In your Shipcloud webUI, you can choose which status changes you or your customers would like to be informed about. Just click on "Settings" >> "Notification" in the menu on the left. It is important that you submit the email addresses of your customers when creating the labels so that your customers can receive automated email notifications from us.
In addition you can make further settings regarding the design of the email notifications and the associated tracking page. Simply click on "Design" in the settings of your WebUI and change the colors to suit your online shop and upload your company logo.
Further information can be found here.