In ecommerce we quite rightly focus on achieving the holy mantras of driving more traffic, improving conversion rates and increasing average basket values – after all, they’re the secret to ecommerce success, aren’t they? Yes, and no.
Make sure you stand out
Clearly these are hugely important considerations when running an ecommerce site, but they’re all about pre-sale ecommerce. What happens after the sale is made? Many online retailers find themselves so focused on checkout completion that they often forget about the opportunities that arise beyond the sale.
I recently placed an order with Firebox, and their order confirmation email really got me thinking. Not only was it beautifully worded, but it oozed personality, contained a dash of humour and helped to create anticipation and excitement about the order. It also contained all of the really important information, such as confirmation of products ordered, amount paid, delivery address and clearly communicated how to get in touch or request a refund, should you need to do so.
Given the frequency with which I shop online, why have I never received a stand out order confirmation like this before? Perhaps because the order confirmation email is seen as an operational part of the ecommerce function? Perhaps because technology restricts control over the order confirmation content or template? Whatever the reason, ecommerce marketers take note; this is your territory – reclaim it and take advantage of the opportunity!
Live the brand
The branding and personality of your online retail business can be pivotal in differentiating you from the competition. Ensure your potential customers like and trust you and give them a reason TO buy. You don’t need to have a physical store to create a persona, tone of voice and personality. Each and every touch point is an opportunity to reinforce your brand values. Throughout your website, browsers should feel immersed in your brand; there is no excuse for this not being carried through to your order confirmation emails and there is little worse than a disjointed brand experience.
If you have worked hard to create good emotive copy throughout your website, don’t undo your hard work by sending out a cold, lifeless order confirmation email.
Seize the opportunity
Not only is your order confirmation email another chance for you to reinforce your brand personality, it is also a great opportunity to forge a relationship with your newly acquired customer, start to build loyalty and stimulate repeat purchases. It’s also a great opportunity for you to include links to your social media accounts to allow them to engage with you via their preferred channel.
Assuming you have provided a good buying experience, with prompt delivery, good customer service and a quality product, your customer is likely to be open to buying from you again. Seeding the idea of a repurchase early on in the relationship can help to stimulate another order sooner than your customer may have originally planned. Consider including a special offer, exclusive discount code or free delivery voucher for their next order and include an expiry date. By promoting this within their order confirmation, they are likely to be more receptive and may already begin to think about their next order.
And even if they don’t have a need immediately, next time they do, hopefully they will think of you. If you can provide a compelling enough reason for the customer not to shop around, it will not only contribute to that all important increase of conversion rate, it will also give you a little bit of breathing space on your pricing, which in turn can help to bolster margins and allow more flexibility for promotions.
Don’t forget; you can also use the offer as a reason to communicate with them during the month after their purchase. Keep in touch (without becoming a nuisance!) and remind them of the great offer you have given to them personally. Customer acquisition is almost always more expensive than retention, so don’t be stingy with your offer. Make it irresistible and get them coming back for more.
Tips for writing your order confirmation email
- Include a clear subject line
Most inboxes today tend to be a bit of a warzone, crammed full with marketing messages, spam, news of your latest 23 million dollar inheritance and the occasional message from someone you actually know. Ensure your order confirmation email actually gets opened by including a clear subject line. Keep it simple and use words such as ‘Details of your order from xxx’ or ‘Thank you for your xxx order’.
- Say thank you
We don’t do it nearly enough. Your customer has just spent their hard-earned pounds on your website. They chose you, not someone else. Thank them, and do it convincingly & graciously.
- Don’t forget any essentials
Make sure you include all the information they need. This will not only minimise the overheads on customer service when an uninformed customer feels they need more information, but will also make them feel reassured that they have placed their order with the right company. It’s also a great way to boost post-purchase satisfaction prior to product delivery. Here’s a quick tick list of what you should include, make sure it’s all there if you can:
> Order number
> Date placed
> Product/s ordered
> Shipping service chosen
> Delivery address
> How to get in touch – queries or returns
> Link to courier site to track parcel
> Social media links
> Loyalty points detail – if you have them
> Link to review / edit personal details
- Encourage repeat purchase
Include an offer to stimulate loyalty and encourage a repeat purchase as soon as possible. We covered the reasons above. Make it enticing and make sure any discount codes actually work!
- Get social
Include links through to your Facebook, Twitter and other social media properties to encourage engagement and involvement in your community of product users. You can tempt them by telling why they should like or follow you – many retailers offer regular prize draws for their followers.
- Be presentable
It may only be an order confirmation email, but presentation still matters. If you can include a logo, or even a small amount of design to your email, that’s ideal. It supports your branding and ensures a consistent message. If your ecommerce technology doesn’t give you any flexibility in your automated email templates, it’s not the end of the world. Just ensure that you lay out the text neatly and make use of plain text characters to highlight the important areas of information.
And finally, as with all areas of ecommerce, measure! Test different order confirmation emails and look at whether different versions reduce queries and minimise pre-despatch order cancellations, measure the uptake of offers and impact on customer retention. Does the uptake of an offer soon after an initial purchase result in more loyalty? Keep measuring and feeding what you learn back into your email to continually improve it. It may only be a very small part of what you do, but it’s the incremental improvements of lots of small parts that make a really big difference in ecommerce.
If you’d like to read the Firebox.com order confirmation email that inspired me to write this piece, I’ve posted a copy of it on our website.
