Order confirmation

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

Last modification 20.02.2020

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