COD post-purchase follow-up that reduces returns: messages between order and delivery

Rafael Mendes · 2026-10-07

Effective communication during the post-purchase process is crucial for reducing returns on COD (Cash on Delivery) sales. Here are the key points to consider:

Immediate confirmation

As soon as the customer completes their purchase, send an immediate confirmation message. This can be done via SMS or email, letting them know the order was received successfully. This confirmation gives the customer peace of mind and keeps them engaged. Ideally, the message should include the order number and estimated delivery time.

Shipping notification with tracking

After confirming the order, as soon as it ships, notify the customer with a shipping update that includes the tracking number. This lets them track the delivery status, increasing transparency. An estimated 70% of customers appreciate knowing where their order is, which reduces anxiety and the likelihood of a return.

Out-for-delivery notification

The day before delivery, send the customer a message reminding them that their order is on the way. This message should include the estimated arrival time and a reminder to have the payment ready. This notification helps prepare the customer and reduce the number of “failed deliveries,” which often happen due to a lack of planning.

Reminder to have cash on hand

It’s essential to reinforce that payment is made upon delivery, so send a reminder on the delivery day asking the customer to have the exact amount ready. Clear, direct messages increase the chances that the customer will be ready to receive the product and make the payment, reducing returns.

Measured impact on delivery rate

Implementing these messages can have a significant impact on the successful delivery rate. For example, studies indicate that stores using these practices can reduce their return rate by up to 30%. Measure the impact of the messages on your operation by analyzing delivery and return data, and adjust your communication as needed.

Effective post-purchase communication, especially with COD models, is a strategy that can be decisive for the financial health of your e-commerce business. Messages should be simple, direct, and timely to make sure customers feel confident about their purchase and are prepared to receive it.

How many messages do you usually send between the order and delivery?