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12 minute read
With ShippyPro, you can automatically send email notifications (also known as shipping or tracking notifications) to keep your customers informed at every step of the delivery journey. In today's market, customers demand real-time delivery updates and the lack of proactive communication leads to increased "Where Is My Order?" (WISMO) support tickets and failed delivery attempts.
ShippyPro's new email notifications are designed to solve these challenges by giving you full control and flexibility over when and how you communicate with your customers. Unlike traditional email notifications that often go ignored or overwhelm customers with unnecessary messages, our workflow-based system ensures you send the right message at the right time.
Key benefits:
Keep customers informed proactively, reducing support workload
Alert customers before delivery attempts, reducing re-delivery costs
Build trust and improve NPS scores with timely, relevant updates
Create fully customized email templates that reflect your brand identity
Start now at: https://app.shippypro.com/notifications
1. What Are Email Notifications
Email notifications allow you to keep your customers informed through professional, branded customer notification emails that notify them of changes in their order status. Unlike generic, one-size-fits-all emails that customers often ignore, ShippyPro's email notifications are workflow-driven and contextual — meaning you send only the updates that matter, when they matter.
With full control over design, layout, and content, you can create a communication experience that reflects your brand identity while addressing common e-commerce challenges:
- Reduce "Where Is My Order?" inquiries by proactively updating customers
- Prevent failed deliveries by alerting customers when action is needed
- Build customer trust with timely, relevant updates instead of message overload
- Enhance brand recognition with fully customized templates
With email notifications, you can:
- Send updates at any stage of the delivery journey based on precise tracking statuses
- Fully customize templates with your logo, colors, and messaging
- Add images and personalized content using dynamic placeholders
- Include tracking links and call-to-action buttons
- Support multiple languages (English, Italian, French, German, Spanish)
- Control exactly when notifications are sent using flexible workflow conditions
Email Notifications always go to the shipment recipient on the order. If you want your own team alerted instead — for example when a shipment needs attention — see How to set up Internal Alerts. Alerts to your team on Email are free.
2. How to Activate Email Notifications
ShippyPro's new email notification system is built on workflow-based configuration — giving you an easy, no-code way to set up notifications aligned with your business logic. Unlike older systems that sent too many messages without control, you now have complete flexibility to choose exactly when and which notifications to send.
To start sending email notifications:
Configure the SMTP server your customers will receive notifications from (e.g. [email protected])
Create and customize your email templates with your brand elements
Define triggers and conditions to send notifications automatically based on precise tracking statuses
This approach ensures you send only valuable updates that customers actually want to receive, helping you avoid message fatigue while keeping customers informed.
Some carriers provide email notification options directly. To avoid sending duplicate notifications to your customers (which can lead to confusion and negative experiences), make sure to disable the carrier's native email notification option before enabling ShippyPro Email Notifications.
3. How to Configure Your Email Server
For the new version of Email Notifications only, email server is required to send email notifications from the new version of Notifications. ShippyPro's default sender ([email protected]) will no longer be available. If you haven't set up your own email server yet, follow the steps below.
To send email notifications, you need to connect your own SMTP email server. Emails will be sent from your own address (e.g. [email protected]), not from ShippyPro.
This gives you:
- Emails sent from your own domain, not ShippyPro's
- Higher deliverability and open rates
- Customers recognize your sender address
To set up your custom SMTP server:
Click on "Settings" button at the top-right of your screen to access the Email Settings
Click on "Configure SMTP"
| Field | What to enter |
|---|---|
| Label | Enter any name to identify this server in ShippyPro |
| Hostname | e.g., smtp.gmail.com |
| SMTP Username | Your email address |
| SMTP Password | Your email password or app-specific password |
| Port | e.g., 587 for TLS, 465 for SSL |
| Sender name | Your company or brand name |
| Sender address | The "from" address customers will see |
Save your settings and send a test email to confirm everything works
Only one custom SMTP server can be configured per account.
SMTP server plugin is not compatible with MFA authenticated email servers.
Product & Resources
Shipping Notifications
Keep customers updated at every delivery stage with automated, branded tracking notifications.
Discover Shipping Notifications →Track & Trace
Follow every shipment across your carriers from one dashboard and spot issues early.
Explore Track & Trace →AI Shipping Automation
Set rules once and let ShippyPro handle repetitive shipping tasks for you.
See automation →Resource Hub
Guides, reports and templates to help your e-commerce team ship smarter.
Browse resources →Send branded email notifications from your own domain
Start your free 14-day trial and set up your first notification workflow today.
4. How to Use Email Notifications
a. Overview
The Notifications dashboard provides:
- Metrics cards: Show the status of your email notifications and provide metrics to monitor usage.
- Last notifications table: Displays the most recent email notifications, their delivery status, and details. This gives you full visibility on recent communications sent to your customers.
b. Templates
From the Templates section, you can create, view, and manage all your email notification templates. ShippyPro provides a default template to help you get started quickly.
Email Template Features:
- Full customization: Design your email layout, add your logo, customize colors, fonts, and styling
- Content blocks: Add columns, buttons, headings, text, images, videos, social media links, menus, HTML, and more
- Dynamic placeholders: Insert order-specific information that updates automatically (see the table below)
- Multi-language support: Create templates in English (default), Italian, French, German, and Spanish
- Preview modes: View how your email looks on desktop and mobile devices by clicking on the Desktop and Mobile icons. You can also access the preview mode by clicking on the Eye icon on the top-right of the template
- Test functionality: Send test emails before going live
- Image uploads: Add custom images to enhance your emails
Dynamic placeholders
| Placeholder | What it shows | Example |
|---|---|---|
transaction_id |
The reference number of the order | ORDER-123 |
carrier_name |
Name of the shipping carrier | UPS or FedEx |
tracking_code |
Tracking number for shipment monitoring | TRK123423 |
from_address_company |
Name of the sender company as configured in the Sender details of the shipment | ABC Company |
from_address_name |
Name of the person sending the shipment as configured in the Sender details of the shipment | Paula Smith |
to_address_company |
Name of the company receiving the shipment as configured in the Recipient details of the shipment | XYZ Company |
to_address_name |
Name of the person receiving the shipment as configured in the Recipient details of the shipment | John Doe |
marketplace_platform |
Marketplace where the order originated. It's equal to the label of your marketplace connection | Shopify |
Multi-language support
You can easily add more languages from the template page:
- Click the Language dropdown at the top of the template builder.
- Then, select Add language and Choose the languages you want by clicking the + icon next to each one.
- A new version of the template will be created for each added language, with the layout copied from the default. You’ll just need to translate the text strings.
Creating a New Template:
Click Create new > "New Template"
Choose "Email" as the channel
Use the visual editor to customize your template:
- Drag and drop content blocks
- Add your logo and brand images
- Insert dynamic placeholders for order information
- Customize text, buttons, and calls-to-action
Preview your template on desktop and mobile
Send a test email to verify appearance and content
Save your template
c. Workflows
The Workflows section gives you complete control over when and how email notifications are sent. This is where ShippyPro's new notification system truly shines — instead of bombarding customers with every status update, you can create automated email notification workflows based on granular tracking statuses that trigger only when updates add real value.
Why Workflow-Based Notifications Matter:
- Reduce support workload: Proactive updates mean fewer "Where Is My Order?" tickets
- Prevent failed deliveries: Alert customers at critical moments (e.g., delivery attempts) to ensure successful delivery
- Improve customer satisfaction: Send timely, relevant messages instead of notification overload
- Align with your business logic: Create rules that match your specific fulfillment processes
Setting Up a Workflow:
Select what initiates the notification:
| Trigger | What happens |
|---|---|
| Tracking status is updated | When the carrier sends a new tracking update about the shipment, an email will be sent to the recipient |
| Order is imported | When the order is imported in ShippyPro, an email will be sent to the recipient |
| Shipment label is created | When the label is generated in ShippyPro, an email will be sent to the recipient |
| Order in error | When the label creation fails, an email will be sent to the recipient |
| Shipment needs attention | Fires when Tracking Solver flags a shipment as needing attention (At Risk or Action needed). Read more on How Tracking Solver works |
| Label is printed | When a label is marked as printed, a notification will be sent |
Refine when the notification is sent using precise information about the shipment:
- Specific tracking status (e.g., "In Transit", "Out for Delivery", "Delivered") or granular statuses (e.g. "Wrong/Invalid address", "Available at PUDO/Facility")
- Specific carrier
- Specific store or marketplace
- Many others
Select the "Send Notification" action
| Setting | What to choose |
|---|---|
| Channel | |
| Template | Choose your customized email template |
| Language | Same as Recipient Country (automatic): If the shipment goes to Italy, the notification will be sent in Italian Force specific language: Choose English, French, German, Spanish, or Italian |
| Email settings | Your configured email server will appear as the sender. If you don't see it, make sure you've completed the setup in Step 3 and refreshed the page. |
| BCC | Add up to 5 BCC recipients per rule, so an internal team or third party gets a copy of a specific notification without touching every message you send |
Example workflows that deflect support tickets:
| Workflow | What to send | Why it helps |
|---|---|---|
| Order Shipped | Send a "Your order is on its way" email when tracking status changes to "In Transit" | Reduces "Has my order shipped?" inquiries |
| Out for Delivery | Notify customers when their package is out for delivery today | Sets clear expectations and reduces failed delivery attempts |
| Delivery Attempt Failed | Alert customers immediately when a carrier attempts delivery without success | Prompts them to reschedule or arrange pickup, preventing re-delivery costs |
| Package Delivered | Send a confirmation email with a request for feedback | Builds trust and encourages repeat purchases |
| Delayed Shipment | Proactively inform customers about delays before they contact support | Maintains trust even when issues arise |
- Create workflows that target high-impact moments where customer action or awareness is needed
- Use conditions to send different messages based on carrier performance or product type
- Avoid sending notifications for every minor status change — focus on updates that genuinely matter to customers
- You can create multiple workflows for different scenarios, carriers, or customer segments to provide a tailored communication experience that scales effortlessly as your business grows
- Use BCC to send a copy of your notification. For example, add your Trustpilot invite email address as a BCC on your "Delivered" rule only: Trustpilot's Automated Feedback Service (AFS) picks up that BCC and automatically sends a review request to the customer. Learn more on Trustpilot Automatic Feedback Service
5. Unsubscribe link
All email notifications now include an unsubscribe link that allows recipients to opt out of notifications for a specific order. When a recipient clicks the unsubscribe link, they will no longer receive email notifications for that particular order, but they will continue to receive notifications for other orders.
6. Troubleshooting & FAQ
To which email address are notifications sent?
Email notifications are sent to the recipient's email address provided in the order details.
How can email notifications help reduce my support workload?
Email notifications are proven to significantly reduce "Where Is My Order?" (WISMO) support tickets — one of the most common customer service inquiries in e-commerce. By proactively updating customers at key moments in the delivery journey, you eliminate the need for them to contact support.
Best practices to deflect WISMO tickets:
- Send a notification when the order ships (with tracking link)
- Alert customers when the package is out for delivery
- Notify immediately if there's a delivery attempt failure
- Confirm successful delivery
Many merchants report a 30-50% reduction in support inquiries after implementing proactive email notifications with ShippyPro's workflow-based system.
Why might emails not be delivered?
Email delivery issues can occur due to:
- Invalid or missing email address: The recipient's email is incorrect or not provided in the order
- Spam filters: Emails may be caught by the recipient's spam filter
- Issues with order status updates: The trigger condition may not have been met
- SMTP configuration errors: Double-check your credentials
- Recipient's inbox full: The recipient's mailbox may be full or blocked
How can I check if an email was successfully delivered?
You can monitor email delivery status in the Activity page:
- Go to Notifications > Activity
- View the list of sent notifications
- Check the status of each email:
| Status | Meaning |
|---|---|
| Sent | Email was successfully sent |
| Failed | Email delivery failed (click for details) |
| Pending | Email is queued for delivery |
The activity logs provide detailed information about each notification attempt, including timestamps and error messages if delivery failed.
Can I use images in my email templates?
Yes! You can upload custom images directly in the template editor. Use the Image content block to add your logo, product images, or promotional banners.
Do I need technical knowledge to set up a custom SMTP server?
Basic knowledge of email server settings is helpful. You'll need to know your SMTP host, port, and credentials. Most email providers (Gmail, Outlook, etc.) provide this information in their support documentation. If you're unsure, contact your email provider's support team.
Can customers reply to email notifications?
Either you use ShippyPro's default server or a custom SMTP server, you can choose to enable "Use as reply-to address," customers can reply directly to your configured email address, allowing for two-way communication.
Can I send different email templates based on the carrier or store?
Yes! Use workflow conditions to create specific email experiences:
- Create multiple workflows
- Add conditions for specific carriers or stores
- Assign different email templates to each workflow
This allows you to customize messaging based on shipping method, marketplace, or customer segment.
Can I BCC someone on my customer notifications?
Yes. When configuring a workflow's notification settings, add up to 5 email addresses to the BCC field.
How can I send a test notification?
You can send a test notification from the template page. You can click on "Send test" button to insert an email address and send a test notification to the email address.
How can I configure a multi-language template?
You can easily add more languages from the template page. Click the Language dropdown at the top of the template builder, then select Add language. Choose the languages you want by clicking the + icon next to each one.
A new version of the template will be created for each added language, with the layout copied from the default. You’ll just need to translate the text strings.
I’ve just started using Notifications, but why are they all showing as Failed?
Check if you see this banner saying your Account is under review. This is a standard verification step and our team will review their account within 1-2 business days. Once approved, everything works as normal.
What are tracking notifications?
Tracking notifications are automated messages that tell your customers when their shipment's status changes, for example when it ships, is out for delivery or has been delivered. With ShippyPro, you can send them as email notifications using the "Tracking status is updated" trigger in your workflows.
What is the difference between Email Notifications and Internal Alerts?
Email Notifications always go to the shipment recipient on the order. Internal Alerts notify your own team instead, for example when a shipment needs attention, and alerts to your team on email are free. See How to set up Internal Alerts.
Can I still send email notifications from [email protected]?
Not with the new version of Email Notifications. ShippyPro's default sender is no longer available, so you need to connect your own email server in the SMTP settings. Your emails are then sent from your own address, such as [email protected].
Which languages can I use in my email notification templates?
You can create templates in English (default), Italian, French, German and Spanish. In each workflow, you can send the notification in the language of the recipient's country automatically or force a specific language.
Should I turn off my carrier's own email notifications?
Yes. Some carriers send their own email notifications. Disable the carrier's native option before you enable ShippyPro Email Notifications, so your customers don't receive duplicate messages.
Which dynamic placeholders can I add to a shipment notification email template?
You can insert transaction_id, carrier_name, tracking_code, from_address_company, from_address_name, to_address_company, to_address_name and marketplace_platform. Some details, such as the tracking code, won't be available until the shipment has been shipped.
Will my customers get an email for every tracking update?
Only if you set it up that way. Workflows let you choose the trigger and add conditions, such as a specific tracking status, carrier or store, so customers only receive the updates you decide are worth sending.
Currently for multiparcel shipments a single email is sent with the main tracking number
Please note that we cannot guarantee any consequences or actions that Amazon may take as a result of sending communications to the buyer. We claim no responsibility for anything that might occur due to notifications sending. Our customers bear the exclusive responsibility for the use and management of the "Leave a Feedback" function as well as for set-up of the relevant parameters (including but not limited to the number and categories of e-mail recipients) and e-mail content. Therefore we have no responsibility in relation to your, your representatives', employees' and collaborators' and/or third parties' use of this function nor in relation to compliance with the rules of Amazon and/or any other marketplace where you operate.
Please read the Communication guidelines carefully and add [email protected] as a sender following Buyer-Seller Messaging Permissions
Zalando's Platform Rules allow Partners to use Customers' personal data only to the extent necessary to fulfil the purchase contract. We therefore recommend limiting notifications on Zalando orders to transactional shipment updates, and avoiding promotional content (promo codes, recommended products, banners, review requests). We cannot guarantee any consequences or actions that Zalando may take as a result of communications sent to the buyer. Our customers bear the exclusive responsibility for the use of notifications, for the setup of the relevant parameters and for the content of the messages, including compliance with the rules of Zalando and of any other marketplace where they operate.
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Read more →How to Set Up Internal Alerts
Alert your own team when a shipment needs attention. Alerts on email are free.
Open the guide →Keep every customer in the loop, automatically
Try ShippyPro free for 14 days and send your first email notification in minutes.
ShippyPro is the complete shipping software for online and offline retail. With Label Creator, Track & Trace, Easy Return and Analytics features, our software simplifies your shipping operations. ShippyPro integrates with over 180 carriers and 80 sales channels, making it compatible with a wide range of products and use cases.