5 min read

Order Confirmation Emails: Best Practices

Written by Andriy Boychuk
5 min read
Table of Contents

    It is important that the customer knows their order has gone through and also you value them, by leaving a nice ‘thank you for ordering’ message.

    It is also good to remind people of the products that they have ordered and the price of each one. Then below that, let people know when they will receive the item, a lot of businesses let people know that it has been dispatched but not when it will arrive. People like to know the day or at least a time frame of a day or two.

    An order tracker which gets checked off, each step of the way is great because it is interactive and quick. Towards the end of the email, it is important to upsell similar items because people may want accessories for the original purchase.

    I would like to show you an example of one company that does it in the right way, and it was pleasure receiving those kinds of emails, and I will show you and explain you the email structure and how it works.

    I recently placed an order at West Elm, and I purchased a desk and right after the order, I received this kind of email. This is the well structure email, which provides me information about it. It’s very simplistic, but it has a lot of information that I need personally, to understand what’s going on with my order.

    So, let’s break down this email. So, the first part, it’s very easy, this is my order number, order date, which is basics. I don’t need that much of it, but still, they are sending me this information. Then they provide the shipping address. Again, same thing. What is important and nice to have is an estimated delivery date. I love this part a lot because now it gives me perspective on when I will receive this email. If you use ultra like AfterShip or Malomo or something else, you are able to get those numbers dynamically and populate it in your email template.

    Also, I love this feature as well, because I can click on it and it will redirect me to their website, and it will show me the status or redirect me to their USBS, UPS website, FedEx website, and where they will show me the status as well. This part, timeline, it’s, very effective because you put your customer in charge. They put me in the know that like, I know what will happen.

    Okay, so, I just placed an order. So those three steps has to happen, for me to get my desk. So I just placed an order. So, the next thing is they will be preparing to ship. Oh, it’s shipped. Oh, thank you very much. And then it’s delivered. By the way, even this, I had that conversation with one of our clients this week about he said, we don’t need this order stuff, just deliver it, because it’s like, self-explanatory, like it’s delivered, but it’s not true.

    In this example, I was not at home. My wife was at home and I receive a delivery notification that I was not, it was delivered, but I was not, I would not be aware until I will come home. But thanks to this kind of emails, I look, oh, nice. And I’m excited to go home to put this desk together and put it in my bedroom, like for my small office, you have to have this, this order as well. The rest of the email it acts like we see it here, shipping charge, tax charge and so forth.

    But another great thing is a transactional email. If you don’t know what’s the difference, check the video about transactional emails here. 

    So actually they are telling me like, hey, you order the desk, but listen, you need a chair. So as you can see, I mean, this one is like, why do they recommending me nightstands? But this one, this one, and that one is like, nice. Because I purchased the desk, I supposed to have a chair, honestly, I don’t have the chair for this desk yet. So, I’m considering this one, but currently it’s too expensive. So, I didn’t want to spend $500 for one chair. But yeah, so this is, that’s the amount. Okay, so let’s check the all statuses. 

    Let’s go back. Okay, so in this the next email I received, it looks like they skipped the prepare to shipping status because I didn’t receive that kind of email how was preparing to ship. I just received email when it was shipped, but now I’m aware what’s going on. I know it’s placed order. They already prepared to ship, and they already ship it, which is like amazing. It gets me excited because like, I will receive my new desk. 

    So this is what your customer will feel about your product. If you don’t have that kind of emails, this is what will happen. Like, oh, I placed in the order and like, after one week, like, damn, where’s my order? Did they forgot? Did they lost it? And those stupid ideas will come to your head and it’s just bad customer experience. And the last email I received, it was yesterday when the desk was delivered. And by the way, I was excited to come home to put this table together but it was so heavy and so many parts that I didn’t do it yet, but I was aware that it at my home. So this is just example of order tracking email notification. 

    Also Sticker Mule of company do it via SMS as well. So most ways are great, but emails are more visual. You are able to do that tracking. 

    I highly recommend to implement it in your business. It will improve customer experience. Your customers will be more happy because they aware of what’s going on.

    How To Create An Order Status Tracker In Klaviyo

    When you finally convert your potential customer into a buyer, it’s important to think a step ahead. How you handle their post-purchase experience affects whether they will come back to buy from you again.

    One of the easiest yet powerful ways to significantly improve your customer’s experience and reduce their post-purchase shipping anxiety is by creating an order status tracker.

    In this video, we show you the exact steps on how to set up an order status tracker in Klaviyo, so you can send it to your customers every time they make a purchase.

    In order to reduce requests to your support team asking them, “Hey, where’s my order”, as well as make better your customer service, it’d be great to create an order status tracker for your store.

    A lot of companies do it a good way. One of them is a Sticker Mule. They print out stickers like this for a laptop or whatever, bumper stickers and so forth. So each time I place an order, I get an SMS notification, I get an email notification of where my package is. And some of you might think, oh, my clients does not want to receive so many emails or SMS, but it’s not true.

    When we spend money as a customer, we care to know. Why? Because we invested either $5 or $250 in something, and we are excited to receive it so that’s why we want to know.

    And through this video, I’ll show you how to do it. So, we’ll do it via email. If you’re familiar with Domino’s pizza franchise. They introduced Domino Tracker. So it’s a line, which indicates the status of your order.

    First, let’s define some statuses for eCommerce logistics. For some companies, you will have more statuses, for others less, but in general, I would like to cover four statuses.

    Shipping Statuses

    So, the first status is “Info received”. Status number two, “In transit”. So, your fulfillment center receives this order and they are working on it. So, the next status is “In transit”, when you fulfilled the order by giving to the logistic company, FedEx, UPS, USPS, or any other company, and it’s in transit. 

    The next status is out for delivery, meaning that the package was shipped from the location where your fulfillment center is to the city of the recipient. And in that city was placed on another track or to the mailman who will deliver to your door. So, status number three.

    And the final status is delivered. Delivered is also very important status because if you are not at home or let’s say, you’re not sure like where package was lost, but in the system, it says delivered, the customer can contact you and try to resolve the issue. 

    We have those four statuses “Info received”, “In transit”, “Out for delivery” and “Delivered”. 

    So, the next thing is we need to create four different emails. In each email, we will have a timeline. Timeline was for, it’s not just this. Like, info received, in transit, out for a delivery and delivered. So, I’ll just do it quickly, everywhere. Move away. This thing about the line, you can present it the way you want it. Just type in order status design or timeline, something like that and in Google you will have a bunch of different graphic examples. But for simplicity, I’ll just do the line with the dots. Let’s say this is email number one. So, this is a trigger. Your system should send, your logistic system or whatever you use, AfterShip or any other system, will trigger and communicate with your CRM system or email marketing software. We, in our company, use Klaviyo.

    For this example, let’s use AfterShip and Klaviyo. Both amazing platforms. So, AfterShip will send a trigger to Klaviyo, saying like, “Hey, information was received”. This trigger, this will trigger this email, email number one. And in this email we’ll say something like, “Hey, our fulfillment center “received your order information “and it will be shipped in the next seven days”. Something like, seven days or sooner. You can be generic and you can put order number. Order number, and if available tracking. I’m not sure if on this stage tracking is available.

    And very important for visual representation, you will make it this line and put status one. So on this timeline, you will spell out info received, something like that. Okay, so next, when your logistics system like AfterShip will receive in transit, this will trigger email number two, which says in transit and like representation purposes, we’ll put it two. So it will show the progress. So, you can do something like instead of black.

    So, let’s see something which was completed. So, make it like that. It means the stage number one was completed already and we move to step number two. Same thing with number three. So when it’s out for delivery, we’ll send them this email and when it’s delivered, we’ll send them that email.

    So same thing we will do here Status number three, and here, status number four. And as we agreed, like that, we’ll use green one to see the progress. So, one, two, and here it’s four, three, four. As you can see there’s timeline progress.

    And it’s visually very helpful for clients to understand, so they are on the stage number three. It means there’s only one more stage and I will have the package or I’m on the stage only one and there’s three more stages for me to receive a package. It’s very clear to your customers.

    And trust me, this kind of communication with a client will reduce the number of customer requests, asking, “Hey, where’s my package. “How long should I wait?” and so forth. And also it will improve customer experience. And one more important thing, this kind of emails, those emails should be transactional emails, not marketing email. Meaning marketing emails, people can unsubscribe from marketing emails, but it’s almost impossible to unsubscribe, there’s no unsubscribed button at the bottom of the email because it’s like a receipt. So whatever system you use, whatever email marketing software you use, you need to convert those emails from marketing to transactional.

    Typically, you need to contact the support and let them know, they will review it and they will do their own things on the backend.

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