Write confirmation emails

Contributors

@elise-dopson


Business Benefits

Improve engagement and click-through rates.


Determine the next step in the customer journey, and whether you and your customer have enough information to move to it.

Do you have enough information to qualify your new lead? Are they ready to make a purchase? Consider providing links to a few pieces of content to get to know more about their interests, or adding a special offer for new customers. This may change based on the length of your funnel and target customer.

A B2B confirmation for a long funnel process could be a simple thank you email with some additional info or a product offer, while a B2C confirmation email with a direct eCommerce process might put more emphasis on product offers.

Ask - and respect - how users would like to be communicated with early on.

67% of users unsubscribe because emails are too frequent. Asking users to confirm their subscription and update their communication preferences early on ensures you get off on the right foot. Always be clear about how (and how often) you’ll communicate with them, as well as what value you hope to add early on.

Track micro-conversions like trial signups, event registrations, or information product requests as progress toward a goal.

Micro-conversions are the steps between an introduction and final sale. These middle-of-the-funnel steps are all attempts by the user to educate themselves on your offer or a relevant topic. Showing users their progress toward the end goal can act as a powerful motivator and compel them to complete the process of becoming a customer.

For example, Vero shows the steps of using their product in a linear graphic in their confirmation email.

Offer personalized recommendations to drive users back to your site.

Doing a user’s research for them, and offering personalized product/content recommendations, provides value. It increases the likelihood of them returning to your site or making a repeat purchase. Don’t forget to personalize your copy, too. Email subject lines containing a customer’s name can cause a 17.4% higher click-through rate.

Incentivize customers with rewards to create a reciprocal relationship.

For example, Uber encourages both repeat business and referrals by offering customers $5 off their next ride when they refer a friend to try Uber.

Uber incentivizes both repeat purchases and referrals by offering customers $5 off their next ride when they refer a friend to try Uber