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Shipping emails: The best examples, with free templates
Summary: Shipping emails should tell customers what happened, what happens next and where to track their order. Use these templates for shipped, tracking, out-for-delivery, delivered, delayed and pickup-ready updates, then automate them so customers stay informed without manual follow-up.
We all lament our overflowing email inboxes, but there’s one major exception that always catches our eye in the notification bar:
“Your package is out for delivery”
What seems like a preset notification you don’t have to worry about is actually a prime candidate for capitalising on a shopper’s excitement. Shipping emails can be a great way to engage your customers, promote your business and reinforce your image with branded tracking and notifications.
To help you craft effective shipping emails, we’ve put together an in-depth guide including templates and other useful examples. Let’s dive in.
Shipping email template format
For each shipping email template, define these fields before writing the message:
- Subject line
- Preview text
- Body copy
- Primary CTA
- When to send
Use these templates alongside shipping notifications, a branded tracking page, and a stronger post-purchase experience. When you are ready to test automation, start a free trial.
What are shipping emails?
Shipping emails are the messages customers receive throughout the delivery process which provide essential information like shipping confirmation, delivery estimates and the all important “out for delivery” notification.
Each email serves a unique purpose and can enhance the delivery experience you’re providing to your customers. For example, customers ordering something valuable will appreciate an “out for delivery” email to ensure they can collect the package.
Shipping confirmation emails
A shipping confirmation tells your customer their order has been dispatched and gives them a way to follow its journey. It comes after the order confirmation, which simply says you’ve received the purchase. Include the order number, carrier, tracking link and delivery estimate when one is available. Only say the parcel is on its way once the dispatch event you use actually confirms that status.
- Order number and items in this parcel
- Carrier and tracking link
- Delivery estimate, if available
- Shipping address and a way to get help
Shipping confirmation email examples
The Apple example below shows clear branding and a useful layout, but it confirms an order rather than dispatch. Use the layout as inspiration and make the shipment status, carrier and tracking action clear in your shipping confirmation.
Image Source: Reallygoodemails.com
Email template for shipping confirmation
Subject line: Your order [order number] is on its way
Preview text: Follow your delivery with your tracking link.
Message: Hi [first name], your order [order number] has been dispatched with [carrier]. You can follow its progress below. We’ll let you know when there’s another useful delivery update. [Add an estimated delivery date only when one is available.]
Primary CTA: Track my order
When to send: When the order has been dispatched. Creating a label alone should not trigger a message saying the carrier has collected the parcel.
Tip: You can use Starshipit to create your own emails and customise them for each delivery status of the delivery journey, all from our easy-to-use template editor. You can customise your notification emails with your company logo and create custom headers and footers.
Once you’ve connected your eCommerce platform and couriers, you can automatically send emails and SMS notifications by simply ticking a box. Try this in Starshipit now (30-day free trial).
Order picked up emails
It might not be as exciting as other shipping template emails in this list, but letting a customer know their order has been picked up is still a helpful update.
A pickup update tells the customer the carrier has collected the parcel and tracking should begin to show its movement. It is different from an out-for-delivery message, which means the parcel is on its final delivery run. Keep the tracking link easy to find.
An effective order picked up email template should include:
- Clear instructions about the order’s status
- Consistent branding with previous and future emails
- The shipping address
- An updated shipping estimate
Order picked up email examples
To help you get the best out of your shipping emails, here’s an example of one for when an order is picked up by a courier.
Note how they place the tracking number at the top of the email, include confirmation of the shipping address and helpful contact details if the customer needs help.
Image Source: Reallygoodemails.com
Carrier pickup email template
Subject line: [Carrier] has your order
Preview text: Your parcel is on the move.
Message: Hi [first name], [carrier] has collected order [number]. Follow its progress here.
Primary CTA: Track my order
When to send: After a confirmed carrier collection or first scan.
Out for delivery emails
Package notification emails are one of the most important for your customers. If you’re shipping something valuable, heavy or with an expiry, it’s essential for shoppers to be on hand to receive their deliveries.
Plus, if you’ve been excited about a delivery of the latest video game in your favourite series, you really don’t want to wait another day. The best examples of shipping emails like this include:
- “Package out for delivery” in the subject line
- Consistent branding
- The shipping address
- An accurate shipping date and time
Out for delivery email examples
Here’s a good example of a shipping email that informs customers a package is out for delivery. Apple does a great job with its strong branding as you’d expect, but also does a great job of including important information in its shipping details.
Note how clearly the email states a signature is required, and the tracking instructions further down.
Image Source: Reallygoodemails.com
Out for delivery email template
Subject line: Your order is out for delivery
Preview text: Follow today’s delivery progress.
Message: Hi [first name], order [number] is out for delivery. Check tracking for the latest update and any delivery instructions.
Primary CTA: Track my delivery
When to send: When the carrier has reported it’s out for delivery.
Delayed delivery emails
When a delivery is delayed, tell the customer what you know, what you do not yet know, and where the latest update will appear. Avoid promising a new arrival date unless the carrier has supplied one.
Subject line: An update on order [number]
Preview text: Your delivery is taking longer than expected.
Message: Hi [first name], [carrier] has reported a delay to order [number]. We’re sorry it’s taking longer than expected. Check the latest tracking update below. [If available, add the revised delivery estimate and what you will do next.]
Primary CTA: View tracking
When to send: After a confirmed delay or exception event, when the customer needs a useful update.
Order delivered emails
Next up on our list of shipping emails that your customers will appreciate is order delivered emails. If a customer is not home to collect their order, and it’s an item that can safely be left without receiving a signature, an order delivered email is the perfect package notification email to give them peace of mind.
Once they receive this email, they can go about their day knowing their exciting new arrival is safely waiting for them.
These shipping emails should include:
- “Order delivered” or similar in the subject line
- Consistent branding
- The address where the package was delivered
- Information about returns
- Links to similar products
Order delivered email examples
The order delivered email template here is clearly titled for the reader, and includes links for customers to follow just in case something goes wrong.
Pointing customers to the tracking number (or a tracking link from the courier) gives them another way to confirm the status of their order.
Image Source: Reallygoodemails.com
Delivered email template
Subject line: Your order has been delivered
Preview text: Here’s where to check the delivery details.
Message: Hi [first name], [carrier] has marked order [number] as delivered. If you can’t find it, check the delivery details first, then contact us and we’ll help.
Primary CTA: View delivery details
When to send: After a confirmed delivered scan.
Order ready for pick up in store
It’s not just the customers waiting on couriers who can benefit from shipping emails, those who chose to pick up in store also need your helpful communication.
Customers shouldn’t have to guess when their pickup order is ready, and if they turn up at the wrong time it’s going to impact the experience they have with your business. Pickup orders should have similar messaging to the other shipping emails we’ve looked at, while also adding:
- Store address
- In-store pickup counter location
- Store hours
- Contact details for your store
Order ready for pick up in store examples
Check out this shipping email template to get an idea of how you can notify customers that their pickup order is ready. It includes a pickup location, as well as the date the item needs to be retrieved by.
Note how the store also lists what the customer will need to bring to pick up their order, including their ID and proof of the purchase.
Image Source: Reallygoodemails.com
Store pickup email template
Subject line: Your order is ready to collect
Preview text: Find the store, opening hours and what to bring.
Message: Hi [first name], order [number] is ready at [store name and address]. Collect it during [opening hours] and bring [required identification or order confirmation].
Primary CTA: View pickup details
When to send: Only when staff mark the order ready.
Post-purchase survey emails
But wait, there’s one more! The shipping email communication chain doesn’t end when the order is delivered or picked up. If the customer has had a great experience, now is the time to capitalise on this success and get back in touch.
A post-purchase survey email gives you the chance to capture feedback on the shopping experience, as well as inform shoppers of similar products and new deals they can take advantage of. A post purchase survey email should include:
- A personalised thank you for the recent order
- A summary of the order
- A link to a post-purchase survey
- Prompts to follow your company on social media
- Incentives for signing up to promotional emails and further communication
Post-purchase survey email examples
Here’s a good example of a post-purchase survey message that builds off the shipping emails we looked at earlier. It summarises the shopper’s recent order for a nice touch of personalisation, and then prompts them to review the specific items.
They've also used on-brand messaging to help the email stand out.
Image Source: Reallygoodemails.com
Post-purchase feedback email template
Subject line: How did your order go?
Preview text: Tell us about your delivery experience.
Message: Hi [first name], we hope order [number] arrived safely. Could you tell us how the delivery went? Your feedback helps us improve.
Primary CTA: Share feedback
When to send: After delivery, according to the retailer’s email preferences and consent settings.
Wrap up
We made it! There’s a lot to take in there, but having the best shipping emails can really make a difference for customer satisfaction. Keeping shoppers informed on the status of their order and then connecting after the successful delivery means they’re connected with your business.
To create effective shipping emails you don’t just need templates, you also need a shipping partner that can implement them. Starshipit can help you create branded tracking pages with notifications that keep your customers in the loop at each step of the delivery process.
That way when those magical words “package delivered” pop up in their email notifications, they’ll know exactly who it’s from.
Kendyl Morris
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