The Shipping Confirmation Automation sends customers an automatic notification the moment their order is fulfilled. Use it to keep customers informed after purchase, reduce "where is my order?" support queries, and build post-purchase trust.
Before You Begin
Automation workflows are available on all Omnisend plans. See Omnisend pricing plans.
All user roles except Analyst can access automation workflow settings.
This automation triggers regardless of the customer's subscription status. See how workflows trigger for different contact statuses.
This automation cannot be triggered retrospectively.
Shopify stores: Shopify sends its own shipping notification email by default. To prevent your customers from receiving two separate shipping confirmations, go to Shopify Admin → Settings → Notifications and disable the Shipping confirmation notification.
Eligibility and Requirements
The trigger for this workflow is preset to Order Fulfilled. The order status must be pushed to Omnisend. This happens automatically for all direct integrations: Shopify, BigCommerce, Magento, and WooCommerce – and for stores integrated via API v3.
The Order Fulfilled event carries billing and shipping information about the customer's order. It may also carry a tracking link depending on your ecommerce platform:
Platform | Tracking URL |
Shopify | Synced when a tracking URL is available in Shopify |
BigCommerce | Not synced because the platform does not include a tracking URL in the order details |
WooCommerce | Not synced because the platform does not include a tracking URL in the order details |
Magento 1 | Synced when a tracking URL is available in Magento 1 |
Magento 2 | Not synced |
Custom API platforms | Not synced. Use a third-party shipping app integration to sync tracking URLs |
💡 If your platform does not provide a tracking URL, you can use a third-party shipping app that integrates with both Omnisend and your store. See shipping apps with direct integration.
Automation Setup
To create the Shipping Confirmation workflow, go to Automations → click Create workflow → select it from the list under Transactional automations.
Automation Trigger Settings
The default trigger is set to Order Fulfilled, meaning the automation only fires when an order's status changes to Fulfilled.
Audience Filters
You can target the automation based on your customers' profile data (Country, Gender, Tag, and others) and their membership in a specific Segment.
Exit Conditions
The shipping confirmation email doesn't have a default exit condition, meaning the customer exits the workflow after receiving all the messages. You can add exit conditions to cancel the workflow early, for example, when the customer purchases a specific product, is from a particular country, or meets a different order status condition. Learn more about Exit Conditions.
Frequency Settings
The Frequency setting lets you prevent the same customer from entering the workflow more than once within a set time window. For Shipping Confirmation, keep this setting disabled.
If you enable a frequency window (for example, "in the last 30 days"), a customer who places two separate orders within that period will only receive one shipping confirmation – their second order will not generate a notification. Because every order requires its own shipping confirmation, leave this option turned off.
Conditional Split
With the Conditional Split block, you can send different messages based on trigger properties, customer profile data, segment membership, or message behavior, such as whether the customer opened or clicked a previous email in the workflow. For example, you can send a discount code to customers who purchased more than one item, or route messages by delivery country.
Delay
You can add a Delay block at any stage of the workflow, from immediately to several months. For Shipping Confirmation, set the delay to immediately so customers receive the notification as soon as the order is fulfilled.
Message Content
You can add an Email, SMS, or Push Notification to your Shipping Confirmation sequence. Once you add a message block, provide all required details, including the sender's email address and name. If any information is missing, you will see a warning: Missing email information or Missing SMS information.
Special Items
The Shipping Confirmation preset includes special content items that pull order data directly from your store. All fields populate automatically when the email is sent to a customer.
Tracking button - links to
[[event.raw.fulfillments[0].tracking_url]], synchronized with the order's fulfillment data from your store admin.
Order details - order number and date.
Ordered products - details about the ordered products. You can choose which information to show.
The order total - allows you to pick the pricing details you'd like to include in email content.
Billing & Shipping - billing and shipping details of your customer. You can choose which fields to include.
Important Notes:
The tracking button only populates if your platform passes a tracking URL to Omnisend when the order is fulfilled. If no tracking URL is provided, the button will still appear in the email, but the link will be empty or broken.
If you are using a third-party shipping app such as TrackShip, AfterShip, and 17TRACK, use the variables provided by your app – for example,
[[event.tracking_link]]and[[event.tracking_number]]for TrackShip. To prevent a blank value from displaying, add a default fallback:[[event.tracking_link | default: "Tracking not yet available"]].Shopify stores: Shipping confirmation messages are sent in the currency of the placed order.
SMS
You can notify customers about their shipment status via SMS as part of the same Shipping Confirmation workflow. Add a tracking link to the SMS body using the variable provided by your shipping app, or use [[event.raw.fulfillments[0].tracking_url]] for direct store integrations.
Shipping status updates
Omnisend's built-in Shipping Confirmation automation is triggered by a single event: the order being marked as Fulfilled. To send notifications for multiple shipping stages – such as In Transit, Out for Delivery, or Delivered – you need a third-party tracking app that sends a separate event to Omnisend for each status change.
Apps with direct Omnisend integration that support this include:
Once integrated, each shipping status becomes a separate trigger event. You can then build individual automation workflows – each with its own message content – for every stage you want to communicate.
Reports
Shipping Confirmation reports are available in the Automation Reports tab. The report includes the number of emails sent, open rate, click rate, sales generated, and contacts removed. A month-by-month view and an activity feed with detailed information per send are also available.
FAQ
Why is the tracking link in my shipping confirmation email broken or not working?
The tracking link is populated from the fulfillment data your platform sends to Omnisend. If the link is broken, the most common causes are:
No tracking URL was provided when the order was fulfilled.
You are using a third-party tracking app whose variables differ from the preset.
The URL format from your carrier is not compatible with the variable used.
Check the event data in your automation report to confirm whether a tracking URL was received. If no tracking URL was passed, connect a shipping app with direct Omnisend integration (such as AfterShip or TrackShip) to ensure tracking data is included.
Can I send separate emails for "In Transit," "Out for Delivery," and "Delivered" statuses?
Not natively. Omnisend's built-in trigger only fires on a single fulfillment event. To send notifications for multiple shipping stages, integrate a third-party tracking app that sends a separate event to Omnisend per status change. Apps that support this include AfterShip, TrackShip, and 17TRACK. Once integrated, each status becomes its own trigger that you can use to build separate automation workflows.
Will a customer who places two orders on the same day receive two separate shipping confirmation emails?
Yes, as long as the Frequency setting in the workflow is disabled. If Frequency is enabled with any time window, a customer who triggers the workflow more than once within that period will only receive one shipping confirmation. Their second order will not generate a notification. Keep the Frequency setting disabled for this workflow.
Feel free to reach out to our Support Team with further questions. You can find us via in-app chat or at [email protected].