If you run an eCommerce site, most likely your system sends out an order acknowledgment e-mail upon receipt of an order. On WordPress, as with most 3rd party systems, these e-mails can and should be customized to reflect your business' brand and personality.
When customers place an order and their trust with you -- the e-mails they receive from that point forward will leave an impression about what it is like to do business with you. This is a one-time opportunity that you do not want to squander!
You know what it is like when you receive an informative order acknowledgment in your inbox -- you form an opinion about the business you just trusted with your hard earned dollars. Hopefully the impression is on of being trustworthy and credible.
That's the impression you want to leave for your business, right? (If you do not yet have a system that does this -- time to upgrade to one that does!) By personalizing these e-mails as much as possible and including your personality and logo you can bet you'll stand out from many of the other sites your customers purchase from.
The Basics of eCom Order E-mails
Here are a handful of basics that I have used successfully when included in confirmation and follow-up e-mails that will enhance confidence, avoid confusion and ensure your customers are given the information they need:
- Make sure you note your site name, your site URL and have all your contact information within the e-mail. Including your phone, customer service e-mail address, link to your order FAQ and online contact form. This helps to make it convenient for customers to contact you with any questions they may have about their order. If your site includes a login area or section where customers can view their order status and account information, be sure to include a link to this URL in the confirmation e-mail as well.
- Include as many details as possible when it comes to the products or services ordered, including whether the items are in stock, to make sure that all parties are on the same page.
- Manage expectations by informing your customer what will happen from that point forward. When they'll receive an update, shipment confirmation, time factors, etc.
- To avoid confusion when your customers receive their credit card statements, if your dot com does not match your company name, include a brief note telling customers what to look for when it comes to your business/company name on their credit card statement.
- Order e-mails don't stop with the final shipping confirmation notice. Setup a follow-up e-mail asking for a testimonial or review. Make it easy for customers to let you know what they thought about the process of doing business with you -- encourage their input with a discount or freebie. This is information that will help you to improve on what may not have been perfect and build upon what is already working.
By keeping these tidbits in mind when developing your order acknowledgment e-mails, you also can save on customer service inquiries. More importantly, by virtue of having a pleasant experience, you will give your customers the confidence that you can be trusted which will encourage their repeat business.
At your service,