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17 Top Shipping Confirmation Email Ideas That Work (Copy These Now!)

See how some of the most successful brands use shipping confirmation email automation to improve buyer experience & encourage loyalty.

Octavia Drexler
By Octavia Drexler
Natalie Stenge
Edited by Natalie Stenge

Updated February 25, 2024.

17 Top Shipping Confirmation Email Ideas That Work (Copy These Now!) main image

Shipping confirmation emails are essential for every eCommerce business.

Imagine: you've just ordered in a restaurant. The waiter didn't nod, didn't confirm, and didn't even say, "Sure!" They just took a few notes and disappeared. Now it's 30 minutes later, there's no sign of your food, and the waiter hasn't shown their face since you placed the order.

Would you feel frustrated? You'd have the right to!

And that's exactly why you need to send shipping confirmation emails as an eCommerce owner or marketing manager.

Here's everything you need to know about doing it right.

What is a shipping confirmation email?

A shipping confirmation email is a type of transactional email you send to customers when their order has been processed and shipped. These emails will usually include product information, delivery date and time, shipping methods, a delivery tracking link, payment details, and the delivery address.

Shipping emails are not just transactional emails, though. Yes, they serve as email confirmations that update the customer about their order. But they can also provide:

  • Reassurance for the buyers that their order is in good hands
  • An opportunity to highlight your brand's values and tone of voice
  • A way to build real connections with your buyers

Why send shipping confirmation emails?

There's a long list of reasons why so many big brands send delivery emails. Some of the most important benefits include:

Better shopping experience

Shipping confirmation emails help deliver a positive buying experience and ensure you have an all-encompassing email marketing strategy. By promptly informing buyers about their order status, you alleviate any anxiety or uncertainty they may have. This transparency enhances their overall satisfaction and trust in your brand.


Increased LTV

Shipping confirmation emails increase customers' lifetime value (LTV). You nurture the customer relationship beyond the initial sale by engaging with them during the post-purchase phase. This encourages repeat purchases and helps foster long-term loyalty.

Customer loyalty

Regular communication through shipping confirmation emails demonstrates your commitment to customer satisfaction. When shoppers feel valued and well-informed, they are more likely to become loyal advocates for your brand, recommending it to others and potentially becoming repeat customers themselves.

Tone of voice contribution

Shipping confirmation emails allow you to showcase your brand's personality and reinforce your tone of voice. You can create a consistent brand experience through carefully crafted messaging and further connect with your shoppers.

What to include in a shipping email?

A bare-bones delivery confirmation email would be a quick note with a simple email body and basic shipping details. But if you want to take this even further and tap into the power these emails have to create a seamless customer experience, include the following:

The most critical component of a shipping confirmation email is a tracking link. This allows customers to monitor the progress of their package and stay informed about its whereabouts. A user-friendly and easily accessible tracking interface will enhance the shopping experience.

If you can't include a tracking link, include a parcel tracking number and the delivery company's name, at the very least. Online shoppers are excited and anxious about their orders and want to know when it's coming, so it's only natural to include a means by which they can track their parcels.

Product details

Reiterate the specific product(s) ordered in the shipping confirmation email. Create a list of items the customer bought and include details such as the name, quantity, and any relevant variations or options chosen by the shopper. This ensures accuracy and helps avoid confusion.

It's not that your buyers don't know what they've paid for. It's just that including product details shows you're on top of this and keeps your customers excited to get their hands on the products.

Customer support contacts

Provide clear and easily accessible customer support contacts in the email. Including phone numbers, customer service email addresses, and links to live chat support demonstrate your commitment to resolving any issues or inquiries promptly.

It also shows you're open to questions, suggestions, and complaints, and that you'll do everything in your power to make sure your buyers are happy with their purchase.


Estimated delivery date/time

Inform shoppers of the estimated delivery date or time frame for their package. This manages their expectations and allows them to plan accordingly, reducing any potential frustration caused by uncertainty.

If you can't include delivery date-related shipment details, do at least approximate how many days it will take for the parcel to be delivered. Delays can happen, but if your buyers don't have at least a ballpark number of days associated with this delivery, they'll grow anxious.

Cross-selling items

You can use the shipping confirmation email to promote cross-selling opportunities by suggesting related or complementary products. This increases the average order value and exposes customers to other items they may find helpful or interesting.

A simple "...And for the next time, you may also like" added to your confirmation email template can nudge buyers to place another order (helping you increase customer lifetime value).

Content resources

Include links to relevant content resources, such as user guides, FAQs, or video tutorials, to assist customers in maximizing the benefits of their purchase. This adds value to their overall experience and encourages engagement with your brand.

For instance, if you sell shoes, you could link to a couple of blog posts where you explain how your customers can take better care of their shoes. Or, if you sell spices, you could link to a handful of recipes people can use with these spices.

Details about your loyalty/referral program

Your shipping notification email is a good opportunity to inform customers about your loyalty program or rewards program. Be sure to highlight the benefits they can gain from participating and encourage them to refer friends and family to enjoy exclusive rewards.

Notes about delays and disruptions

If there are delays or disruptions in the delivery process, be transparent and communicate these issues proactively. Offering an explanation, reassurance, and a new estimated delivery time demonstrates your commitment to resolving any challenges promptly.

For instance, during the first months of the Covid pandemic, most eCommerce businesses added disclaimers regarding delays in shipping. Everyone understood. Why? Because setting the right expectations can make the difference between a return customer and an angry one.

Payment information

Reaffirm the payment details in the shipping confirmation message, including the amount paid, payment method, and any relevant transaction IDs. This helps customers keep track of their purchases and provides a sense of security.

A straightforward subject line

Craft a concise and informative subject line for your shipping confirmation email. Ensure it clearly indicates the purpose of the email and includes relevant order details. This improves open rates and helps customers quickly identify the email's relevance.

You can get clever with this, but remember that the main purpose of your shipment confirmation email is to inform your customers that you've got their orders under control. So make sure your confirmation email subject line reflects that.

Social media pages

Include links to your brand's social media platforms in the shipping confirmation email. This allows customers to connect with you on other platforms, fostering a stronger sense of community and enabling them to engage with your brand differently.


Mobile app CTA

If applicable, encourage customers to download your mobile app by including a call-to-action (CTA) button in the shipping acknowledgment email. This provides them an additional avenue to engage with your brand and simplifies future purchases.

Mobile apps are a great way to further nurture your existing clients and nudge them into buying more products from you, usually via push notifications. To encourage people to download the app, you can also offer incentives, such as a discount code or the option to collect "points" that can be applied to future orders.

Product instructions

In the shipping confirmation email, provide clear instructions or usage guidelines for the purchased product. This ensures customers can start using their new purchases effectively and minimizes the need for additional support.

Ongoing campaign info

Seize the opportunity to promote ongoing marketing campaigns or offers in the shipping confirmation email. This keeps customers engaged with your brand and encourages them to explore other products or services you provide.

The exchange and returns policy

Outline your exchange and returns policy in the shipping confirmation email. Clearly communicate the steps and requirements for returning or exchanging items to alleviate customers' concerns about the process.

Special requirements for delivery, if relevant

If specific delivery requirements exist, such as signature confirmation or particular delivery instructions, clearly communicate these in the shipping confirmation email. This allows the customer to prepare for what might otherwise be an inconvenient surprise.

A genuine Thank You

Express sincere gratitude to the customer for their purchase and for choosing your brand. A heartfelt thank-you message adds a personal touch and fosters a positive emotional connection with the customer.

Shipping confirmation email examples to inspire you

Shipping emails don't have to be overly complicated – but they can also be a great brand-building opportunity, so you want to get them right. If you're lost for ideas, here are 15 shipping confirmation messages you can get inspired from:

Recess' carrier pigeons

... Because there's something soothing about carrier pigeons, that fluffy cloud, and the vibrant, yet clean design.


Postable's adorable blast from the past

...Because "mailed" just has a different meaning with Postable, and we love that.


Haoma's down-to-earth, simple email

...Because sometimes, less really is more.


Art of Play's beautifully clean, yet totally fun confirmation

Nothing says "we know our brand" more than just the right amount of fun.


Roman's customer service-oriented shipment confirmation

Who doesn't like a brand that's genuinely willing to help?


Olipop's soothing, beautiful design-oriented email

Have we mentioned how much we love good, ole' fashioned branding?


Thread's upright shipment delay notification

Delays happen! But that doesn't mean customers have to fly in the dark.


Feals' feel-good play on words

This is proof that puns don't have to be distasteful or cringey:


Lume Deodorant's subscription reminder

Even when something happens regularly, it still needs a good reminder.


Polaroid's throwback to Meg Ryan and Tom Hanks

We can never get enough of the "You've got mail" reference AND this is a great way to confirm an order has been already delivered.


Shipment confirmations: a balance between transactional and human

Online shopping does not (and should not!) be devoid of human touch. Brands that win in eCommerce email marketing do well because of at least one of these reasons:

  • They have great products,
  • They have great branding,
  • They communicate effectively,
  • And they provide customers with all the support they need.

Good shipment confirmation email automations are somewhere at the confluence between all these points. They are transactional in nature, yet bridge the gap between the (sometimes) cold buttons of a page and the product ready to arrive at your doorstep. So, if you want to make sure you provide your customers with a caring, unforgettable experience, invest in delivery confirmation emails that:

  • Inform
  • Add a nice touch to the shopping process
  • And provide further support and recommendations

It's all about putting your customers' minds at ease, tapping on their excitement levels, and building long-term relationships with them!

Looking for an experienced email marketer to help you with all this? Look no further. Contact Mayple and allow us to match you with a top email marketing pro!