Your Shipment Will Be Late — Tell Them First
When to send this
The moment you know. Telling them and being caught are two different things — even with the same number of days late, one reads as accountable and the other reads as exposed.
The reply (copy it)
Shipping is delayed — tell them first
Quick heads-up: your [item] is running late because of [reason]. New ship date is [date], about [X days] behind what we told you.
Sorry to keep you waiting.
If that timing doesn't work, just say the word and I'll sort out [a refund / an alternative].
The most common mistake
Waiting until they ask, or hedging with "it might be a little late." "Might" and "around" guarantee repeat questions. Give a specific new date, even if it's an ugly one — vagueness worries people more than the delay does.
When the situation is different
More than a week late? Offer a refund or replacement unprompted. Most won't take it, but *having the choice* defuses most of the frustration. An apology with no option attached just reads as a notification.
After you send it
Hold the new date. A second delay isn't twice as bad — it's a different category. At that point it stops looking like bad luck and starts looking like an unreliable business.
Replies for other situations
This is one of 12 common customer message situations. The full set (with a picker) is here:
See all 12 customer message replies →
Stop watching your messages
makupai reads your messages and email, works out what is urgent, and drafts the reply. You glance and hit send. 14-day free trial, no credit card.
14 days free
No card needed
5-minute setup