Deciding to buy something is a big decision. With SO MUCH choice, the purchase confirmation email is a chance to reassure your customer that they absolutely have made the right decision in pressing buy, and give them confidence that their order will arrive and be all they hoped for.
Here’s five order confirmation emails I’ve received that did just that, and that made me feel good about my order.
1. Artifact Uprising
My all time favourite. You can tell Artifact Uprising have put some real thought into their confirmation email and it makes me excited to receive my order. Zero buyer’s remorse!
ASOS is another good one – it tells me everything I need to know and compliments me, always a winner!
I love that the Moo email starts with a massive thank you and they’ve kept their quirky tone of voice throughout the email.
Graze have added a bit of sneaky extra selling in this email, but I don’t mind. Seeing as order confirmation emails are the most likely to be opened, it makes sense to promote your best content after covering all the essentials.
I have to admit, I don’t love the look of this email, but the content and copy is spot on.
Copy their best bits
If you’re updating your confirmation emails, then this is what all the above have in common…
- They thank you me for my custom
- They provided reassurance I made the right decision
- They confirmed what I ordered
- They answered any lingering questions and provide a way of getting in touch – e.g. How can I track my order?
They’re also all on brand. They don’t use standard language, but instead continue the brand experience and tone of voice right through.
As a contrast, here’s a confirmation from Surfdome.
Although they do confirm what I’ve ordered and let me know what to do if there’s a problem, there’s no thank you and no personality, which leaves me feeling a bit flat. The subtle difference in language and contents is what makes the difference between making me feel like a valued customer rather than just another order.