One of the most common frustrations for e-commerce customers is not knowing when their order was shipped. Since most automatic tracking updates come from the last-mile carrier, customers may not receive a shipping update until several days after their order has been processed. This lack of visibility can lead to customer anxiety and an increase in support tickets.

Fortunately, this issue can be easily solved by implementing a post-purchase email flow that keeps customers informed at every stage of the fulfillment process. A well-designed flow builds trust, reduces complaints, and enhances the overall customer experience.

1. Bridge the Gap During Initial Processing

Most shipping issues occur within the first few days after purchase when the order is being processed but has not yet been scanned by the carrier. Without proactive updates, customers may assume nothing is happening.

To prevent confusion, send automated updates at these key points using Shopify’s “Order Placed” trigger in Klaviyo:

• 24 hours after order placement – A confirmation that their order is being processed.
• 48 hours after order placement – An update confirming that the order is on track and being prepared for shipping.
• 60 hours after order placement (if tracking isn’t updated yet) – A final reassurance message letting them know that their order is still moving through the system.

While you can set this up manually, using Wonderment allows you to automate real-time updates and create a custom tracking page on your site. If you’re interested in setting this up, feel free to reach out to us for assistance.

2. Keep Customers Updated on Carrier Progress

Once the carrier picks up the package, trigger additional automated shipping updates, such as:

• The carrier has picked up your package.
• Your package is in transit.
• Your order is almost there.

If there is an unexpected delay, sending an update with a reason and a new estimated arrival time can prevent frustration. Customers appreciate transparency and are more likely to remain satisfied with their experience if they are kept informed.

Step 3: Build Excitement While They Wait

Turn the waiting period into an opportunity to engage and educate customers. Sending additional content keeps them engaged and helps reinforce the value of their purchase. Consider including:

• Product usage guides
• Exclusive tips or setup instructions
• A three-step guide for best results
• Customer testimonials or sneak peeks

If customers understand how to use a product before it arrives, they will immediately see value, leading to higher satisfaction and fewer returns.

Best Practices for Post-Purchase Communication

Do:

• Communicate processing times clearly before and after checkout.
• Proactively notify customers of any shipping delays or order issues.
• Make it easy for customers to track their orders via email updates and tracking pages.

Don’t:

• Leave customers uninformed about shipping delays. Transparency is key.
• Make it difficult for customers to cancel orders if there are major delays.
• Ignore your post-purchase email flows—this is a critical part of the customer journey.
• Customers expect timely updates—delays in communication can lead to frustration and increased support tickets.
• A simple email sequence (Order Confirmed → Processing → Shipping → Carrier Tracking) helps manage customer expectations.
• Transparency is always better than silence—keep customers informed of any delays before they ask.
• Providing educational content before delivery enhances the customer experience and reduces returns.

For help with post-purchase email automation, tracking page setup, or customer communication strategies, don’t hesitate to get in touch with our Customer Support team. We’re always happy to help! We also offer a full guide with designs and implementable flows for all our active clients.

We also recommend exploring Wonderment’s guide on 'Three Smart Post-Purchase Emails Every Brand Should Use.'