The confirmation email is considered by many to be the marketer’s “Rodney Dangerfield.”They get no respect. While the email confirmation can be the least developed email marketing campaign sent to a customer or subscriber, they are ideal to showcase a one-to-one conversation with recipients while offering the highest likelihood of being open and read. These confirmation mailings have a significantly higher engagement rate than other traditionally automated emails, giving you more opportunity to get creative when executing campaigns to keep the attention of your subscribers. This guide is designed to help you stop wasting the most important emails you send to customers by using email confirmation campaigns that drive and increase conversions. What is a Confirmation Email? Confirmation emails are standard for many online websites, whether you are shopping or subscribing to a newsletter. The confirmation is a triggered, automated response that a user generates once an action on a website is completed. The most commonly used confirmations arrive due to subscribing to a newsletter, making a purchase from an online store, or various transactions on a website from changing a password to having a free trial end. These transactional emails are at the heart of any e-commerce email marketing strategy, including everything from order confirmations, to the link to the actual order page, shipping information, and sometimes even an image of the ordered items. Have a look at this order confirmation e-commerce event-triggered email from Chewy. They first thanked the customer for ordering from them (shows you appreciate their business), and then informed them about the order number and the next steps.
Source: Really Good Emails Customers are willing to open a confirmation email as they are actively awaiting a response to confirm their actions or to keep track of purchases when doing so online. This means the customer typically expects to receive something from a website and is much more willing to look and anticipate communication from you actively. When looking for new ways to increase conversions with confirmations, identifying what actions you want your customer to take when they receive confirmation emails from you is a must. Confirming Critical Customer Lifecycle Moment One of the beauties of these type of emails is the ability the customer has to tell you where in their lifecycle they are and what they are searching for from your company. Carefully monitoring data, click-through rates, and conversions is a way to ensure you are meeting the needs and wants of your customers, sending more relevant offers and updates at the ideal time. Using segmented email lists and gathering customer information is a way to gain access to different methods of communication that genuinely work for your readers and loyal customers. The more relevant each type of email is to your users, the easier it becomes to appeal to them with sales, discounts, and other forms of encouragement or reward. Confirmations Come Packed With Customer Data Because customers will trigger confirmation emails, there is generally some data (behavioral or demographic) backing it up. Whether a user updates forms to provide new information for their account or they receive an email based on when they have made a purchase, collecting this data provides massive insight for future email marketing campaigns. It is even possible to determine whether a customer is in their early or late funnel lifecycle based on the action they have taken on your website and which the trigger is automatically sent out. Organizing these emails based on specific actions is a way to get a clearer picture of your customer’s needs, wants, and potential future actions (along with details regarding new subscribers and customers as well). There are several different types of confirmation emails that allow you to truly create a customized experience for any type of user you have browsing your online presence.
The Relationship Confirmation Email
The “relationship” confirmation is usually connected with newsletters or other email signups that prompt users to connect with a business and brand. Relationship messages include details about a user’s subscription while also implementing a button to confirm their subscription while adjusting email preferences. Before crafting these emails, ask yourself these questions:
- Do you know enough to qualify this person?
- Is this subscriber ready and willing to make a purchase yet?
Move users down the funnel with additional pieces of content or special offers for new customers to keep them coming back for more in the future (while increasing your brand’s overall reputation).
Source: Really Good Emails Take, for example, this order shipment confirmation email from Chewy. They included vital information the customer is antsy to receive about their product, like:
- Name of the product
- Shipping cost
- Payment method
They also went the extra mile to include a real-time tracking option so that the customer can check their order whenever they want to. Of course, chewy also encourages its customers to contact them with any comments, questions, or concerns, which helps to build a trusting relationship between the brand and their audience. The more time and effort you put into developing relationship confirmation emails, the easier it becomes to convert subscribers and followers of your brand into loyal customers and promoters of the products and services you have to offer. These will help establish a solid foundation before developing and executing future email marketing campaigns.
The Micro-Conversion Confirmation Email
The micro-conversion confirmation email often follows free trial signups, product information submissions, or event you are hosting. While these users may not have an active interest in purchasing your products and services immediately, they seemingly have an interest in “something” you have to offer. Because your brand and emails may be entirely new to this group of individuals, be sure you are there directly in the center of the funnel to assist with guiding them to your goal. If someone registers for an upcoming event you are hosting or promoting, get creative with an attractive invitation email while having a solid event email marketing plan simultaneously. Consider what is most likely to keep users interested in the event and why it is so relevant and essential to them on an individual basis (which is also helpful with new segmented email lists). When information is requested on product information, provide enough information and additional links regarding more information to keep your emails fresh, relevant, and extremely useful (prompting users to open them again in the future). When a user signs up for a free trial period, be sure to include proper login information immediately to keep them moving forward with the next step in ultimately purchasing the service you offer. In each of the micro-conversion emails you craft, ask yourself:
- What information or next step are my customers looking for?
- What else is needed in order to convert?
Always make yourself readily available by walking subscribers and customers through the entire process by providing them with nurturing and rewarding emails. The more action a user is willing to take (or the frequency of their participation in your emails), the more they should be rewarded and encouraged with specific email marketing campaigns.
The Order Confirmation Email
The order confirmation email is one of the most standard, yet essential emails sent by retail marketers and opened by customers. This email is rarely overlooked, even by the most experienced online shopper. Users automatically receive these emails from orders once they have purchased a product or successfully set up a paid subscription. It is vital to strike while the iron is hot to drive repeat purchases through this email. With the order email being the first impression of how customers will be treated when spending money with you, it is encouraged to make this email stand out from the rest. An important point to remember is always to include a call-to-action (yes, even if it’s a confirmation email). As we said before, this is the one time customers are really paying attention, so make the most of this high-converting email. A counter-intuitive fact is that people are not going to take action unless you explicitly ask them to do it. So, for retailers, if you’re sending an email with your latest products, you must add a Buy button. Alternatively, a subscribe button for a publication. It’s a simple but overlooked step.
Source: Campaign Monitor The conversion email above focuses their CTA on shopping for the products featured in the catalog. It’s targeted and specific and will lead to a subscriber visiting the landing page and potentially making a purchase. Ask yourself a few questions, such as:
- What could your customers purchase next?
- What causes customers to cancel orders and subscriptions?
- How can you avoid this potential downfall?
Use these emails to upsell or cross-sell with similar and relevant products. Reward customers for their loyalty by offering discounts and sales that are not available to the public to show appreciation and gratitude. If there are add-ons to your product, provide information on them along with added benefits to drive additional sales or keep the interest of your most current and loyal customers. Confirmations Should Be Designed to Drive Traffic Confirmation emails should be designed to drive traffic to your website, not away from it. Avoid sending email confirmations that are dead ends with the use of A/B testing while tracking and monitoring data as closely as possible. Existing customers are always going to be your best brand representatives–which is why it is vital to keep rewarding them and offering additional incentives to keep them coming back for more. Pay attention to the overall lifecycle stage your customers are in, developing key touch points using the data they provide to you in order to make your emails a conversion powerhouse. Here are some content types that really perform: Brand Stories: No content moves the emotional needle better than good old storytelling. Creating a backstory behind your brand is essential, and putting it in your email is a surefire way to drive conversions. It not only helps readers with brand recall, but presents your business in a way that’s easy to understand, and increases engagement. Research shows that dopamine (a feel-good hormone) is released when we listen to good stories, and that is bound to create an emotional bond between you and your customer. Take Up A Cause: Today, there’s so much wrong in the world and so much to be fixed. Everyone loves a superhero. Why not be one? Championing a cause is a great way to ask your customers to join you on a noble quest. Take, for example, this inspiring email from Nike.
Source: Campaign MonitorSneak Peeks: Another thing consumers loves is feeling important or “special.” Play to your customers’ ego by providing them with insider information, or peeks into what happens behind the scenes. With a clear understanding of why conversion emails are so important, it becomes much easier to see the bigger picture of what works for your subscribers and customers as time passes. Taking time to craft truly unique and engaging confirmation emails can lead to a much higher conversion rate while keeping subscribers interested in what you actually have to say in more traditional email campaigns you send. Creating and testing a variety of confirmation email templates and formats to fit with your current funnels is one way to ensure you are reaching your customers on a personal level without throwing any potential sales or subscriptions to the wind. We’re always looking for new results-driven marketers to join our online community. Sign up to receive our weekly newsletter, and we’ll feed you content sure to make you a stronger email marketer.