The Perfect Shipping Communication: What Does It Look Like?
Waiting for a package represents an emotionally charged moment in the customer journey. Customers expect clear information about parcel location and anticipated delivery dates. Retailers should communicate proactively during delivery delays or failed attempts -- no news is worse than bad news for anxious customers.
The Gap
parcelLab's E-Commerce Shipping Study revealed that merely 7% of surveyed retailers engaged customers during shipping. This means 93% essentially abandon customer communication post-purchase.
What Does Perfect Shipping Communication Look Like?
Retailers must intentionally design their shipping communication strategy by considering content, style, and presentation.
1. Select an Appropriate Subject
Email subject lines serve as the critical first impression determining whether customers open messages. Subject lines should communicate essential information concisely, incorporate relevant elements when brand-appropriate, and avoid spam trigger elements like excessive capitalization or special characters.
2. Pay Attention to Corporate Language
Messaging should consistently reflect brand personality and values. Language consistency across all communications -- from promotions through dispatch to returns -- reinforces brand identity.
3. Adhere to Post-Purchase Values
Four essential attributes characterize effective shipping emails:
- Conciseness: Customers grasp main content at a glance
- Proactivity: Retailers inform customers about changes immediately
- Personalization: Messages address customers individually
- Relevance: Content provides genuine utility
The Advantages of Good Shipping Communication
More Sales
Retailers leverage customer touchpoints for cross-selling and upselling opportunities. Branded tracking pages bring customers back to the storefront.
Reduction of Customer Service Enquiries
Proactive communication eliminates common questions like "When will my parcel arrive?" This dramatically reduces support workload, freeing staff for higher-value tasks.
Happy Customers
Well-informed customers feel valued and supported, increasing repeat purchase likelihood and generating positive word-of-mouth referrals.
Fewer Returns
Proactive return warnings remind customers to collect parcels before automatic return processing occurs. Customers maintaining visibility throughout the journey experience smoother processes.
Good shipping communication represents a non-negotiable retail requirement. Since shipping profoundly influences customer experience, online retailers should actively manage this critical journey touchpoint rather than delegating it entirely to logistics providers.
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