Shipment Notification Open

Event Serialization

always

Business Use Case

1️⃣ The Customer Service operations lead reviews weekly open rates for out_for_delivery and delay messages; when open rate falls below the trailing 8-week baseline while WISMO (where is my order) contact volume rises, the team reroutes delay alerts from email to SMS/push for affected carriers. 2️⃣ The CRM / Lifecycle Marketing manager A/B tests subject lines, send times and sender names in the shipping confirmation flow in Klaviyo or SFMC and rolls out the variant with the higher human (non-MPP) unique open rate to all orders. 3️⃣ The Fulfillment & Logistics manager compares delivered-notification opens against order-status-check page views by carrier; carriers with low open-to-tracking engagement are flagged for branded tracking-page adoption in the next carrier QBR. 4️⃣ The Retention Marketing team uses customers who opened the delivered notification as the eligible audience for post-delivery review and replenishment flows, suppressing non-openers from same-week promotional sends.

Business Criticality

Medium

Journey / Navigation Area

Engagement

Owning Function

Customer Service

Calculation Notes

1️⃣ Scope is restricted to transactional shipping-lifecycle messages (notification_type IN shipped, out_for_delivery, delivered, pickup_ready, delay); marketing campaigns, review requests and cross-sell flows triggered from the same ESP are excluded even when they reference the order. 2️⃣ Email opens are inflated by Apple Mail Privacy Protection proxy pre-fetching and by security-scanner machine opens; flag them with the ESP's machine-open indicator (e.g. Klaviyo machine_open, SFMC/Braze MPP flags) or an open_timestamp within 2 seconds of the delivery timestamp, and exclude them from human open counts and open-rate KPIs while retaining them for raw volume reporting. 3️⃣ Opens are recorded per channel: email via tracking pixel, push via the provider's direct-open callback (influenced opens excluded), SMS only where a tracked link click is used as the open proxy; SMS without click tracking cannot produce an open and must be omitted from the denominator of open-rate calculations. 4️⃣ Serialization is always: every open is kept as a row, and unique opens are derived by deduplicating on message_id (first open_timestamp wins); re-opens and forwarded-message opens remain in total-open counts only. 5️⃣ Only messages with a delivered send status count toward rate denominators; bounced, suppressed, unsubscribed and failed sends are excluded, and opens whose transaction_id cannot be matched to an order in the OMS are held in an unmatched bucket rather than dropped. 6️⃣ Attribution timing uses open_timestamp in the reporting time zone, with a 7-day open window from sent_timestamp for rate KPIs; opens later than 7 days are counted as late engagement and excluded from lifecycle-stage rates. 7️⃣ Value action by channel: email = unique non-machine pixel open; push = direct open reported by the Braze/Airship/FCM provider callback export (backend record, no client-side tag); SMS = first tracked short-link click; a single order can therefore generate several opens across notification_type stages and channels, and cross-channel reporting must not sum them into one per-order open.

Source Data

Dependencies

Prerequisite: List the dependencies required for this Event

Report Attributes

Segment Eligibility

Governance

Dimensions

Derived Entities

GitHub

Community Discussion