Lara GuevaraSupply Chain expert (Product and Service)

Why Your Marketing Emails Promise the Wrong Delivery Date #Fulfillment #SupplyChain #DTCFounders

1 Sept 2026 · 1 min

Watch on YouTube

0:33

In this brief video, Lara Guevara critiques the common practice of brands fabricating delivery dates in marketing emails. She explains that most companies use a safety‑margin number—essentially a made‑up estimate—because they lack a reliable forecast. This leads to two undesirable outcomes: a conservative date that reduces conversion rates, or an optimistic date that triggers a flood of support tickets when orders miss the promised window. Guevara argues that the root cause is not copywriting but an operations‑cadence issue that is being addressed by the wrong department. She promises a detailed breakdown of the problem and its solution in a forthcoming video.

Chapters

Here's the test. Ask whoever writes your marketing emails what delivery date they're allowed to promise. At most brands, the honest answer is a number they made up in a safety margin, bolded R, because nobody could give them real one. So they either go conservative and lose conversions or optimistic and generate a support ticket per order. That's not a copy problem. That's a cadence problem, and it's being solved in the wrong department. Full breakdown on Thursday.