Confirmation emails are some of the most effective messages you can send to your customers and subscribers. Whether it’s a purchase receipt, subscription confirmation, or event registration, these emails reassure customers and provide key information about their actions.
But they’re more than just a formality. A well-crafted confirmation email can strengthen trust, improve customer experience, and even encourage repeat engagement. In fact, 64% of consumers say purchase confirmations are the most valuable messages in their inbox, highlighting the impact of clear and timely communication.
In this guide, I’ll show you how to make the most of confirmation emails with best practices, actionable tips, and examples to inspire your own email strategy.
- What is a Confirmation Email?
- Why Confirmation Emails Are Important
- Types of Confirmation Emails
- Confirmation Email Best Practices
- How to Send Subscription Confirmation Emails
- Confirmation Email Examples
- Next Steps: Other Transactional Emails You Should Send
What is a Confirmation Email?
A confirmation email is an automated message sent to acknowledge a specific action taken by a customer or subscriber. Whether someone has made a purchase, signed up for a newsletter, or booked an appointment, these emails provide a clear record of the transaction or interaction.
As a type of transactional email, confirmation emails are directly tied to a customer’s action. Unlike promotional emails sent to potential customers, confirmation emails are typically reserved for people who have already engaged with your business.
These messages serve several essential purposes:
- Providing details about the action taken, such as order summaries or event registration details.
- Verifying information, like email addresses or payment confirmations.
- Setting expectations by including next steps, timelines, or supporting resources.
Confirmation emails aren’t just functional. They’re a key part of building trust and enhancing the customer experience. With the right tools, like your eCommerce platform or email service provider, they’re easy to automate and integrate into your overall email marketing strategy.
Why Confirmation Emails Are Important
Confirmation emails are essential to running any online business. Here are of reasons why they’re so important:
1. They Enhance Customer Experience
Confirmation emails acknowledge a customer’s action, reinforcing their decision and fostering trust in your business.
If you placed an order and received no confirmation, imagine how you would feel. You’d be uncertain whether your purchase was successful, and you’d probably be frustrated with the brand for not following the accepted protocols of doing business online.
A well-timed confirmation email reassures customers that their action was successful and that your business values their engagement.
2. They Deliver Exceptional Engagement Rates
Compared to promotional emails, confirmation emails consistently achieve higher open and click-through rates. Since these emails are directly tied to actions customers care about, they’re more likely to be opened, read, and even revisited multiple times. For instance, an order confirmation might be opened several times to track delivery updates.
3. They Provide Practical Benefits
- Reassurance About Transactions: Order confirmations and booking details help customers feel secure about their purchases, bookings, and appointments. This reduces the need for follow-up inquiries and builds confidence in your processes.
- Email Validity Checks: Subscription confirmations ensure that the email addresses in your list are active and valid, keeping your database clean and improving deliverability rates.
- Opportunities to Upsell or Cross-Sell: With high open rates, confirmation emails are prime real estate for additional offers. For example, you could suggest related products in an order confirmation or a service upgrade in a booking confirmation.
In addition to completing a transaction, confirmation emails are also a chance to create a positive experience and strengthen your connection with the customer. By optimizing these emails, you can turn routine communications into valuable touchpoints for your brand.
Types of Confirmation Emails
I’m going to cover the 5 most common types of confirmation messages. In addition to explaining their purpose, I’ll provide an example of each one, as well as a customizable template that you can use for your own confirmation emails.
- Email Subscription Confirmation
- Order Confirmation
- Registration Confirmation
- Booking Confirmation
- Shipping Confirmation
1. Email Subscription Confirmation Email
These emails go out to new subscribers right after they sign up for your email newsletter. They contain a link that recipients click on to confirm that they do want to receive your marketing emails. Once they click the link, they can also receive any lead magnets or welcome emails that you’ve set up.
Subscription confirmation emails, also known as double opt-in emails, aren’t required. But they are often recommended as a best practice. By asking new subscribers to engage with your emails right away, you prime them to open your emails again in the future.
Subscription Confirmation Email Example:
Subscription Confirmation Email Template:
Subject Line: Please Confirm Your Subscription to [Your Brand]
Header: You’re Almost Done!
Body: Hi [First Name],
Thank you for signing up for [Your Brand]’s email updates! We’re excited to share [a quick benefit, e.g., exclusive tips, updates, and offers] with you.
Before we can start sending you amazing content, we need to confirm your email address. Simply click the button below to complete your subscription:
[CTA Button: Confirm My Subscription]
If you didn’t sign up for this email list, please ignore this email, and you won’t receive any further messages from us.
We can’t wait to have you on board!
Warm regards,[Your Name or Team Name][Your Brand]
P.S. Once you confirm your email, you’ll receive [specific benefit, e.g., your free guide, exclusive tips, or the latest updates].
2. Order Confirmation Email
Purchase confirmation emails are sent after a customer places an order. They may contain payment confirmation, order numbers, shipping estimates, and other essential information. Sometimes companies send separate shipping confirmation emails as the order is processed and shipped out.
These emails act like receipts in case there’s a problem with processing or shipping the order. Order confirmations also give customers a chance to make sure their order is correct.
Order Confirmation Email Example:
Order Confirmation Email Template:
Subject Line: Thank You for Your Order! [Order #12345]
Header: Your Order Has Been Received
Body: Hi [First Name],
Thank you for shopping with [Your Brand]! We’re thrilled to let you know we’ve received your order and it’s now being processed. Below are the details for your reference:
Order Summary:
- Order Number: [#12345]
- Order Date: [MM/DD/YYYY]
- Items Ordered:
- [Product Name] – [Quantity] – [Price]
- [Product Name] – [Quantity] – [Price]
- Total Amount: [Total Price]
Billing Address: [Customer Billing Address]
Shipping Address: [Customer Shipping Address]
Next Steps: We’re working hard to get your items ready for shipment. You’ll receive another email once your order is on its way, including tracking information.
Need to make changes to your order? Contact our support team at [Support Email] or [Support Phone Number] within [timeframe, e.g., 24 hours].
Thank you for choosing [Your Brand]!
Warm regards, [Your Name or Team Name][Your Brand]
P.S. Don’t forget to check out our [related product or offer, e.g., “New Arrivals” or “Customer Favorites”] while you wait for your order to arrive!
3. Registration Confirmation Email
These automated emails confirm registration for online courses, webinars, or live events. In addition to confirming the date and time, registration emails can contain calendar invitations, virtual meeting links, or any materials necessary before the meeting.
Registration confirmations are a great way to build excitement before an event. This can be especially important for virtual events that are easy to forget about or accidentally skip.
Registration Confirmation Email Example:
Registration Confirmation Email Template:
Subject Line: You’re Registered! [Event Name] Details Inside
Header: Thank You for Registering!
Body: Hi [First Name],
We’re excited to confirm your registration for [Event Name]! Here’s everything you need to know:
Event Details:
- Date: [Event Date]
- Time: [Start Time] [Time Zone]
- Location: [Event Location or Virtual Link]
- Duration: [Estimated Duration]
[CTA Button: Add to My Calendar]
Access Your Event: [If virtual] Join us using this link: [Virtual Meeting Link][If in-person] We’ll see you at: [Venue Address]
What’s Next? [Optional: List any pre-event materials or actions, e.g.,]
- Download your event guide here: [Guide Link]
- Bring [required items, e.g., ID or tickets].
- Submit your questions in advance here: [Link to Submit Questions].
Thank you for signing up—we can’t wait to see you at [Event Name]!
Warm regards, [Your Name or Team Name][Your Organization]
P.S. Don’t forget to share this event with friends or colleagues who might be interested. Use this link: [Referral Link].
4. Booking Confirmation Email
Booking or appointment confirmation emails ensure customers have all the essential details for their upcoming plans, such as flights, hotel stays, concerts, or service appointments. These emails typically include the date, time, location, pricing, and any tickets or entry codes needed for access.
Beyond providing reassurance, a well-crafted booking confirmation can enhance the customer experience by including helpful extras like directions, cancelation policies, or contact information for questions. This not only keeps customers informed but also strengthens their trust in your brand.
Booking Confirmation Email Example:
Booking or appointment confirmation emails ensure customers have all the essential details for their upcoming plans, such as flights, hotel stays, concerts, or service appointments. These emails typically include the date, time, location, pricing, and any tickets or entry codes needed for access.
Beyond providing reassurance, a well-crafted booking confirmation can enhance the customer experience by including helpful extras like directions, cancelation policies, or contact information for questions. This not only keeps customers informed but also strengthens their trust in your brand.
Booking Confirmation Email Example:
Booking Confirmation Email Template:
Subject Line: Your Booking Is Confirmed! [Service/Appointment Name]
Header: Thank You for Booking With [Your Brand]!
Body: Hi [First Name],
We’re excited to confirm your booking! Here are the details:
Booking Details:
- Service/Appointment Name: [Service Name]
- Date & Time: [Date and Time]
- Location: [Venue Address or Virtual Link]
- Confirmation Code: [Code or Booking Reference]
- Total Cost: [Cost, if applicable]
[Optional CTA Button: Add to My Calendar]
Need Assistance? If you have questions or need to reschedule, feel free to contact us at [Support Email] or [Support Phone Number].
Thank you for choosing [Your Brand]. We look forward to seeing you on [Date]!
Warm regards, [Your Name or Team Name] [Your Brand]
P.S. Arriving early? Check out [relevant resource or offer, e.g., “our on-site café” or “this guide to prepare for your appointment”]!
5. Shipping Confirmation Email
Shipping confirmation emails provide customers with the details they need to track their orders once they’ve been shipped. These emails typically include tracking numbers, delivery timeframes, and helpful links for managing the shipment.
These emails are important because they keep customers informed and excited about their purchase. A great shipping confirmation email reassures customers that their order is on the way, builds anticipation for delivery, and reflects well on your brand’s commitment to communication and service.
Shipping Confirmation Email Example:
Shipping Confirmation Email Template:
Subject Line: Your Order Is On Its Way! [Order #12345]
Header: Great News—Your Order Has Shipped!
Body: Hi [First Name],
Your order is on its way, and we couldn’t be more excited for you! Here are the details:
Order Summary:
- Order Number: [#12345]
- Shipped On: [Shipping Date]
- Estimated Delivery: [Delivery Date Range]
- Carrier: [Shipping Carrier Name]
Track Your Order: [CTA Button: Track My Package]
Shipping Address: [Customer Shipping Address]
Need Help? If you have any questions about your shipment, feel free to reach out to us at [Support Email] or [Support Phone Number].
Thank you for choosing [Your Brand]!
Warm regards,
[Your Name or Team Name] [Your Brand]
P.S. Want to explore similar products while you wait? Check out our [related product link]!
Confirmation Email Best Practices
1. Simple Messaging
From the email subject line to the body of the email, confirmation emails should be clear and easy to read. Customers don’t want to hunt for their order number or registration information.
Confirmation email subject lines should say exactly what the email contains, such as:
- [ORDER NUMBER] Shipping information update
- [BRAND NAME] Order summary
- Confirm your email address
- [EVENT NAME] Registration details
This makes it easy for customers to search their inbox for relevant information. Again, it’s all about making the user experience as easy as possible.
2. Consistent Branding
Even though your email content should be straightforward, you can still use eye-catching email design. At the very least, be consistent with your branding so that customers recognize the email coming from your business. Many spammers will send false confirmation emails as a way to get unsuspecting customers to enter their contact information or even credit card numbers. Customize confirmation emails with your logo, brand fonts and colors, and branded email addresses.
3. Mobile-friendly Design
As more customers use mobile devices, make sure your confirmation emails are easy to read on smartphones and tablets. We suggest keeping imagery to a minimum and using clear, high-contrast fonts at the appropriate size. Test your confirmation emails on different devices and email clients to ensure they are readable.
4. Clear Call to Action
Because of their high open rates, confirmation emails are a great place to ask for another action. Here are some examples:
- Subscription confirmation: Ask new subscribers to also follow you on social media
- Order confirmation: Ask new customers to reach out to your support team for help before requesting a refund
- Registration confirmation: Ask participants to invite a friend or colleague to the event
- Booking confirmation: Offer customers a post-purchase upsell before their appointment
Now we’ll go over one way to send email subscription confirmation emails.
How to Send Subscription Confirmation Emails (Get the Tools You Need)
Sending confirmation emails is simple when you have the right tools in place. Whether you’re running an eCommerce store or growing your email list, using a reliable email service provider (ESP) with automation capabilities is key. Here’s how you can set up confirmation emails effectively.
Choose the Right Email Platform
A good email platform allows you to automate confirmation emails and customize them to match your brand’s tone and style. My top suggestions for email platforms are Constant Contact and Brevo:
- Constant Contact makes it easy to send subscription confirmation emails using its user-friendly interface. Simply enable their Confirm Opt-in feature to ensure only valid, engaged users join your email list. This keeps your list clean and improves overall deliverability.
- Brevo (formerly Sendinblue) goes beyond email by integrating SMS capabilities, making it a great choice for booking or payment confirmations. Its intuitive drag-and-drop editor lets you design personalized emails with minimal effort.
Integrate Your Email Platform With OptinMonster
OptinMonster is a powerful lead generation tool that integrates seamlessly with major email platforms to ensure every new subscriber receives a confirmation or double opt-in email.
OptinMonster lets you use popups, inline forms, floating bars, and other onsite campaigns to collect email addresses on your site. With our easy integrations, you can set up your automated subscription confirmation emails in minutes.
Get started with OptinMonster today!
Choose the Right eCommerce Platform
If you run an online store, a good eCommerce platform will offer robust tools for managing transactional emails, such as order confirmations, shipping updates, and payment receipts. Here’s how they work:
- Shopify’s built-in notification system automatically sends order and shipping confirmation emails as soon as a transaction is completed. You can customize these emails using Shopify’s email templates to include your branding, important order details, and additional links like FAQs or support pages.
- WooCommerce offers similar functionality, allowing you to send transactional emails tailored to each customer’s journey. With extensions like WooCommerce Email Customizer, you can easily adjust the design and content of your confirmation emails to include logos, color schemes, and personalized messages.
OptinMonster also integrates with both of these platforms, making it easy to precisely target your popups based on customer behavior.
Customize Your Confirmation Emails With These Tips
To get the most out of your confirmation emails, consider the following best practices:
- Personalization: Include customer-specific details like names, order numbers, or event information to make the email feel tailored and relevant.
- Templates: Use pre-designed email templates to save time while maintaining consistency in branding. Most email platforms offer templates you can customize with your logo, colors, and message.
- A/B Testing: Experiment with different subject lines, email layouts, and CTAs to optimize engagement rates. For example, test whether “Track Your Order Now” performs better than “Your Package Is on Its Way.”
Confirmation Email Examples
Blind Barber Appointment Confirmation
This booking confirmation email has all the important details such as date, time, and place. We also like the convenient link to change the appointment and download a calendar reminder.
Houses Of Subscription Confirmation
This quick and simple subscription confirmation from Houses Of makes good use of branding with the colorful email body and CTA button. The confirmation message is short but reminds readers why they subscribed in the first place and what they’ll get if they confirm.
Kayak Booking Confirmation
Kayak’s confirmation email starts building excitement right away with a name and picture of the customer’s destination, followed by the essential details of their trip. The email also includes links to the Kayak app along with reasons to use it.
Bally Sports+ Cancellation Confirmation
It’s just as important to confirm cancellations and refunds as it is to confirm orders. If a customer is canceling or requesting a refund, chances are they are not totally happy with their experience. Cancellation emails are an opportunity to make things right by suggesting another product or simply confirming that the purchase has been canceled or refunded.
Homes Alive Giveaway Confirmation
Giveaways are a great way to add subscribers to your email list. But you don’t want a bunch of people to sign up just for the giveaway and never actually read your emails. This clever subscription confirmation makes a positive first impression with cute pet photos and a compelling subject line about the giveaway they just entered.
Food52 Order Confirmation
Food52 wisely uses this shipping notification to ask for referrals. The email reminds customers of what they bought and lets them know it’s on the way before offering a $20 referral bonus. It’s a great strategy that you can easily use on your order confirmation email templates.
Next Steps: Other Transactional Emails You Should Send
We hope this article helps you write your own effective email confirmations. If you want to improve your emails even more, check out our ultimate guide to transactional emails.
One final note: If you’re going to put in the effort to write really good confirmation emails, you want to get more subscribers and customers.
OptinMonster makes it easy to grow your email list, turn abandoned carts into sales, and drive more registrations and bookings. OptinMonster integrates with just about every email service provider. So you can easily send confirmation emails and more to all the new subscribers that OptinMonster will bring to you.
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