Don’t Overlook the Importance of Email Confirmations
Posted September 21, 2016 by Jackie Myers in Branding, Client Communication, Ecommerce Marketing, eCommerce Website, Email Marketing, Marketing Strategy, User Experience
Email continues to be one of, if not the most viable marketing channel that delivers the best ROI for a variety of reasons. There are many studies that support that email may be the most effective digital marketing tactic coming ahead of SEO and content marketing.
These studies alone should be enough reason for a business to pause and think about where they are spending their marketing budget. Based on these studies, email marketing should not be overlooked.
Email confirmations are just a small snippet of email marketing. They are used for a variety of purposes. Effective ecommerce stores are sending confirmation emails when someone has purchased something. This helps the buyer feel secure that their order was processed. Businesses that ask visitors to subscribe to a mailing list use confirmation emails to let the interested subscribers know that their subscription will be arriving in their inbox.
Your website visitors, customers, registrants, subscribers, etc… feel safe when they receive confirmation emails. The natural fear for customers after their action to buy, register, or subscribe is to be plagued with fears and doubts that their action was a success. Your confirmation emails are a great way to win trust with your audience if you communicate the proper way. Communication and confirmation are simple key digital marketing tactics every online business should use if they want to be successful.
Here are 5 best practices to remember when using confirmation emails:
1. Show Common Courtesy by Setting Up Auto Confirmation Emails
Your customers will most definitely be frustrated if they have ordered from your website and never receive a confirmation email. They will think, “Did the order go through?” This will most likely cause them to call or contact you to make sure that their order went through and they will feel insecure until they have actually received their package. By showing the same courtesy you would to a customer in a brick-and mortar-store or a registrant you meet at a conference to your online customers, you will make them feel confident.
Setting up confirmation emails within your ecommerce platform or email marketing service is so simple to do, and many types it is already setup as the default. So there is really no excuse to do it.
2. Use the Email Subscription Double Opt-In
It is always a smart idea to use a double opt-in when setting up your email subscription. This option cuts down on spam subscribers and spam bots because it requires a valid email address for the confirmation email to be sent to. It ensures that you are in fact acquiring subscribers who really want to subscribe. This will give you much higher engagement levels. This leads to more opens and clicks as well as fewer unsubscribes and bounces.
3. Do Not Use a No Reply Address
A failed-to-send message when trying to reply to an email is a frustrating email experience for your customers. Make sure you use a dedicated email address to send your messages. Monitor this email address so that you can reply to questions and concerns from your customers. This type of customer service will set you apart and will show that you are a company that cares about their customers.
4. Make Sure Your Brand is Present on Confirmation Emails
Your confirmation emails may have simple messaging, but it is still important that your emails look similar to your website and it is easy for the recipient to identify your brand. At a bare minimum make sure to include your logo in your confirmation emails. Taking the time to create emails that use the same look as your website, use the same font and colors, will make your confirmation emails more professional and trustworthy.
5. Test. Test. And Test Again.
When you have setup your confirmation emails, it is extremely important to test them. Don’t forget to open the emails on multiple devices (PC, Mac, iPad, Android, phone, tablet). The appearance of the email may show up differently on these devices.