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 FirstCry.com. 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

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

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

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

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.

More from the blog

Back-in-Stock Emails For Your eCommerce Business

Optimize back-in-stock email campaigns for increased sales with best practices, examples, and effective strategies.

Read this story ->

Best Shopify Plus Apps for Global Brands to Increase Sales

Read this story ->

How Product Out-Of-Stocks Can Help You With Better Inventory Management

Read this story ->

Web Push Notification Templates To Boost Sales On Your Shopify Store + Examples

Read this story ->

How to Handle Out-Of-Stock Products on Your Shopify Store to Increase Sales?

Read this story ->

Appikon Becomes a Shopify Pick for Recovering Lost Sales to Product Stockouts

Read this story ->

Different Industries That Can Leverage From Back in Stock Alerts

Read this story ->

What Is the Frequency of Restock Alerts You Should Maintain?

Read this story ->

Increase Shopify Sales: How To Sell Restocked Products Faster

Read this story ->

Marketing Psychology: Hacks To Use To Get More Pre-orders

Read this story ->

75+ Back in Stock Email Subject Lines

Read this story ->

How To Create an Omnichannel Marketing Strategy for Your Back in Stock Alerts

Read this story ->

How To Optimize Your Product Stockout Pages for Conversions

Read this story ->

How To Choose the Right Channel for Your Back in Stock Alerts

Read this story ->

How Shopify Stores Can Navigate Cookieless Ecommerce

Read this story ->

How to Choose the Best Shopify Apps for Your Store

Read this story ->

How To Handle Multichannel Sales on Shopify Effectively

Read this story ->

11 Back In Stock Emails We Absolutely Love And Why

Read this story ->

Ecommerce Marketing Strategies Your Shopify Store Needs for 2022

Read this story ->

Why Your Shopify Back In Stock Alerts Aren’t Working

Read this story ->

6 Examples To Help You Set Up An Effective Pre-Order Marketing Strategy

Read this story ->

How To Create An Omnichannel Back In Stock Marketing Strategy

Read this story ->

10 Ways To Bring Back Customers Lost To Stock Outs

Read this story ->

How To Upgrade Your Restock Alert Strategy This Year

Read this story ->

The Anatomy of a Good Back in Stock Alert

Read this story ->

10 Channels You Should Use To Communicate With Customers In 2022

Read this story ->

14 Best Shopify Apps Your Store Needs in 2022

Read this story ->

How to Grow your Shopify Store List in 2022?

Read this story ->

14 Stock Availability Email Hacks For Successful Conversions

Read this story ->

How to Boost Holiday Season Sale with Back in Stock Alerts?

Read this story ->

How to Make Sure Your Back in Stock Email is Read?

Read this story ->

How to use WhatsApp Marketing to Get More Sales for Your Shopify Store?

Read this story ->

Start Promoting BFCM Deals in Back in Stock Emails. Here’s how!

Read this story ->

How to Grow Your Subscriber List this BFCM and Holiday Season?

Read this story ->

Want to get more pre-orders during BFCM? Here’s how to do it!

Read this story ->

Different Types of Restock Emails to Increase Your Shopify Store Conversion Rate

Read this story ->

15+ Apps for your Shopify Store to Help you during BFCM Sale

Read this story ->

How to Grow Your SMS Subscriber List 10X Faster

Read this story ->

10 Scarcity Marketing Strategies To Boost Your Shopify Restock Email Conversions

Read this story ->

200+ Power Words to Rock your Shopify Back in Stock Emails!

Read this story ->

Increase Dropshipping Sales With Back in Stock and Preorder Marketing

Read this story ->

How to Write Restock Email Subject Lines that Increase Open Rates?

Read this story ->

How to Generate Legitimate Interest Around Your High-value Products to Get More Sales?

Read this story ->

How Electronics Stores Can Use Pre-Orders on High-Value Products

Read this story ->

How Fashion and Clothing Brands Use Shopify Pre-orders

Read this story ->

15 Best Dropshipping Shopify Apps You Absolutely Need To Get More Sales

Read this story ->

8 Ways to Personalize Automated Back in Stock Alerts for More Conversions

Read this story ->

How to Get More Sales on Your Shopify Beauty and Wellness Store With Back in Stock

Read this story ->

Want to Increase Your Product Page Conversions? Try These 14 Awesome Optimization Hacks.

Read this story ->

How Different Industries Can Use the Shopify Back in Stock App for More Sales

Read this story ->

How to Grow Your Shopify Email List 10x Faster and the Best Shopify Apps

Read this story ->

Best Shopify Apps for Fashion and Apparel Stores to Crush Your Half-year Goals

Read this story ->

10+ Back in Stock Templates to Use for Your Facebook Messenger Restock Alerts

Read this story ->

10+ Web Push Notification Templates for Shopify Restock Alerts

Read this story ->

10+ SMS Back in Stock Templates to Use for Your Restock Alerts

Read this story ->

How to Get Notified when Products are Back in Stock in Shopify?

Read this story ->

7 Things To Include On Your Pre-Order Sales Page To Get More Conversions

Read this story ->

10 Back-in-stock Email Templates to Send Your Restock Alerts

Read this story ->

8 Marketing Strategies To Push Your Pre-Order Sales Through The Roof

Read this story ->

How a Good Pre-order Sales Strategy Can Increase Your Shopify Store Sales

Read this story ->

Top 11 Benefits of Shopify Back In Stock Apps

Read this story ->

5 Ways to Increase User Engagement for Your Shopify Store

Read this story ->

How to Use Facebook Messenger Marketing to Sell More for Shopify Stores

Read this story ->

Creating An E-Commerce Strategy In 2021 To Grow Your Business

Read this story ->

Improve Site Search With Autocomplete: Why Autocomplete is Important to Simplify Search Experiences

Read this story ->

Analyzing How Amazon Search Engine Increases Conversions

Read this story ->

Ways to Reduce Drop Offs on Your Empty Search Results Page

Read this story ->

19 Good Email Back in Stock Notifications and Why They Work

Read this story ->

eCommerce Stores Using Back in Stock Alerts to Capture Their Shopper Purchase Intent and How It Helps Them Increase Sales

Read this story ->

Keyword Synonyms— How to Increase Product Discoverability Through Your Shopify Search

Read this story ->

How Urban Wall Decals Uses Searchly To Improve On-Site Experience

Read this story ->

How This Shopify Fashion Brand Uses Search and Filters To Increase Sales

Read this story ->

How to Increase Social Proof and Conversions with Reviews and Ratings Search Filters

Read this story ->

How to Increase Social Proof and Conversions with a Reviews and Ratings Search Filter

Read this story ->

General vs Niche vs One Product Store: Important Distinctions

Read this story ->

Importance of a Good Search Experience on Shopify Fashion and Apparel Stores

Read this story ->

Amazon Marketing Strategy: How Amazon Brings Back Interested Shoppers During Stockouts

Read this story ->

How to Increase your Average Order Value During BFCM Using Search and Filters

Read this story ->

How Fashion eCommerce Stores Use Back in Stock Alerts

Read this story ->

How to Use Product Search Filters on Your Shopify Store to Provide A Personalized Shopping Experience

Read this story ->

10 Types of Sales, Discounts, and Deals to Increase Shopify Sales During BFCM

Read this story ->

Shopify Inventory Management and Capturing Inventory Demand

Read this story ->

Guide to Managing Inventory During BFCM

Read this story ->

Out of Stock Management: How to Manage Stockouts on Your Shopify Store

Read this story ->

Complete guide to using Shopify search & filters to improve online shopping experience

Read this story ->

Why does your Shopify store need a customer account page?

Read this story ->

Walmart Marketing Strategy: How Walmart Brings Back Interested Shoppers During Stockouts

Read this story ->

Back in Stock x Omnisend: Growing Omnisend Subscribers Using Back in Stock Alerts

Read this story ->

Complete Guide to Back in Stock Alerts for Shopify Stores

Read this story ->

Why Human Touch and Automation Are the Real Hacks to Recovering Abandoned Carts through Text Marketing

Read this story ->

High-Converting Back-in-Stock Email Examples And Why They Work

Read this story ->

Best Practices to Optimize Your Store Inventory

Read this story ->

10 Tactics to Hype New Product Launches to Increase Shopify Sales

Read this story ->

Tesla Marketing Strategy: How Tesla Uses Back in Stock Alerts (and how you can too!)

Read this story ->

3 Emails For Fashion Stores to Send as They (re)Open

Read this story ->

Back in Stock x Klaviyo: Sending Back in Stock Emails to Recapture Interested Shoppers

Read this story ->

Best Practices for High-Converting Product Pages on Your Shopify Store

Read this story ->

Turn 10x More Visitors Into Customers With the Reviews and Ratings Filter

Read this story ->

10 Ways To Create Personalized Shopping Experiences On Your Shopify Store

Read this story ->

How to Use Shopify Search to Set Up Upsell & Cross-Sell Offers

Read this story ->

Trusted by 10,000 Shopify Merchants

"Super easy to deal with, customer service is super responsive and great app for catching sales, thank you :)"

Kina & Tam

Australia

"Increased sales by 20%. We always have pre orders waiting when our stock arrives. Recommended to anyone who wants to maximise bottom line."

SpaceTek

Australia

"I've had the app for about 2 weeks now and it has helped me get a few extra orders. I wasnt sure if it would really help but it’s increased sales by about 20% so far and clients generally dont mind waiting because its very clear that they are placing a back order."

Legion Health

Australia

"A very useful tool, simple and with a good customer support service. It has helped us to sell products that we do not have in stock yet."

Andromeda Moto

Spain

"Helps me inititiate pre orders for my customers so I can manage sales! Helps me better understand the demand I have coming in for an item."

Chérie Lane

United States

"Helped my business a lot! Perfect app. No problems in using it and very very good support. Would install it without a doubt."

CAINTÉ

Australia

"I just started using the app and so far I am loving it. It helped me launch my pre-orders and allows me to collect orders on items that have sold out for the time being. A plus for my revenue stream. The support staff is very helpful and patient. Absolutely recommend this product."

Life Light Healing Services

United States

"I love this app because it gives our customers the option of pre-ordering their product before it's released. Plus it helps us to continue having revenue whilst we wait for our supply. I am very happy with the customer service too. Highly recommend this app!"

Percy’s Powder

Australia

"I love this app because it gives our customers the option of pre-ordering their product before it's released. Plus it helps us to continue having revenue whilst we wait for our supply. I am very happy with the customer service too. Highly recommend this app!"

Percy’s Powder

Australia

"Increased sales by 20%. We always have pre orders waiting when our stock arrives. Recommended to anyone who wants to maximise bottom line."

SpaceTek

Australia

"Helped my business a lot! Perfect app. No problems in using it and very very good support. Would install it without a doubt."

CAINTÉ

Australia

"Helps me inititiate pre orders for my customers so I can manage sales! Helps me better understand the demand I have coming in for an item."

Chérie Lane

United States

"I just started using the app and so far I am loving it. It helped me launch my pre-orders and allows me to collect orders on items that have sold out for the time being. A plus for my revenue stream. The support staff is very helpful and patient. Absolutely recommend this product."

Life Light Healing Services

United States

"I've had the app for about 2 weeks now and it has helped me get a few extra orders. I wasnt sure if it would really help but it’s increased sales by about 20% so far and clients generally dont mind waiting because its very clear that they are placing a back order."

Legion Health

Australia

"Super easy to deal with, customer service is super responsive and great app for catching sales, thank you :)"

Kina & Tam

Australia

"A very useful tool, simple and with a good customer support service. It has helped us to sell products that we do not have in stock yet."

Andromeda Moto

Spain

"This app has made me soooo much extra money and helps with knowing exactly what inventory and sizes to restock! It’s easy to install and customize, not to mention the super fast and friendly customer service! I literally could not be any happier with this app. It is a game changer!"

MBM Swim

United States

"If you don't have this app your losing sales. No question about it. We are making so much more money on our new release items and out of stock products."

Seek Jesus

Australia

"The app increased my sales by at least 20%. Also their customer service is great. Fast response times and very helpful. I'd definitely recommend this app."

Lakes Rivers Streams

United States

"This apps brought me $900 on the free plan, I've upgraded now as I'm sure it'll do even better for my sales. The customer service is amazing, helped me with using the app super quick responses and solved my question with ease. Thanks!"

Zani Collective

Australia

"This APP has helped my brand grow in sales and customer service. The support is top-notch. I also find the APP immensely valuable in forecasting demand and what customers are willing to buy. I would recommend this APP if you are looking to grow and convert customers."

NOTIQ

United States

"Great product, I think after the 2nd day of using it we had already gotten $188 in sales from the reminders. It's nice because sometimes people return an out of stock item that we wouldn't normally announce a restock for. I also had a question about something and they responded very quickly in the chat."

Geode Swimwear

United States

"This app has been amazing for our company! We are able to have people sign up for an item that we are in the process of making, or an item that is out of stock. Once the item arrives, we generate a lot of sales from this app!”

Godiva's Secret Wigs

United States

"Great app!! I needed a way to quickly and efficiently alert my customers when items were back in stock and this app does the trick!! One of my favorite features is the "Text" option, so my customers get an almost immediate notification! This app has definitely increased sales!

Live Love Posh

United States

"This app is great for scaling businesses that are struggling to stay in stock. Before integrating this app I had trouble keeping track of customers who wanted to buy my products that were sold out, now as soon as I'm back in stock the sales come in by themselves.”

Xstream Audio Systems

United States

"This app is so valuable to our store. We like to alert customers of up coming new releases, so people sign up to be "notified". Helps us limit over ordering, and customers are happy as they get notified instantly when stock is in stock. Helps with sales and moving stock quickly. Fantastic App"

OzToyStore

United States

"This app has made me soooo much extra money and helps with knowing exactly what inventory and sizes to restock! It’s easy to install and customize, not to mention the super fast and friendly customer service! I literally could not be any happier with this app. It is a game changer!"

MBM Swim

United States

"If you don't have this app your losing sales. No question about it. We are making so much more money on our new release items and out of stock products."

Seek Jesus

Australia

"The app increased my sales by at least 20%. Also their customer service is great. Fast response times and very helpful. I'd definitely recommend this app."

Lakes Rivers Streams

United States

"This apps brought me $900 on the free plan, I've upgraded now as I'm sure it'll do even better for my sales. The customer service is amazing, helped me with using the app super quick responses and solved my question with ease. Thanks!"

Zani Collective

Australia

"This APP has helped my brand grow in sales and customer service. The support is top-notch. I also find the APP immensely valuable in forecasting demand and what customers are willing to buy. I would recommend this APP if you are looking to grow and convert customers."

NOTIQ

United States

"Great product, I think after the 2nd day of using it we had already gotten $188 in sales from the reminders. It's nice because sometimes people return an out of stock item that we wouldn't normally announce a restock for. I also had a question about something and they responded very quickly in the chat."

Geode Swimwear

United States

"This app has been amazing for our company! We are able to have people sign up for an item that we are in the process of making, or an item that is out of stock. Once the item arrives, we generate a lot of sales from this app!”

Godiva's Secret Wigs

United States

"Great app!! I needed a way to quickly and efficiently alert my customers when items were back in stock and this app does the trick!! One of my favorite features is the "Text" option, so my customers get an almost immediate notification! This app has definitely increased sales!

Live Love Posh

United States

"This app is great for scaling businesses that are struggling to stay in stock. Before integrating this app I had trouble keeping track of customers who wanted to buy my products that were sold out, now as soon as I'm back in stock the sales come in by themselves.”

Xstream Audio Systems

United States

"This app is so valuable to our store. We like to alert customers of up coming new releases, so people sign up to be "notified". Helps us limit over ordering, and customers are happy as they get notified instantly when stock is in stock. Helps with sales and moving stock quickly. Fantastic App"

OzToyStore

United States