Order Updates Before Shipping

These messages cover the time between order placement and warehouse processing. Use them to confirm the purchase, set expectations early, and reduce “Where is my order?” contacts.

parcelLab does support order updates, however make sure this is coordinated with your OMS.

In many setups, these order emails are already hard-wired in the shop/OMS, so only enable parcelLab order communication when necessary and when you can suppress or de-duplicate existing notifications.

Order confirmation

Confirm the order was received, reinforce trust with a clear delivery promise, and make it easy to verify items and delivery details.

Subject line & preview

Example subject variants:

• Order confirmed: {{orderNo}}

• Thanks for your order at {{shopName}}

• We’ve received your order {{orderNo}}

Example preview text variants:

• Review your items, delivery address, and estimated delivery date.

• We’ll notify you as soon as your order ships.

Recommended content

• Order summary: order number, order date/time, and totals (if applicable).

• Delivery promise: realistic ship/delivery expectations and what can influence them.

• Delivery details: address (and pickup/store selection if relevant) plus how to request changes.

• Items overview: item list, quantities, and substitutions/backorders (if relevant).

• Next steps: what update comes next and when tracking becomes available.

• Help: clear contact path and self-service order page.

Useful placeholders

Core:

• {{orderNo}}

• {{shopName}}

• {{recipient_notification}} / {{recipient}} / {{recipient/first-name}}

Address:

• {{street}}

• {{zip_code}}

• {{city}}

• {{destination_country_iso3/locale}}

Order timing & totals (if available):

• {{order_date/local/long}}

• {{orderSubTotal/customField}}, {{orderTax/customField}}, {{orderTotal/customField}}

Items:

• {{articlesTableWithImages}}

Useful snippets

• Items table: {% partial ArticlesTableWithImages %}

• View order CTA (optional): {% partial viewOrderBtn %}

• Product recommendations (optional): {% partial productRecommendations %}

Loyalty/ Conversion target

Keep these secondary and below the transactional content:

• Join loyalty: earn points for purchases and get member-only perks.

• Create account: faster returns, saved addresses, and order history.

• Preference center: choose notification channels and delivery updates.

Order cancelled

Confirm the cancellation, remove uncertainty about what happens next, and clarify refund timing and support options.

Subject line & preview

Example subject variants:

• Cancellation confirmed: {{orderNo}}

• Your order {{orderNo}} was cancelled

• Update from {{shopName}}: order cancelled

Example preview text variants:

• Refund details and next steps inside.

• Need help or want to reorder? We’re here to help.

Recommended content

• Cancellation confirmation: what was cancelled and when it took effect.

• Reason (optional): short explanation when appropriate (avoid blame).

• Refund expectations: method, amount, and when it will appear.

• What to do next: reorder, choose alternatives, or contact support for reinstatement (if applicable).

• Help: clear escalation path for urgent cases.

Useful placeholders

Core:

• {{orderNo}}

• {{shopName}}

• {{recipient_notification}} / {{recipient}} / {{recipient/first-name}}

Refund totals (if available):

• {{orderSubTotal/customField}}, {{orderTax/customField}}, {{orderTotal/customField}}

Items (if available):

• {{articlesTableWithImages}}

Useful snippets

• Items table (optional): {% partial articlesTable %} or {% partial ArticlesTableWithImages %}

• View order CTA (optional): {% partial viewOrderBtn %}

• Alternatives (optional): {% partial productRecommendations %}

Loyalty/ Conversion target

Only if it doesn’t read insensitive:

• Shop alternatives: similar items to replace the cancelled ones.

• Join loyalty: perks, early access, and member offers.

• Win-back: a gentle “come back” CTA (avoid discount overload).

Backorder created

Explain that some items are delayed, provide an expected ship window, and offer clear customer options to reduce frustration and contacts.

Subject line & preview

Example subject variants:

• Backorder update for {{orderNo}}

• Some items in {{orderNo}} are delayed

• Update from {{shopName}}: item availability

Example preview text variants:

• See what’s delayed, your updated timeline, and your options.

• We’ll keep you posted and ship as soon as items are available.

Recommended content

• What’s delayed: list backordered items clearly.

• Updated timeline: expected ship window and when you’ll update again.

• What happens to the rest: ship now vs ship together (set expectations).

• Customer options: wait, swap for alternatives, or cancel backordered items.

• Help: fast support path for changes.

Useful placeholders

Core:

• {{orderNo}}

• {{shopName}}

• {{recipient_notification}} / {{recipient}} / {{recipient/first-name}}

Items:

• {{articlesTableWithImages}}

Useful snippets

• Items table: {% partial ArticlesTableWithImages %}

• Alternatives: {% partial productRecommendations %}

Loyalty/ Conversion target

• Swap suggestion: recommended alternatives in-stock (minimize delay).

• Join loyalty: priority restock notifications or early access.

• Save preferences: get updates via push/SMS/email.

Shortpick (items removed from order)

Inform customers that some items can’t be fulfilled, clearly show what changed, and explain refunds and next steps.

Subject line & preview

Example subject variants:

• Update to order {{orderNo}}: items removed

• We couldn’t ship everything in {{orderNo}}

• Important update about your {{shopName}} order

Example preview text variants:

• See what was removed and how refunds will work.

• We’ll ship the remaining items as planned.

Recommended content

• What changed: list removed items and any remaining items still shipping.

• Why it happened: short explanation (availability/warehouse shortpick).

• Refund expectations: method, amount, and when it will appear.

• Updated order summary: updated totals and what still ships.

• Options: shop alternatives or reorder removed items.

• Help: support contact and resolution path.

Useful placeholders

Core:

• {{orderNo}}

• {{shopName}}

• {{recipient/first-name}}

Refund totals (if available):

• {{orderSubTotal/customField}}, {{orderTax/customField}}, {{orderTotal/customField}}

Items:

• {{articlesTableWithImages}}

• {{#containsCancelledItems=true/customField}}...{{/containsCancelledItems=true/customField}}

Useful snippets

• Cancelled items table: {% partial canceledLineItems %} or {% partial CancelledArticlesTableWithImages %}

• View order CTA (optional): {% partial viewOrderBtn %}

• Alternatives: {% partial productRecommendations %}

Loyalty/ Conversion target

• Replace items: recommend similar in-stock products.

• Join loyalty: restock alerts or member offers (keep subtle).

• Preference center: opt into back-in-stock notifications.

Extended ship time update

Provide a proactive heartbeat update when an order has a longer-than-usual ship time, keep expectations realistic, and offer clear options to reduce uncertainty.

Recommended.

Use this when an order has a longer-than-usual ship time and customers need reassurance and options. Typical use cases: backorder/low stock, inventory transfer/logistics delays, or scheduled delivery (e.g., appointment-based shipping) where “silence” increases WISMO contacts and cancellations.

Subject line & preview

Example subject variants:

• Shipping timeline update: {{orderNo}}

• Update from {{shopName}}: shipping is taking a bit longer

• New shipping estimate for order {{orderNo}}

Example preview text variants:

• Here’s the latest estimate and your options.

• We’ll keep checking and update you again soon.

Recommended content

• Current status: what’s still pending and why (short and factual).

• Updated timeline: latest expected ship date/window (or “still waiting” with a next update time).

• Next update promise: when you’ll update again if nothing changes.

• Customer options: wait, swap to in-stock alternatives, or cancel affected items (e.g., backordered items).

• Help: support contact for urgent changes.

Useful placeholders

Core:

• {{orderNo}}

• {{shopName}}

• {{recipient_notification}} / {{recipient}} / {{recipient/first-name}}

Items:

• {{articlesTableWithImages}}

Useful snippets

• Items table: {% partial ArticlesTableWithImages %}

• Alternatives: {% partial productRecommendations %}

Loyalty/ Conversion target

• Swap to in-stock: curated alternatives that ship sooner.

• Join loyalty: priority notifications for restocks.

• Save delivery preferences: preferred delivery method for the eventual shipment.