This month, we take a look at the order confirmation email and the accompanying shipping confirmation email from Bellroy, makers of leather wallets. The order confirmation email is one of the default emails in WooCommerce and Easy Digital Downloads.
In this post, we break down the email from Bellroy to see what works, what doesn’t, and what gets us to click.
1. Conversational tone
The content in the email is in a conversational and casual tone. This helps set the tone and voice of the brand. Although the content is bare, it accomplishes in getting across the message. The simplicity and cleanliness is part of the Bellroy brand and products, and the content in the email exemplifies that.
In addition to the active voice, the email has small personalizations within the content. For example, the shipment city and shipping method are part of the sentence before the order details section. These are small details, but leave a good impression as these show that extra thought and effort was put into the construction of the email.
The email contains useful order, shipping, product, and contact information. Customers can see the shipping addresses and how long the shipment will take. The email also includes specific order information like the SKU code. All this can help customers easily convey information if they need more information or need to talk to a customer service.
3. Design and layout
The email has a simple and elegant design. The colors and styles are consistent with the brand. The email is broken up into different sections containing different information. This helps organize the information in chunks so that it is easily consumable.
1. Product images
One of the things that can be improved in the email is the inclusion of product images. If a customer regularly orders from the store, it may not be readily clear which email contains information about which product. This is especially true when most products have similarly labeled variants.
In such cases, including product images can help distinguish each product in the email from other products, and from products in other such emails. This can create a better customer experience as customers have to spend less effort to find the same information.
2. Call to action
Each touchpoint with a customer is an opportunity to continue the customer’s interaction with your brand. To this effect, having a clear and highlighted call to action can prompt customers to engage with your brand in a way that you want them to.
In this email, the focus for next steps is not very clear. Customers are asked to provide feedback, stay connected, and join the Bellroy communities. However, there is no defined hierarchy of actions. You should always set and highlight the action of highest priority that aligns with your customer journey.
Once this action is clear, you can contextualize it in the email with additional details or incentives for people to click. For example, if you are asking for feedback, you can more clearly define what type of feedback you are looking for – a rating on a scale of 5, about the product quality, about the store experience, etc.
3. Reason to come back
One of the things you can always aim to grow is the customer lifetime value. Part of growing this metric is to keep customers engaged with your brand. The Bellroy email doesn’t necessarily give any reason to customers to go back to the store.
In your emails, you can include information about related products, store credit or coupons, etc. to give customers an extra incentive to go back to your store.
The shipping information was one of the best things about the emails. The shipping address and estimated time to delivery is outlined in the order confirmation email. This is followed up by the shipping confirmation email with more specific information about when the order was shipped.
The image at the top right of the emails clearly distinguish the type of the email. Many times, stores use a similar template with only changes to the content. This can make the emails harder to distinguish. By having the image at the top, you know right away which email you are looking at.
In this case study, we did a break down of the order and shipping confirmation emails from Bellroy. The emails were well designed, included personalization, had a conversational tone, and incorporated useful information. All these resulted in a very clean email experience.
On the detracting side, the emails lacked product images which could make the emails more visually stimulating, and lacked a clear and strong call to action. There is no defined action that you are are required to take at the end of the email, which can be a lost opportunity. For your emails, you can clearly define what you want customers to do next – whether that’s liking or sharing on social profiles, signing up for an email newsletter, browsing recommended products, or assigning a coupon for their next purchase.
Are there other things that you include in your order confirmation emails? Please tell us in the comments below.