Auto communications for orders and subscriptions play a critical role in keeping customers informed and engaged throughout their purchasing journey. Use the following best practices to ensure your emails are clear, professional, and effective.

1. Prioritize Timeliness and Relevance

• Send Communications Promptly: Ensure emails are triggered immediately after key events, such as order placement, payment confirmation, or subscription renewals.
• Match Content to the Trigger: Make sure the information provided aligns with the specific event (e.g., delivery updates, payment issues, or subscription renewal confirmations).

2. Clearly Communicate Key Details

For order-related emails:

• Include order numbers, item details, expected delivery or pickup dates, and payment status.
• Provide tracking links or delivery instructions where applicable.

For subscription-related emails:

• Specify renewal dates, items included in the order, and any changes to subscription terms.
• Ensure that order lock date/time is specified in the email using {order-lock-time} by {order-process-time}
• Highlight skipped, paused, or canceled subscription statuses with clear instructions for next steps.

3. Write Informative Subject Lines

• Use concise, action-oriented subject lines like:
  • “Your Order is On the Way!”
  • “Your Subscription Renewal Has Been Processed.”
• Make the subject line relevant to the event to increase open rates.

4. Maintain a Consistent and Professional Design

• Branding: Include your logo, brand colors, and fonts to reinforce your identity.
• Mobile Optimization: Use responsive designs to ensure the email displays properly across all devices.
• Readable Layout: Use bullet points, short paragraphs, and headings to make emails easy to scan.

5. Personalize the Content

• Greet Customers by Name: Start with “Hi {customer-first-name},” to make the email feel personal.
• Include Order/Subscription Details: Reference specific items or services purchased, renewal schedules, and other pertinent details.
  • {order-number}
  • {fulfillment-method}
  • {fulfillment-date}
  • {items}
  • {total-amount}

6. Offer Clear Next Steps

• For Orders: Include links for tracking, reordering, or contacting support.
• For Subscriptions: Provide options to modify, skip, or cancel subscriptions easily.
• Make CTAs Stand Out: Use prominent buttons with actionable text like “Track Your Order,” “Manage My Subscription,” or “Contact Support.”

7. Proactively Address Potential Issues

• Payment Problems: If a payment issue arises, include detailed instructions for resolving it.
• Unavailable Items: Inform customers of substitutions or out-of-stock items and provide options to modify their order.
• Reminder Emails: Send timely reminders for upcoming renewals, incomplete orders, or expiring subscriptions.

8. Test Emails Before Sending

• Verify Content Accuracy: Check for errors in details like dates, amounts, or links.
• Preview Across Platforms: Test emails on various devices and email clients to ensure consistency in appearance.

9. Ensure Compliance and Transparency

• Include an Unsubscribe Option: Provide customers with an easy way to opt out of receiving non-essential communications.
• Follow Data Protection Regulations: Adhere to GDPR, CAN-SPAM, and other relevant laws to protect customer privacy.

For Klaviyo messages, we recommend reading more about Guide to crafting SMS and MMS messages