Most eCommerce business owners follow the usual create-and-forget confirmation email templates.
From order confirmation to account confirmation, they are the no-nonsense transactional emails every eCommerce business needs to send. They are also invaluable for customers because of the information they provide.
But does that mean confirmation emails have to be bland?
A plus point: confirmation emails already have high open rates (65% ).
Yet many eCommerce stores don’t go the extra mile and make their confirmation mails stand out. The result? A heap of lost sales.
We’ve put together a list of 29 super engaging list confirmation email templates + a bonus list of best practices and FAQs.
Here's the list of email types this post will cover:
Order Confirmation Emails Right after an order has been placed, eCommerce businesses typically send out an order confirmation email. As much as they are transactional, these emails are meant to offer clear direction to the customer about what’s going to happen next. If you want customers to trust your brand, you would want to get your order confirmation emails right.
Here are 10 effective order confirmation email templates and ideas we found that does complete justice to post-purchase communication with customers:
1. Make it a joy to interact with your brand This order confirmation email example from Harry’s shows how well the information flows from one aspect to another.
USP: The customer has all the information they need in one place—including the source for support.
Takeaways to write the perfect order confirmation email:
Put some thought to email UX 2. Personalize with subtle cross-promotions Order confirmation emails are a tactical form of communication to cross-sell and upsell. Check how Crate & Barrel does it in the following example.
USP: The communication is subtle and flows easily without becoming pushy. Crate & Barrel introduces the products casually as if they were trying to get a customer to know them.
Takeaways to write the perfect order confirmation email:
Keep the communication simple Personalized persuasion always works 3. Make shipment tracking something to look forward to One of the ways that an order confirmation email template can make its mark is by giving shipment tracking the importance it deserves.
The following Zulily example is a classic, especially in the way it makes tracking an action item.
USP: In this example, visual aesthetics takes the cake. While the communication conveys multiple things, all of it is easy to catch and remember—thanks to the design.
Takeaways to write the perfect order confirmation email:
Use distinct information blocks—they work well Make website links a part of the communication 4. Offer effective, information-rich content After purchase, a customer is looking for assurance that their order is on the way. As an eCommerce brand, it’s your opportunity to serve up content that isn’t just relevant to their purchase but also helpful otherwise.
In the following example, check out how Zalando does it.
USP: All buying-related information your customers would want about the brand are in one place.
Takeaways to write the perfect order confirmation email:
Don’t just talk about how great a brand you are. Prove it Declare upfront the benefits customers can expect 5. Set your brand communication to stand apart Most customers are sure to have an excess of business emails in their inboxes. You don’t want to add to them. Your aim is to make your customer go back to your order confirmation email again and again.
This confirmation email sample by Boden will help you do just that.
USP: Cuts through the clutter of typical, dreary email communication and instead, serves up something fresh, really fresh.
Takeaways to write the perfect order confirmation email:
Copy and design can come together in an interesting whole Wit never gets old and can be quite appealing, on any given day 6. Surprise your customers with tongue-in-cheek humor Your order confirmation emails don’t have to be boring. Tongue-in-cheek humor can help your emails become memorable to your customers.
Here’s a textbook example of how Recess uses tongue-in-cheek humor in its order confirmation email.
USP: The copy is inspiring and does help catch a user’s attention. ‘We released the carrier pigeon’ definitely passes the five-second test. Complementing the copy are the aesthetic visuals that aren’t too cluttered.
Takeaways to write the perfect order confirmation email:
Use tongue-in-cheek humor Convey your brand messaging Don’t overlook color combination and font 7. Marry order confirmation with community building efforts What if you could use order confirmation emails to build a strong community?
Community building reduces your customer acquisition cost .
Athletic Greens does it with aplomb with its order confirmation emails.
USP: Athletic Greens prides itself in helping people take ownership of their health. It invites users into the community with one simple message Meet your healthy new habit.
You’ve taken a big step in the right direction with Athletic Greens…….The rest of the community is excited too.
Takeaways to write the perfect order confirmation email:
Drive excitement with community building 8. Mention possible shipment delays upfront The purpose of an order confirmation email isn’t just limited to confirming the order but outlining the contingent situations and possible shipment delays.
Brooklinen clearly outlines the possible delays in wake of the Covid pandemic.
USP: With the shipping type and duration mentioned, customers will be willing to accommodate any shipment delays. 93% of American customers are highly likely to bear shipment delays with a brand they associate with good customer service.
Takeaways to write the perfect order confirmation email:
Maintain color consistency for fonts 9. Make it easy to edit or cancel the order Customer centricity is one of the key factors for a favorable customer experience. American Eagle includes an option to modify or cancel the order on its order confirmation page .
USP: Including edit or cancel options helps in reducing the eCommerce return rates. The cost of processing and replacing returns is far more than editing or canceling an existing order.
Takeaways to write the perfect order confirmation email:
Always be open to receiving feedback 10. Educate customers with pro tips Your order confirmation mail has precious real estate that can be utilized to educate customers. GIR offers care tips to watch and maintain utensils to ensure longer durability.
Short on time? Here's a quick video with all the brilliant examples: Shipping Confirmation Emails These are the kinds of emails businesses send after an order has been dispatched. They typically convey a few constant elements, including the shipping method, which shipping service has been used, and what date the shipment is likely to arrive at the customer’s door.
Shipping confirmation emails represent a great opportunity for eCommerce businesses to establish their brand, earn loyalty, and create trust in the long run.
We found 5 brilliant shipping confirmation email templates for your inspiration:
1. Make simple look chic It’s easy to think that no matter how hard you try, your shipping confirmation email will always carry the same boring facts.
Chewy’s example shows how you can organize all the technical information in a visually pleasing way.
USP: The animated GIF of the moving truck at the top adds fun and relevance to all the numbers in the communication in just the right amount.
Takeaways to write the perfect shipping confirmation email:
The placement of your text and other elements matters Highlight what needs highlighting 2. Speak about your unique brand strength/s There’s a lot more to representing your brand through email communication than taglines and logos. A shipping confirmation email message carries ample possibility to let customers know that you truly care. So yes, it’s a real opportunity for establishing a more human connection.
Check out how Adore Me does this in its email below.
USP: A minimal layout, complete with copy and design, ensures the content is easy on the eyes (and the brain).
Takeaways to write the perfect shipping confirmation email:
Bring out the brand voice at a relevant juncture Focus on the minute details that matter Do check out: eCommerce Email Copywriting: 20 Game-Changing Tips
3. Create anticipation through your communication Every shipping confirmation email message carries technical information that’s important for the customer. But very few address them directly and speak to their feelings. As an eCommerce business, you’d know how much anticipation customers will have for their order. Creating something witty yet wholesome can help connect with them.
Like what Fitbit does in the following example.
USP: The communication creates an emotional engagement before it goes into the more plain facts and figures.
Takeaways to write the perfect shipping confirmation email:
Go for an intelligent brand-led design Create personalized, human content 4. Present a compelling story Everyone loves a good story, even those who read emails. Especially those who read emails.
Make your next shipping confirmation email something that’s a cut above—featuring engaging content like a story, an imaginary situation, or some trivia.
Check out how Frank Body does it.
USP: A catchy headline that’s sure to make customers revisit this piece of communication multiple times. It sets the mood for the rest of the text, but more importantly, it mirrors the anticipation experienced by customers knowing their order is going to reach them soon.
Takeaways to write the perfect shipping confirmation email:
Inspiring imagination can be an interesting way of capturing attention Giving the product a voice can be engaging 5. Offer rewards that are seriously attractive Every eCommerce business sends out similar shipping confirmation emails. The difference comes when you think about going beyond customer expectations and wowing them. An incentive is a great way to do this. The wow effect ensures they develop a connection with your brand and also open any email that might come from your end.
In the following example, Tradesy ensures this happens by promising a tidy referral reward.
USP: A casual, easy-on-the-eye design layout that shows a balance between visual and text.
Takeaways to write the perfect shipping confirmation email:
Balance between fun and facts Account Confirmation Emails eCommerce businesses send account confirmation emails to ensure the details you’ve provided during an account sign-up are all valid. Now while they are essentially sent for re-clarification of information, they don’t really have to be drab and uninteresting.
Next are 5 account confirmation email examples for your inspiration:
1. Clarity is king When a customer engages with your brand through account confirmation emails, they are looking for the next steps i.e. how the product works, what they may need to do to have a great experience etc. What they need from you is guidance through clear information.
Exactly what Ibotta achieves in the following example.
USP: Deep personalization in messaging and content.
Takeaways to write the perfect account confirmation email:
The easier the first brand experience, the higher the chances of the customer returning or staying on Place your elements intelligently 2. Set the mood for your brand experience Account confirmation emails are elementary pieces of communication that your brand can use to develop an early connection with the customer. Set the tone, establish the mood, tell them what to expect.
Check out what Warby Parker does and you’ll know why we are saying what we are.
USP: Strikingly visual; something that is simple yet memorable
Takeaways to write the perfect account confirmation email:
Keep your copy simple and clever Show your brand’s cool quotient in the communication 3. Explain how your brand operates Account confirmation emails are one of the very first pieces of communication you will send your customers. So it’s a great opportunity to set the tone of how your brand works and what the customer can expect engaging with it.
Here’s how wonderfully Patagonia does it.
USP: Such crisp copywriting that one doesn’t really mind that it’s only text.
Takeaways to write the perfect account confirmation email:
Use conversational language Convey brand reliability and accessibility 4. Show appreciation openly Starting your account confirmation emails with how thrilled you are to have customers join your pack works great. When you bring appreciation to the forefront as a brand, your customers appreciate you so much more.
Here’s an example of how Ralph Lauren does it.
USP: The headline clearly promises something big once the customer is in. And it does that in a fetching, relatable style.
Takeaways to write the perfect account confirmation email:
Use simple but strategic content Use brand elements subtly 5. Build your brand essence When looking at a confirmation email message, customers want to know why they should buy from you. If a brand can offer this sense of ease in a simple and accessible way, then customers will remember.
Just how NYDJ does in the following example.
USP: Clear communication about how the brand means what it says and is inclusive in spirit.
Takeaways to write the perfect account confirmation email:
State the variety of choices Cancellation/Unsubscribe Confirmation Emails Cancellation confirmation emails might throw off many eCommerce business owners. However, by sending unsubscribe confirmation emails, you offer your customers the choice to discontinue viewing your brand’s emails, offer updates, or any other free content. It’s often considered a great way to wheel back new and old loyalists, if you can get this piece of communication right.
Here are 5 templates for your inspiration:
1. Make it about the customer A cancellation email can be tricky so communicating that the choice remains in the customer’s hands creates a good impression.
The following example of Abercombie & Fitch prioritizes the task at hand, and how!
USP: Keeping it stark, simple, and noticeable.
Takeaways to write the perfect cancellation/unsubscribe confirmation emails :
A limited number of fields can be helpful An uncomplicated color code prevents distraction While cancellation confirmation emails mostly give the customers the choice to leave, it can also give them reasons to stay.
The following Alibris example shows us why offering multiple choices upfront might just be the way to wheel back a customer in.
USP: Alibris shows us that even a cancellation confirmation email can have a warm, communicative tone about it.
Takeaways to write the perfect cancellation/unsubscribe confirmation emails:
Offer communication that builds connection Be nuanced in sharing options 2. Make choosing a fun thing We’re back to talking about multiple choices in a cancellation confirmation email, but the question is how do we keep things interesting?
In the following example, Refinery29 shows us how.
USP: An otherwise technical and transactional piece of communication assuming an attractive and fun interface.
Takeaways to write the perfect cancellation/unsubscribe confirmation emails:
Create copy that reads like you’re directly talking to the customer Display the content in interesting, consumable blocks with CTAs 3. Make space for real feedback Acknowledging that there might be something to improve from your end is a good communication approach for an unsubscribe confirmation email. The reason is simple—every customer wishes the brand would really care about their needs and try to understand why they may be leaving.
Barneys New York makes for a lovely example to elaborate on this point.
USP: The tone of voice conveys an attempt to understand the customer and their needs deeply.
Takeaways to write the perfect cancellation/unsubscribe confirmation emails:
Always aim for the human touch Text-only confirmation emails needn’t be boring 4. Bring back the memories A cancellation confirmation email is an ideal opportunity to remind customers of what they might miss if they unsubscribe. This approach also establishes a brand voice that customers will remember you for.
Puma is worth mentioning in this context.
USP: The cancellation confirmation is made an event here, creating an unparalleled memorability.
Takeaways to write the perfect cancellation/unsubscribe confirmation emails:
A bold, humanistic headline can make all the difference The opportunity for a customer to jump back in Newsletter Confirmation Emails Sending newsletters is a way for any brand to develop long-term communication with customers. If they sign up, it indicates trust and interest in the brand. This is why newsletter confirmation emails—when crafted effectively—can do more than confirm subscriptions.
Here are 5 newsletter confirmation templates to help you create your own:
1. Create an attention-grabbing design Among countless email newsletters if yours has to stand out, it has to be unique.
In the following example, Chipotle nails their newsletter with a quirky design.
USP: The striking quality that text, design, and imagery create together.
Takeaways to write the perfect newsletter confirmation emails:
The art of using contrasting colors Provide options for the next course of action 2. Make the journey fun Newsletter confirmation emails can be a wonderful gateway into the thinking customer’s heart and mind—something that can be used for instant connection. So there’s absolutely no reason why you should go the boring way. One surefire way of achieving this is to establish your brand identity right from the start.
Take a look at how PrettyLittleThing does this below.
USP: A distinctive voice that speaks to customers in a fun and quirky tone.
Takeaways to write the perfect newsletter confirmation emails:
Create a strong brand identity 3. Offer the luxury of choice Customers love to see personalized content. And if you can offer choice through personalization, then nothing like it.
Look at how Rhone presents curated bestsellers for their various customer segments—offering multiple choices.
USP: The communication is detailed but it has been laid out in a way that’s easily understood.
Takeaways to write the perfect newsletter confirmation emails:
Inspiring the customer’s imagination A balance between photography and text 4. Make the details looks attractive Given how many emails customers receive daily, most look at long emails with a certain amount of wariness. But not when you make the email interesting to consume.
Take a look at how Boden makes the detailed email look readable.
USP: A large chunk of text, highlighted with multiple fonts and styles and a smart, pleasing layout.
Takeaways to write the perfect newsletter confirmation emails:
Create a brand buildup to convince customers Social proof can be a significant addition 5. Stress on how exclusive it is Every eCommerce store owner wants their emails to stand out. Exclusivity is a great trick to use to do just that.
Check out how deftly Headspace does it.
USP: Short, convenient, easy to read, and easy to act on.
Takeaways to write the perfect newsletter confirmation emails:
Throw in a bit of urgency Confirmation Email FAQs 1. How to make my confirmation emails comply with the CAN-SPAM and GDPR rules? Since 2018, data privacy has come into focus with the activation of the GDPR or General Data Protection Regulation. Consent of the data subject is of main importance under GDPR.
So featuring check-boxes and questions in your confirmation email that enable the customer to offer consent for the future use of their data, is critical. Similarly, the CAN-SPAM Act has made it necessary for you to send an actual physical address with your confirmation email, along with a suitable header and subject line.
2. Am I required to A/B test confirmation emails? It’s a wonderful idea to set up confirmation emails for A/B testing because the ultimate outcomes you’re hoping for are better conversions and retention. A/B testing can effectively reveal which elements are performing well. It also helps you find what kind of audiences plus content & design changes you need to make your confirmation emails more productive.
3. How to write a confirmation email? While there are many different kinds of confirmation emails, as you may have already noticed above, some pointers stay the same. Here’s a quick flow that you can take to write a confirmation email:
Confirm the reason for sending the email Add an appropriate subject line Address the customer and tell them what the next steps are All relevant details of the transaction Include a relevant CTA (or two) the customer can access 4. When is the best time to send a confirmation email? It is often thought that confirmation emails consist of a single email that a business sends to confirm an order or verify signup. However, depending on the outcome expected, you may need to send a series of them.
After sending the first email, you could wait 24 to 48 hours to send shipping information or a reminder. A third email could possibly be sent within another 48 hours talking more at length on what the customer can anticipate and the final one can be sent post-delivery seeking feedback.
There are no right or wrong answers here because the outcome might vary, but make sure you build an email cadence so that customers learn to look forward to this form of brand communication.
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