Achieve your full potential
How well organized is your shipment tracking? Have you already automated all your processes or are you just happy to send your customers a tracking link after they have placed an order? If you take the latter approach, you are way behind the curve and missing out.
Consider what actually happens after a notification e-mail is sent. In your online store, probably not a lot, because your customers are being directed straight to the carrier’s shipment tracking page. There, your customers can track their packages day-by-day until they finally get their item. But those clicks could have been yours.