Answer These 5 Questions ...

Answer These 5 Questions To Win At Tracking Emails

Apr 27, 2018

Well-crafted tracking emails boost sales and drive customer lifetime value after checkout.

They let your customers know they’re appreciated and allow customers to talk to you. They boast exceptional open and engagement rates. You need to include them in your customer engagement strategy. Yet, how do you craft fantastic tracking emails that are both opened and acted upon?

Well, don’t worry. We’ve created 5 simple questions to ask yourself while crafting your tracking email sequence for maximum results.

1. Are My Tracking Emails Relevant To The Recipient?

When your customer receives an email, the first question they’ll ask themselves is: “Is this email relevant to me right now?”

If your emails don’t offer an immediate benefit to your customer, they will not get opened.

For example, customers want to see an order confirmation email with an invoice and information when the order would be sent out. You wouldn’t want to be sending them a request for feedback at this stage, for instance.

Likewise, customers expect proactive updates with tracking information upon delivery confirmation.

Remember what your customers want at each stage of the delivery process and you’ll always get this right.

2. Will My Customers Know This Tracking Email Is From Me?

When your customers see or open your emails, what do they see?

  • Is your company name in the email subject line?

  • Are your emails written in my company’s unique tone of voice?

  • Does it keep your company’s unique branding in the design and body copy?

Remember, even tracking emails don’t need to be generic. Use these emails to showcase your brand’s colors and personality.

Let’s illustrate this with an example of a generic Order Confirmation email.

WooCommerce Order Confirmation Email

Source: SellWithWP

This email conveys what your customer wants to know in this email, but it also:

  • Lacks brand personality

  • Discourages other customer interactions and is a marketing dead-end

You can go further than this.

Why not align the email with your own brand logo, colors, and imagery? Place your brand’s logo and fonts in the email header and footer and ensure the colors align with your branding.

Additional tip: Vary your tone of voice and branding in different emails! For example, use an upbeat and positive tone in Order Confirmation or Out For Delivery emails. Share your customer’s excitement while waiting for their new purchase to arrive!

3. Are My Tracking Emails Personalised To My Recipient?

Why do millions of un-personalized emails get sent to the trash or marked as spam?

No one likes to get an email sounding like it was sent to many others.  Your customers may even wonder if the email is safe to open.

In contrast, the benefits of personalized emails are startling.

Personalized emails deliver 6x higher transaction rates and are 26% more likely to be opened. They help generate trust and show your customers you care about their wellbeing.

Fortunately, you can enjoy the benefits of personalization in a few simple steps.

  1. Upload the list of your customers in your email list to your email provider

  2. Include personalization tokens within your email body. These automatically pull data from your list into your email body text.

Pro tip: If you’re using an e-commerce logistics SaaS’s Email Editor to build and send out your tracking emails,  they often offer 30 Field Placeholders which you can use to personalize your emails.

4. Do My Tracking Emails Encourage My Customer To Continue Interacting With Me?

You’ve already got your customer’s attention, how can you strengthen the relationship with them?

Turn your attention to winning another sale and enticing your customers to buy more in the same email.

Or, you can encourage your customers to follow you on social media, leave a product review or give feedback on the delivery process.

You can encourage upselling by including targeted product recommendations in your emails. Dollar Shave Club does this seamlessly in their emails.

However, ensure your recommendations are personalized to each customer.  You wouldn’t want to recommend products your customers have already bought.

Instead, show products that are complementary to the purchased product.

5. Do My Tracking Emails Provide Proactive Tracking Updates?

Remember, if your customer has not received their order, their customer experience is not complete.

This part of the customer experience is crucial. Consumers state the delivery experience is the ‘single, most decisive factor’ of the online shopping experience.

They want to know the status of their order. Has it left the store yet? Is it on the way to my house?

If these questions are answered promptly, customers will be assured of your care for them.

Provide a tracking code and make it easy for customers to get tracking updates. This can be done either within your email or your branded tracking page.

Pro tip: You can use our branded email tracking widget to embed a button within your emails to direct them to your own branded tracking page.


Tracking emails don’t have to be boring or generic.

Use tracking emails to get your customers to continue interacting with you. You can even convey your brand personality in your emails or encourage them to buy more in their orders within emails.

Need more inspiration on how to build a winning tracking email? See these blog posts for more examples of tracking emails from successful retailers.

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