As with any relationship, first impressions are extremely important. The same goes for business to consumer relationships and confirmation emails. As potentially the first correspondence a customer will receive from you, it’s crucial you make a good impression.
Confirmation emails can range anywhere from newsletter subscription sign ups to account updates and order/payment confirmation to shipping and delivery statuses. Quite often they are heavily overlooked but they actually serve a very important purpose. Not only do theses emails provide vital verification of details for your customers, they also show your reliability as a brand and allow you to build a future relationship with them.
Main Benefits of Confirmation Emails:
- They allow you to build brand awareness
- If users have subscribed to a newsletter or update programme, it gives you the chance to remind them of what they’ll get in their subscription
- If a purchase has been made you can potentially cross sell by promoting related items
- They give you the ability to gain feedback and an insight into customer satisfaction
- They keep customers engaged after their purchase
- Gives you the chance to offer information and advice
John Lewis provide a good example. After making a purchase, their confirmation email is jam packed with information including description of the item, information about delivery times and dates, returns information and support details incase there was a problem. They even include a section of ‘this week’s popular products’ which is a great way of a potential cross sell.
MAC also provide a good purchase confirmation email as the information included is very clear and easy to see at first glance – just as a confirmation should be. They also provide actual images of the products that have been purchased – something I personally really like!
So whether you’re sending to new or old customers, confirmation emails provide a great way to connect with them and continue to nurture your relationship so they definitely need to be high on your list of eCommerce emails you should be sending.