Emailing Customers About Pre-order Shipment Delays in Shopify

This guide explains how Shopify merchants can email customers who have purchased a specific pre-order product, especially when there's a delay in the stated shipment time. It's important to communicate any changes to shipment dates proactively to maintain trust and customer satisfaction.

Step-by-Step Guide to Email Customers

Step 1: Identify the Pre-order Product

  • Navigate to your Shopify admin.
  • Go to 'Products' and identify the product(s) that have been set for pre-order.

Step 2: Filter Orders by Product and Timeframe

  • From the Shopify admin, click on 'Orders'.
  • Use the search and filter features to find orders that contain the pre-order product. You can filter orders by:
    • The specific product.
    • The date range during which the pre-orders were made.

Step 3: Export Order Information

  • Once you have your filtered list of orders, click on the 'Export' button.
  • Choose to export either the current page of orders or all orders.
  • Select the option to export as a CSV file for customer information.

Step 4: Draft Your Communication

  • Prepare an email draft that includes:
    • A clear subject line about the pre-order delay (e.g., "Update on Your Pre-order Shipment").
    • A thank you note for their patience and purchase.
    • Detailed information about the delay and the new expected shipment date.
    • An apology for any inconvenience.
    • An offer for assistance or customer service contact information.

Step 5: Use an Email Client to Send the Message

  • Open your preferred email client that allows sending bulk emails.
  • Import the CSV file with the customer emails.
  • Ensure that you are compliant with email marketing laws and regulations (such as GDPR and CAN-SPAM Act).

Step 6: Send the Email

  • Paste your pre-drafted email content.
  • Use the mail merge functionality to personalize the emails with the customer's name and specific order details if possible.
  • Send a test email to yourself to ensure that everything appears as expected.
  • Once you’re satisfied, send out the emails to your customer list.

Tips for Effective Communication

  • Personalize Your Message: Personalized emails tend to have higher open rates. Address the customer by their name and include their specific order details.
  • Be Apologetic: Express genuine regret for the inconvenience caused by the delay.
  • Offer Transparency: Clearly explain the reasons for the delay and provide as much detail as possible about the new expected shipment date.
  • Provide Options: Offer customers the option to continue waiting for their pre-order or to cancel for a refund if they prefer.
  • Follow-up: Keep the line of communication open for any responses from customers and provide follow-up information as needed.


Proactively communicating with your customers about any delays in pre-order shipment times is crucial for maintaining customer satisfaction and trust in your brand. By following the steps outlined in this guide, you can effectively inform your customers about any changes and manage their expectations appropriately. Remember to be clear, courteous, and compliant with all communications.

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