Personalising
post-purchase

Based on an insight into behaviour

Personalising post-purchase

Looking across all the research, there are huge opportunities for retailers that personalise based on an understanding of the particular preferences and behaviours of individual customers.

Clearly, customers respond differently depending on their circumstances as well as the nature of the update. By making updates more relevant to individual preferences, retailers can start to address the perennial issue of emails providing tracking details but not details of the order they relate to.

Why consumers open these tracking and shipping update emails:

38%

of respondents always opened tracking or shipping updates

34%

will always open tracking or shipping updates to ensure there are no delays

24%

will open tracking or shipping updates if they are not going to be home to receive their order

20%

will only open tracking or shipping updates if they know which parcel the notification relates to

19%

will only open tracking or shipping updates if they can identify which retailer or brand is trying to speak with them

17%

will only open tracking or shipping updates if the delivery of their item is time sensitive will only open tracking or shipping updates if the delivery of their item is time sensitive

Tracking / shipping updates – who should send these to consumers?

The standout finding is that customers will open emails if they are from the retailer or brand as distinct from a third party fulfilment company. They will often continue to open the emails from a third party but this is not preferred. While fulfilment companies can also start to personalise updates, there still appears to be no better solution than direct communications from the retailer.

82%

of respondents are more likely to open emails from a retailer or brand if they are updating them on the progress of their delivery

81%

will always open emails from a retailer or brand if they are updating them on the progress of their delivery

71%

of respondents have more confidence in the tracking or shipping update information if sent directly by the retailer

69%

of respondents are wary of unbranded or third-party delivery updates as they think they might be scams – increasing to 76% of Gen Z

54%

of respondents don’t care who sends them a delivery update as long as they get an update

53%

say tracking updates should come from the retailer rather than a delivery partner

53%

of respondents find receiving unbranded updates from a carrier or courier company confusing as they don’t always know which order it is referring to – increasing to 65% of Gen Z and Millennials