How to Improve Your First Attempt Delivery Rate

Imagine eagerly waiting for your package, tracking it through every step of the journey, only to receive a notification that the delivery was attempted but unsuccessful. For customers, this can be incredibly frustrating, disrupting their plans and leaving them uncertain about when they'll actually receive their order. For businesses, it’s more than just a minor hiccup—it’s a costly problem.

This can have a serious impact on the customer experience, potentially leading to lost sales and damaged brand reputation. Reattempting delivery may mean additional expenses, or worse, issuing a refund and losing the sale altogether. These costs can quickly add up, cutting into profit margins and operational efficiency.

In this blog we will explore what goes into a delivery attempt, common reasons they fail, and most importantly, how you can dramatically improve your first attempt delivery rate.

What is a Delivery Attempt?

What is the First Attempt Delivery Rate?

Why is the First Attempt Delivery Rate so Important?

How to Increase First Attempt Delivery Rate

What is a Delivery Attempt?

A delivery attempt occurs when a driver tries to deliver a package to a customer. If the delivery is successful, it's a "completed" delivery attempt. However, if the package isn't handed over for any reason, it's considered a failed delivery attempt.

There are many reasons why a delivery attempt might fail, such as:

• Incorrect or incomplete delivery address
• Customer is unavailable to receive the package, especially if a signature is required
• Driver can't access the delivery location (e.g., a gate with a code)
• Poor routing, leading to missed delivery windows
• Incorrect or damaged items
• Traffic delays, bad weather, or road closures
• Lack of communication between the driver and customer
• Shortage of delivery drivers, especially during peak seasons

While some of these factors may seem beyond your control, there are safeguards you can implement to improve your first attempt delivery rate (more on that later). Different businesses and third-party logistics providers (3PLs) have varying policies on handling failed deliveries. Some may attempt a re-delivery, leave the package in a secure location, or return it to a central point like a post office. However, failed deliveries can still lead to potential revenue loss, refund requests, and unhappy customers

What is the First Attempt Delivery Rate?

The First Attempt Delivery Rate (FADR) measures how often packages are successfully delivered on the first attempt. It is calculated as follows:

(Total number of successful first attempts/Total number of deliveries) X 100

For example, if you make 100 deliveries and 75 of them are completed on the first try, your FADR would be:

(75/100)×100=75%

An FADR above 90% is considered good, while a rate above 95% is regarded as excellent.

Why is the First Attempt Delivery Rate so Important?

The First Attempt Delivery Rate (FADR) is a crucial metric for success in any delivery operation. Ideally, couriers and logistics teams should aim to deliver goods on the first attempt, as it directly impacts cost efficiency and customer satisfaction.

Each time a package is sent out for delivery, it increases the cost per delivery. This can slowly erode profit over time, depending on the number of attempts needed before the order is successfully handed over—even if your customer pays for delivery.

There’s also the potential loss of business, either from the immediate sale or the potential repeat business loss from a disgruntled customer. If customers repeatedly experience failed deliveries, they’re unlikely to return, and your business could face reputational damage.

Beyond financial loss and customer dissatisfaction, a poor first attempt delivery rate also creates inefficiencies within your delivery operations. Each reattempt requires additional coordination, rerouting drivers, and rescheduling. This not only adds to the cost but also affects overall productivity. Maintaining a high FADR helps streamline logistics, allowing your team to focus on new deliveries rather than constantly managing failed ones.

How to Increase First Attempt Delivery Rate

Let’s now take a look at practical ways to boost your FADR and prevent failed delivery attempts:

1. Make sure you have the correct address

One of the most common reasons for delivery failure is incorrect or incomplete delivery information, such as an incorrect street number, incomplete apartment details, or a missing postal code. Luckily, this is an easy issue to fix.

Implementing address verification tools at checkout can significantly reduce errors. Requiring customers to provide complete addresses, including postal codes or ZIP codes, ensures more accuracy. You could also allow customers to use their current location as the delivery address, which removes the risk of manual input errors.

Another great tool to use is What3Words, which divides the world into three-meter squares and gives each one a unique three-word address, making it highly accurate, especially for rural or hard-to-find locations. This can help prevent missed deliveries where traditional addressing might fall short.

2. Communicate with the customer by sharing ETA’s and offer time windows

Communication is key in getting deliveries right the first time. Sending customers real-time updates on their delivery’s status, including estimated time of arrival (ETA), increases the likelihood they’ll be available to receive the package.

Offering delivery windows also improve first attempt success rates, as customers are more likely to choose a time when they’ll be home. Delivery software can send SMS or email notifications when the driver is nearby, giving the customer time to make any last-minute arrangements. This way, they’re less likely to miss the delivery, even if they’re running errands.

3. Share necessary details with drivers

Drivers need more than just an address to complete deliveries smoothly. Providing them with essential delivery information such as gate codes, apartment building entry instructions, or directions to a safe drop-off location like a neighbor’s house can help avoid failed delivery attempts.

Giving customers the option to leave detailed delivery instructions at checkout is another simple way to help drivers navigate tricky delivery situations. This ensures packages are left in a safe location if the customer isn’t home, meaning a second delivery attempt won’t be necessary.

4. Use delivery planning software to increase accuracy

Manually planning routes can result in inefficiencies that throw off delivery schedules. Automated route planning software ensures that drivers follow the most efficient routes, increasing the chances of delivering packages within the promised time window.

With delivery software, you can also offer live tracking and provide accurate ETAs to customers. This helps drivers stick to their schedule and allows customers to plan their day around their delivery time. Real-time tracking links further minimize missed deliveries by keeping both the driver and customer informed throughout the process.

5. Ensure staff are trained correctly to handle what they deliver

Well-trained drivers and warehouse staff are critical to ensuring delivery success. High-value or fragile items may require special care and handling, so it’s important that drivers are trained to manage these types of goods. For oversized items, it might be necessary to assign two drivers to ensure safe loading and unloading.

Equally, warehouse staff should be properly trained to pack orders accurately and securely. Correct labeling, careful packaging, and thorough checks ensure that the right items are sent out, reducing the risk of incorrect or damaged goods being delivered.

6. Plan for the unexpected

Even with the best planning, there are always external factors that can disrupt delivery schedules—such as traffic jams, road closures, and bad weather. Building some buffer time into your delivery schedule can help account for unexpected delays, especially during peak traffic hours or when adverse weather conditions are forecasted.

It’s also important to keep customers informed of any delays. Being proactive with communication, such as sending notifications about unforeseen delays, keeps your customers in the loop. This level of transparency helps maintain customer trust, as they’re more likely to be understanding if they’re kept informed rather than left in the dark.

7. Give drivers access to customer contact information

Sometimes, a simple phone call can prevent a failed delivery. Providing drivers with access to customer contact details allows them to quickly resolve delivery issues, such as a locked gate or unclear delivery instructions, without needing to attempt a redelivery.

Many delivery apps give drivers real-time access to this information, which helps streamline the process. Instead of returning the package due to minor issues, the driver can quickly contact the customer and clarify details on the spot, significantly improving FADR.

8. Plan well in advance of expected delivery spikes

During peak times like Christmas or Black Friday, delivery demand spikes, and your usual fleet may not be able to handle the increased load. It’s crucial to start preparing in advance by hiring additional drivers and expanding fleet capacity where possible.

Additionally, using delivery software to optimize routes and maximize vehicle capacity can help you get more deliveries done with the same number of drivers. By planning ahead and making the most of your existing resources, you can keep delivery times on track, even during busy seasons, and maintain a high first attempt delivery rate.

Make Every Delivery Attempt Successful with SmartRoutes

By focusing on improving your First Attempt Delivery Rate (FADR), you’re not just optimizing your logistics—you’re enhancing your overall customer experience, reducing operational costs, and protecting your brand’s reputation.

Every missed delivery represents a lost opportunity, both financially and in terms of customer loyalty. But with the right tools and strategies, you can turn potential delivery failures into consistent successes.

This is where SmartRoutes comes in. Our all-in-one delivery planning and management software empowers businesses to improve their FADR by providing real-time updates, optimizing delivery routes, and enabling seamless communication between drivers and customers. With SmartRoutes, you can share accurate ETAs, offer customers the ability to choose delivery windows, and ensure your drivers have all the necessary information to complete their deliveries successfully on the first attempt.

Don’t let failed deliveries impact your bottom line or your customer relationships. Take control of your delivery operations with SmartRoutes and start seeing the benefits of a higher FADR today. Try SmartRoutes for free for 7 days! Discover how it can transform your delivery operations, streamline processes, and help you achieve more successful deliveries on the first try.

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