Order Confirmation
An order confirmation is the message sent right after purchase, confirming the order and setting expectations for what’s next.
What an order confirmation is
An order confirmation is the message sent the moment a purchase completes: what was bought, what was paid, where it’s going, and what happens next.
It’s transactional, expected, and read almost universally, which makes it the most valuable inbox real estate a store has.
Why the order confirmation matters
It kills the “did that go through?” anxiety, sets delivery expectations, and preempts the first support ticket. Done well, it’s the receipt and the welcome in one.
What belongs in the confirmation
- Order contents, totals, and delivery estimate
- A tracking link, or when to expect one
- How to change, cancel, or get help
- One light next step, never a hard sell
Frequently asked questions
Can the confirmation email sell?
Gently at most. Its job is reassurance; a confirmation that reads like a promo undermines the receipt. Save real offers for later in the post-purchase flow.
Email or SMS for confirmations?
Email as the record, SMS as the optional instant ping. The pair covers both the filing cabinet and the pocket.