Go beyond automated confirmation emails and create brand experiences that build trust and credibility.

What is a Confirmation Email?

A confirmation email is an automated email message that is sent based on a particular action that the end user has completed. Confirmation emails are used for online purchases, account registrations, form submissions, and event registrations.

Confirmation emails are important because they reassure your users or customers that their action has been processed correctly. Confirmation emails will contain details about the action, such as providing an order number, shipping details, or account information.

Who uses Confirmation Emails?

Any organization that conducts transactions or interacts with users online will benefit from using confirmation emails. This may be as simple as confirmation emails on contact requests for B2B organizations or more complex shipping and product order receipts for e-commerce brands.

What to include in a Confirmation Email?

There are a lot of factors to consider when building a confirmation email. Here are some of the email elements to consider.

Email Design Element

Best Practices

Send Time

Send an email immediately to reassure users their action has been recorded correctly.


Use a reputable email address with a friendly sender and a valid reply-to email address.

Subject Line

A clear and concise subject line that indicates that the email is a confirmation.

Preview Text

Use the preview text to provide a summary of the content of the email and encourage the user to open it. Avoid repeating the subject line.

Body Content

Provide relevant details and instructions, such as the order number, event details, or account information.

Call-to-action (CTA)

Encourage the recipient to take any necessary action, such as confirming their attendance or verifying their registration details.


Use the user's name or other relevant details, such as their order history or account information.


Use the brand logo in recommended resolution; use brand fonts and colour scheme.


Standard branded footer with email, telephone, and full address. Provide clear contact information in case the user needs assistance with their interaction.

Anatomy of a Confirmation Email

Let’s look at an example from Australia Post.

Anatomy-Australia Post

Confirmation Email Examples

Real-world examples from some of the world’s top brands. Each example has been built in Knak, which means you can use it to get inspired for your emails.

Inbound 2022 - Ticket order confirmation

Confirmation email for Inbound’s 2022 marketing conference.

What works well:


Medium - Finish creating your account

Final step in setting up a Medium blogging account is verifying your email account.

What works well:


Google Domains - Automatic domain registration

Google Domains notification that the domain will automatically renew in 30 days.

What works well:

Example-Google Domains

Scribd - Confirm Email + Sign Up CTA

Scribd uses a combination of white space, simple layout, and popular titles to entice recipients to sign up for a free trial.

What works well:

Example-Scribd - Confirm Email + Sign Up CTA
Knak Example-Knak

Knak - Winning at email marketing in 2022

Registration confirmation for Knak’s “Winning at email marketing in 2022” webinar.

What works well:

Creating emails - like this one - takes less than 22 minutes*


*on average for Enterprise customers

Confirmation Email FAQ

What is a confirmation email?

Why do I need to send a confirmation email?

What should be included in a confirmation email?

How can I make my confirmation email stand out?

What should the subject line of a confirmation email be?

Should I include a call-to-action in my confirmation email?

How can I personalize my confirmation email?

Can I send a confirmation email without asking for permission?

Should I send a follow-up email after a confirmation email?

How can I track the success of my confirmation email campaign?

Want to learn more?

There are even more email example categories to explore.

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