Ipsy
This order confirmation email from Ipsy works well due to several key elements:
- Warm welcome: The subject line and greeting, “Welcome to Refreshments, Freshie,” create a friendly and inviting tone
- Clear order confirmation: The email provides all necessary order details in an easily readable and organized manner
- Invitation to follow: It encourages recipients to follow Ipsy on social media, fostering ongoing engagement
- User engagement: It ends with links to shop categories, encouraging further browsing and potential additional purchases
Crate & Barrel
This order confirmation email from Crate & Barrel works well due to several key elements:
- Clear order details: The email provides all necessary order details in a concise and organized manner, making it easy for customers to verify their purchase
- Upselling: It effectively uses the opportunity to recommend related products, encouraging additional purchases
- Brand promotion: The email invites customers to check out other brands, enhancing cross-selling opportunities
- Visual appeal: A clean and attractive design helps in maintaining customer engagement and interest
Dick’s Sporting Goods
This order confirmation email from Dick’s works well because of several key elements:
- Clear order summary: The email presents a concise summary of the order, including item descriptions and totals, making it easy for customers to review their purchase
- Personalization: The email opens with a friendly and personalized greeting that addresses the customer by name, so the communication feels tailored and relevant
- Visual appeal: It has a well-organized layout that includes a modern design, high-quality images, and the strategic use of brand colors to appear engaging and professional
- Upselling: The email features recommendations for related products with high-quality images to encourage customers to explore additional items that complement their purchase
- Contact information for customer service: The brand prominently displays how customers can reach out for help with their orders, including phone numbers and a chat link to resolve any issues
Order confirmation email best practices
Although you can change the specifics to your own preferences, there are some best practices to consider that we’ll look at in this section, along with some order confirmation email examples:
- Use a catchy subject line
- Choose the best time to send your email
- Provide important information or FAQs
- Feature your best-sellers
- Promote your rewards program
- Collect customer data for improved communication
- Offer easy order management
- Personalize the experience
- Showcase trust and transparency
- Highlight brand values
Use a catchy subject line
As with any email, the success of the order confirmation email relies heavily on the subject line. If it doesn’t compel people to open it, the details and offers inside can’t perform.
Despite this, people often overlook the subject line for order confirmations, largely because they know that buyers expect this email. Don’t let that stop you from getting creative, seeing as you can still use these emails for promotion and to build engagement.
Omnisend has a free AI subject line generator to help you craft compelling subject lines. All you have to do is provide a few keywords and an idea about what you want your email to be.
If you’re stuck for ideas, take some inspiration from these five top-performing confirmation subject lines:
- Thank you for your order
- Your (Brand Name) order confirmation (#12345)
- Order received – (Brand Name) order #12345
- Great news! We’ve got your order #12345
- Your (Brand Name) order has been received (#12345)
The following email by Uber is one of the most effective order confirmation email examples with a direct subject line. The email body is concise and to the point, keeping the message clear.
Order confirmation example with a catchy subject line
Choose the best time to send your email
An order confirmation email should be sent immediately — especially if you want it to drive additional sales.
Customers want the initial peace of mind that the order has been processed properly, and delays can cause concerns. You’re likely to receive messages from buyers asking for confirmation, adding to your customer service workload.
There’s also the risk that the customer feels let down if they don’t get instant confirmation, making them unlikely to shop with you again in the future.
To make the process more efficient, the confirmation email should be automated. This way, the email will always be sent immediately for every purchase, even if you’re asleep at the time.
Here’s how the order confirmation workflow looks in Omnisend
Provide important information or FAQs
Sellers should also provide relevant and important information to the buyers in their order confirmation. This could include information such as:
- Order confirmation details, i.e., product details, price, and quantity
- Order date
- Thank you note
- Shipping and billing address
- Return/cancellation policy information
- Payment and shipment method
Order confirmation example with important information
The above order confirmation example shares lots of important information, tries to upsell to recipients, and also includes some interesting facts about its products.
For any queries, it includes a link to a page where you can get all your questions answered. This is one way to redirect your readers to the FAQ section of your website.
It’s also important to include your contact information to allow buyers to reach you in case any issues come up.
Feature your best-sellers
Order confirmation emails have an open rate of around 60%, making them an ideal place to showcase more of your products — especially ones that are related to what your customer has just purchased.
Many ecommerce stores choose to promote their recommended items and top sellers just before their customers decide to purchase. This is by no means bad, but not all of the visitors are ready to commit at this stage.
By adding them to the confirmation email, you’re ensuring that willing buyers see them, too. Just be sure not to include too many, or you risk overwhelming the customer.
Dollar Shave Club’s order confirmation email is a strong example of this. It not only shows related products, but it even has an icon for adding those products to the order before it ships. This makes the process simple and smooth for the customer.
Order confirmation example with upselling
Promote your rewards program
By purchasing from your store, the customer has put a level of trust in you, and now you have an opportunity to develop loyalty.
An effective way to do this is with a rewards program. DoorDash implements this to encourage repeat orders. For example, this email encourages customers to place another order on Starbucks worth $20 or more to receive a $4 discount.
Order confirmation example with information about a reward program
Collect customer data for improved communication
Sometimes, businesses make purchases at online ecommerce stores without providing their personal details or going through the signup process.
In such cases, businesses can ask for their customers’ contact details via order confirmation emails. As already mentioned, order confirmations should be sent to the customer immediately after checkout.
For this reason, you must be able to reach your customer via multiple channels, including email and SMS.
Asking for your customers’ details also allows for further engagement through promotional messages, thank you notes, and any other alerts.
Dr. Squatch shows how to collect customer data through order confirmation emails without being too pushy. The email not only notifies customers that their order is confirmed but also hints to sign up to receive early updates.
Order confirmation example with a sign up button
Offer easy order management
You can include a clear call to action (CTA) that allows customers to easily track their order, update information (within a reasonable order modification window), or even cancel their order.
This helps your customers easily track their orders and stay in control of their purchases. As a result, this reduces the number of inquiries your customer service team receives regarding order deliveries.
The following email from Onyx Coffee Lab is an excellent illustration of this point. It informs the customer about their order shipment, providing them with a tracking number and a link to track their package.
Order confirmation example with information on how to track the order
Personalize the experience
An effective way to personalize your order confirmation email is to use a customer’s past purchase history or browsing behavior to offer tailored recommendations.
You can suggest complementary items that the customer may be interested in or highlight upcoming sales on relevant products.
Methodical Coffee shows this strategy in action with its order confirmation email. The email begins by acknowledging a customer’s coffee order. Then, it goes on to suggest a complementary product that the customer may be interested in.
Order confirmation example with personal suggestions
Showcase trust and transparency
Building customer trust is essential to maintaining long-term loyalty and encouraging repeat purchases. You can offer transparency to your customers by providing the information they need to make an informed purchasing decision. Include your company’s return or cancellation policy, contact information, and social media links.
This can help build trust and make it easy for customers to get in touch if they have any questions.
This email from Superfrico Las Vegas is a great illustration of this. It includes a phone number for any questions and a cancellation policy if they need to cancel their reservation.
Order confirmation example with a cancelation policy
Highlight brand values
When crafting order confirmation emails, you can highlight your brand values to create a lasting impression on customers.
One of the best practices is to infuse your brand’s essence into the email’s design, color scheme, and overall tone.
Also, including informative content that showcases your company values and offerings can help solidify your brand’s image in the minds of customers.
For example, hims’ order confirmation email includes a link to informative content on how to use the treatment the customer ordered. This adds value to the purchase and positions the company as an authority in the field.
Order confirmation example with a link to informative content
Free order confirmation email templates
You can get started with a free order confirmation email template using Omnisend’s Order Confirmation workflow.
With its pre-built workflows, you can send personalized emails to confirm orders, including details like order summary, product information, and billing information:
The order confirmation message automation is available for all Omnisend plans, including the free plan.
You simply need to register an Omnisend account, and you’ll have immediate access to a wide range of professional-looking templates designed to improve customer experience.
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