Confirmation emails are incredibly important to you, too. More than simply responding to their request or purchase, you can harvest valuable information from a well-designed email confirmation portal. Beyond a verified email address, a confirmation email that satisfies your customers also offers you the following benefits:
1. Ability to interact with the customer’s primary inbox
Most customers send requests with a valid, confirmed email address that they frequently access. Even if a client uses a throwaway or secondary email account during their first interaction, they will most likely select their primary inbox for subsequent transactions or if they create a customer profile, as long as their experience is positive.
2. Opportunities to respond to your customers’ actions proactively
As you build customer interest by delivering timely and informative automated confirmation emails, you will be able to gauge their browsing patterns, practices, and preferences. This information allows you to tailor responses that are triggered by their interactions with your online and human representatives.
3. Way to experience increased click-through rate (CTR)
This information allows you to massage the crucial customer information in a way that increases CTR. If a customer prefers cheese pizzas on Sunday afternoons, send them a special deal. When an airline traveler prefers certain destinations, send them alerts about special booking deals to those airports that coincide with past booking confirmation patterns.
4. Methods to upsell, when appropriate
Along with the helpful information in your registration confirmation email, purchase confirmation email, payment confirmation email or other notifications, you can target customers with high-quality products or services that will complement or enhance their experience. Whether it is a chance to upgrade a seat location during a booking or add accessories to a product at a discounted price, allow your confirmation emails to do some of the work for you. If a particular transaction is not appropriate for an upsell, the information gathered may help respond to future interactions.
5. Way to cultivate anticipation and build customer loyalty
Most electronic transactions involve a sense of anticipation. Sending a well-designed, easy-to-understand, and informative confirmation email provides comfort and reassurance. Rather than worrying that their information has fallen into a black hole, you respond to their anticipation by letting them know their transactions with your firm are valued by you.
Best practices for confirmation emails
Remember that a well-designed confirmation email approach does not involve a single, redundant template. Oftentimes, confirmation emails happen in multiple messages that may involve a sequence of events -- with the ability of the customer to have some level of control over their distribution -- similar to the way an individual can track the shipping and delivery status of an item.
On some occasions, more is better; at other times, less email may be perceived by the customer as less "clutter." Strike the perfect balance and increase the value of your email confirmation strategies.
While best practices for creating powerful confirmation emails vary by the nature of the transaction, there are some general practices that usually prove successful:
1. Develop a “short-and-sweet” message
If an individual interacts with your firm, assure them that you value their time. Refrain from inundating them or overwhelming them with the information they may neither want nor need.