Order Confirmations and Shipping Updates: Text, Email, or Both?

In the fast-paced world of e-commerce, communication doesn’t stop once a customer clicks “Place Order.” In fact, that’s when it really begins. Clear, timely order confirmations and shipping updates are the backbone of post-purchase trust. But as digital channels expand, one big question emerges, should you send these updates by text, email, or both?

Let’s explore how each method works, its pros and cons, and how combining the two can deliver the best customer experience.

Why Order Confirmations Matter

An order confirmation isn’t just a receipt—it’s reassurance. Customers want instant confirmation that their order went through, that the payment was successful, and that their items are being prepared. A well-crafted confirmation also sets the tone for the entire post-purchase journey.

This message should include key details like:

• Order number and summary

• Billing and shipping information

• Estimated delivery time

• Customer support contact details

The goal is to make customers feel informed and confident, reducing the likelihood of follow-up inquiries or anxiety about their purchase.

The Case for Email Updates

Email has long been the standard for e-commerce communication—and for good reason. It’s professional, detailed, and easy to reference later. Advantages of email confirmations and shipping updates:

• Comprehensive information: Emails can include full order details, product photos, links to return policies, and tracking numbers.

• Custom branding: Businesses can use templates, logos, and design elements to create a polished, on-brand experience.

• Better for record-keeping: Customers can easily search their inbox for order receipts or shipping info.

However, the downside is that emails can get buried. With crowded inboxes and spam filters, important updates may not always be visible immediately.

The Power of Text Notifications

Text messages offer something email can’t—immediacy. In today’s mobile-driven world, SMS alerts cut through the noise with near-instant delivery and open rates of up to 98%. Benefits of text updates include:

• Speed: Most people read texts within minutes.

• Convenience: No need to log into an email account—updates arrive straight to the phone.

• Higher engagement: SMS can drive quick actions, like clicking a tracking link or confirming delivery.

That said, texts have limitations. They’re brief by nature, so they’re best for simple updates—“Your order has shipped!” or “Delivery arriving today.” Additionally, not all customers want to receive texts, especially if they view them as intrusive.

The Hybrid Approach: Best of Both Worlds

So which is better—text or email? The answer often depends on your audience and the type of information being shared. But increasingly, businesses are finding success by strategically combining both channels. Here’s how it can work:

• Email handles the full confirmation and detailed tracking information.

• Text delivers concise, real-time alerts about shipping milestones or delivery updates.

For example, you might send an email confirming the order details, followed by a text that says, “Your order is on its way! Track it here.” This dual approach ensures customers stay informed without being overwhelmed.

The key is to let customers choose their preferred communication method during checkout. Offering flexibility shows respect for their preferences and enhances satisfaction.

Building Trust Through Transparency

Whether you choose email, text, or both, the goal remains the same: to keep customers informed. Transparency builds loyalty. When people know what to expect and when, they feel valued and confident in your brand.

Remember, post-purchase communication is not just transactional; it’s emotional. Each update reinforces reliability and care, transforming one-time buyers into repeat customers.

In the end, there’s no one-size-fits-all answer. Emails are ideal for detailed records and brand consistency, while texts offer speed and immediacy. When used together, they create a seamless customer experience that keeps shoppers informed at every step.

So, whether it’s a quick “Your package is out for delivery!” text or a beautifully designed email summary, timely updates are more than good manners—they’re good business.