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Examples and tips on how to send a confirmation email for ecommerce

By Stacy Kimbell

June 7, 2024

Learning how to send a confirmation email that drives repeat business is a skill marketers often overlook.

A confirmation email can be used for more than confirming an order and can be drafted in a way that drives repeat purchases or engages users further. You can use it to offer first-time buyers incentives to buy again, enroll active customers into your loyalty program, and more.

The best part is that it has one of the highest open rates among various types of ecommerce emails.

Image via Omnisend

In this guide, we’ll discuss how to send a confirmation email that informs and engages your customers. We’ll also share some tips on crafting the perfect confirmation email and provide six inspiring real-life examples to inspire you.

Let’s get started.

What is an order confirmation email?

An order confirmation email serves as a receipt, providing customers with an automated update on their order status. A well-written order confirmation email contains essential details of any transaction. It includes:

  • Price
  • Quantity
  • Order number
  • Cost breakdown
  • Product summary
  • Shipping information
  • Estimated delivery date

An order confirmation email confirms a purchase and provides a valuable opportunity to engage with customers further. You can use it to showcase your brand’s personality, offer additional value, and encourage cross-sells and upsells.

An effective order confirmation email can help you convert a transactional message into a powerful marketing tool that drives customer loyalty and repeat business.

Learning how to craft a confirmation email effectively can be a game-changer for your business. We’ll show you how to do that later in the post. First, let’s take a look at an effective template for sending order confirmation emails.

The most common order confirmation email template for ecommerce

We’ve already established the importance of order confirmation emails for engaging your customers. 

Now, let’s look at a simple, customizable order confirmation email template to get you started.

Subject: Your [Store Name] order [Order Number] is confirmed 

Hey [Customer Name],

Thank you for your order! We’re excited to process your purchase and ship your items.

Order Details:

Order Number: [Order Number]

Order Date: [Order Date]

Product summary:

[Product Name] x [Quantity] – [Price]

Subtotal: [Subtotal]

Shipping: [Shipping Cost]

Tax: [Tax Amount]

Total: [Total Amount]

Your order is estimated to ship on [Estimated Shipping Date]. Once your order has shipped, we’ll send you a shipping confirmation email with a tracking number.

If you have any questions or concerns about your order or anything else, please don’t hesitate to contact us at [Support Email].

Thank you again for choosing [Your Store Name]!


[Your Store Name] Team

To put things into perspective, let’s discuss the key elements to include in an order confirmation email and why they’re essential.

Order number

Every order placed on your website should have a unique order number, which helps both you and your customers keep track of their purchases. Adding it to your order confirmation emails makes it easy to track and reference the order in case of any issues or inquiries.

Shipping details

One of the key things you should add to an order confirmation email is the customer’s address and order shipping details, such as the shipping service provider and tracking number.

Mentioning the address is especially helpful for customers with multiple addresses on file, as it helps them confirm whether they added the right address.

Estimated delivery date

Make sure you add an estimated delivery date to manage customer expectations regarding the arrival of their order. This helps reduce order-related anxiety and builds trust in your brand.

Moreover, when customers have a clear timeline in mind, they’ll not send queries regarding order status. That eases the burden on your support team, which is an added advantage.

Order summary

The order summary should include a list of purchased items, quantities, prices, and applicable discounts or promotions. This allows the customer to review their purchase and ensure accuracy.

Cost breakdown

Providing a clear cost breakdown builds transparency and trust. It should include subtotals, shipping fees, discounts, taxes, and the total amount paid. 

Your contact information

Include your company’s contact information so customers can ask questions or share concerns. Including an email address or phone number demonstrates your commitment to customer service and builds trust.

Helpful links

Another thing you can add to an order confirmation email is links to relevant pages like FAQs or cancellation and refund policies on your website. These resources help answer common questions and provide additional support to your customers.

Personalized recommendations

You can offer personalized product recommendations based on a customer’s purchase history or browsing behavior. It will help you cross-sell and upsell more effectively and drive repeat business.

For example, if a customer bought a pair of running shoes, you could recommend performance socks that enhance their running experience. 

This level of attention and tailored recommendations can forge a strong sense of loyalty and encourage customers to choose your brand over competitors in the future.

For personalised recommendations, look in Klaviyo or Omnisend. These platforms can automate this feature and you can easily add it to your order confirmation emails.

Nine tips on how to write a confirmation email

Besides the information we already mentioned above, there are even more things that you can add to your confirmation email and boost its results.

1. Offer a discount code for the next purchase

Include a discount code in the order confirmation email that customers can use for their next purchase. This incentivizes customers to buy from your brand again, increasing their lifetime value.

Also, include a reasonable expiration date for the discount code to create a sense of urgency.

2. Showcase user-generated content

Featuring user-generated content (UGC) in your order confirmation emails is a powerful way to build trust and encourage engagement. Seeing real customers using and enjoying your products provides social proof that can reassure new buyers to patronize your brand.

If available, incorporate customer photos, videos, or reviews that show a product in action. More importantly, include a clear CTA encouraging customers to leave a review or share visual media of themselves using your products.

This way, you can create a sustained and organic mill of authentic UGC that can boost your brand’s visibility.

3. Provide product care instructions or tutorials

Help your customers get the most out of your products by including product care instructions, tutorials, or helpful tips in order confirmation emails. Guide your customers on how they can use and maintain the product they bought.

This boosts user experience, which is vital for encouraging repeat business. It can also minimize the risk of negative reviews due to a lack of understanding of a product.

You can send the care instructions in the separate email as well. This information is useful and every customer will appreciate that.

4. Automate your confirmation emails

Automating order confirmation emails enables you to send prompt and consistent post-purchase updates. Opt for an email provider that offers order confirmation automation and pre-designed templates to streamline your workflow. 

For instance, Omnisend, Sendlane, and some other platforms offer powerful automation features to set up and optimize your order confirmation emails. It also offers several pre-built templates to speed up your order confirmation email creation process.

5. Provide tracking information

If applicable, always include tracking information in your order confirmation email. Including this crucial detail allows customers to monitor their order’s progress easily and reduces the number of inquiries about order status.

6. Offer additional resources or support

Include links to relevant resources, such as FAQs, video tutorials, product guides, or customer support contact information, in your order confirmation emails. These will help customers effectively use your products. It also minimizes the likelihood of frustration or dissatisfaction that arises from not being able to use a product properly.

This also helps customers solve problems themselves, reducing the burden on your support team.

7. Encourage social sharing or referrals

Include social media sharing buttons in order confirmation emails to allow customers to engage with your brand on multiple channels.

Also, encourage customers to refer your brand to their social networks and provide them an incentive to do that. You can, for example, offer a discount to existing customers who bring in a new customer.

Make it easy for them to take you up on your offer by providing a referral code or link.

8. Invite customers to join your loyalty program

If you have a loyalty program, use your order confirmation email to invite new customers to join. 

When you send order confirmation emails like these, make sure you highlight the benefits of your loyalty program, such as:

  • Exclusive discounts
  • Early access to new products
  • Points that can be redeemed for rewards

Also, make the signup process seamless by providing a prominent call-to-action button or link. Getting customers to enroll in your loyalty program through order confirmation emails can help you maximize customer lifetime value.

9. Test and optimize your emails

Regularly review and test your order confirmation emails to ensure they’re effective and engaging.

Monitor open rates, click-through rates, and customer feedback to identify areas for improvement. Similarly, conduct A/B tests on different subject lines, headings, layouts, or content to optimize your emails for better performance.

Six order confirmation email examples

In this section, we’ll examine six real-life order confirmation email examples. These examples showcase best practices and provide inspiration for crafting effective confirmation emails. 

Here are some examples of how brands communicate with their customers after a purchase.

1. DoorDash

Subject: Order Confirmation for Smiles Davis from Ozzy’s Apizza

This email by the food delivery company DoorDash is an excellent example of an order confirmation email.

Including the customer and restaurant name in the subject line creates a personalized experience and immediately captures the customer’s attention.

The email provides useful tracking information, such as the estimated delivery time and a tracking link, improving the user experience. It also includes a detailed receipt, making it easy for customers to review their purchases.

DoorDash uses this email as an effective tool to get customer ratings for the restaurant a customer ordered from.

Image via Really Good Emails

2. Polaroid

Subject: Thanks for your order!

This email from Polaroid is a straightforward yet effective example of an order confirmation email.

It begins with a concise message, “We’re on it,” assuring customers that their order is being processed. It also provides a summary of the order, which allows customers to review their order details to ensure accuracy.

Polaroid includes a clear CTA to redirect customers to their store to drive engagement and potentially sales. 

This email also outlines the delivery timeline and assures the customer that a notification will be sent once the company ships their order. This keeps customers in the loop and improves their overall experience.

Image via Really Good Emails

3. Crocs

Subject: We got your order. (You have great taste!)

This order confirmation email from Crocs starts with a clear thank-you message. The subject line features a compliment, making the customer feel good about their purchase. It also makes them more receptive to engaging with the email as it started on a positive note.

The brand personalizes the email and provides an overview of the order. It features a prominent “VIEW ORDER DETAILS” CTA button for customers to view detailed purchase information. This drives traffic to their website, where they can cross-sell or upsell to customers.

The email ends with an invitation to contact customer service or read the FAQ, further increasing opportunities for engagement.

Image via Really Good Emails

4. Recess

Subject: A Recess shipment from order #69550 is on the way

Recess’ order confirmation email stands out with its creative heading, “We released the carrier pigeons,” which instantly draws attention.

The email features a visually appealing design and precise copy that instantly captures the customer’s attention and makes the entire experience pleasant for customers.

It ends with a friendly message: “Love, the humans that make Recess.” This adds a personal touch and fosters a positive brand image. 

Recess also provides a “track my order” CTA that directs customers to their website.

Image via Really Good Emails

5. Trade Coffee

Subject: Your Trade Order ☕

This email by Trade Coffee is another excellent example of how to engage customers with an order confirmation email. Overlaying the “Order Confirmation” heading on an image of coffee beans captures readers’ attention and builds anticipation for receiving the order.

It starts with a clear message informing the customer that they’ll get regular updates on the order status. This helps set the customer’s expectations and builds trust.

Trade Coffee also includes a CTA in the order confirmation email, encouraging you to explore more coffee options. This enhances the potential for cross-selling and upselling.

There’s also a detailed order summary, including the product, price, and shipping information. Finally, the email has a CTA directing customers to the FAQ page to learn more about the products they bought.

Image via Really Good Emails

6. Etsy

Subject: Your Etsy Purchase from TheHeartDepartmentCo (6500600)

Etsy begins with a cheery heading for this order confirmation email: “Woohoo! Your Order Is Confirmed,” which evokes a positive sentiment. It also makes a customer excited about their purchase.

The timeline showing the estimated delivery date and the current status helps customers easily keep track of their orders.

The email body contains several useful order confirmation elements, such as:

  • Order number
  • Order summary
  • Shipping information
  • Cost breakdown
  • Seller’s information

It also features useful product recommendations, encouraging customers to revisit the website and make more purchases. 

In addition to the enticing offer, the email includes complimentary shipping for the next order and a compelling “Shop Now” CTA to boost cross-selling and upselling.

Image via Really Good Emails

Wrap up

Crafting the perfect confirmation email is essential for any ecommerce business looking to build strong, lasting relationships with its customers. 

You need to understand the key elements of an effective confirmation email. Doing so enables you to create emails that inform and reassure customers, and boost engagement and loyalty.

Prioritize engaging subject lines, clear and concise content, and on-brand design. Personalize your emails, provide comprehensive order details, and offer easy access to additional resources.

Most importantly, test and optimize regularly. Follow these best practices for crafting powerful confirmation emails and witness your business’s tremendous growth. All the best!

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Stacy Kimbell
Stacy Kimbell
Co-founder & Chief Editor
Stacy Kimbell has nine years of experience in email marketing. She's worked with different email platforms and created many successful email campaigns for online and offline, well-established as well as family businesses. Stacy is excited to share her expertise with readers.

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