How to Optimize Your Shipping Confirmation Emails

  •    Michelle McNamara is a content specialist at Shippo, a shipping API & app for creating shipping labels.

It’s quite the challenge to get consumers to read company emails. The average email open rate across industries is 22 percent. But, shipping confirmation emails are a true diamond in the rough. These emails have a 149 percent open rate, which means these emails are opened almost 1.5 times on average, likely because many customers are binge watching their package tracking notifications.

Since so many customers are clicking on shipping confirmation emails, be sure to take advantage of them to build customer loyalty and provide a post-purchase experience that keeps customers coming back.

Here are three ways to improve your shipping confirmation emails to foster deeper customer relationships.

Perfect the shipping confirmation email content

You’ll want to make sure that you’re including important information for customers in your email.

Of course, include a link to the order tracking page, since emails with links have two times the click rate than confirmation emails without them. And, put your brand name in the subject line, since that has a 7 percent increase in unique open rates compared to emails without it.

To further build brand loyalty, include logos, images, and social links in your emails. You can also consider including links to relevant blog posts or social content, like unique ways other customers are using the product that was purchased.

Don’t forget to look at the landing page that allows customers to view their tracking information. Shippo’s new Tracking Pages allow retailers to customize tracking notifications, curating a style and look that connects with their buyers.

Offer special perks for return customers

According to Bain & Company, attracting a new customer costs your business six to seven times more than retaining an existing one.

It’s important to find ways to make sure you’re turning new customers into repeat customers. Consider offering coupons or other discounts in your shipping confirmation emails that will encourage folks to come back to your site down the road.

Are there loyalty programs or incentives you can offer? Click-to-open rates are 16 percent higher for confirmation emails that include invitations to join loyalty programs.

Consider cost-effective, faster shipping options

Detailed delivery information and deep engagement opportunities are key components of a successful confirmation email. For a positive customer experience, a fast delivery process doesn’t hurt either. Consumers have come to expect their packages will get delivered in an average of 4.8 days. Each of the major carriers have a shipping service that delivers within that time frame, so you can give your customers the experience they want. Here’s a 2018 FedEx vs. UPS vs. USPS comparison we did for select shipping services.

Weebly and Shippo recently announced an improved integration. Shippo offers an an easy way to save up to 40 percent on shipping while ensuring your customers get what they want, when they want it. Stay tuned all week on the Shippo and Weebly Twitter profiles for more shipping tips!