Order Confirmation Emails Can Build Loyalty, Sell More

Order Confirmation Emails Can Build Loyalty, Sell More

July 18, 2016 1:02 pm
Order confirmation emails not only communicate facts about a recent order, but also can convey respect, trust, and encourage additional sales. <em>Image: Listrak.</em>

Order affirmation emails not solely talk information a few current order, but in addition can convey respect, belief, and encourage further gross sales. Image: Listrak.

Shoppers love order affirmation emails. They open them repeatedly, click on on hyperlinks, and provides them precedence within the inbox. In reality, affirmation emails might assist on-line retailers to earn belief and extra enterprise.

About sixty four % of consumers “think about transactional affirmation emails to be probably the most invaluable messages of their inboxes,” in line with a just lately launched whitepaper from Listrak, the e-mail service supplier. Order affirmation emails even have an virtually ridiculous open fee of 114.30 % in comparison with a mean open price of between thirteen and 14 % for e mail marketing campaigns.

Order affirmation emails must be transactional in nature. But this on no account signifies that on-line retailers can't embrace info and even presents meant to strengthen the relationships with buyers and encourage further purchases.

“The order affirmation e-mail can also be the primary contact level after a purchase order, so it’s the retailer’s first alternative to adequately help the sale,” wrote Listrak Director of Retail Solutions Julie Wahl in an e-mail to Practical Ecommerce. “It can be utilized to current product suggestions and clearly talk insurance policies, make it straightforward to seek out details about order standing, and can be used as an acquisition alternative to advertise the retailer’s marketing campaigns.”

Enhanced Purchase Information

An order affirmation e-mail informs your clients that the order has been acquired and your retailer will start the method of choosing and packing the gadgets. But it could additionally constructed belief. When your on-line retailer shares higher order info, you’re demonstrating your retailer’s professionalism and trustworthiness.

Consider displaying:

  • An order quantity;
  • An estimated supply date, even earlier than the merchandise has shipped;
  • A description of the merchandise or gadgets bought;
  • Product worth and tax;
  • Product pictures;
  • Shipping value;
  • Links to your return coverage;
  • Customer service contact info, together with a telephone quantity.
The order confirmation should describe nearly every aspect of the order. Make it a reference the shopper can return to whenever she has a question. <em>Image: Listrak.</em>

The order affirmation ought to describe almost each facet of the order. Make it a reference the consumer can return to every time she has a query. Image: Listrak.

To emphasize the final level, e mail marketing supplier Silverpop (which is now a part of the IBM Marketing Cloud) identified that “when clients supply up bank card numbers in trade for a services or products, you'll be able to anticipate they’ll need a minimum of some degree of consolation that their questions and considerations might be answered. It’s particularly essential in the event that they discover a mistake within the order after reviewing the transactional message.”

Speedy Delivery

An on-line retailer’s order affirmation e-mail is analogous to the printed receipt a brick-and-mortar shopper receives on the finish of a transaction. How would the client within the bodily store really feel if, after taking cost, the clerk questioned off and took 10 minutes or extra to supply a receipt?

In different phrases, velocity issues. Seek to ship this transactional message inside seconds.

Offer Relevant Product Recommendations

Personalization is the important thing to product suggestions in an order affirmation e mail. Thus, these suggestions shouldn't be exhausting coded into the e-mail.

Offer two or three product ideas based mostly on the consumer’s order historical past and profile. This shouldn't be an upsell, whereby you supply a product just like one simply bought, however quite a cross-promote, with the associated merchandise complementing the product bought.

Consider onsite conduct, too. Did your website already present this specific buyer some product suggestions through the purchasing or checkout course of? How did the client react to these suggestions?

Don’t Treat Repeat Customers Like New Ones

To additional high-quality-tune order affirmation e mail messages, don't deal with all clients the identical. There is a distinction between a buyer who has bought out of your on-line retailer for the primary time and a buyer who has made many purchases.

Consider delivering a unique order affirmation e mail to repeat consumers. Thank them for his or her loyalty and supply them one thing particular for coming again. If your retailer reductions merchandise, this may be a coupon code only for them. Or if discounting is just not a part of your corporation mannequin, think about a free product or particular buyer-service choices.

Design for Mobile First

Between forty five and 70 % of e mail messages are learn on a cellular system, in line with most surveys. While these numbers might not correspond on to order affirmation emails, virtually nobody would argue towards designing e mail messages to be cellular pleasant. In reality, given the present state of the e-mail marketing business, cellular first is already turning into the usual.

Make It Look Good

Finally, order affirmation emails ought to look good. They have to mirror your model.

The method for constructing loyalty and promoting extra with an order affirmation e mail is, first, to strengthen the belief you earned through the preliminary buy and, second, to supply alternatives to buy once more by way of product suggestions.

Email design addresses the primary level. A skilled wanting design implies your retailer is in reality skilled.


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