Marketers don’t always pay attention to transactional emails, like order or shipping confirmations — but that’s a mistake. Transactional emails present an excellent opportunity to establish your brand’s voice, as well as shore up customer loyalty. Here we’ll focus on shipping confirmation emails, and how to take them up a notch.
First, it’s always a good idea to include an image of the products purchased in your email. This not only helps customers remember what they recently purchased, but it also generates some excitement (hopefully) over the product.
Compare the two shipping confirmation emails below, from net-a-porter and Mack Weldon respectively. Unlike the email from Mack Weldon, which includes an image of the shirts just purchased, net-a-porter’s email only provides a product description. While the latter includes all relevant logistical information, it doesn’t heighten anticipation as much as the email from Mack Weldon.
Second, emphasize the estimated delivery date. Like including the product image in the email, highlighting the date helps create excitement and builds anticipation. Include this information alongside a tracking link, and feature it in a prominent place in the email.
Third, the email should incorporate all relevant details, as well as a way to contact customer support. Make sure to include the following logistical information:
- Name(s) of products
- Product description (size, color, quantity)
- Shipping Method (Fedex, UPS, etc.)
- Order No./ID
- Billing summary
- Contact for customer support
In addition, you may also want to include links to return policies or helpful pages, such as frequent customer FAQs.
Finally, use the post purchase email sequence to encourage your customers to stay engaged. This should be spaced out over a couple of emails and could include:
- Requests to refer friends
- Suggestions for cross sells based on the product purchased
- Or a request for a product review once the product has arrived
We like Paul Evan's refer a friend email which is part of their post-purchase sequence. You can play with the offer as well to see what works best for your customers.
Bottom line, you should focus on your transactional emails as much your marketing emails. They are a great opportunity to build customer loyalty and generate excitement. When it comes to shipping confirmations in particular, the key is to heighten anticipation around a customer’s recent purchase and give them the information/tools necessary to track and verify their order. By following the tips suggested above, you’ll be in good shape with lots of happy and engaged customers.