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The perfect email about delivery for your eCommerce | Qapla'

The Perfect Delivery Email: best practices and examples to follow

Delivery emails, also known as transactional emails, represent a veritable ocean of opportunities in the eCommerce world. A place rich with possibilities for every online merchant, where, however, pitfalls are not absent. Therefore, being prepared to make the most of every advantage that using delivery emails can offer is essential. In this sense, knowing the best practices and benchmarks, or the examples to follow, will certainly be useful to you. In this article, you will discover:

  • What delivery emails are;
  • When to automate the sending of notification emails;
  • What to include in the delivery email;
  • How to increase sales with notification email customization;
  • The Qapla’ editor for delivery emails;
  • Examples to follow.

What delivery emails are

It’s well-established that online shoppers expect not just a product that matches the characteristics listed on its page, but also an excellent shopping experience. Delivery emails represent this anticipated excellent shopping experience for eCommerce customers. More specifically, these are the emails sent to the recipient to inform them of the status changes of the goods during shipment: for example, “your package has been shipped,” “order x is arriving,” or “your product is being delivered tomorrow.”

In most cases, these communications are left by the merchant in the hands of the couriers they rely on for shipments. The result is disastrous: anonymous, cold messages, varying from courier to courier, and most importantly, devoid of any reference to the brand and everything you would or could communicate to your customer at this stage. The shopping experience and the chance to build customer loyalty vanish before the eyes of hundreds of eCommerce businesses.


Delivery emails are those emails that show superior results and performance compared to any other type of email. Here’s another answer to what delivery emails are. These have very high open rates in both B2C and B2B commerce, reaching up to a +70% open rate.

When to automate the sending of notification emails

Sending delivery emails is definitely one of the cornerstones of the Online Customer Experience, but carrying out this task without the right tools is overwhelming and often leads eCommerce businesses to entrust the sending of the emails to couriers, with the problems mentioned above.

Automating the entire process of sending delivery emails is the first step to start taking advantage of their benefits. The need to automate this flow comes primarily from the number of shipments made by the eCommerce. The larger this number, the higher the need for the merchant to abandon manual sending methods in favor of technologically advanced tools capable of automatically sending the correct delivery email at the right time.

But what is the right time to send delivery emails? This particular type of email should be sent for each shipment status. The most common are: “Shipped,” “In Transit,” “Out for Delivery,” “Delivered.” The text of the emails varies from one status to another, maintaining a reassuring tone throughout the first phase of the shipping process, up to the proactivity of the texts contained in a delivery email that communicates the arrival of the package at the recipient’s address.

Another key moment in the journey that the order makes from the eCommerce warehouses to the delivery at the eShopper’s address is the onset of a problem. Creating a delivery email that communicates this state can be a double-edged sword. While it is ethically impeccable on the one hand, on the other, it can be a source of further anxiety and concern for the recipient eagerly awaiting the arrival of their order. The copy of a delivery email of this type must necessarily be reassuring and explanatory.

What to include in the delivery email

Discount codes, promotional banners, requests for reviews, and much more. All this can be included within the emails sent to notify the shipping statuses. Of course, each of these contents must be included in the right email: inserting a promotional banner in an email that notifies the order has been taken over can prove to be too hasty a choice, just as inserting a request for a review before the package arrives in the hands of the buyer may not be considered the best choice.

The most valuable content to include in this particular type of email is the voice of your brand, your logo, the images that the user finds on your site, etc. Everything must be in perfect sync to ensure your customer a relaxing and enjoyable shopping experience.

The only limit that can hinder the success of your delivery emails is entrusting them to the hands of the courier. Customization becomes a fundamentally important aspect.

How to increase sales with notification email customization

The inclusion of promotional banners and discount codes represents not only content to enrich the delivery notification emails but a real marketing lever to significantly increase your sales. Making the most of this type of email means taking advantage of the email with the highest open rate, but that’s not all. Delivery emails record a +4% conversion rate if appropriately personalized.

Your eCommerce customer will make a new purchase even before having the recently ordered product in hand. Thanks to the inclusion of content recommending the purchase of related products or the more classic discount codes, the user will not only perceive being guided on their journey but will also be encouraged to buy again from your eCommerce, creating mutual trust.


Customer Loyalty is one of the main factors capable of increasing online sales. Here’s the other strength of delivery emails: their extraordinary ability to create trust. The delivery recipient will be constantly informed about the position of their order and can enjoy a shopping experience immersed in the universe of your brand. But how to create delivery emails that are both effective and tailored for your customer?

The Qapla’ editor for delivery emails

Qapla’ provides eCommerce with the most advanced “drag&drop” editor for creating emails for notifying about shipping statuses. With this tool, you can create the templates you need to notify the recipient of the journey their order is making with just a few simple clicks.


Coupled with a more complex HTML language editor model, with Qapla’s visual editor, you can create the perfect delivery email without needing advanced computer knowledge. Just select a button, a text block, an image, a video, or even a gif and drag them onto your email template.

In no time at all, you will have YOUR delivery email, not the cold and anonymous one sent by couriers. You can use it to include promotions from your eCommerce, calls to articles from your blog, or requests for reviews. In the latter case, the Automatic Feedback Service (SFA) provided by Trustpilot triggers the sending of feedback requests upon certain events (such as order confirmation).

Each merchant using it has their own Trustpilot email address to trigger the process: it is enough to include it in blind carbon copy (bcc) in their email flow with customers to notify Trustpilot of the event’s occurrence. Thanks to the combined use with Qapla’, the invitation to review can be tied to the last step of the shipment: the “delivered” status. The universe of opportunities with Qapla’s visual editor is all to be discovered.

Examples to follow

Regardless of the sector in which the eCommerce operates, delivery emails represent a critical point to which attention should be paid. Many online stores (some more than others) have understood the effectiveness of this type of email, dedicating time and resources and being rewarded.



The leading eCommerce for jewelry and accessories in Italy has understood the potential of delivery emails and decided to embrace Qapla’ to provide its customers with a perfect 360-degree shopping experience. Davide Franco, CEO of GIOIAPURA, has made his eCommerce a benchmark in the jewelry sector, increasing revenue through the use of post-shipment marketing.


In the Food sector, there are numerous examples of eCommerce that have expanded their scope of action by adding attention to ensuring the customer an excellent shopping experience. Arancebio, born around the ’50s as a local farming company, today makes thousands of annual shipments. To each of these shipments is coupled – in addition to logistical efficiency – also the knowledge of post-shipment marketing, with the sending of extremely personalized delivery emails. Your competitors have already moved, now it’s your turn. Discover the advantages of delivery emails, personalized tracking, and label printing with Qapla’.