There’s one kind of marketing email your subscribers need and anticipate to see of their inboxes as quickly as attainable. It’s not an abandoned cart email or a back-in-stock email. It’s an order affirmation e-mail.
Your clients wish to ensure that their cost went by way of and their order is right.
Nonetheless, when used proper, an order affirmation can develop into way more than a easy transactional e-mail.
Driving eight times more opens than common advertising emails, order affirmation emails are the right alternative to:
- Seize patrons’ pleasure;
- Cross-sell and upsell with out sounding salesy;
- Drive referrals;
- Construct buyer loyalty;
- And way more.
On this put up, I’ll share learn how to obtain all the above with minor tweaks to your order affirmation emails—supported by 10 real-life examples from main e-commerce manufacturers.
What Is an Order Affirmation E-mail?
An order affirmation e-mail is a transactional e-mail despatched by e-commerce manufacturers to tell patrons that their order has been acquired or processed.
Though an order affirmation e-mail sometimes incorporates vital transaction particulars, comparable to a supply tackle, objects bought, and the quantity paid, it’s greater than a easy receipt.
An order affirmation e-mail is step one in turning one-time patrons into repeat clients, and repeat clients into model advocates.
order affirmation e-mail captures the customer’s pleasure, eliminates confusion, and, extra importantly, builds the foundations of a fruitful relationship together with your clients.
In truth, it will be an ecommerce mistake that destroys your buyer’s belief to neglect this quite simple transactional e-mail.
5 Necessities for Each Order Affirmation E-mail
Earlier than we dive into the examples, listed below are the 5 must-have components that each efficient order affirmation e-mail ought to embrace:
- Clear Order Quantity and Buy Particulars – Embrace an easy-to-find order quantity (ideally within the topic line) and an entire breakdown of bought objects with portions, sizes, and costs. Clients want this info to trace their order or contact assist.
- Delivery Tackle and Supply Timeline – Show the delivery tackle prominently so clients can catch errors instantly. Embrace an estimated supply date or window—setting clear expectations reduces nervousness and assist inquiries.
- Order Abstract with Complete Value Breakdown – Present subtotal, reductions utilized, delivery prices, taxes, and remaining whole. Transparency builds belief, and seeing the low cost quantity reminds clients they bought a superb deal.
- Simple Entry to Buyer Help – Make it easy for purchasers to get assist with clear contact choices—whether or not that is a assist e-mail, cellphone quantity, reside chat hyperlink, or FAQ web page. Tackle frequent considerations proactively.
- Strategic Subsequent Step or Name-to-Motion – Do not waste this high-engagement alternative. Embrace one related CTA: be a part of your loyalty program, refer a buddy, observe on social media, obtain your app, or store complementary merchandise. Preserve it targeted—one clear motion performs higher than a number of competing CTAs.
10 Finest Order Affirmation E-mail Examples
Let’s have a look at 10 of the most effective order affirmation e-mail examples that maximize engagement and talk about how one can enhance your emails.
1. ASOS – The Multi-Contact Affirmation Sequence
Though hitting the “Full Order” button creates pleasure and pleasure for a lot of customers, it’s not at all times the case for all of your clients.
No matter how well-thought-out your checkout is or what number of trust badges you show, on-line buying at all times carries uncertainty. Some clients will expertise post-purchase pleasure, whereas others will really feel uneasy.
Fortunately, you’ll be able to put your clients’ minds comfy by giving them detailed info in your affirmation emails, together with:
- The place their order might be shipped to;
- When it can arrive; and
- What it incorporates.
ASOS does this properly in its first post-purchase email:
While you place an order on the ASOS web site, you obtain an e-mail together with your order particulars beneath three headings: the place, when, and what.
Every part you’ll want to find out about your order is on this e-mail, out of your supply tackle to the anticipated arrival date. You additionally get a brief abstract with a product description, measurement, amount, and value, in addition to your cost technique.
Since returns are pricey for e-tailers, ASOS offers you the choice to cancel your order when you’re hesitant, beneath a headline that reads “Modified your thoughts?”
Right here, ASOS additionally reminds you of its versatile return coverage to ensure buyer satisfaction from the primary e-mail and cut back any unease you may expertise.
Within the the rest of the e-mail, the corporate encourages you to affix its e-newsletter, interact with its content material, and obtain its cellular app:
ASOS is aware of what its clients anticipate from this e-mail. That’s why any self-promotion solely comes after you get the essential info, in case you “need extra ASOS.”
When ASOS ships your order, you get one other e-mail, this time inviting you again to its retailer to examine new arrivals:
With this e-mail, the corporate nudges you to position a second order whilst you’re nonetheless extremely engaged with the model.
You hear from ASOS one final time in case your supply will get delayed, in a easy, plain-text e-mail format:
ASOS’s supply replace is a considerate addition to its order affirmation sequence and it’s particularly related in these instances.
Comply with ASOS’s instance and transcend a easy affirmation e-mail. As a substitute, arrange a post-purchase workflow to get loyal clients on autopilot.
2. Lush – The Sensible Order Abstract
Whereas ASOS retains the content material of its order affirmation e-mail to a minimal and focuses solely on the three key questions, manufacturers like Lush produce other priorities of their emails.
While you place an order on its web site, Lush sends you a affirmation e-mail together with your order quantity included within the subject line:
Though it’s removed from being inventive or thrilling, Lush’s sensible strategy to subject lines can come in useful when customers have to find details about their orders.
(I can’t inform you what number of instances I regarded for an order quantity in a affirmation e-mail when a assist group requested me to. So, thanks, Lush.)
That is what Lush’s order affirmation e-mail seems like:
The corporate begins the e-mail with a Covid19 replace, understanding that plenty of internet buyers are uncertain about supply dates, particularly on the subject of worldwide parcels.
Subsequent, they recap vital info comparable to order date, supply technique, and supply and billing addresses.
After that, you see a abstract of all of the merchandise you ordered with their amount, value, and weight info—along with some key phrases explaining the product and its elements.
On the backside of the e-mail, you see six icons, repeating Lush’s key values. For those who store from Lush, you doubtless share its rules, comparable to animal welfare and moral consumption. These badges assist remind you that you simply made the appropriate determination with shopping for from the corporate.
It’s additionally a wise means so as to add your model’s character to an in any other case boring transactional e-mail. Whether or not visually or verbally, you’ll be able to model your affirmation emails by reminding customers of your value proposition, as Lush does.
3. Estrid – The Values-Pushed Affirmation
It’s one factor to substantiate the customer’s determination with a sentence about your model values and one other to construct a complete order affirmation e-mail on them.
Estrid, the Swedish razor subscription firm, chooses the latter.
While you place an order on the web site, you get this affirmation e-mail with an easy headline. Within the first two paragraphs of the copy, Estrid goals to make you be ok with your determination.
First, they trace at why you made the appropriate alternative by switching to Estrid and the way it will prevent cash. Second, they inform you {that a} portion of your order will go to charities, so you’ll be able to really feel even higher about inserting this order.
Estrid is all for physique positivity and you may simply inform that from its order affirmation e-mail. While you be a part of its subscription service, they welcome you to the self-love membership, making you are feeling like part of a neighborhood.
Lastly, Estrid options the product you simply purchased with its picture, your tackle, and delivery technique so you’ll be able to double-check for errors earlier than it’s too late.
When Estrid packs your order, you get this delivery affirmation e-mail:
In it, the corporate merely informs you that your items are on the best way and you may “simply sit again and calm down.” With this e-mail, Estrid eases your thoughts (as soon as extra) and builds anticipation for the arrival of your order.
In case your delivery affirmation emails include a monitoring quantity and a hyperlink, think about following Estrid’s instance as an alternative.
4. Glossier – The Lighthearted Receipt
Many entrepreneurs see order affirmation emails as easy receipts. Because of this, most of those emails lack creativity.
You don’t have to go above and past to show your order affirmation emails into one thing they aren’t. In any case, you don’t wish to confuse clients with sarcasm or over-the-top humor proper after they made a cost.
Nonetheless, including somewhat humor to your affirmation emails can ease the strain and make your clients really feel extra comfy about your model, as Glossier does:
Glossier begins off this e-mail with lighthearted copy that eases your thoughts by saying “every thing goes in accordance with plan.”
Subsequent, the corporate informs you about its longer processing instances and units clear expectations to your order’s arrival.
Within the e-mail, you additionally see the merchandise you ordered along with giant pictures. This helps you see any potential errors and rekindles your pleasure to your new goodies.
Glossier additionally does one thing intelligent on the backside of this e-mail:
After confirming your delivery tackle and technique, and providing the choice to cancel your order, Glossier invitations you to its referral program.
Better of all, Glossier does this with out mentioning this system itself. As a substitute, they evoke curiosity by asking if you wish to save 100 DKK in your subsequent order. Contemplating you simply purchased from the corporate, you’re doubtless thinking about saving on a future buy, too.
Glossier’s delivery affirmation additionally follows the same tone:
Nothing fancy or excessive right here. However discover how Glossier will get you enthusiastic about your new merchandise by telling you to “go forward and clear off some shelf area.” Your merchandise are quickly arriving, so that you higher prepare for them.
5. Monki – The UGC-Powered Comply with-Up
As you’ve seen within the examples above, the most effective order affirmation emails typically don’t have a panoramic design.
Simplicity and readability work wonders on the subject of this sort of e-mail, and Monki is conscious of this.
While you place an order on the Monki web site, you obtain this straightforward e-mail together with your order particulars and abstract, along with the dimensions, amount, and low cost info for every product you obtain.
I like how Monki exhibits the quantity of low cost you bought in your order. It’s an important reminder that you simply saved cash so you are feeling higher about spending cash on the Monki retailer.
Now, take a better take a look at the header of Monki’s e-mail:
The 4 headlines take you to the corporate’s new arrivals, buyer photographs, retailer locator, and provides you an opportunity to affix its email list when you haven’t already agreed to that.
It is a sensible and delicate method to lure clients again to the web site to allow them to place one other order or interact with the model.
The second headline #monkistyle is price wanting into. While you click on the hyperlink, Monki takes you to a landing page devoted to buyer photographs:
And it will get higher.
When clicked, every picture opens in a brand new modal so you’ll be able to go to the shopper’s Instagram and click on by way of to purchase the product within the picture.
Because of user-generated content material, Monki exhibits its merchandise in motion with none extra effort and provides social proof to its model.
6. Bestseller – The Visible Progress Tracker
An efficient order affirmation e-mail doesn’t solely summarize what simply occurred. It additionally units expectations and builds anticipation by explaining what’s about to occur within the upcoming days.
That’s what Bestseller does efficiently.
While you place an order and get a affirmation e-mail from Bestseller, you see a progress bar with three icons on high. Because of this visible support and the part known as “What’s Subsequent” under, you realize what to anticipate about your order over the following few days.
Bestseller is aware of that you simply may need some questions on your order. That’s why the second headline you see on this e-mail is “Want Assist?”
After offering you with the transactional particulars, Bestseller invitations you to enroll in its e-newsletter. Since its clients already dedicated to one thing greater, it’s was a superb time for the model to ask for a smaller favor.
Much like the examples above, Bestseller sends a supply affirmation e-mail when it ships your objects:
Very similar to the primary e-mail, the corporate units expectations with a progress bar that’s now moved one step additional.
The “What’s Subsequent” part has now modified to incorporate delivery info with the intention to observe your order and stay up for receiving it.
Observe that the “Want Assist?” part continues to be on the high of the e-mail as a result of the order course of isn’t full but. It is a nice instance of a model making it simple for its clients to succeed in out at any stage of their order.
7. Cult Magnificence – The Segmented Name-to-Motion
Order affirmation emails are the right place to show first-time clients into repeat patrons. However for that to work, you’ll want to hold your model top-of-mind and invite clients again to your web site with a compelling cause.
Cult Beauty follows this technique and guides its clients in the appropriate path with an interesting order affirmation e-mail instance:
Following greatest practices, Cult Magnificence captures your pleasure with its headline. Then, it offers you the main points of your transaction.
However one thing extra attention-grabbing is going on on the appropriate facet of the e-mail.
After providing you a serving to hand, Cult Magnificence invitations you again to its web site, however with three totally different choices:
- Replace your preferences and get a reduction in your subsequent order (learn: information enrichment and segmentation);
- Try what’s new on the web site (learn: selling new arrivals); or
- Be taught magnificence ideas and traits (learn: content material advertising.)
It is a sensible instance of partaking order affirmation emails as a result of Cult Magnificence is aware of that its clients aren’t the identical. That’s why it guides them to locations of various engagement ranges, with compelling causes.
Comply with Cult Magnificence’s instance to ship new clients again to your web site with out coming off as too salesy.
8. Firebox – The Referral Request
Encouraging repeat purchases is one method to make extra income out of your order affirmation emails.
Firebox, however, follows a distinct path and focuses on referrals.
On this e-mail, Firebox merely informs you that subsequent up is dispatch and appreciates you for being a buyer in a pleasant tone.
After product and supply particulars, Firebox has a piece devoted to encouraging referrals:
Whereas asking you to inform your mates about them, the corporate clearly writes the motivation for each events.
Simply whenever you purchased a bunch of recent objects and heard all the great phrases from Firebox, why wouldn’t you inform your mates about them?
9. Beardbrand – The Grooming Guru Welcome
For those who’ve been a long-time follower, you realize that we’re big followers of Beardbrand’s marketing. That’s why I needed to look into Beardbrand’s order affirmation emails and I’m not upset.
While you place an order, Beardbrand, first, sends you this e-mail:
From the visible to the copy, Beardbrand shares your pleasure on this e-mail. With the headlines “that was an important transfer” and “get able to be superior,” the corporate additionally confirms your shopping for determination.
A couple of days after making a purchase order, Beardbrand sends you one other e-mail with the topic line, “Your pals will thanks.”
In it, Beardbrand confirms your determination yet another time and asks you to refer some buddies. For those who achieve this, your mates will get a particular deal, and also you’ll be a “grooming guru” of their eyes.
After I clicked the e-mail and crammed out a type on Beardbrand’s web site, my colleague Rikke bought this e-mail shortly upon my referral:
After complimenting Rikke for being a fortunate man (!), Beardbrand gives her a $25 credit score. However there’s a caveat: it solely applies to a selected starter equipment.
And when you purchase that starter equipment, Beardbrand provides one other $25 credit score to your account. See how they hook you?
Slightly than offer you a coupon code that applies to any product, Beardbrand directs you to a place to begin and makes positive you come back for extra.
Regardless of the way you handle your referral program, order affirmation emails are an important place to request and observe up on referrals.
10. Zalando – The Sensible Cross-Promote
Cross-selling with order affirmation emails is nothing new.
You doubtless understand it properly, because of Amazon:
Whereas this strategy may work for e-commerce giants like Amazon, you’ll be able to supply your clients a stronger cause than “frequently bought together.”
The important thing to efficient cross-selling is recommending genuinely complementary merchandise. In some niches, like apparel, it’s simpler to make related product recommendations.
Try how Zalando cross-sells in its order affirmation emails:
After giving details about the estimated supply date and the overall value, Zalando shows the merchandise you ordered—divided into a number of sellers with totally different supply dates.
Below every clothes merchandise you obtain, you see a call to action (CTA) button that reads “Full Your Look.” Versus “Incessantly Purchased Collectively,” Zalando’s CTA speaks on to you. Plus, it offers you a transparent motive to purchase extra: finishing your look with matching garments and equipment.
While you click on the hyperlink, Zalando takes you to a touchdown web page with comparable merchandise you may like:
Pants for t-shirts: a straightforward and cheap advice.
Discover how the CTA modifications to “Excellent Match” subsequent to the wonder product in my affirmation e-mail. This time, Zalando recommends different magnificence merchandise from the identical model and class:
It’s an important tactic that can assist enhance your income with order affirmation emails even when you’re not a vogue e-tailer.
Order Affirmation E-mail Templates for 2026
Able to implement what you have realized? Listed here are three confirmed order affirmation e-mail templates you’ll be able to customise to your model in 2026.
Template 1: The Minimalist Affirmation
Topic Line: Your order #[ORDER_NUMBER] is confirmed!
E-mail Physique:
Template 2: The Pleasure Builder
Topic Line: 🎉 Sure! Your order is confirmed, [FIRST_NAME]
E-mail Physique:
Template 3: The Cross-Promote Specialist
Topic Line: Order #[ORDER_NUMBER] confirmed → Full your [product category]
E-mail Physique:
Customization Suggestions for All Templates
Model Voice Consistency
Modify the tone to match your model:
- Luxurious manufacturers: Extra formal, subtle language
- Youth manufacturers: Informal, emoji-friendly, conversational
- B2B manufacturers: Skilled, environment friendly, value-focused
Cellular-First Design
- Preserve topic traces beneath 50 characters
- Use single-column layouts
- Make buttons at the least 44×44 pixels (simple thumb faucet)
- Preserve paragraphs brief (2-3 traces max)
- Use loads of white area
Personalization Past Title
- Reference particular merchandise bought
- Point out loyalty standing (“As a VIP member…”)
- Embrace location-based delivery estimates
- Phase first-time vs. repeat patrons
Authorized Necessities
At all times embrace:
- Bodily mailing tackle
- Unsubscribe hyperlink (even for transactional emails in some areas)
- Privateness coverage hyperlink
- Contact info
Conclusion
Order affirmation emails are a goldmine ready to be tapped, however solely a handful of e-commerce manufacturers are utilizing them to their fullest potential.
With minor enhancements, you’ll be able to optimize your order affirmation emails for increased engagement and enhance your income on autopilot.
The ten examples we have coated present totally different approaches—from ASOS’s complete multi-touch sequence to Beardbrand’s personality-driven referral technique. The bottom line is discovering what resonates together with your model values and buyer expectations.
Key Takeaways:
- Begin with the 5 necessities: order particulars, delivery information, value breakdown, assist choices, and one strategic CTA
- Use templates as a place to begin, then customise to your model voice and buyer wants
- Add character with out overwhelming clients with advertising messages
- Take a look at totally different CTAs to seek out what drives engagement and gross sales to your viewers
Need to automate your order affirmation workflow? Drip makes it simple to arrange an entire post-purchase sequence in minutes with pre-built templates and seamless e-commerce integrations.
Try Drip Free for 14 Days → No bank card required.
Source link
