Back-in-Stock Emails For Your eCommerce Business

Running out of stock is a double-edged sword in e-commerce. Hopefully, it means you have a popular product that customers love. But it also means lost revenue. Back-in-stock email campaigns are an effective way to keep customers informed about when their favorite products become available again.

In this post, we’re going to take a deep dive into back-in-stock emails, including:

  • What are back-in-stock emails?
  • What are some of the best practices?
  • Highlighting your best-sellers.
  • Using subject lines to create urgency.
  • Real-life back-in-stock email examples from companies you’ve heard of.
  • How to build an effective back-in-stock email campaign.

What is a Back-in-Stock Email?

A back-in-stock email is an automated message sent to customers when a previously out-of-stock product becomes available. Back-in-stock emails can be used for any product you sell. But they are especially effective for popular items you sell out of regularly.

A 2022 study by Barilliance found that among other email marketing campaign types, back-in-stock emails had the highest open rates of all, coming in at over 65%. That same study also found that back-in-stock emails had a respectable CTR of 19.46%.

Let’s go over some of the best strategies and examples of back-in-stock email campaigns.

8 Best Back-in-Stock Email Strategies and Examples

Some ecommerce websites lack the functionality to notify customers of restocked items. In this case, the customer sees that the item they want is out of stock and they’re not likely to return. They’ll find the sold-out product somewhere else and forget about you. That’s lost revenue! Sending them a notification about that item being restocked puts your business back on the map.

Here, we’ll consider 8 great strategies and examples for implementing back-in-stock emails. We’ll learn to highlight popular products, check out the restock alert itself, and see how to use the subject line and calls to action to create urgency. We’ll look at offering deals and discounts, cross-selling, product recommendations, announcing upcoming products, and how to include requests for reviews and other social proof.

Highlighting Best-Selling Products

Highlighting best-selling products in back-in-stock emails is essential to maximizing CTR and conversion rate. To achieve this, retailers should leverage sense of urgency and FOMO (fear of missing out) that comes with a restock alert. By making sure customers know what the most sought-after items are, they will be more likely to click through and make a purchase.

Restock Alert

The restock alert should include the product name, image, price, and a few details about the previously out-of-stock product. This helps to create a sense of urgency by informing customers that an item they wanted is back in stock.

Use a clear subject line and email templates with interesting body copy to grab their attention. Additionally, make sure to incorporate call-to-action (CTA) buttons and set up automation to send out your back-in-stock emails at the right times.

Back-in-Stock Email Subject Lines for a Sense of Urgency

The subject line is the first thing customers in your email list will see, so ensure that it conveys a sense of urgency. Use terms like “restocked product” and “limited time” to make sure customers know they need to act quickly. You can also use emotive words like “exclusive,” “rare,” and “unavailable” to add extra urgency.

Here, Zoom has done a few things right. The subject line is brief and unambiguous. It refers to a special offer, which helps to draw the reader in. It also helps to create urgency with the term “Expires Soon.”

Back in stock email subject line for sense of urgency

Here’s another good subject line example from It refers to a flash sale available for just 11 minutes – a limited time which creates urgency. Then it mentions the offer itself, which is a site-wide 40% off.

Back in stock email subject line for a sense of urgency

Create Urgency in Call To Action Buttons

Make sure your call-to-action buttons are effective and enticing. Use button labels that convey a sense of urgency. For example, use phrases like “Shop Now,” “Buy Now,” or “Limited Time Offer” as your CTA button labels.

Try to keep the wording of your back-in-stock email brief and concise. This will help to provide clarity on what action needs to be taken by the customer. If it’s clear the email has a singular purpose, and there is an unambiguous call-to-action, the reader is likely to click through.

Offer Deals and Discounts

Inevitably, customers who receive back-in-stock emails may not have an immediate intention of buying. To encourage them to purchase, offer deals and discounts as incentives. You can also add social proof by including customer reviews and testimonials in the email template.

Cross-Selling and Product Recommendations

Including cross-sells and product recommendations helps to increase CTR and conversion rates. Platforms such as Shopify allow for easy integration of product recommendations, which can be used to personalize the email experience for customers. A good (i.e. relevant) product recommendation can make the reader feel as if their wants are understood.

A good twist on this is to remind shoppers of items they may have left in an abandoned cart.

Here, Crate&Kids has picked out a few items it believes are relevant to the reader. They’ve also given the mail a personal feel by saying “More For You.”

Back in stock email product cross-selling and recommendations

Announce Upcoming Products

Customers may not purchase on the first back-in-stock email they receive. To stay in touch and continue to nurture these leads, use your emails to announce upcoming products or stock replenishments.

Include Reviews For Social Proof

To entice customers to purchase, try including reviews and testimonials in the back-in-stock email template. This helps to show that the stock items you’re reminding them about are sought-after by other customers. 

This goes for the product page too – social proof is an effective psychological marketing tool. Next Sale covered it in detail here.

5 Back-in-Stock Email Examples From Popular Companies

We know what back-in-stock emails are and we’ve looked at some best practices. Let’s take a look at 5 examples from famous companies.


Colourpop is a cosmetics company that was founded in 2014. Their products are popular among beauty bloggers and YouTubers.

Colourpop’s back-in-stock email is simple and relevant. The subject line and header state “They’re back” – which serves as an announcement. They use the term “fan fave” in the copy, indicating that the replenished item is a best-seller. Finally, they’ve included a clear call-to-action button at the bottom stating “Shop now”.

Back in stock email example - Colourpop


Uniqlo is a Japanese clothing company. They sell a wide range of clothing made from high-quality materials and which are designed to be comfortable and stylish.

Their back-in-stock email alert (above) checks many boxes. The “You’re in luck” heading gives it a personal and lucky feel. The restocked item is shown clearly alongside a call-to-action saying “Gimme”. They have also included product recommendations below under the “Back by popular demand” heading.

Back in stock email example - Uniqlo


Sephora is an international cosmetics retailer that sells a wide range of beauty products, including makeup, skincare, body care, hair care, and fragrance.

Take a look at this back-in-stock email from Sephora. The subject line is simple and direct: “It’s back!”. This implies that the item has been restocked, but it doesn’t give away what the stock item is. They also included an image of the restocked product, a brief product description, and a “Check it out” CTA.

Back in stock email example - Sephora

The email features social proof in the form of star ratings for the restocked item. The “New. Limited edition.” copy helps to generate FOMO and urgency by suggesting it might only be in stock for a limited time.

Bare Performance Nutrition

Bare Performance Nutrition (BPN) is a nutritional supplement company that was founded in 2012. Their products are designed to help people meet their fitness and health goals. 

Back in stock email example - Bare Performance Nutrition

BPN uses a strong back-in-stock email alert that includes a clear headline saying “It’s back,” an enticing image of the restocked product, and a large call-to-action button saying “Get some now”. Their real clincher, though, is the customer testimonial and 5-star review – great use of social proof, BPN!


UGG is an American brand of sheepskin boots, shoes, and other clothing.

Back in stock email example - UGG

Their typical back-in-stock email (above) is effective for creating a sense of urgency, which helps to encourage the viewer to buy. The color bar and carousel arrows on either side of the product also help to give the email an interactive feel. 

Creating Back-in-Stock Campaigns

Creating a back-in-stock campaign is an effective way to increase sales. Here are some tips to help you get started. 

  1. Set clear goals: For example, do you want to increase sales or improve customer loyalty? By how much? Set these out before launching an ecommerce or Shopify back-in-stock email campaign.
  2. Gather social proof: Include customer testimonials, ratings and reviews, and even influencer recommendations in your back-in-stock emails to help create a sense of urgency and demonstrate the popularity of the restocked item.
  3. Build and deploy the campaign on your platform using the examples and best practices in the body copy above. Remember to use CTA buttons, catchy subject lines, and an on-brand email design. Maybe even include a GIF. 
  4. Track performance: This will help you know what’s working and what isn’t so that you can adjust accordingly. Track open rates, click-through rates, and conversions to determine performance.

Bottom Line

Back-in-stock emails are an effective way to increase sales and maximize customer loyalty for eCommerce businesses. In this post, we’ve looked at what back-in-stock emails are, some of the best strategies and examples of how to use them, and some great implementations of them from popular companies.

Appikon is a tool that makes it easier to send back-in-stock alerts. If you’re an ecommerce business owner using Shopify, Appikon is a must-have tool for setting up back-in-stock email campaigns to win your lost customers back. Learn more about Appikon here.

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