Shipping doesn’t end when a package leaves the warehouse. Customers expect timely updates, but generic carrier notifications often fall short. With customizable email and SMS tracking notifications, businesses can deliver branded, automated shipment updates that keep customers informed, reduce “Where is my order?” inquiries, and create a better post-purchase experience.

Customized email and SMS tracking notifications work best when each message corresponds to a real shipping event and links to a single clear tracking page. With those in place, you can cut confusion, share timely information, and keep your business visible after checkout. Below, we’ll show what to send, when to send it, and how we help you manage the flow inside ShipStation.

What are customized email and SMS tracking notifications?

Customized email and SMS tracking notifications are event-based updates that tell customers where their order stands, without them having to ask. The best setup uses clear event types, concise copy, and a single branded link for tracking. That gives each customer notification a purpose instead of sending generic noise.

Common event types include:

  • Order confirmed
  • Label created
  • In transit
  • Out for delivery
  • Delivered
  • Return started

For email and SMS notifications, timing and availability matter. Some carriers share more real-time tracking detail than others, and ETA data or signature detail may vary by service.

What your notification template should include

A strong notification template answers the next question before a customer asks it. Keep notification emails short, easy to scan, and useful on mobile. One custom email can best inform customers when the message is direct.

Include these fields in your notification templates:

  • Customer name
  • Order number
  • Tracking link
  • Delivery status
  • Support link or reply path
  • Brand name and contact information

Before you send anything, verify the email address and phone number data at the source. If you share proof details, note whether a signature, photo, or PNG file is available, and whether that link expires. If messages include account details, add links to the Terms of Service and Privacy Policy in the footer so users know how their information is handled.

How to set up email and SMS notifications in ShipStation

To implement these, start with email, then mirror the same logic in SMS if your workflow is integrated. In the ShipStation platform, you can centralize tracking, branded updates, and automation rules, then extend that structure to other tools when needed.

  1. Sign up or sign in, then connect your store account. Getting started can include Shopify, Amazon, Etsy, or Salesforce Commerce Cloud.
  2. Connect carrier accounts like UPS®, USPS®, FedEx®, or DHL Express.
  3. Turn on branded tracking pages and notification emails.
  4. Create automation rules for each shipping event, routing need, or customer segment.
  5. If you use SMS through an integration, match the same event triggers, template logic, and scheduling windows there.

This setup helps with you add new workflows later, manage exceptions, and keep every user on the same process.

Automate shipment confirmation emails
About 16% of merchants enable automated shipment confirmation emails in their first year.

Best practices for routing, privacy, and security alerts

To get the most out of these, use customer-facing notices for shipping updates and internal alerts for exceptions. That split keeps customers informed without exposing too much detail. It also helps your team route action faster when something needs attention.

A few best practices matter most:

  • Send shipping updates based on the event, not guesswork.
  • Route failed delivery, address, or return issues to the right team.
  • Use separate security alerts for account changes or unusual user activity.
  • Review template language often so every message still fits your brand.

Done well, these notifications become a support resource, not extra inbox clutter.

ShipStation was the only company to respond to my initial contact for help and was very patient in talking me through the options. So customer service definitely made them stand out.

Karen Griffin — Founder, Stickers4Walls
Read Their Story

Build better tracking messages from the start

Customized notifications should feel clear, timely, and branded from the first scan. When you match each message to a shipping event, use smart routing, and keep templates clean, customers get better updates with less manual work.

Start with ShipStation, connect your channels and carriers, and build a notification flow that keeps orders moving and customers informed.

Frequently asked questions about customized email and SMS tracking notifications

Start with the same event logic used for email. Pick the delivery event, write short copy, add a tracking link, and keep the message focused on one action. If SMS runs through an integration, mirror the timing and template rules already used in ShipStation.
Most teams track email opens or link clicks through the sending service, but clicks on the tracking link usually matter more for shipping updates. Be clear about data use, and link to your privacy policy when messages include customer information.
Yes. You can route a specific event or exception to one email address, such as failed delivery, return activity, or internal account alerts. That works best when the rule is tied to one clear event instead of a broad status group.
No. You can start a free 30-day trial with no credit card required. That gives you room to test templates, review integration options, and get your email notifications set before rolling out a larger customer notification program.
Todd Greenbaum
Todd Greenbaum
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