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

Brands like Tesla, Amazon, and Uniqlo set up and send back-in-stock emails to their shoppers, successfully generating revenue even when they are stocked out. However, just sending back-in-stock emails isn’t enough! You also need to ensure that your email is optimized to convert. 

That’s why we listed 7 high-converting back-in-stock email examples to help you understand the best ways to set up your back-in-stock emails.

7 Examples to Help You Set up High-Converting Back in Stock Emails

1. Sonos


Sonos sells smart wireless sound systems with the goal of providing an enticing listening experience for your home environment and more.

Why it works: Sonos reflects its brand in its email. They use their brand color as the background on their back-in-stock email, making it seem like the shopper is on their online store and providing a more immersive experience to them.

How to enable it: You can make the back-in-stock email reflect your brand and tone in many ways. One way is to customize the entire email design like color and use your branding. Another tactic to brand the email is to use copy that reflects who you are and how you sound. 

2. Myntra

Myntra is an Indian fashion eCommerce company that sells shoes, clothing, accessories, and lifestyle products for women & men.

Why it works: Myntra shows a disclaimer to shoppers, letting them know that the product may be out of stock soon. This small note creates urgency among shoppers to go back to the store and buy it instantly.

How to enable it: Enabling urgency within your email copy is easy and it gets the job done! After displaying the product name, image, and price, you can add a small text to let shoppers know that stocks are running out soon. This message will be effective enough to make the shoppers place an order quickly.

3. Brightside Journal

Brightside Journal is the simplest way for you to live a happier, positive, and intentional life. The brand sells journals to its community of like-minded individuals.

Why it works: Since they only sell one product, the brand did not have to display a product image to remind shoppers about the product. Instead, they displayed an offer to nudge these already interested shoppers over the edge.

Emails with active discount codes have an 8 times higher chance to make a sale than those without any discounts.

How to enable it: For back-in-stock emails, you usually have to insert an automatically generated placeholder so that the relevant product image is shown to shoppers based on the product they subscribed to. Instead of adding this, you can add a custom image of your own with the discount you are offering.

Note: Ensure that you add this only if you don’t have to show the product image. It’s always better to show the product image for instant recall.

4. Everlane

Everlane is an American clothing retailer that is known for making the most beautiful essentials, at the best factories, without traditional markups. The brand is one of the first mainstream ethical fashion brands.

Why it works: Everlane prioritizes design and this is apparent in their back-in-stock email as well. They put their product front and center, making the image the largest part of the email. This draws the shopper to look at the product image for longer.

Emails that include some sort of graphics have a 27% higher open rate.

How to enable it: While replicating Everlane’s email design may require customization, email marketing apps like Klaviyo have templates that are easy to set up in just minutes and can make your product image shine.

5. Firebox

Firebox sells a curated range of unusual gifts, isolation essentials, home decor, personalized gifts, tech, and other accessories. They are popular for selling exciting and original products that are hard to come by.

Why it works: Firebox’s back-in-stock email is effective because of the way they’ve used color to indicate the more important parts of the email. The brand uses color to highlight the CTA button, drawing its shoppers to the button as soon as they open the email.

How to enable it: When setting up your back-in-stock email on your email marketing app, customize the color of your CTA button so that it stands out against the rest of the email content.

6. UGG

UGG is an American footwear company that is known for its comfortable and unique footwear as well as bags, clothing, outerwear, home goods, and other products.

Why it works: The email includes an offer at the top of the email that makes the in-stock message even sweeter. Their offer for fast and free shipping is sure to make shoppers eager to head back to their store.

How to enable it: When designing your email, you can add a top bar to display an offer. Ensure that you update this section with currently running offers on your Shopify store.

7. Uniqlo

Uniqlo is a Japanese casual wear designer, manufacturer, and retailer. The brand is popular for its high quality, performance-enhanced, basic casual wear at the lowest prices.

Why it works: Uniqlo displays collection recommendations to shoppers, letting them look at other products. This way, shoppers who have already bought the product elsewhere can still navigate to other products and collections they may be interested in.

How to enable it: The Back in Stock app integrates with Wiser, allowing you to recommend products to shoppers. This app lets you go beyond generic recommendations. You can display personalized products based on the shopper’s previous browsing and purchase history. 

Personalized email messages improve click-through rates by 14% and conversions by 10%.

Set up high-converting back in stock emails

We hope this helps you understand how you can set up back in stock emails that are high-converting. 

To sum up, here are the elements that make a successful back-in-stock email:

  • Name of the product and high-quality product image for better recall.
  • Price of the product along with showing any discount added to the original price.
  • Personalized recommendations to create more opportunities to bring back the shopper.
  • Copy that creates an urgency to make the customer shop instantly.
  • CTA button that stands out among the rest of the email content.

Setting up your back-in-stock automation and email is just a one-time effort but it yields a lot of sales in the long-term. 

The Back in Stock app integrates with your favorite email marketing apps— Klaviyo, MailChimp, etc— so that you can set up a subscription form on unavailable products and customize in-stock emails to run the automation.

What’s more, you can connect it with Shopify apps like Wiser to display recommendations within your emails and provide a personalized experience. 

PS. Remember to verify your domain to ensure that your back in stock emails don’t hit spam. Learn how to do it here

The Back in Stock app solves your issues of stockouts and ensures you don’t have to worry about losing sales to product unavailability.

Install the Back in Stock app to recover sales lost to stockouts.

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