Unleashing the Power of Shipping Emails: Best Practices to Drive Conversion Rates

Learn from real-life examples of shipping emails that engage customers, drive conversion rates, and build loyalty.

Shipping Notifications2

Mastering Shipping Emails: Best Practices and Examples for Effective Communication

Effective communication during the shipping process is crucial for customer satisfaction and loyalty. Shipping emails play a vital role in keeping customers informed about their orders and providing a positive post-purchase experience. In this blog post, we will explore the best practices to create compelling shipping emails and provide real-life examples to inspire your own email campaigns.

Importance of Shipping Emails

Shipping emails serve as a direct line of communication between your business and customers. They provide essential information that keeps customers informed about the progress of their orders, such as tracking details, expected delivery date, and any important updates. Well-crafted shipping emails can significantly enhance the customer experience and build trust in your brand.

Benefits of Well-Crafted Shipping Emails

  1. Customer Engagement: Shipping emails are an opportunity to engage customers and reinforce their decision to purchase from your business. By providing timely updates and valuable information, you can keep customers excited and engaged throughout the shipping process.
  2. Improved Customer Satisfaction: When customers receive accurate and timely shipping updates, it reduces their anxiety about their purchase. By keeping them informed, you can enhance their overall satisfaction and build strong customer relationships.
  3. Repeat Business and Referrals: Positive experiences with shipping emails can lead to increased customer loyalty, repeat business, and positive word-of-mouth referrals. When customers feel well-informed and taken care of, they are more likely to come back for future purchases and recommend your brand to others.

Best Practices for Shipping Emails

To create effective shipping emails, consider implementing the following best practices:

1. Including a Tracking Link in the Email

Give customers the ability to track their orders in real-time by including a tracking link directly in your transactional emails. This allows customers to easily monitor the progress of their shipment without leaving their inbox.

2. Providing Clear Delivery Date and Time

Clearly communicate the expected delivery date and estimated time of arrival to set customer expectations. This helps customers plan for the arrival of their package and reduces any potential frustration caused by uncertainty.

3. Adding Relevant Product Details

Include relevant product details in your shipping emails, such as item names, quantities, pricing, and any other necessary information. This helps customers quickly identify their packages and confirm that they received the correct items.

4. Personalizing Shipping Emails for a Better Customer Experience

Personalization goes a long way in enhancing the customer experience. Address customers by their name and tailor the content of the email to match their specific order details. Personalized shipping emails create a sense of individual attention and care that will carry into your brand relationship.

5. Encouraging Customer Feedback and Reviews

Use shipping emails as an opportunity to encourage customers to provide feedback or write reviews about their purchase experience. This not only helps you gather valuable feedback but also increases customer engagement and trust.

Below are examples and templates for high-converting shipping emails.

Examples of effective shipping emails & SMS notifications

Now, let's take a look at some real-life examples of effective shipping emails that showcase best practices in action. These examples demonstrate how businesses effectively leverage shipping emails to enhance the customer experience and build brand loyalty.

Briogeo em

Briogeo tells their customers their order is shipping soon! What's their open rate and CTR on these transactional emails? 59% and 33%. Check out how they get those results

Check out how they get those results
Soylent subscriber

Soylent sends their subscribed customers their segmented Shipment Fulfilled email. Note their highlight of their referral program in their email!

Read More
Kitsch oful email

Through our Klaviyo integration, Kitsch sends their customers a transactional email to let them know that their order has been fulfilled, which means that it will soon be shipped!

Mud wtr delivery attempted email

MUD/WTR updates their customers with a fun, branded email to let their customers know that their order has been returned to sender.

Tips for Writing Convincing Shipping Emails

To make your shipping notifications even more persuasive, consider these additional tips:

  1. Writing With Your Brand Voice: Most customers will go out of their way to shop with the brands they feel a connection with. So, it's in your best interest to constantly remind your customers why they love your brand, whether it's your humor, bright colors, mission, or something else.
  2. Using Persuasive Language: Choose words and phrases that convey the importance of the package and generate excitement about the impending delivery.
  3. Emphasizing Urgency and Scarcity Techniques: Add a sense of urgency to your shipping emails by highlighting limited stock availability or offering time-sensitive incentives like exclusive discounts for future purchases.
  4. Incorporating Call-to-Action Elements: Include clear and compelling calls-to-action that encourage customers to take action, such as leaving a review, following your social media accounts, or exploring related products.

Common Mistakes to Avoid

While crafting your shipping notifications, be aware of these common mistakes that can undermine their effectiveness:

  1. Overloading the Email with Excessive Information: While it's important to provide essential information, avoid overwhelming customers with too much content or irrelevant details that can distract from the main message. Transactional emails are legally regulated to avoid certain information clouding transactional information, so you're probably already aware of this note.
  2. Neglecting Mobile Optimization: With the majority of email opens happening on mobile devices, it's essential to ensure your shipping emails are optimized for mobile viewing. Test your emails on different devices and make necessary adjustments for a seamless mobile experience.
  3. Failing to Follow Up with Shipping Updates: Don't assume that your job is done once the initial shipping email is sent. Provide proactive updates throughout the shipping process, especially if there are delays or changes to the delivery schedule.


Shipping emails serve as a vital touchpoint in the customer journey, offering an opportunity to engage customers, build trust, and enhance their overall experience. By following the best practices outlined in this post and taking inspiration from the real-life examples provided, you can create compelling shipping emails that leave a positive and lasting impression on your customers. Remember, effective communication during the shipping process is essential for driving customer satisfaction, loyalty, and business growth. If you're investigating shipping emails, you may want to investigate shipping SMS.

Shopping for new ecommerce shipping software can be stressful. That's why Shopify brands are building out their custom shipping emails with Malomo, one of the best shipping apps.

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