Have you ever wondered what makes confirmation emails important?
And what it is that a business tries to achieve through sending these seemingly unimportant messages?
Today we will explain the purpose of a confirmation email, including tips to write and design these.
Let’s dig in.
So, what’s actually the purpose of a confirmation email?
In simple terms, the reason why companies send confirmation emails is to get the first interaction from the owner of the email.
This is done to ensure that:
- Following emails won’t end up in the Spam box
- Recipients are willing to receive more emails from the sender.
Aside from that, the purpose of a confirmation email depends on its type:
Booking confirmations have a lot in common with order confirmation emails. The purpose of these emails is to send a confirmation of a verified online booking, to ensure customers that the process is complete. Booking like these can include plane tickets, hotel rooms, restaurant tables or any other service that requires upfront booking.
Subscriber Confirmation emails are sent to users after they sign up to your list. The purpose of these emails is two-sided. Firstly, they are sent as a legal requirement, since a company needs to comply with GDPR regulations. Secondly, these initial “welcome” emails are used to guide subscribers through double opt-in.
Registration confirmation emails are very similar to Subscriber confirmation emails. They are sent to new members after they undergo a registration process on a website. Keep in mind that these are only sent by companies who offer some sort of access to members or from services that need upfront registration. For example, these can be sent by forums, e-commerce stores or by a governmental institution. Their purpose is to validate the email addresses of new members and send them useful information.
How to create a confirmation email
There are some basic but very important things to remember when creating your confirmation emails.
You can implement these points over time and play around with them to see how your mailing list reacts to them.
Keep in mind that the purpose of a confirmation email also plays an important role when choosing what content to include.
1st step: First impressions are important
The first email you send to a new subscriber is probably the most important one.
Failing to impress your reader during your first official interaction can quickly result in them unsubscribing from your list.
Make reading your email a worthwhile experience by adding lots of value, such as discounts, freebies or free trials of a premium product.
Furthermore, make sure you are reaching out in a personalized way to make your readers feel like they are talking to a real person.
2nd step: Write short and value-packed emails
If your first email is lengthy and time-consuming, you can be almost certain that subscribers will not read through it.
Sure, sometimes an order confirmation will have to include the necessary information for the customer to understand what happens next.
However, you can just as easily create a separate landing page and add a hyperlink to your email content.
Due to the short attention span of consumers nowadays, you’ve only got a few seconds to attract attention and share your message.
Therefore, make sure your emails are short and full of value.
3rd step: Make the design aesthetically pleasing
The famous saying “An image is worth 1000 words” applies to emails too.
Thus, implement the right design and your readers will instantly associate your brand with a certain style of communication.
If you are using Mailigen, you can easily find many customizable templates that you can use for your confirmation emails.
To access them, in the Mailigen dashboard, hover over Campaigns and click on Templates.
4th step: Optimize for mobile readers
In 2019, the majority of people are surfing the web and reading their emails from their mobile device.
Make sure your emails are adapted accordingly so they look great both on computer screens and mobile devices.
You can find out how to optimize your emails for mobile devices by reading this guide.
5th Step: Add a CTA
Even though the primary purpose of confirmation emails is to verify an email address to provide transaction information, there is always room for more.
Confirmation emails can also be seen as platforms where you can upsell and cross-sell products, invite subscribers to your social media channels or offer them additional discounts to increase the potential for conversion.
You can easily test different CTAs and see which ones result in high Click-Through Rates, by occasionally changing your confirmation emails’ content over time.
Time to take action
After reading through this email you should know that confirmation emails are actually really important.
Now, it’s time to pay attention on building the perfect confirmation email for your business, especially when it can lead to repeated purchases or engaged subscribers.