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How to send a delay message regarding shipping to e-commerce customers
How to send a delay message regarding shipping to e-commerce customers
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The moment a customer clicks “Place Order,” they expect the delivery countdown to begin. Even the slightest hiccup in the delivery can send everything into chaos.
With the global logistics market valued at over 8.4 trillion euros in 2021 and expected to exceed 13.7 trillion euros by 2027, speed and reliability are fundamental.
But even when things go wrong, a well-crafted shipping delay message can make a difference.
Shipping delay messages are a reliable technique to manage customer expectations when orders don’t arrive on time. They help reduce customer uncertainty, minimize complaints, and turn a potentially negative experience into a positive one.
In this article, we’ll explore the best strategies for SMS delay messages, delay message templates, and show how automation can simplify the process.
Why delay messages are important for e-commerce businesses
Poor communication around shipping delays can cost businesses both money and customer loyalty. In fact, 80% of customers say the experience a company provides is just as important as its products and services.
So, customers often become annoyed and escalate the issue when they don’t receive timely updates on their orders.
To tackle this, a well-crafted delay message can mean the difference between an unhappy customer and a loyal one. Proactive delay messaging reduces refund claims and customer service inquiries, ultimately saving time and resources.
This is why a simple, well-timed update reassures customers, sets expectations, and preserves brand credibility.
The importance of clear messaging for delivery delays
Higher customer retention
Customers are 64% more likely to buy from brands they’ve shopped with before. So, keeping them informed with clear delivery updates isn’t just crucial, it's essential for turning first-time buyers into repeat customers and keeping loyalty locked in.
Stronger brand perception
68% of customers say a negative experience will reduce their loyalty to a brand. Delivery delays can frustrate customers. But businesses that communicate clearly during delays show they’re reliable and customer-focused, keeping loyalty strong and complaints low.
In short, a thoughtful delay message isn’t just damage control, it’s an opportunity to build trust and long-term customer loyalty.
Best 5 shipping delay message templates for SMS & email
No one likes to deliver bad news, but a well-crafted delay message can make all the difference. Use these ready-to-use SMS and email templates to keep customers informed:
1. Delay message template: General delay message notification
When to send: As soon as a delay is identified.
Purpose: Inform the customer about a delay and provide an estimated resolution.
Customers appreciate immediate updates when a delay occurs. This message should be clear, and concise, and provide an expected timeline to ease concerns.
SMS template:
"Hi [Customer name], we wanted to update you on your order #[Order number]. Due to [reason], your order is delayed. We expect it to arrive by [new date]. We apologize for the inconvenience and appreciate your patience."
Email template:
Subject: Update on Your Order #[Order number]
Dear [Customer name],
We wanted to update you about your recent order #[Order Number]. Unfortunately, due to [reason], we are experiencing a delay in shipping your order. We now expect your order to arrive by [new date].
We sincerely apologize for any inconvenience this may cause and appreciate your patience. If you have any questions, please feel free to contact our support team.
Best,
[Your company name]
2. Delay message template: Apology & updated timeline
When to send: If the delay extends beyond the initial estimate
Purpose: Apologize for the inconvenience and offer an updated delivery date.
When an initial delay stretches further, customers expect an update. Apologizing sincerely while giving a clear timeline can help maintain trust.
SMS template:
"Dear [Customer name], we sincerely apologize for the delay in delivering your order #[Order number]. Due to [reason], the new expected delivery date is [date]. We truly appreciate your patience and understanding. Please reach out if you have any questions."
Email template:
Subject: An Update on Your Order #[Order number]
Dear [Customer name],
We’re reaching out to apologize for the delay in shipping your order #[Order number]. Unfortunately, due to [reason], it will take a bit longer than expected. Your new estimated delivery date is [date].
We understand delays can be frustrating, and we truly appreciate your patience. If you have any questions, don’t hesitate to reach out.
Thank you for your understanding.
Best,
[Your company name]
3. Delay message template: Last-minute delay update
When to send: If an unexpected issue arises close to the expected delivery date
Purpose: Notify the customer about an urgent delay and reassure them of the next steps.
Customers count on delivery dates being spot on. If things go sideways at the last minute, a quick heads-up can make all the difference.
SMS template:
"We’re sorry, [Customer name], but due to [reason], your order #[Order number] is experiencing a last-minute delay. We are working to get it to you as soon as possible and will update you shortly. Thank you for your patience!"
Email template:
Subject: Urgent Update on Your Order #[Order number]
Dear [Customer name],
We regret to inform you that your order #[Order number], which was scheduled to arrive on [original date], is facing an unexpected last-minute delay due to [reason]. We understand this is disappointing, and we sincerely apologize for the inconvenience.
Our team is working hard to resolve this issue, and we will provide an updated delivery timeline as soon as possible. We appreciate your patience and will keep you informed every step of the way.
If you have any questions or need further assistance, please don’t hesitate to reach out.
Thank you for your understanding.
Best,
[Your company name]
4. Delay message template: Compensation offer
When to send: If the delay is significant and impacts customer experience
Purpose: Offer compensation (discount, free shipping, or store credit) to maintain goodwill.
When a delay causes major inconvenience, a small discount or free shipping can turn things around. It’s a way to say, “Thanks for your patience—we appreciate you.”
SMS template:
"Hi [Customer name], we regret the delay with your order #[Order number]. As a token of appreciation for your patience, we’d like to offer you [discount or free shipping] on your next order. Use code [CODE] at checkout. Thank you for choosing us!"
Email template:
Subject: Thank You for Your Patience – Here’s a Special Offer
Dear [Customer name],
We appreciate your patience regarding your delayed order #[Order number]. We understand how important timely deliveries are, and we’re truly sorry for the inconvenience.
As a token of appreciation, we’d like to offer you [discount or free shipping] on your next order. Use code [CODE] at checkout.
Thank you for choosing us, and we appreciate your understanding!
Best,
[Your company name]
5. Delay message template: Holiday season delay
When to send: During busy holiday seasons when shipping delays are common.
Purpose: Manage expectations and apologize for potential delays due to increased seasonal demand.
Increased demand during holidays often leads to delays. Proactive communication assures customers that their order is still a priority.
SMS template:
"Hi [Customer name], due to high holiday demand, your order #[Order number] may experience a slight delay. We expect it to arrive by [new date]. Thanks for your understanding and patience during this busy season!"
Email template:
Subject: Holiday Season Shipping Update for Your Order #[Order number]
Dear [Customer name],
We wanted to give you a heads-up that, due to the increased volume of orders during the holiday season, your order #[Order number] may experience a slight delay. We expect it to arrive by [new date].
We appreciate your patience and understanding during this busy time. If you have any questions, feel free to reach out to our support team.
Best,
[Your company name]
By utilizing these SMS and email templates, e-commerce brands can keep customers informed, mitigate frustration, and maintain positive relationships despite unexpected shipping delays.
Best practices for communicating a shipping delay
Timely communication is essential when informing customers about a shipping delay. Below are the best practices for effectively communicating a shipping delay:
1. Notify customers as soon as possible
70% of e-commerce shoppers say their orders were shipped late with no explanation, which can really hurt your brand. By sending a timely and thoughtful delay message ASAP, you can keep your customers informed. This even strengthens their loyalty, despite the hiccup.
2. Use multiple communication channels
Make sure your customers never miss an update by reaching them through multiple channels:
- Email notifications
- SMS alerts
- Customer service chat or call support
With 90% of customers expecting immediate updates when their order status changes, using multiple touchpoints ensures they stay informed and reassured.
3. Provide clear and honest information
41% of consumers want their orders within 24 hours, which means any delay can lead to frustration. So, when delays happen, clear and honest communication is important.
Be upfront about the reason for the delay, how long it may last, and any potential resolutions. Avoid vague language and ensure that your message is factual and precise.
Example: "We regret to inform you that your order (#12345) has been delayed due to unexpected supply chain disruptions. We are actively working to resolve this issue and anticipate shipping your order by [new estimated delivery date]."
4. Offer an estimated delivery timeline
Even if the exact delay duration is uncertain, provide the most accurate estimated delivery timeframe based on the available information and keep customers informed of any changes.
Example: "Due to high order volumes, your shipment may experience a delay. We estimate that your package will arrive within 5-7 business days. We will keep you informed of any further updates and appreciate your patience."
5. Apologize and show empathy
A heartfelt apology goes a long way in maintaining goodwill. This assures you are doing everything you can to get the order to them as soon as possible.
Example: "We understand how important it is to receive your order on time, and we sincerely apologize for the delay. We appreciate your patience and are doing everything we can to expedite your shipment."
The role of automation in shipping delay messages
For e-commerce companies handling thousands of orders daily, automation is essential for sending shipping delay notifications at scale. Considering that 76% of Americans say a bad customer experience is worse than a delayed shipment, keeping customers informed should be a top priority.
By now, you know customers expect timely and personalized updates, and manual communication simply cannot keep up with demand.
- Automation ensures that every customer receives real-time updates via SMS, email, or app notifications, reducing uncertainty and frustration.
- AI-driven automation can also personalize messages based on order details, past interactions, and estimated delivery timelines. This enhances the customer experience and also reduces inbound customer service inquiries, freeing up resources.
But having the right platform for automation can make all the difference.
Plivo CX, an omnichannel customer engagement tool, enables e-commerce businesses to send real-time shipping delay notifications at scale.
With its user-friendly interface and powerful analytics, Plivo CX ensures customers stay informed without overloading your support team and improves the overall customer experience.
Send shipping delay messages at scale with Plivo CX
Managing shipping delays manually can be overwhelming, leading to frustrated customers and increased support inquiries. Keeping customers informed at the right time is essential to maintaining trust and reducing complaints.
With Plivo CX, you can automate shipping delay notifications across SMS, ensuring customers receive real-time updates without the hassle of manual follow-ups. From proactive delay alerts to last-minute updates, Plivo CX helps businesses simplify communication with customers and improves customer satisfaction.
Here’s how Plivo CX helps e-commerce businesses stay ahead:
- Automated notifications: Keep your customers informed with automated SMS alerts about shipping delays, providing real-time updates based on their orders.
- Customer segmentation: Group customers based on order status, delivery region, or urgency level to send targeted and relevant updates.
- Customizable templates: Use pre-designed templates to craft clear delay notifications. Ensure timely delivery via SMS for a good customer experience.
- Copywriter AI: Instantly generate clear, empathetic, and engaging delay notifications using Copywriter AI.
- E-commerce integrations: Plivo CX integrates with popular e-commerce platforms like Shopify, BigCommerce, WooCommerce, and Magento, sending notifications directly from your system.
- Optimized delivery timing: Schedule delay messages at the right moment, ensuring customers receive updates when they need them most—whether it's a pre-delay heads-up or an urgent last-minute notice.
With Plivo’s advanced carrier network spanning 220+ countries, Plivo CX ensures your shipping delay messages reach customers reliably and cost-effectively.
Businesses using Plivo CX for automated shipping delay notifications have seen significant cost savings, reducing communication expenses by up to 70% while enhancing customer experience at scale.
Additionally, businesses using Plivo CX generate $71 for every $1 spent, along with a 20% increase in on-time deliveries and improved subscription fulfillment.
Simplify your shipping delay notifications, protect your brand reputation, and save valuable time with automated messaging with Plivo CX.
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