Confirmation emails (or transactional emails) are often overlooked by marketers, even though they create amazing opportunities for increasing sales and conversions. Learn how such emails can generate more sales and make a great contribution to the overall success of your marketing communications.

Contrary to popular belief, not only e-commerce companies can use transactional emails for marketing purposes. Confirmation emails can be delivered to customers by any type of business, and these simple messages create numerous opportunities for cross-selling, upselling and generating additional revenue.

Did you know that confirmation emails on average have 3-4 higher Open Rates (70-80%) than other types of letters? That's why not using these messages for marketing purposes is a big mistake.

What is a confirmation email?

A confirmation email is a transactional message you send to your website visitors and customers as verification of a successfully completed action.

Here are three of the most common triggers:

  • Account registration / activation
  • Order placement (or purchase confirmation)
  • Payments
  • Subscriptions
  • Password & account details changes
  • Shipping or delivery of an item

Confirmation emails assure your prospects and customers that you're striving to make your services as transparent and convenient as they can be.

Imagine buying something online and not receiving a confirmation email. You might have reactions. Did my order go through? When will my product be shipped? Was the payment successful? Did I just get scammed? You definitely don't want your customers asking such questions.

Marketing opportunities

Cross-selling

Customer acquisition costs are rising, so the importance of cross-selling and increasing Average Order Value can't be underestimated. Your order confirmation emails are a great place to cross-sell more products.

Help your customers find other products they need — or even the products they never knew they needed! By intelligently predicting what your customers may want to buy next and presenting the products in your confirmation emails, you can easily drive more sales.

Pushwoosh Smart Product Recommendations automatically send personalized post-purchase emails with items that are intelligently selected for each recipient. Studying your users' behaviour, Pushwoosh algorithms know what will interest your customers.

Besides, you can notify your users about discounts and special offers that apply to those items, which will serve as additional motivation.

Upselling

Let's suppose your user has just bought your standard-level subscription. Deliver a confirmation email and that tell them about the benefits of your premium-level subscription. There's a chance that some users will decide to upgrade (if not now, then in the future), having read about the additional value of a more expensive subscription plan.

Generating repeat purchases

You’ve already done the hard work of building trust and demonstrating value. So why go to all that effort with someone new, when there are people who’ve already purchased from you in the past?

Don’t just use confirmation emails to notify your customers that their order has been shipped. Obviously, this should be the most emphasized information, but it shouldn’t be the only information.

Send a unique discount code so that they know they can use it to buy from you again.

If your customers like what they bought from you, and they see that they can get the next item with a discount, they’ll be much more motivated to buy from you again.

All they’ll need to do is come back to the shipping confirmation email to use it.

It costs six to seven times more to acquire new customers than it is to retain old ones. Additionally, regular customers on average purchase 67% more than the rest.

Set up your confirmation emails and make them drive sales and revenue growth!