Shipping delays never sit right with any of the parties involved. There’s a ripple effect from suppliers and logistics providers to retailers, with end customers facing the most inconvenience.
This means a lot of frustration, disruption in plans, and, in some cases, financial impact for both parties. On-time delivery is vital to keeping customers happy and loyal to a brand or business. And in the eyes of the customer, it can also separate one company from another.
Most times, shipping delays are simply inevitable. These delays could be from:
Weather conditions
Labor shortages
Customs
High-demand periods
You can help alleviate your customers’ shipping concerns with proactive and regular communication. Customers with up-to-date information about their orders are less likely to feel anticipatory frustration.
In this article, we’ll look at shipping delays and their causes, potential impacts, and mitigation strategies. Then, we’ll guide you on effective and practical ways to communicate this delay with your customers and to keep them engaged throughout the order fulfillment process.
Try Omnisend’s SMS and email workflows to inform customers about shipping delays
Shipping delays are disruptions or unexpected extensions that occur when orders miss the specified delivery date. The delays in transit could be of the following types:
Domestic shipping delays occur within a single country, stemming from factors like local weather, traffic, strikes, and accidents
International delays occur when goods are transported across national borders, arising from customs clearance issues, geopolitical events, and longer transportation distances
Short-term delays minimally impact the supply chain and can last hours to days
Long-term delays drastically affect inventory, production, and market access extending from weeks to months from major disruptions like natural disasters
Common causes of shipping delays
Shipping delays can disrupt supply chains and businesses, leading to frustrated customers, loss of revenue, and bad retail relationships. Below are some common issues that cause shipping delays:
Logistical issues
Logistical delays in shipping occur due to inefficiencies or issues in business operations. These delays can happen during different stages, like warehousing, fulfillment, and transport, leading to delays in transit.
Warehouse bottlenecks occur when a warehouse’s processing capacity is overwhelmed. Common causes are:
Overcrowding
Staff shortages
Inefficient processes
Equipment failures
Transportation problems, like vehicle breakdowns, traffic congestion, route disruptions, coordination problems, and regulatory delays, can also contribute to shipping delays.
Weather can significantly affect shipping, as sea, air, and land transportation are vulnerable to weather disruptions. Natural disasters like hurricanes, typhoons, earthquakes, tsunamis, and floods can delay cargo loading, rerouting, and transportation. Seasonal weather patterns can add to this as well, where volatile weather conditions like monsoons, heatwaves, and snow storms can affect transportation schedules.
Customs and regulatory delays
Customs and regulatory processes are essential for international trade but can cause shipping delays. Delays can occur due to regulations, inefficiencies, and enforcement during cross-border transit.
When you’re shipping across borders, the inspection process time can vary to clear customs. If you underestimate this time, shipping can fall behind schedule. You can also face significant hold-ups if there are any errors in your paperwork, especially as global security measures continue to increase.
Supplier and manufacturer issues can affect the production and availability of goods. Production delays can impede manufacturing schedules, resulting from raw material shortages, equipment failures, and labor shortages. Stock shortages can cause delays due to demand fluctuations, inventory management issues, poor inventory handling, and unreliable suppliers.
Global events
Global events like pandemics, trade wars, and holidays can again greatly affect shipping and logistics. Pandemics like COVID-19 disrupt global supply chains with factory closures, reduced workforce, and transportation restrictions. The movement of goods can suffer from limited staffing and health protocols with sanitization and distancing protocols.
Trade wars are another common event that can cause havoc in the supply chain. Higher tariffs and trade barriers can reduce the volume of goods traded between countries, leading to fewer shipments and longer wait times for customers.
Both local and worldwide holidays can disrupt shipping too. We’ve pulled together a 2024 events calendar that can help remind you of upcoming events and holidays that may impact shipping. You can plan around these holidays or provide upfront communication to your customers that shipping times may be extended due to the holiday.
Other unforeseen events can also affect shipping times. For example, in 2021 a mega-container ship, the Ever Given, got stuck in the Suez Canal Production that held up an estimated $9.6 billion of goods every day. These events can cause delays across transport hubs as well as warehouses. To help mitigate the risk, try to use multiple shipping locations.
Shipping delays affect retailers and customers alike, leading to reduced profitability for companies and decreased satisfaction for customers. Here’s a brief overview of their impact on businesses, consumers, and the economy.
On businesses
Shipping delays can wreak havoc on your business by hurting inventory management and causing production halts. As a business owner, you may see increased costs and have to expedite shipping to meet delivery deadlines promised to customers.
You may also have to adjust or postpone planned marketing and sales campaigns if you know you can’t deliver on your shipping terms. This may put you at a competitive disadvantage, as customers might turn to competitors who have different shipping processes.
When these shipping delays occur, you can get ahead of potentially unhappy customers by using Omnisend’s automated email campaigns to keep customers informed about unforeseen circumstances. By providing a quick update on the shipping issue, customers are more likely to be understanding than if you avoid telling them.
On consumers
Customers often expect swift delivery, especially for time-sensitive items. The most immediate impact of a shipping delay is inconvenience and frustration. Consumers may start to look for alternatives or replacements and, if these alternatives are just as good or better, you may lose those customers permanently.
Any delay in transit can ripple through supply chains, causing economic disruptions. These can lead to supply shortages and manifest as congestion in key ports, increase in freight rates, and higher consumer prices. For instance, the chip shortage in 2020, worsened by high demand and shipping delays, caused global price surges and product shortfalls.
How to mitigate shipping delays
Mitigating shipping delays involves analyzing logistics elements, identifying vulnerabilities, and implementing strategies. Here are some ways you can do that:
Proactive planning
Relying on a single supplier can hinder your shipping process. Diversifying your supplier base can shield you against production slowdowns, natural disasters, or geopolitical events. Try to establish strong relationships with multiple suppliers so you can adapt more quickly to changing circumstances.
It’s a good idea to monitor your shipments through inventory management strategies, such as using real-time tracking systems. This technology can help you identify potential delays and stay ahead by finding proactive solutions. You can also use automated logistics platforms to streamline operations and optimize shipping routes.
Effective communication
Establishing regular check-ins with logistics partners through a centralized communication platform can help you streamline information sharing. Communication can help you manage expectations and reduce frustration in case of delays. You can do the same by updating customers, especially during bad weather, holidays, and peak seasons.
Contingency planning
Make sure to assess potential risks that could affect your shipping timelines. Create a plan and develop alternative strategies and routes that you can use if these issues arise. This will help you quickly adapt to natural disasters and supplier issues through backup plans to keep your business running smoothly.
How to communicate with customers about delivery delay
How you communicate with your customers about potential shipping delays makes all the difference. Regular updates to your customers will assure them that you value their business, and this courtesy goes a long way in developing a loyal customer base.
Transparency and honesty
Your customers expect to know the exact status of their delivery. Here are some tips for communicating shipping issues:
Start with a sincere apology
Avoid jargon that your customers might not understand
Be transparent about the reason for the delay
Provide a revised delivery date
Include a customer care number in case a customer has questions
You can use pre-built email templates to communicate delays to your customers. Try using Omnisend’s ready-made email templates to assist you and keep them ready in case shipping delays happen.
Timely updates
Giving timely updates in the form of emails or SMS can help keep your customers in the loop. Knowing where their delivery is can help build confidence in your shipping solutions.
Use multiple channels to communicate delays to your customers. You can send updates to your customers via SMS, emails, or push notifications to make customers aware of any shipping issues in a more timely manner.
Use Omnisend to send timely personalized emails globally
Providing customers with limited information may cause more issues and questions. Instead, when you’re communicating with your customers, make sure to provide detailed information to limit confusion or additional concerns. Below are some components you can include in your messaging:
Name of the customer: Dear (Customer Name),
Specific reason for the delay: Due to severe weather conditions affecting our supply chain, your order has been delayed
Current status: Your order is currently in transit and is expected to reach our local distribution center by (Date)
New estimated delivery date: We expect your order to arrive by (New Estimated Date)
Steps you’re taking to resolve the issue: We are working closely with our logistics partners to expedite your process and minimize any further delays
Compensation or apology: We apologize for any inconvenience this may have caused you. As a token of our appreciation for your patience, here’s a gift card you can use (Discount/Coupon)
Contact information: If you have any questions, please contact our customer service team at (Contact Information)
Reemphasize commitment: Thank you so much for trusting our services. We will remain committed to getting you your shipment as soon as possible
Don’t forget to add the tracking number and tracking link to each email or SMS you send out so your customers can quickly check the status of their order. This avoids the hassle of customers looking for that initial email with the details. This may also help reduce the pressure on your customer service team, who might already have customers waiting to speak with them.
If you don’t have an estimated delivery date, you can include a sentence such as “We understand you may be disappointed, and we want to assure you that we are taking all necessary steps to expedite your order. We will send you an updated delivery estimate shortly.”
Following up with customers after shipping delays can help you strengthen customers’ trust and perceptions towards your brand. Here’s how you should follow up:
Apology and accountability
Even if the delay was totally beyond your control, it’s still a good idea to take accountability and start your email with an apology. This will help you connect with the customer and acknowledge their frustration. When customers feel heard and understood, they’re more likely to stick with you and overlook minor shipping delays.
Though not mandatory, you can offer customers a coupon card, free shipping on future orders, or discounts on future purchases. This shows the customer that you’re trying to set things right and appreciate their business.
However, offering incentives may not always be feasible. In that case, consider each shipping delay case-by-case by evaluating the extent of the delay and the potential impact on the customer. You can also pull in additional information from other sources like CRMs to understand if the customer has faced multiple past issues and, if so, try to prioritize them.
Feedback channels
You can send feedback forms or small questionnaires to collect and analyze customer feedback. Include open text fields to let your customers provide their feedback or any suggestions they may have. You can use the responses to understand common issues your customers might face and assess if your brand loyalty took a hit. Try to wait a few days after the customer has received their shipment before you ask for feedback.
Continuous updates to customers should include the following:
Confirmation of the order
Start of shipping
In-transit updates
Out-for-delivery
Delivery
Follow-up confirmation
If a customer returns the product, the update may also include a return notification.
As part of your efforts to keep customers interested in your products, you can also send out additional personalized content. This can include information on loyalty programs, exclusive offers, and rewards. Do so in a way that does not overwhelm the customer but keeps them engaged. For this, you’ll want to:
Set a goal or milestone
Segment your audience and have targeted messaging ready
Plan your campaign and timeline
Prepare your email campaigns
Adjust based on the metrics you track
Check out Omnisend’s drip campaign functionalities to completely automate and streamline this process.
Effective communication examples during shipping delays
There are several channels through which you can maintain regular communication and update customers on their delivery status. However, you’ll want to vary the messaging for each channel. Here are some channels you can consider:
Email notifications
Email notifications should be detailed, personalized, and reassuring. You want to provide detailed information about the delay, reasons, and an updated shipping timeline. Make sure to include steps you’re taking to resolve the issue and offer a point of contact, such as a customer service email ID and contact number, if a customer wants to reach out. You can set up automated emails to send these with ease if a shipping delay is triggered.
Create a shipping delay email with personalized fields and include it in your email marketing automation workflow so you can quickly communicate delays without manually sending emails.
Have you tried Omnisend’s fully personalizable and automated email automation functionality?
SMS notifications should be concise and to the point, as the message will be viewed on a phone. Briefly inform your customer about the delay and an expected new delivery date. You can also automate these SMS messages entirely and schedule them based on a trigger condition, time, or frequency.
Try using Omnisend’s automated, personalized SMS marketing to help you connect with your desired shipping platform and set up the workflow in just a few clicks. If you’re on the Omnisend Pro plan, you also get monthly free SMS credits.
With Omnisend’s global email and SMS notification functionality, even international customers can get timely updates on their orders. However, it’s important to remember that in some countries, the law mandates that only customers who’ve signed up for the functionality can receive messages. So, an additional step would be to double-check that you have the necessary permissions and consent before you add customers to your email or SMS list.
Image via Local Eclectic
Website banners and popups
Keep the message short and direct if you plan to use popups or banners to communicate shipping delays on your website. Display a prominent message about the shipping delay, including the expected resolution time.
Social media announcements
At times, shipping delays can be prominent worldwide. For example, the COVID-19 pandemic caused widespread delays and, in most cases, cancellations. Other incidents can include geopolitical crises, port congestion, natural calamities, etc. In such scenarios, keeping your broader customer base informed on the shipping delays can be much easier through social media announcements.
Be honest and sincere in your message and provide as much detail as possible to help customers understand the situation better. Once you notify customers on social media, try to post regular updates to keep them informed on the situation. You’ll also want to respond quickly to customers’ queries in the comment section. After the situation has improved, you can switch to SMS or email marketing and continue the exact steps you saw in the earlier sections.
Conclusion
While shipping delays are often an unavoidable aspect of business operations, their impact on both customers and businesses can be significant. They disrupt plans, lead to frustration, and can have financial repercussions. Understanding the common causes of these delays can help you better manage and mitigate their effects.
Effective communication is key to maintaining customer trust and satisfaction during these challenging times. By proactively providing updates, being transparent about the reasons for delays, and offering timely and detailed information, you can minimize the negative impact on your customers. Utilizing tools like Omnisend’s automated SMS and email workflows can streamline this communication, ensuring that your customers remain informed and engaged throughout the process.
Ultimately, while you may not be able to eliminate shipping delays entirely, implementing detailed communication strategies and planning ahead for potential disruptions can help you maintain customer loyalty and more easily navigate the complexities of shipping.
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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