5 Tips for Better Shipping Confirmation Emails

Like order confirmations, shipping confirmations are transactional emails that don’t get a lot of attention from a marketing standpoint. However, they present a great opportunity to build customer loyalty and establish a unique voice for your brand. Here are 5 tips to take your shipping confirmation emails to the next level.

1. Include a Tracking Link

shipping confirmation emails - sephora

[Image via Sephora]

A tracking link is the most important component of a shipping confirmation email, since it allows customers to see the status of their purchase in real-time. This in turn fosters a sense of excitement and allows customers watch their new product’s journey on its way to them. If you’re using Shopify, check out this post to learn how to include a tracking link and real-time map in your shipping confirmation emails.

2. Include an Image of the Purchased Product

Leverage customers’ excitement about their recent purchase by including an image of what they just bought in your shipping confirmation email. This is an important detail because although customers will (hopefully) remember what they purchased, an image of the product makes it more concrete.

3. Highlight the Estimated Delivery Date

Again, you want to build up a sense of anticipation and excitement. Including an estimated delivery date in your shipping confirmation email goes hand-in-hand with including a tracking link, but instead of allowing customers to follow their new product’s journey, it allows them to see the estimated arrival time.

Call attention to this date by putting it in a prominent position in the email. For example, try using a headline or subject line like “Congratulations! Your order has shipped. You can expect it in your mailbox by MM/DD/YYYY.” To get even more personal, include the name of the item a customer purchased.

4. Suggest Complementary Products

Now that customers know their purchase is shipped and on its way, you may want to suggest related items that will go well with what they just bought. This one is optional, but especially advisable if you don’t send a post-purchase series. Try suggesting products that are from the same collection, or even curate a set of products that you think goes well with the particular item a customer just bought.

5. Include Shipping Details and a Way to Contact Customer Support

Make sure you include all the logistical information in your shipping confirmation email too, including:

  • Name of the item(s)
  • Description (size, color, quantity, etc.)
  • Shipping method (USPS, UPS, FedEx, etc.)
  • Order number or ID
  • Billing summary

As always, include an easily accessible way for customers to contact your support team in the event that they have questions about their order. For example, they may notice in their shipping confirmation email that there was a mistake in their order, and will likely want to contact you immediately to rectify the situation. You may also want to anticipate some of your customers’ questions and preemptively include links to FAQs, return policies, or other helpful pages.


Transactional emails are often overlooked, but are a great chance to build customer loyalty and establish a unique voice for your brand. Because many of your customers are likely opening these emails on mobile, you should pay just as much attention to making your transactional emails responsive as you would your marketing emails. The key goal for shipping confirmation emails is to build excitement around a customer’s recent purchase and give them the tools necessary to track and verify their order. If you follow the above five tips, you will do just that.

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