Do You Really Need to Know Your Parcel Left the Depot at 3 AM?
(Spoiler: No)
Let’s set the scene: you’ve just placed an online order. Maybe it’s a pair of trainers, a new book, or—if you're feeling particularly smug—a sustainable brand’s “plastic-free” laundry detergent. You get the order confirmation. Fine. Expected. You glance at your inbox and see the second email already waiting: Your order is being picked.
Then it spirals.
Your order is in the warehouse.
A warehouse operative has scanned your item.
The courier has picked it up.
Your parcel left the depot at 3:02 AM.
Your parcel has arrived at another depot, 5 miles away from the previous depot, for no discernible reason.
It’s a constant deluge of updates for a process that, let’s be honest, you mostly don’t care about. All you wanted was for the item to arrive when it said it would.
Instead, your inbox feels like a live stream of a warehouse reality show, complete with hourly updates that add little value.
The Problem with Over-Communicating
On the surface, this avalanche of notifications might seem like a win for transparency. Brands and shipping partners think they’re being helpful—showing off their operational efficiency like a kid proudly displaying their finger painting. But what’s actually happening is an erosion of goodwill.
Here’s the thing: too many emails become noise. When every minor update pings into your inbox, you stop paying attention altogether. Worse, the really important updates—like a delay or a need for delivery instructions—risk being drowned out in the flood.
For brands, there’s another risk: a ruined customer experience (CX). While well-meaning, this overcommunication adds friction to what should be a seamless experience. It creates a sense of hassle where there should be none.
Why Do They Do It?
Two reasons:
Fear of complaints: If customers don’t hear anything, they’ll email or call to check on their order. More updates = fewer support tickets.
Third-party logistics (3PLs): Shipping companies want to show their worth, and they love over-sharing. The more data they can throw at the end user, the more it looks like they’re doing their job.
A More Balanced Approach
Now, to be fair, some customers do want updates. There’s a niche group that lives for the blow-by-blow breakdown of their parcel’s odyssey. These people are likely the same ones who track planes for fun or know the name of their local Hermes driver.
And there is a valid CX argument here: real-time updates can reduce anxiety and lower the number of complaints. Customers hate not knowing where their order is or whether it will arrive on time. No updates? Panic. Too many updates? Frustration.
So What’s the Solution?
Instead of treating every step of the delivery process like breaking news, brands should focus on giving customers control over how much information they receive. Some people want every detail; others only care about the essentials. Offering an option to customise the frequency of updates could strike the right balance.
Another approach is consolidating updates into a single email. Rather than five separate notifications, send one that summarises the order’s progress so far. This keeps communication clear without overwhelming the inbox.
For those who prefer real-time information, shifting updates to push notifications—via an app or SMS—could be a more practical alternative. These platforms offer instant transparency without clogging email.
Finally, brands should reserve detailed updates for when they’re truly needed, such as delays or issues requiring customer input. This contextual transparency ensures that customers get the information they need, when it matters most, without unnecessary noise.
Closing Thought
When it comes to post-purchase communication, less really is more. Brands and shipping providers need to recognise that oversharing isn’t always caring. Streamline the noise, focus on what matters, and give us our inboxes back.
Because honestly, if I get one more email about my parcel’s 3 AM warehouse antics, I might just cancel my next order altogether.