How desirable are order status updates?

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How desirable are order status updates?

We asked ourselves a few weeks ago, "How desirable is the amount of email you receive with your order?" We wrote that you had just ordered those new speakers and were eagerly awaiting the delivery person. But before they arrived, you first had to wade through an endless stream of emails. From the confirmation – ping! – to the delivery notification, another – ping – "you've got mail." In between, emails about the track & trace announcement, the actual track & trace, and a message about arrival at the carrier. All aimed at clear delivery. But if you want to keep track, it's almost a full-time job! Aren't all those "ping! you've got mail" notifications a bit much?

Why all the email?

The purpose of the email stream is twofold. On the one hand, it aims to inform the customer. With the adage "the customer is king" in mind, you want to keep your customer informed of every status change. At the same time, it saves time if you send automated messages to customers about their order. This means you don't have to pick up the phone as often to explain that the order has arrived or that the package should have been delivered long ago.

Desirable?

Time-saving is always desirable. But what about the customer? Does your customer really want that endless stream of updates? The answer is surprisingly "yes." According to research*, these updates are an important part of the customer experience. Based on the figures, we can even say that Dutch people love tracking & tracing. However, we all agree that the messages could be a bit more personal (read: less generic). Consumers indicate that not all emails are equally important. The emails that score highest in popularity are those about the package leaving the warehouse and being on its way to the delivery address. Emails about delays score best. A whopping 95% of respondents in the study want to be kept informed of delays. Email and tracking via the carrier are preferred over SMS, and SMS scores higher than WhatsApp.

It's notable that messages with precise GPS tracking of the delivery process score less well. According to consumers, the email confirming that the order has been delivered can be omitted.

An email bomb after all

Customers therefore like status updates, especially when they concern the delivery time. Automated status updates are certainly desirable, especially if they are sent via email or tracking through the carrier. It's remarkable that consumers prefer to be kept informed proactively. The emphasis here is on the word "proactive." This means that your customers prefer that "email bomb." Precisely that bomb which we thought would be just a bit too much in an age of information overload. The alternative – a tracking system where your customers can log in themselves – therefore scores less well.

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Source: Sendcloud, consumer expectations for e-commerce logistics in 2021.

https://www.sendcloud.nl/ecommerce-delivery-compass/

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