Package tracking emails are probably an area of your marketing that you don’t think about all that often, but it’s time to give them another glance. Package tracking emails are some of your most opened emails, and you probably aren’t taking full advantage of the engagement.

Getting a package tracking email, as a consumer, can be a truly exciting experience. After all, your item that you are anticipating is finally on its way to you! So why do we still treat them so blandly with very little attention to customer experience?

There are lots of new ideas floating around about how to take advantage of your most opened emails. On this page, we’ll take you through the ins and outs of tracking emails, what brands are doing now to make them better, why they are doing these things and how you can start to implement your own strategy.

Package tracking emails overview:

What does a tracking email contain?

Package tracking emails vary a lot from business to business, but they all have at least one thing in common – some sort of tracking information. The most common way this is presented is in the form of a linked tracking number. This requires the user to click out and view the carrier’s landing page. Other businesses have upgraded a little with static image showing progress, but the user is most likely directed to a third party landing page to see real time updates.

Why are they important?

Consumers really love tracking packages and they expect you to update them with the status of their order along the entire process. UPS alone has 210.9 million tracking requests per day. And businesses doing the shipping are the only way consumers can get the info they need to make that request.

82% of consumers said it was important that retailers proactively communicate every fulfillment and delivery stage, with 45% saying they track order status by SMS/phone and 85% using email to stay updated.

Package tracking – the old way:

Old package tracking emails are quite boring. They are basic, with only the needed information. They require a click-out to get to the most recent information making the user experience more clunky and frustrating.

Many businesses only send one tracking email, so that email is opened each and every time the user wants an update as to where their package is. The problem is that the email doesn’t update, they are always required to click out to a landing page – usually created by the shipping provider. Once the click out happens, if you are using a shipping provider’s landing page, you lose all control of customer experience. This can be damaging to your business and your brand.

How to do it better:

Marketers agree that package tracking emails are important. In fact, 73% of retailers consider order tracking the most important messaging. So why are so many brands still doing all the things that irritate their customers and make their experience sour? Well for one thing, it’s easy, and honestly, there isn’t that much information out there about disrupting your tracking email strategy.

First, we need to move away from tracking emails that are too boring or basic. Are your emails designed well? Do they look nice? It may seem trivial but design goes a long way when it comes to a good customer experience.

You can also give your customers more information than just a tracking number. Can you include order information? What about expected delivery?

Another issue that tracking emails present is linking. Does your tracking number link out to a third party site? You might want to reconsider this. Linking to a third party site carries risk with deliverability and can actually hurt your online reputation. The other issue with third party tracking sites is you lose the ability to control the customer’s experience. You are giving up any opportunity to show them how your brand experience is better than your competitor’s, the ability to cookie and retarget, and the opportunity to upsell your customers.

Try creating your own landing pages if must require a click out for tracking packages. If you are one of the more forward thinking brands, however, and want to invest in dynamically updating emails, a click out isn’t needed at all.

Dynamically updating emails give all the information your customer needs right in the email, in real time. It will tell them exactly where their package is each time they open your email. This makes their experience with your brand pleasant and gives you maximum control of their experience.

Why invest in better tracking emails?

For many brands, email has just become a money printing machine. And of course money right now is important, but this is an unfortunate under use of one of your most powerful marketing tools. Don’t forget the long play!

The most notable and successful brands are the brands that build a lifestyle around themselves. This means everything that they create is a living entity of that brand. All materials, consumables, and even their marketing emails are immersive and distinctly that brand’s.

This has massive impacts on brand affinity and in the long run makes you way more money than if you had just haphazardly strung together your marketing strategy. Consistent brand presentation across all your content and platforms can increase your revenue by 23%. Additionally 66% of consumers care more about experience than price when making a brand decision.

Your tracking emails are some of your most opened emails, so this is the best opportunity to show users what your brand stands for. Give them an experience they love and they will come back for more.

You can even use these emails as an additional sales opportunity by recommending products.

How to serve a better customer experience:

I am sure all of this sounds fantastic, but chances are you have no idea where to start. It seems complicated and time consuming to add dynamic tracking to your shipping emails. And it was, until now. Email technology has begun to catch on to the needs of consumers today. And there are a few solutions that can help brands implement some of these things into their emails. They, unfortunately, have been pretty expensive in the past.

We’ve figured out a way to make this dynamic experience affordable for every tracking email. Zembula is now offering the ability to dynamically track packages within the email for the lowest price ever, and the best part is, they update each and every time the email is opened.

It is easy to use, with many templates made just for shipping, that you drag and drop your data into. No need to normalize all of it yourself. You can easily add in other dynamic elements like personalization and product recommendations.


Whatever you are selling, you probably have a tracking email. And that email could probably use some improvement. Start with the easy things first – design them well and create your own landing pages. But if you are looking to get more than incremental improvements in your email KPIs and sales numbers, you will need to step it up. Start adding dynamic package tracking to your emails. Along with personalization and shopping recommendations, this can have a huge impact on your numbers. And it’s sure to get you some notoriety from your customers and even your peers.

Ready to create a better brand experience?