Sometimes neglected, the order confirmation has an impact on customer satisfaction after an online purchase. It can also be used as a marketing tool.
In addition to being recorded on the website, any customer order must be immediately confirmed by email. This is a key stage of the order process, which can have a huge impact on buyer satisfaction. The email should contain a certain number of essential details:
- The time and date of the order
- The invoicing and delivery addresses
- The method of dispatch
- Information relating to the products ordered
- The total order price
- The order number
- The customer service department address (email, telephone number, opening times, etc.)
As evidence of the sale, the trader must record the customer’s contact details:
- Home address
- Order content
- IP address
- Exact time of the order
The order confirmation as a marketing tool
A customer’s receptiveness to an e-commerce site is likely to be higher just after placing an order. The order confirmation email can therefore also be used as a marketing tool. Here are some good practices and ideas to improve an order confirmation:
- Send the email directly after the order
- Send the confirmation text in the body of the email and not in an attachment
- Thank the customer for their order
- Offer the opportunity to sign up for the newsletter
- Use a design that matches the website
- Insert a clear email subject that includes the company name
- Personalize the confirmation email using the customer’s full name
