This is an obligatory email where a customer receives all the information about their placed order. But you can provide much more value to the customer by creating this email differently.
The first thing is to separate it into 2 emails. The first one is the order confirmation where you include all the necessary information such as ordered products (with thumbnails of purchased products), order value, billing confirmation, etc. If you want to up-sell or cross-sell to the customers, you can offer them a special promo code (best practices are 5 or 10 %) that is valid only for a limited amount of time. If you have one, include details about the loyalty program.
Just a quick reminder - determine whether you’ll send this email directly from your website or if you’ll use an email marketing program and make sure they are not overlapping.
The second email is the shipping confirmation. In this email, you tell buyers that the products they ordered will be dispatched soon (don’t forget an estimated delivery date). By adding a tracking code, customers will be able to check the status of their package easily. Send this email as soon as their order has shipped to let them know that immediately.
Here it’s also crucial to determine whether you’ll send this email directly from your website or if you’ll use an email marketing program.
With these emails, your brand will appear professional and trustworthy in customer’s eyes. It will also open up opportunities to send cross-sell emails and additionally, customers will be able to track their delivery.