Shipping delays can seriously affect customer trust and hurt your bottom line. When customers aren’t kept informed, the impact is clear:
- 69% of shoppers won’t buy again if a late delivery isn’t communicated.
- 88% expect responses to delay-related inquiries within an hour.
- 70% blame retailers for shipping problems, even when it’s the carrier’s fault.
- 43% abandon their carts over vague or high shipping costs.
Stories on forums like Reddit highlight how poorly managed delays lead to negative customer experiences and increase WISMO calls to support teams.
The solution? Timely order delay emails and clear communication.
Platforms like Amazon set the bar high with updates such as, “We’re sorry your delivery is late” and “We’re very sorry your delivery is late. We apologize for the inconvenience.” Simple statements like these ease concerns and show customers you’re on top of the issue.
Let’s explore actionable strategies and examples of shipping delay templates to create effective customer service responses for late deliveries. We'll also look at leveraging tools like delivery notification systems to manage delays like a pro.
What is a shipping delay email and what should you consider before notifying customers?
A shipping delay email template is a ready-to-use message that helps businesses notify customers about a delay in their order delivery.
Its primary purpose is to maintain trust, ensure transparency, and manage customer expectations while addressing any concerns.
Most sample emails for delivery delays begin with an apology to acknowledge the inconvenience.
They include a clear delay announcement explaining the cause—such as high demand, logistical challenges, or unexpected events—and provide a revised shipping notice with an updated estimated time of arrival, ensuring customers know what to expect.
This type of email—and its counterparts across other channels—is one of the most critical shipping notifications that every eCommerce business should utilize.
While email is a common channel for these notifications, customer service teams can also use:
These instant communication methods are highly effective for reaching customers quickly, especially in time-sensitive situations, ensuring the message is seen and acknowledged promptly.
Avoid sending satisfaction surveys after a delay—unless you use product review collection software that targets only satisfied customers. This ensures you gather meaningful feedback without frustrating those who are already upset.
Some of the 100+ types of notifications you can automate with Outvio.
10 Shipping delay templates and examples of how to notify customers
The following email templates will help you notify your customers about shipment or delivery delays. Simply copy and paste these announcement templates and provide them to your customer service team to improve delay announcements and communication.
1. Delayed shipment email template
Subject: We’re Sorry About Your Delay – Here’s an Update Body: Dear [Customer Name],
We regret to inform you that your order #[Order Number] is delayed due to [reason, e.g., unforeseen circumstances, high demand]. We understand how important this is and are working to resolve the issue quickly.
New estimated delivery date: [Date].
We sincerely apologize for this inconvenience and thank you for your patience. For further assistance, feel free to contact our support team at [Contact Information].
Warm regards, [Your Company Name]
This email sets the tone for the delay process and should go out as soon as a delivery exception is identified. The aim is to manage expectations while offering assistance if needed.
2. Expected delivery time template
Subject: Your Order Timeline Has Been Updated Body: Hi [Customer Name],
Thank you for your order #[Order Number]. While we are currently processing your shipment, the expected delivery timeframe has been updated to [Date].
Please reach out if you have any questions or concerns.
Best, [Your Company Name]
Use this template to provide the expected delivery timeframe proactively, even if the order isn’t delayed yet. It’s helpful for setting realistic customer expectations.
3. Extended delay update
Subject: Important: An Update on Your Order Body: Dear [Customer Name],
We’re writing to provide an update on your order #[Order Number]. While we’re working diligently to resolve the issue, the delay has been extended due to [reason].
Updated delivery date: [Date].
We sincerely apologize for the inconvenience this may have caused. If there’s anything we can assist you with in the meantime, please contact us at [Contact Information].
Thank you for your patience and understanding.
Best wishes, [Your Company Name]
If the delay persists longer than originally communicated, a follow-up email is essential. This reassures the customer that they’re not forgotten and reinforces your commitment to keeping them informed.
4. Post-delivery follow-up with discount code
Subject: Thanks for Your Patience – A Special Gift for You! Body: Hi [Customer Name],
We hope you’re enjoying your new items! Thank you for your patience during the delay with your order #[Order Number].
As a token of our appreciation, we’d like to offer you [discount code/offer] for your next purchase. Simply use the code [Code] at checkout.
Thank you for choosing [Your Company Name]. We look forward to serving you again!
Best regards, [Your Company Name]
Following up after the delivery is a great way to affirm the customer’s value. It can include a quick apology, a thank-you note, or even a discount code for future purchases.
5. Backorder delay notification
Subject: Update on Your Backordered Item Body: Dear [Customer Name],
We’re reaching out about your recent order #[Order Number]. Unfortunately, one of your items is currently on backorder due to high demand.
Estimated availability: [Date].
Please let us know if you’d like to wait for the item or explore alternative options. We value your patience and are here to help with any concerns.
Thank you for choosing [Your Company Name].
Best regards, [Your Company Name]
Use this email if an item in the customer’s order is specifically delayed due to stock issues and is on backorder. This message is helpful for managing customer expectations and offering them options (such as waiting for the item or selecting an alternative).
6. Seasonal shipping delay notification
Subject: Holiday Shipping Update – Thank You for Understanding Body: Hi [Customer Name],
We hope this message finds you well. Due to the busy holiday season, shipping times may be slightly longer than usual. Your order #[Order Number] is now expected to arrive around [Date].
We appreciate your understanding during this festive time. Should you have any questions or need further assistance, please don’t hesitate to contact us.
Warm wishes, [Your Company Name] Team
This email is ideal for delays due to peak seasons or holidays when higher shipping volumes may impact delivery times. This proactive approach reassures customers and aligns with seasonal communications.
7. Order tracking link update
Subject: Great News! Your Order is on Its Way Body: Hi [Customer Name],
We’re excited to let you know that your order #[Order Number] is on its way! You can track its progress with the following link: [Tracking Link].
Thank you for your patience as we worked through the delay. If you have any questions, please don’t hesitate to contact us.
All the best, [Your Company Name]
Once the delayed item has shipped, this email provides the tracking information and reassures the customer their order is on its way. It’s a chance to share some positive news after the wait.
8. Shipping delay email template for Chat
Hi [Customer Name], thank you for your message. We wanted to update you that your order #[Order Number] has been delayed due to [reason]. The new delivery date is [Date]. Apologies for any inconvenience! Let us know if you have further questions.
Use this in live chat or chatbot interactions when a customer inquires about a delayed order. It should provide concise, real-time information.
9. Shipping delay email template for SMS
[Your Company Name]: Order #[Order Number] update – Your delivery is delayed. New delivery date: [Date]. We apologize for the inconvenience. Reply for assistance.
Use SMS for urgent notifications about delays, especially when customers need to be informed quickly. It’s particularly effective for time-sensitive updates like same-day changes.
10. Shipping delay email template for Whatsapp
Hi [Customer Name],
This is [Your Company Name]. We’re reaching out about your order #[Order Number]. Unfortunately, it has been delayed due to [reason]. The updated delivery date is [Date].
We sincerely apologize for the inconvenience. Please reply to this message if you have any questions or need further assistance.
Warm regards, [Your Company Name]
Use WhatsApp for more personal or conversational updates. It’s effective if your customers are already engaging with your brand on this platform.
You can automate over 100 delivery and shipping emails with Outvio, customizing them with your brand to drive more sales and enhance your customer experience.
9 Best practices and strategies to inform your customers about delivery status
Dealing with delivery delays isn’t easy.
However, with clear, thoughtful communication, you can turn a frustrating situation into a chance to build trust, loyalty and more sales.
Here’s how to tell a customer their order is late
1. Use a warm and empathetic tone
Delays can leave customers feeling frustrated or anxious, so it’s important to show you understand.
Speak to them like a real person, not a corporate machine. Acknowledge their frustration and reassure them that their experience matters.
A little empathy goes a long way—it helps customers see you’re not just solving a problem but that you genuinely care about their needs.
2. Provide clear and transparent information
No one likes being left in the dark.
When a shipment delay happens, be upfront about why it’s delayed. Whether it’s due to weather, high demand, or logistical hiccups, let your customers know what’s happening.
Be clear about when they can expect their order. Honesty shows your business is reliable, even when things go wrong.
3. Offer support pathways
Sometimes, a delayed delivery raises additional questions: “Will I still get this in time?” “What if I need to change my address?”
Make it easy for customers to reach you by including an email, a chat link, or even a WhatsApp number. Let them know they’re not alone and that your team is ready to help.
It’s a small step that shows you’re there for them, no matter what.
4. Send timely updates
No one wants to find out about a delay after wondering for days where their order is.
Be proactive—let your customers know as soon as there’s a delay and keep them updated along the way.
Regular updates reassure customers that you’re on top of things. Plus, it saves your support team from answering endless “Where’s my order?” questions.
5. Add value to mitigate frustration
A little gesture can go a long way when customers are frustrated.
Offer a discount, free shipping on their next order, or loyalty points to make up for the inconvenience.
You can also recommend additional products related to the delayed order. This will add extra value and encourage additional sales, even when there is an issue with the original order.
It’s not just about saying “sorry”—it’s about showing that you value their patience and want to make things right.
6. Personalize the message
Use their name, mention their order, and include details about what they purchased. This small touch shows that you’re treating their issue as unique. It’s also a chance to reinforce your brand personality and make the experience feel personal and professional.
7. Leverage automation for timeliness and segmentation
Automation can help you send updates quickly, and segmentation lets you tailor those messages.
For example, high-value customers might receive a personalized email with a special offer, while first-time buyers get a friendly, informative update. With the right tools, you can handle delays efficiently without losing that human touch.
8. Combine email with SMS or WhatsApp
Different channels work for different situations.
Use email for detailed explanations, but when time is of the essence, send a quick SMS or WhatsApp message.
This mix ensures your customers get the information they need, when they need it, without feeling overwhelmed or left out.
Additionally, consider including a link to your shipping policies or return policies in your communication. This allows customers to review their options if they decide they’d like to make changes to their order
9. Connect your help desk to the customer and carrier information
Integrating carrier tracking and customer order data with an eCommerce-specific help desk streamlines delivery management.
With an eCommerce-specific help desk, your agent instantly sees the shipment's real-time tracking, the customer’s order history, and any past interactions—all in one dashboard.
This setup allows your customer service team to provide accurate updates and responses, send automated delay notifications, and offer personalized solutions on the spot.
By integrating carrier tracking and order data, you make managing delivery issues faster, more efficient, and far less stressful for everyone involved.
Turning shipping delays into opportunities for brand growth
Shipping delays don’t have to equal disappointed customers. With the right approach, these moments can become opportunities to build trust, deepen loyalty, and even drive more sales.
Outvio helps you transform delay emails into meaningful customer interactions.
Personalize each message with thoughtful touches like discount codes, tailored product recommendations, or exclusive offers—keeping your customers engaged and excited about your brand, even during setbacks.
But it doesn’t stop at personalization.
Outvio’s smart automation ensures that every delay email is perfectly timed and tailored to the right audience. Whether it’s a quick update or a heartfelt apology, you can deliver the right message with ease.
By staying transparent, adding genuine value, and showing your customers they’re a priority, you can turn a potential negative into a lasting positive. Shipping delays aren’t just hurdles—they’re opportunities to create stronger connections and even unlock new sales
