Average Delivery Confirmation Email Benchmarks
Delivery confirmation emails notify customers that their package or service has been successfully delivered. These post-purchase transactional emails serve to reassure the customer, provide proof of delivery, and open a channel for post-delivery engagement such as review requests, satisfaction surveys, or cross-sell opportunities. Because the customer is anticipating the delivery, these emails enjoy naturally high engagement rates.
Average open rates range from 40% to 60%, with click-through rates between 10% and 25%. The delivery confirmation represents a positive touchpoint in the customer journey, and satisfied customers are more receptive to secondary calls to action such as leaving a review or exploring related products. These emails also see very low spam complaint rates.
Key Findings
- Delivery confirmation emails achieve open rates of 40-60%, driven by anticipation of delivery completion.
- CTR of 10-25% is primarily driven by tracking link clicks and review request engagement.
- Including a review request in delivery confirmations generates 20-35% more reviews than separate emails.
- Photo-based delivery confirmation increases customer trust and reduces delivery dispute claims by 30-50%.
- Cross-sell recommendations in delivery emails can generate 5-15% additional revenue per transaction.
Open Rate Benchmarks
Open rates for delivery confirmation emails range from 40% to 60%, with top-quartile senders exceeding 65%. The highest open rates occur within hours of delivery notification, as customers actively track their package status. Subject lines that include the carrier name, order number, or "Delivered" status marker achieve 10-20% higher open rates. Same-day delivery confirmations see slightly higher open rates than standard delivery notifications due to increased immediacy.
Click-Through Rate Benchmarks
Click-through rates range from 10% to 25%, with tracking-related links accounting for the majority of clicks in the first 24 hours. After delivery confirmation is read, secondary clicks on product recommendations, review links, and cross-sell offers increase. Emails that include a visual delivery confirmation, such as a photo of the package at the delivery location, see 15-25% higher engagement. Subscription and repeat-purchase businesses generate higher CTR as customers have ongoing relationships with the brand.
Best Practices
- Send the delivery confirmation immediately upon delivery scan to capitalise on customer anticipation.
- Include the delivery date, time, location, and carrier name for complete transparency.
- Add a clear proof-of-delivery indicator, such as a photo or signature confirmation when available.
- Request a product review or service rating as a natural follow-up to a positive delivery experience.
- Provide easy return or exchange instructions prominently for customers who may be dissatisfied.
- Include relevant cross-sell or replenishment suggestions based on the delivered product category.
Related Benchmarks
Abandoned Checkout — Email Marketing Benchmarks
Abandoned checkout email benchmarks for recovering customers who started checkout. Open rates 35-50%, CTR 12-25%, recovery rates 8-20%.
Account Recovery — Email Marketing Benchmarks
Email marketing benchmarks for account recovery and re-activation emails including dormant account recovery, password reset, and re-engagement campaign performance data.
Account Verification & Confirmation Email Benchmarks
Email marketing benchmarks for account verification and confirmation emails. Open rates 40-65%, CTR 20-40%, verification completion rates, re-verification, MFA notification, and security alert data.
Annual Report — Email Marketing Benchmarks
Email marketing benchmarks for annual report distribution and shareholder communications including engagement rates, compliance requirements, and best practices.
Back-in-Stock Notification Email Benchmarks
Email marketing benchmarks for back-in-stock notification campaigns. Open rates 30-50%, CTR 15-35%, waiting list conversion, restock alerts, exclusive early access, and sell-through rate data.
Backorder Notification — Email Marketing Benchmarks
Backorder and pre-order status update email benchmarks for notifying customers about item availability. Open rates 35-55%, CTR 15-30%.
Frequently Asked Questions
Customers are actively tracking their packages and anticipating delivery. The delivery confirmation email satisfies a real-time information need, driving high open rates. The transactional nature and timing of these emails make them one of the most anticipated email types in the customer journey.
Delivery confirmation emails should be triggered immediately upon delivery scan by the carrier. Any delay reduces the relevance and usefulness of the information. Real-time triggering ensures the email arrives when the customer is most engaged with the delivery status.
Yes. Delivery confirmation is an excellent moment to request reviews because the experience is fresh and the customer is satisfied with receiving their order. Including a review request at this touchpoint generates 20-35% more reviews compared to sending a separate review request email days later.
Include clear return instructions, a direct contact for delivery issues, and relevant product care or usage information. Personalised cross-sell recommendations based on the delivered product can enhance the experience while generating additional revenue. Minimising friction in the post-purchase journey builds long-term loyalty.
Replenishment reminders for consumable products, accessories or complementary items for durable goods, and loyalty program enrolment offers all perform well. The key is relevance — cross-sell suggestions should be directly related to the delivered product to feel helpful rather than opportunistic.