What Is & How to Write a Confirmation Email That Converts + Examples
It seems like such a simple thing. A confirmation email simply lets the recipient know that you’re acknowledging some action he or she has taken, such as buying one of your digital products or opting in to your email list.
However, confirmation emails should also convert. You want recipients to take action after they read the email. But how do you write these types of emails?
That’s what we’re going to cover today. The images, text, and CTA you use to confirm actions with your audience can have a huge impact on your bottom line. And since you want to sell more Knowledge Commerce products, it’s essential to get it right.
What Is a Confirmation Email?
A confirmation email is an email a business sends to confirm a specific, personalized action performed by a customer. For instance, if someone buys one of your online courses, you might automatically generate a confirmation email to make sure the recipient made the purchase on purpose.
Many confirmation emails include dry (but essential) details, such as the following:
- Name of product purchased
- Sale price
- Product delivery method
- Sale date
- Guarantees or warranties
- Refund options
However, you can spice up these emails by adding verbiage that convinces customers to convert on yet another request.
Why Should You Send Confirmation Emails?
Most people expect confirmation emails. It’s become the norm when it comes to email marketing.
When a consumer signs up for an email list, buys a product, or otherwise provides contact information, he or she expects to hear from the brand — instantly, in most cases. After all, we’ve gotten used to immediate responses and instant gratification.
You should send confirmation emails because your audience expects them and because it provides an instant connection between the consumer and your brand. Failing to send them is not a good way to set apart your brand from everyone else.
What Are the Benefits of Sending Confirmation Emails?
Believe it or not, there are three very specific reasons to send confirmation emails, each of which offers tangible advantages to help you grow your business. While sending these emails might feel like a simple, innocuous step in the brand-building process, it can have major benefits if you do it right.
1. Start a One-on-One Conversation With Your Prospects
Email is very personal. When it first debuted, most people used email to send updates to their family members, to confirm meetings with colleagues, or to otherwise replace snail mail.
Today, it’s a lot more pervasive. You likely text your friends and Skype with your coworkers, so you might use email almost exclusively for commercial purposes. You’re hearing from brands and helping consumers hear from our brand.
That’s a powerful connection. When you send that confirmation email — especially if you personalize it — the recipient feels a pull toward your business. It might not immediately result in a sale or permanent brand loyalty, but it’s a critical first step in that direction.
2. Touch Base With Prospects at Critical Points in the Consumer Lifecycle
The line between consumer and customer isn’t always straight. Sometimes, when you’re lucky, it looks like this:
However, it’s more likely to look like this:
What do those squiggly lines represent? The customer lifecycle. It’s totally unpredictable, but if you can connect with consumers and prospects and critical points along that trajectory, you’ll set yourself up for a sale.
Let’s say, for instance, that you know a customer has signed up for your email list based on a CTA you used in a Facebook Ad. That’s valuable data.
But where do you go from there? You could send a confirmation email that references the Facebook connection. Immediately, you’ve shown that you’re paying attention and that you’re concerned about each individual customer.
Or maybe a customer has just bought one of your smaller online courses, but is in a buying mood. That’s great, but only if you capitalize on it.
A confirmation email that includes a discount on a subsequent purchase might offer just the incentive to tip the consumer over the fence and convince him or her to make a second purchase.
3. Track Valuable Data
We’ll talk more about data later in this article, but let’s get this out there first: Data is incredibly important. It shapes how you run your business and how well you bond with your customer base.
If you use Kajabi’s built-in email marketing tools, you’re all set. All the data you could want is at your fingertips.
Other, third-party email providers can also provide data, but you’ll have to buy those software packages separately.
Whatever program you use, make sure you’re set up to measure and track data. What emails convince people to buy products the most often? You need this information to help inform the rest of your marketing strategy.
How to Write Fantastic Confirmation Emails
We don’t want to leave you confused, so we’ve come up with 14 tips to help you write fantastic confirmation emails. If you follow these steps, you’ll convince more customers to sign up for your email list, buy your products, and further enmesh themselves in your brand.
1. Confirm Email Signups to Maintain Your Subscriber List Integrity
Many entrepreneurs mistakenly believe that the size of the email list matters more than anything else. Don’t fall into this trap.
Yes, a large email list serves as a valuable asset. However, quality trumps quantity every day of the week.
If you use confirmation emails to help ensure that everyone on your list actually wants to receive your emails, you’ll protect your brand and avoid wasting people’s time. Plus, you’ll have a better understanding of your actual prospect pool.
Consumers accidentally mis-type their email addresses or change their minds after signing up for an email list all the time. You don’t want that mistake to remain permanent.
“Using confirmation emails to ensure your subscriber wants to hear from you sends a clear message that you care about consumer rights and desires. A two-step authentication process makes this even more effective. #Kajabi” — Tweet this!
Fortunately, Kajabi makes it easy to track email signups, confirm email subscribers, and maintain the integrity of your list. Instead of using a third-party service, you can manage your email list from within the Kajabi platform.
2. Provide Clear Next-Step Instructions
Consumers get lots of emails every day. They don’t have time (or the desire) to hunt for information about the brands to which they’re subscribed.
You can improve your confirmation emails by providing clear next-step instructions. What should your subscribers do after they receive your confirmation email?
You might want them to confirm their subscription, for example, or to take advantage of a coupon code. Whatever the case, spell it out in clear language right in the email.
You can use a button CTA to make the next step even more visible. If you want people to take multiple next steps, a bulleted or numbered list can create the same advantages.
Just don’t leave your prospects hanging. A confirmation email should serve a specific purpose — if not more than one. Forgetting to tell your prospects what to do will waste this valuable opportunity.
3. Help Prospects Understand the Steps Required to Meet a Goal
People love working toward a specific goal. That’s why gamification has become such a popular method of communicating and bonding with customers.
When you set a goal for your prospects and help them understand what they can do to meet it, you start building relationships.
For instance, maybe you have a loyalty program wherein customers can earn points toward a discount or free gift. You could outline the different things your prospects can do to begin earning points, such as following you on social media, buying one of your digital products, filling out a survey, or something else entirely.
The goal could also be related to what you teach. For example, maybe you have certifications that you offer as people complete your online courses. Explain how it works and what your customers can do next to achieve the goal.
The idea here is to further enmesh your prospects in your company culture. You want them to feel like part of the family.
Setting a goal also ignites consumers’ competitive instincts. They want to reach that goal even though they didn’t set it for themselves.
4. Promote Your Products and Services in a Non-Salesy Way
There’s a reason we all joke about used-car salespeople. Consumers don’t like to be sold to — it feels intrusive and pushy.
However, you want to sell your online courses, so you have to put your products in front of customers. The trick is to do it in a non-salesy way.
In your confirmation emails, come up with a clever or humorous way to introduce your products. Alternatively, simply include images with links to your product pages at the end of the email.
Avoid using language like “buy now” or “purchase this product.” You don’t want to give the impression that you’re all about the sale.
One way to soften consumers to your product pitches is to offer something of value. If your confirmation email also teaches your subscribers something, they’ll feel grateful — and be more likely to click through on your CTA.
5. Confirm Purchases With a Reward
Purchase confirmation emails are usually pretty dull. They’re like digital receipts — not something you really want to read.
You can spice up your purchase confirmation emails with a reward. Give your prospects a reason to open up the email and interact with your CTA.
The reward could be a free bonus, a coupon or discount code, a free month of access to your membership site, or anything else of value that you want to give away. Get creative.
Again, the idea is to engender gratitude in your recipients. Reward them for taking the time to read your email. As a result, they might reward you with a subsequent purchase.
6. Design Emails With a Mobile-First Mindset
We live in an increasingly mobile society — and that doesn’t mean we’re spending more time in the subway. Consumers are buying products, subscribing to email lists, and performing other functions on their mobile devices.
Consequently, your confirmation emails need to be mobile friendly.
You don’t want to go too heavy on the images, for example, because your emails will load too slowly for mobile. Additionally, make sure you use an email template that’s compatible with mobile devices.
7. Invite Subscribers to Participate in a Referral Program
Confirmation emails are a great way to help subscribers and customers feel closer to your brand. Consider inviting everyone to join your referral program.
For instance, maybe you’ll offer a $20 discount on one future purchase for every referral a customer makes. You could also offer the same discount for the person the customer refers — a win-win for everyone.
Just make sure you have a system in place to handle referrals. For instance, you don’t want to give a discount until a purchase actually takes place. It’s also essential to guard against lost records.
8. Optimize Your Subject Lines for Open Rates
The subject line is arguably the most important part of your confirmation email, at least when it comes to getting people to interact with your message. If the recipient never opens the email, nothing else matters.
An attractive subject line invites curiosity, evokes tension, or inspires joy — or all three. It should convey, in as few words as possible, the contents of the email.
You could start with a couple words that simply let the recipient know why you’re reaching out. For instance, the first two words could be “Purchase Confirmation” or “Subscriber Confirmation,” followed by a colon (:).
From there, you can get a bit more creative.
For instance, if you’re sending out a coupon as part of the confirmation, let your recipients know. The entire subject line might read something like this: Purchase Confirmation: Fantastic Coupon Inside.”
Feel free to be as witty, funny, or serious as you want, but your subject line must reflect the email’s contents. Otherwise, recipients will feel duped.
9. Make Unsubscribe Options Obvious
People don’t like to receive unwanted emails. You can relate to that sentiment, right? You likely get annoyed when you see excess emails in your inbox.
To avoid irritating people who might one day become customers, provide unsubscribe options in your confirmation emails. Make them as obvious as possible. In other words, don’t hide them in a pale color or small font.
Sure, you hate to see people go, but you have to protect your brand. Consumers appreciate when businesses give them the option to opt out of emails.
10. Use Brand-Specific Messaging
Email is oversaturated. That’s a given. However, you can stand out from the overcrowded marketplace by sending consistent, brand-specific messages. This includes your confirmation emails.
Read over the other emails you’ve sent over the last six months or so. What tone of voice do you use? Are there specific words and phrases you use over and over again? Do you have a brand-specific hashtag?
Keep all of these factors congruent in your confirmation emails. This lets recipients know they can count on you to maintain your brand and provide them with what they expect. If your email tone or language comes across as unfamiliar, your brand will take a hit.
11. Tease an Upcoming Email
There’s one great way to make sure people continue to open your emails. Let them know what’s coming.
It’s kind of like the teaser for next week’s episode of your favorite television show. The network wants you to tune in, so they give you a taste of what the characters will face in the next installment.
You can do the same by letting recipients know what type of email they will receive next from you. Will it be a free resource related to your Knowledge Commerce business? A coupon? A discount code? Something else of value?
Play it up to generate excitement and to reduce the chances of your subscribers simply deleting your upcoming emails unread.
12. Go Light on the Images
Consumers and entrepreneurs alike are easily distracted by pretty, shiny things. Don’t fall victim to this trap.
Yes, the judicious use of images and graphics in your confirmation emails can make them more engaging. However, if you use too many graphics (or images that are too “heavy”), you’ll slow down loading times and distract your audience.
You want people to focus on the words inside the confirmation email. If all anyone sees are the pretty pictures, they won’t come away with anything of value.
13. A/B Test Emails and Landing Pages
Even your confirmation emails should include strong CTAs. Maybe someone has just bought one of your online courses. That’s great! But you want them to buy other courses, too, right?
The CTA should lead to a specific landing page. It might be the sales page for one of your most popular digital products, for example. Whatever the case, A/B test different landing pages to discover which one performs best.
Only change one variable in each A/B test. For instance, you might change the headline, primary image, or “Buy” button. Run tests on every single element until you uncover the perfect combination.
14. Write Like a Human
We saved the most important tip for last. Why? Because we want you to remember it.
Communicating digitally can seem too easy, too impersonal. It’s easy to start writing like a robot even though your confirmation emails are destined for actual human beings.
Resist that urge. Write your emails as though you were speaking the words to your customer in person or over the phone. You’d want to come across as friendly, approachable, and authoritative, right?
That’s exactly how you should draft your emails.
Ask someone to read over your drafts before you finalize them. Actual people can provide valuable feedback about your tone, language choices, and other decisions.
Confirmation Email Examples
We’ve given you lots of tips to help you design your own confirmation emails, but nothing is more instructive than real-life examples. Let’s take a look at a few amazing confirmation emails that result in more conversions and help keep customers brand-loyal.
First, we have Rover, a company that helps match dog sitters with dog owners who don’t want to leave their pooches in an impersonal facility. When you find a dog sitter on the site, you get a confirmation email that beautifully reflects the brand:
You’ll notice that there are a couple CTAs at the end to help consumers find other useful resources. Plus, the confirmation offers dry details in a fun-loving and creative way.
We also like the reassurance you see under the option to confirm or deny the request. Rover lets consumers know they’re protected with insurance, emergency support, and a guarantee.
Let’s take a look at another confirmation email example, which might be more familiar to you. It’s from Amazon. You get the usual confirmation details, including a photograph of the product, the purchase price, and the delivery method.
At the bottom, though, Amazon offers suggestions based on what you bought. These CTAs lead directly to the sales pages for the given products:
We can also learn from outdoor apparel retail giant REI. The company’s confirmation emails are pretty succinct and to the point, but they use images beautifully and have powerful CTAs:
The “Members Get More” section is particularly impressive. It’s a great way to convince prospects to join REI’s membership program, and the text appeals directly to the company’s target audience.
Finally, check out this email confirmation from GoDaddy. The company sells web hosting, domains, and other related products and services:
There’s a pretty large image at the top, which can hurt loading times, but the rest of the email is spot on. It’s rather long, which gives GoDaddy the space necessary to provide multiple calls to action. The “Recommended for You” section makes the email feel personal even though it’s auto-generated.
That’s a great way to keep customers coming back for more.
Use Kajabi to Turn Your Knowledge and Content Into Products You Can Sell
Running your own business is hard work. We never tell Knowledge Commerce professionals that it’s a cinch.
However, we firmly believe that our customers experience success faster and in greater quantities thanks to the support and tools we provide. We even offer a 14-day free trial so entrepreneurs can test-drive our platform and make sure it meets their needs.
When it comes to confirmation emails (and email marketing in general), we’re particularly proud of our platform. It boasts some of the most advanced tools on the market, and you don’t have to invest in third-party software to get your email marketing program up and running.
If you’ve been thinking about selling your knowledge online, give Kajabi a shot. You might be surprised by the ease with which you can get your business off the ground and start selling your Knowledge Commerce products.
Confirmation emails don’t sound that important. In fact, many entrepreneurs create them only as an afterthought — if at all.
Don’t be that entrepreneur. At Kajabi, we provide plenty of resources to help you become the most successful you can be at your business, so don’t forget to take advantage of our built-in email tools, which include autoresponders.
Confirmation emails are just one type of email you should send when a consumer interacts with your business. It tells that customer you value their business and appreciate their interest in your company.
For one thing, each email feels like a one-on-one conversation between you and the recipient. It’s like you’re poking out from behind the computer to say, “Hi there! Thanks for [whatever action the consumer took]!”
You also get a chance to touch base with prospects at as many critical points in the sales funnel as possible. You’re building trust and loyalty with those consumers as they ponder their options and decide what to buy.
And finally, you can track the data you collect from these emails to improve future correspondence with consumers. Without data, you’re marketing your business based on guesswork. That’s never good.
So how do you write a great confirmation email?
Start by confirming email signups with subscribers. Let people know what you want their next steps to be, then help them understand what they need to do to meet specific goals.
You can promote your products and services, but do so gently. Avoid the hard-sales routine.
If possible, include a reward with purchase confirmations. You want those people to buy other products from you, right?
Maintain a mobile-friendly mindset, engage recipients with a referral program, optimize those subject lines, and keep your brand messaging consistent. You can also tease an upcoming email.
Make sure your images aren’t too big and that you’re A/B testing the landing pages associated with each email. And finally, don’t forget to write like a human. Your emails will have better conversion rates as a result.
Do you use confirmation emails in your business? Do you have any tips to help out your fellow entrepreneurs?
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