We’ve talked about how email marketing can be a tricky thing to master. There’s a science to it, and if you’re new to the field, you may find yourself struggling along the way. But not to worry – we’ve all been there. Email marketing is more than just the copy, design, and timing. In some cases, it’s about the relationship between the customer and the brand.
Confirmation emails are among some of the most important emails that can show up in an inbox. Whether it’s from an online order, or a newsletter signup, businesses should send a note to their customer. It’s easy to overlook these emails, but they are important in proving your credibility as a brand.
One of the most popular uses of a confirmation email is when a customer completes an order online. Companies such as GrubHub send notices when the order is received, and follow up with an email and an approximate time of delivery. Online retailers will always send an email to recap the purchase, including how much it was, and the approximate shipping time.
If you’re not already sending confirmation emails, it’s time to hop on that train. The benefits can make a difference in your relationship with the customer. Don’t see the value? We’ve rounded up four of the top examples and benefits of confirmation emails.
Benefit #1: Provides a Proof of Purchase (or Cancellation)
As soon as you click the “complete order” button, you may expect an email to confirm your purchase. It can be frustrating to order dinner or a pair of shoes only to find that it was never received. If you buy a jacket online, but there’s no email, it will be hard to track if your package never shows up. On the flip side, if you receive a confirmation but it’s been months instead of weeks of waiting for your item, your order number can solve the problem. The same can be said for canceling a subscription for a digital magazine, Netflix, or any dating site. The customer needs to feel heard that they no longer want the service and have that proof in case any issues arise in the future.
Benefit #2: Enhances Brand Awareness
While proof of purchase is great, there’s more to it than that. Confirmation emails help enhance brand awareness. In some cases, a company may follow up a day or two later to make sure everything is as expected. Food delivery companies use this tactic to gather any feedback for the restaurants. Small retailers may follow up with a personal check-in email to ensure your item is as expected, while large stores may add someone to its database for future promotions. It’s about building and maintaining a relationship with the customer.
Benefit #3: Sets a Reminder for Time and Location
Whether it’s for a doctor’s appointment or a home service, an email confirming the time and location helps reaffirm the brands’ reliability. We’re all human, and forget to put things in our calendar. Emails of this nature should also include a button to confirm or cancel the appointment.
Benefit #4: Confirms You’ve Been Heard
It’s common for companies to send a welcome email or a general “thank you” confirmation after someone has signed up for an email list or downloaded a white paper or marketing guide. If your business has a contact form, you should always follow up with a confirmation email that alerts the customer that their inquiry went through. Beyond that, this type of email should contain specific details. Text that says “someone will be in touch with you shortly” doesn’t do as well as “a representative will be in touch within the next 48 hours.”
Additional tips for your confirmation emails:
Regardless of the industry, confirmation emails will more or less look the same. However, there are additional tips that you should keep in mind. All confirmation emails need to be timely. It shouldn’t take more than a few minutes to provide confirmation of a purchase or whitepaper download. These emails should also be mobile friendly. With the rise of smartphones and iPad’s, an email that doesn’t read well on a device is likely to be deleted. Above all, your emails should always be on brand. This includes imagery, font, colors, and an overall style. If you don’t have a style guide, consult with a branding agency to get you started.