Many people believe that marketing only takes place up until the user clicks on the buy button. However, this is a false assumption. The internet does not have the advantages that a normal store has, the buyer has no hands on experience and no experience with a smooth talking salesman. With internet shopping it is a lot harder to hold on to your customers. This is the reason that marketing does not stop with the buy button. After a customer buys your product, you don't want to lose them, you want them to come back and buy more products. Without the advantages of in store relations, websites need to find a way to build a relationship of trust with the customer and guarantee that they will come back. Confirmation emails are the way that the marketing team can keep in touch with the customer and build this trust.

After the customer clicks on the buy button, they begin to worry. They just spent money on something they can't see and they can't have right now. They have to wait until this product arrives at the door. Often, questions start to come to their mind; "How long will it take?", "What if something goes wrong?", and "Can I trust this company to deliver the item after I already paid for it?". Confirmation emails are they way that you can calm some of the anxiety of your customer. You can let them know that the order has been processed, whether or not it has been shipped yet, and even a tracking number so that they can tell where it is at in the shipping process. You can also consider the usability of the packaging, reciept, and other paperwork in the shipment, and how this will effect your customer. Following these steps you are more likely to hold on to your customers and not have to worry as much about going and finding more.

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