Order Confirmation Email To Customer: Importance and Templates

Order confirmation emails to your customers are essential. They let your customer know they've correctly placed their order and that their product should be on the way to them soon.

Order confirmation email

Shopify Emails

Among the various platforms out there for eCommerce, Shopify is one of the most popular. Shopify is popular because of the ease with which someone can sell products and send out emails using this platform. Shopify emails are great because there are numerous Shopify automated emails that make it easier for businesses to communicate with their customers automatically. These order confirmation emails are an important tool that eCommerce platforms can use to keep their customers informed regarding the status of their orders.

Shopify is one of the most reliable platforms out there. Any problems related to Shopify notifications not working and Shopify order confirmation email not sending are few and far between. This is because Shopify has worked hard to ensure its platform maximizes its uptime for its clients as well as the customers of their clients. In this manner, Shopify operates as an intermediary between eCommerce brands and their customers.

It is important for companies to make sure they regularly communicate with their customers so the customer just how much the company is thinking about them and how valuable their business is.

One email that is a non-negotiable when it comes to customer communications is the order confirmation email. Order confirmation emails should contain a few important pieces of information. These include:

  1. the customer name
  2. the order ID number
  3. what is in the order
  4. when the order is going to ship
  5. when the order is going to arrive
  6. company contact/support information

Why Send an Order Confirmation Email to Customers

Post-purchase emails and SMS communications foster long-lasting connections between retailers and customers. Tailored post-purchase correspondence, including delivery status updates like order confirmation emails, express gratitude and welcome product feedback via surveys or reviews. By sending a order confirmation email to customers, retailers can elevate customer satisfaction and foster loyalty. Depending on the ecommerce platform a merchant uses, there are different templates that each platform may have. For instance, sending an order confirmation email in Shopify is quite easy but also quite basic.

Order Confirmation Email Template

Of course, the goal of this email is to keep the customer up to date on the status of their order. So, the confirmation email subject line should alert the customer to the point of the email immediately. You can either choose something along the lines of "Your order [order number] is confirmed" or a subject line that plays within your branding but also includes informational copy.

An order confirmation email to customers (or really even an order confirmation email to vendors) should include some important pieces of information. An order confirmation email template must include:

  • the name of the customer,
  • the items in the order,
  • the order ID number,
  • the expected shipping date,
  • the expected arrival date,
  • and company contact information

This type of communication is important for making sure customers have a positive experience with the company. They need to be kept up to date on the status of the order. Malomo also offers a free download on how to set up a Shopify Order Confirmation template, making it easier for people to see what this type of order confirmation page template (with order confirmation page template HTML), looks like. If you're a Shopify Plus customer, it is possible to disable some transactional emails.

It is also possible to set up an order confirmation text message as part of an order received template. Here are some best order confirmation email examples.

Confirm email klaviyo hero

Download: Customize your Shopify Order Confirmation Email

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Polite Follow Up Email Sample

eCommerce marketers should also make sure they send a follow-up email to customers after they order confirmation email samples. After the customer has purchased something from the company, there is a new relationship that is formed. It is important for companies to capitalize on this relationship by using emails to imbue the customer with a sense of loyalty that will help the company retain the business of that customer. There are other types of emails that the company might want to send.

First, a polite follow up email sample should express gratitude to the customer. This lets the customer know that their business is valued. This sample email approach to new client should also include some information about the company, when it was founded, how it was founded, and its mission. This demystifies the company for the customer, revealing to the customer that there are people behind the brand. Samples of email templates for customer service should also include information regarding how the customer can get help with an issue and how responsive the company is to customer problems.

A sample email to client for new business might also want to include information related to additional products in which the customer might be interested. A sample email to customer for business should explain the benefits of certain products, why they meet the needs of the customer, and how the customer can purchase that product. This is a good sample email to existing customers, along with a sample letter to hold purchase order. It might also be a good idea to look at Amazon customer service email samples for examples of how to address customer issues. Remember that some customers might be frustrated, so their email might not be professional; however, the company should always be professional in its response to any issues that customers could have.

Purchase Order Template

One of the most important emails that companies use is called a purchase order email. A purchase order email template is usually meant for the business. This type of purchase order PDF or purchase order template is used to acquire products for the eCommerce warehouse. Therefore, a purchase order confirmation email sample is going to be a bit different from the emails the company might send to its customers. In this sense, the process of drafting purchase order or a purchase order request form template might be less personal and a bit shorter than the emails the brand sends to its customers as it's for internal purposes.

For example, if an eCommerce brand is going to send an email to its customers, this email needs to be more brand-focused. Focus on the value of buying products from that brand. These emails to customers need to be very specific in order to grab their attention as quickly as possible. When possible, these emails should also include graphics or videos because these bright colors are going to grab the attention of the reader quickly. These emails also need to be more personal so that the customer feels like the email is really speaking to them directly. These are some of the biggest ways in which emails sent to customers are very different from a reply mail for purchase order or other purchase order emails. This notion might sound familiar we we discussed these customer-facing emails above.

It is important for businesses to note that both types of emails are important; however, they are also different, so it is good to have different templates for each email. A purchase order email is much more internal and should be driven by business. On the other hand, an email sent to customers should always focus on making that customer feel valuable, ensuring that they will keep coming back to the company for needs in the future.

How To Ask Customer for New Order Email

Finally, one of the most important emails that an eCommerce might want to send is an email that would motivate a customer to purchase again.

Often, customers who have just placed an order (or have just received their order) are very eager about your brand and willing to look at new/other products that you sell. It might sound countradictory, but customers view their tracking pages 4.6 times per order, which demonstrates their excitement and engagement potential with your brand. This is why merchants are electing to brand their tracking pages, so they don't miss out on those opportunities.

Therefore, as part of how to ask customer for new order email, be sure to mention the order the customer just made. Acknowledge how happy they are with their order and discuss some products in which they might be interested. It should go without saying, but you should ask your customers for a review or feedback to verify they are in fact enjoying their product before asking them to repurchase. You can do this by segmenting your customer base and automating an email send after delivery.

This is an important part of how to introduce a new product to customers through email or how to ask for business in an email. Be sure to let the customer know that there is no obligation; however, they might benefit from looking at these additional items. This can help marketers figure out how to write email to customer for order.

It can also be helpful to tell the customer about complimentary products that work well with the item they first purchased. This is known as cross-selling or upselling post-purchase. Express to the customer that you want to make sure they get the most out of their previous purchase and that these other products can help them do exactly that. Another way to encourage customers to buy is through a branded tracking page rather than an email. There are examples of this below with a full library of branded tracking page examples.

Where possible, personalize the email so the customer feels like the company is really speaking directly to them. This should increase the success rate of the email greatly. Think about how to write an email to solve a problem, as this is really what this email is going to look like. This can go a long way toward helping the company increase its revenue.

Want to keep learning? Check out these related resources...

Examples of branded tracking pages

If you're a visual person, check out our resource library with some examples of tracking pages Shopify merchants send to their customers while they're waiting for their package.


JLUXLABEL was the second winner of the Tracking Page Design Challenge and beautifully branded their order tracking page with the Tracking Page Creator. They showcase their other recommended products, rewards program, and shoppable images.

See the Tracking Page Creator
Caraway TP

Caraway utilizes clickable images to educate their customers on care tips and blog posts, the Shopify buy button to cross-sell, Talkable to display their referral program, Reamaze to provide support to their customers right on their tracking page, as well as Elfsight to display their social media.

Listen to our podcast episode
Thread TP 2

Thread uses clickable images to increase awareness for their ambassador program, the Attentive integration to guide customers to sign up for SMS, and Elfsight to pull in their social media.

Listen to our podcast episode!
Vessi tp

For their tracking page, Vessi uses Malomo.js to build a fully customized experience for their customers. They also use Klaviyo, Loop, Okendo, and Gorgias to enhance their post-purchase experience even further.

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