You’ve perfected your marketing pitch, connected with your target audience, and made the sale. That’s your final opportunity to leave a lasting impression on your consumer, right? Not quite. Once the order is on the way, a great shipping confirmation email reinforces trust, reminds customers they can count on your brand, and provides essential resources for consumers to follow their order’s journey.
Whether it’s a one-time order or a subscription notice, shipping confirmation emails are essential to get right. Here’s how to do it.
Why do shipping confirmation emails matter?
Shipping confirmation emails notify customers that their package is on the way. After someone clicks Buy, they want reassurance. A clear, well-designed shipping confirmation email gives them just that. It confirms that your business is actively handling their order, boosting customer satisfaction.
Beyond peace of mind, these emails are a touchpoint that can enhance the overall brand experience. When you include useful tracking information, expected delivery dates, and helpful links, you reduce the chance that customers will reach out to your Support team with questions. That saves time on both sides.
These emails also present a subtle opportunity to continue the relationship and build customer loyalty. While the main focus should be logistics, many brands include additional recommendations or loyalty perks to nudge future purchases. These messages have high open rates, so you’re almost guaranteed views.
Types of shipping email messages
Different situations call for different messages. While these messages all fall under the shipping umbrella, the tone, timing, and content can vary depending on what you're delivering.
Estimated delivery date notice
For e-commerce brands, the most common type of shipping email confirms a product has left the warehouse. This notice should include tracking information, carrier details, estimated delivery information, and an order summary. The tone should be clear and upbeat. Your customer is excited, and your message about their order status should match that energy.
Subscription confirmation
When customers sign up for a recurring delivery—like coffee, skincare, or dog food—they expect a different type of update. Subscription shipping emails should confirm the recurring nature of the order, the expected delivery schedule, and how to manage or skip future shipments.
But subscriptions don’t have to be physical. Anyone who signs up to receive your newsletter or buys a membership to your service should receive a subscription confirmation email letting them know they're successfully enrolled and their content is on the way.
Pre-order shipment
If someone ordered a product that wasn’t yet available, the shipping confirmation that arrives once it finally ships is a big deal. These customers have waited some time, so the email should acknowledge that. A simple thank-you for their patience and a celebration that their item is finally on its way goes a long way. Make sure tracking info is front and center.
Partial shipment notification
Communication becomes even more critical when an order is split into multiple packages or shipments. Customers need to know what’s coming now and what’s still processing. Be clear about which items are included and which are still pending. Including a reason for the split (low stock availability or different warehouse locations) helps reduce confusion or concern.
Replacement or order return
Shipping confirmations for replacements or returns require a careful tone. These emails should be empathetic, especially if they’re being sent after a problem. Clarify what’s being sent and when, and tell customers what to expect next. If a customer is returning a product, make the process easy by providing a return shipping label and a confirmation email when the package is on its way back to you. Use reassuring language to restore trust if the situation is complicated or the customer is unhappy.
Eight steps to a great shipping confirmation email
An excellent shipping confirmation email strikes the right balance between clarity, usefulness, and tone. Here’s how to get it right, starting with the basics.
Step #1: Write an informative subject line
The subject line is the first thing your customer sees, so it needs to be well crafted to let them know what the message is about at first glance.
Make it clear and clickable
The best subject lines are short, direct, and clear. Something like “Your order has shipped!” or “Shipping update for Order #8411” tells customers exactly what the email is about—no guesswork required. Avoid vague phrases like "Important info” or “We’ve got news” that don’t clearly communicate the content.
Avoid spam triggers
Be conscious of content that can trigger spam filters. Steer clear of overly pushy language or formatting gimmicks like all caps, multiple exclamation points, or too many emojis. These can trip spam filters and reduce deliverability. You want this email to land front and center in their inbox, not the junk folder.
Include the order number
Adding the order number directly in the subject line helps customers quickly match the email with their purchase. This information is especially useful for those placing multiple orders or tracking packages from different sellers. For example, you could try something like: “Order #8411 has shipped – track your package.”
Step #2: Include key shipping details
Once the customer opens the email, they should immediately see the most relevant information without having to scroll or click.
Order summary
List the order date and items in the shipment, along with quantities, sizes, colors, or other relevant attributes. Including this information reassures the customer that they’re getting exactly what they ordered. Include payment information in a shipping confirmation email only if it's relevant and expected by the customer, such as a receipt, invoice, or final charge summary. Keep it brief and secure—avoid displaying full payment method details or sensitive financial data.
Estimated delivery date
Notifying the buyer of the date they should expect to receive their order sets expectations and gives the customer the ability to plan. If the date is based on carrier estimates, make that clear. For example: “Expected delivery: Tuesday, May 2 via FedEx.” If delays are likely, it’s better to mention that upfront than risk frustration later.
Tracking information
Include a prominent link to track the shipment as well as the shipping address, tracking number, and shipping method. Don’t bury this deep in the email—make it easy to spot. Some brands go further by embedding a live tracking progress bar showing real-time updates.
Step #3: Add optional elements
Once the essentials are covered, you can enhance your shipping confirmation email with a few add-ons. These elements can deepen customer engagement, encourage repeat purchases, and make the experience feel more personal.
Product recommendations
If you use smart recommendations based on past purchases or the current order, you can introduce customers to related products they might want. For example, suggest a matching accessory if they ordered an item of clothing. Keep the tone casual and the placement unobtrusive—this isn’t a hard sell, just a gentle nudge. Limit it to a few relevant suggestions to avoid cluttering the message.
Discount codes for future purchases
Shipping confirmation emails often have some of the highest open rates of any marketing message, which makes them a great place to offer a subtle incentive for next time. A simple line like “Thanks for your order—here’s 10% off your next purchase” can be effective. Make the discount easy to redeem and avoid aggressive language. It should feel like a thank-you, not a sales pitch.
Customer support links
Even if you’ve provided thorough details in the email, some customers will still have questions or need further assistance. Including contact details for your Customer Service team, return policy, or live chat makes it easier for them to find answers without digging through your site.
Customer loyalty program information
If your store has a loyalty or reward program, this is a great moment to point it out or to thank returning customers for being part of it. A line like “You earned 50 points with this purchase” or “Only 20 points to your next reward” can be motivating. Keep it low-key and focused on adding value rather than pushing signups.
Step #4: Pay attention to design and layout
Bad formatting will derail the message, no matter how strong your content is. A clean, accessible design helps customers find what they need quickly and reflects positively on your brand.
Keep it simple
Shipment confirmation emails don’t need fancy design tricks. Too many colors, fonts, or graphics can distract from the core information. Use a clear hierarchy-headlines for the main sections, bold or colored text for critical info (like tracking links), and lots of white space to make the layout easy on the eyes.
Use mobile-friendly formatting
Many people check their email on a phone, so your design needs to adapt to smaller screens. Use responsive email templates that reflow content smoothly and avoid cramming in too much information.
Highlight key actions
The main goal of this email is usually to confirm the order and offer tracking details. That information should be impossible to miss. Use a button or bold link for tracking, and position it near the top. If there’s another primary action—like managing a subscription or contacting Support—make it similarly easy to see.
Include product images
A few well-sized images can make the email more visually appealing and help customers instantly recognize their purchase. The use of images is especially helpful if the customer ordered multiple items. Thumbnail images next to item descriptions add an easy visual reference without overwhelming the layout.
Some brands use visual indicators to show the status of a delivery—like a horizontal bar that progresses from shipped to out for delivery to delivered. It’s a small touch but adds clarity and gives customers a better sense of what’s happening.
Step #6: Personalize
Even basic informative emails benefit from a personal touch. When a customer sees their name or recognizes details specific to their order, it creates a sense of connection and reinforces that their purchase matters.
Start with a personalized greeting using the customer's name. From there, reference the items they ordered and their expressed preferences. If you know the customer’s location, you can include region-specific delivery info, like local holidays that might affect timing.
If they’re a returning customer, acknowledge it with a thank-you message. If it’s their first order, a simple “Welcome—we’re glad you’re here” goes a long way. The goal isn’t to overdo it but to make the message feel like it was meant for them specifically.
Step #7: Automate
Shipping confirmation emails should always be sent automatically. Customers expect them immediately after a product ships, and any delay can cause confusion or concern about the estimated delivery date.
Use your e-commerce platform or email service provider to trigger these messages when shipping details are available. Ensure the system is connected to your fulfillment workflow to add tracking information accurately and in real time.
It’s also worth setting up automation rules for different scenarios—like partial shipments, backorders, or returns—so the right version of the email is sent without extra effort. The more seamless this process is, the smoother your customer experience will be.
Step #8: Track performance metrics
Even though shipping confirmation emails are simple, they still offer insights into how customers interact with your brand. Tracking key metrics can help you spot issues and improve future emails.
Open rate
A healthy open rate indicates that your subject lines are clear and your messages are reliably delivered. If your open rate drops, it might suggest that your subject lines are confusing or that your emails are landing in spam folders.
Click rate
Track how many people click on the tracking link, support options, or other calls to action (CTAs). This information tells you what’s drawing attention—and what might need more emphasis.
Support ticket reduction
One indirect but important metric is whether your shipping emails help reduce customer support inquiries. If you notice a drop in inquiries about the status of orders, that’s a sign your confirmation emails are doing their job.
Shipping email best practices
Great shipping information emails don’t just happen—they result from thoughtful planning, smart tools, and attention to detail. These best practices can help you build a system that runs smoothly, represents your brand well, and keeps customers informed every step of the way.
Create a post-purchase workflow
Your shipping email is just 1 piece of the post-purchase experience. Create a complete workflow that includes order confirmation, shipping updates, delivery confirmation, and follow-ups like product review requests or reorder reminders. Having a clear flow mapped out ensures nothing falls through the cracks and keeps communication predictable.
Use a confirmation email template
Effective shipping confirmation email templates save time and maintain consistency. A well-designed template ensures each email has the same look, structure, and flow so your customers always know where to find key details. Make sure your template includes space for dynamic content like product names, tracking numbers, and estimated delivery dates, and test it regularly across devices.
Integrate with e-commerce platforms
Connect your email system with your e-commerce platform or order management software. This allows shipping confirmation emails to be triggered automatically and populated with accurate, real-time information. Most platforms offer built-in tools to make it easy to set these up and integrate with third-party software. The smoother the integration, the more reliable your messaging will be.
Be consistent with brand identity
Your shipping confirmation emails don't have to look bland. Use your logo, colors, design elements, and brand voice to make the message feel familiar and consistent with your other marketing materials. This synergy reinforces trust and helps maintain a unified customer experience. Even small details, like how you phrase shipping updates, can contribute to brand recognition.
Consider interactivity and real-time features
Some advanced email platforms allow you to include interactive elements or real-time content—like embedded tracking widgets or clickable status updates. These features aren’t essential but can make the email more engaging and helpful. Make sure these extras enhance the message rather than distract from the essentials.
Key takeaways
- Confirmation emails are a critical part of the shipping process: They offer information, reduce support inquiries, and allow businesses to reassure customers post-purchase and build brand loyalty.
- The most effective shipping emails combine clear information with thoughtful design: Including key order details, tracking links, and delivery dates—paired with mobile-friendly formatting and simple visuals—ensures the message is functional and engaging.
- Automation, personalization, and performance tracking turn a routine message into a strategic touchpoint: Triggered emails, tailored content, and insights from open and click rates help businesses optimize the post-purchase experience and drive long-term customer value.