When to use it
Use when the customer asks where the pre-order is and the safest answer is a time window plus next update timing.
Keep the timing honest, explain what changed, and avoid promises that your fulfillment team or policy cannot support.
Pre-order ETA update email template
Send a clear ETA update when the store has a new expected window but cannot promise an exact delivery date.
This is a free wording template. It does not process payments, change orders, cancel orders, issue refunds, or replace your store policy.
Subject line
Current ETA for your pre-order
You can adapt this subject line for Shopify email, a help desk macro, or a manual support reply.
Copy-ready template
Hi {{customer_first_name}},
Thanks for checking in. The current estimated window for {{product_name}} is {{eta_window}}. We are sharing this as the latest available estimate, not a guaranteed delivery date.
We will update you again if the window changes or once the order moves into fulfillment.
Best,
{{store_name}} Support