Are shipping update pages important?

Let me hit you with a few quick facts.

1. Customers open transactional emails like order tracking emails and order receipt emails EIGHT TIMES as much as regular marketing emails.

2. Order confirmation emails have an average open rate of 65%.

Think about sending a ton of web traffic to USPS site or UPS site?

Beyond just losing out on traffic (hello SEO), you are missing out on owning the customer experience.

When people talk about content, usually they talk about content for the top of the funnel to get new customers.The power of content to build relationships with current customers is completely untapped by many brands.

Let's change that.

Once you get Wonderment set up, here are a few things you could put on your custom shipping page.

1. How-to videos

People get disappointed about products not working because they don't know how to use them.

Having how-to videos on this shipping page can get people excited about getting the product while also teaching them how to use it properly before they even receive the product.

Maybe you have a skincare product, and there is some prep that a person needs to do before using the product.

Now would be a good time to tell them.

Remember, they are more likely to open the shipping email than you beautiful how-to email you created for your post-purchase flow.

2. Video from the founder

The best way to build a business is to improve your retention.

If you can connect emotionally with the customer, they will build loyalty to you.

Have a video of the founder talking to the customer to thank them for purchasing.

You can tell the story of how the brand was started or share about the mission of the company.

The shipping page can be the catalyst of storytelling.

3. Social media content

Want to get more viewers on all of that content you are creating for social?

Use this traffic to get people onto your socials like TikTok or Instagram.

Customers go from shipping to entertainment from you as a brand that builds their relationship with you.

I suggest picking one platform on the shipping page to not overwhelm customers.

4. Podcast or video series

Going away from the top of funnel content, think about doing a series that is long-form for customers who have already bought.

The shipping page will get the right people to this series.

You should create this series because it is good for the brand, not just the shipping page.

I am just saying, leverage the traffic of the shipping page to watch your long-form content because they will be your ideal viewer.

This long-form content could be a video podcast interviewing people in the industry of your brand.

This long-form content could be a video series that goes deeper in education about your industry.

Customers go from checking shipping to maybe spending 30 minutes watching your content.

That is priceless.

5. Memberships or special rewards

If you are spending time crafting great content for your community or a membership program, the shipping page is a great place to get people signed up.

You could also have special rewards, discount codes, or even some shopping on the shipping page.

Wonderment has a swipe file of tracking pages that you can check out here.