29 Best Back-In-Stock Email Examples (+Templates)

Are back-in-stock emails essentially about sending a “Hey, check what’s back!” email to only those who signed up? 

Well, this article is all about that – we explore:

• 29 examples of high-converting back-in-stock emails
• 7 powerful strategies for perfecting your back-in-stock emails
• 3 free back-in-stock email templates

29 Examples of High-Converting Back-In-Stock Emails (eCommerce)

This list contains 29 unique eCommerce brands just bringing in the $$$ with their winning back-in-stock notification emails. 

1. Happy Earth: Creatively highlight your product’s uniqueness

Subject Line: RESTOCKED: Starlit Night Hoodie (+ more)

Preview Text: Sold out in 2 weeks, finally back!

Takeaways from Happy Earth’s back-in-stock email:

• Lead the show with the winning restocked product as your hero image
• Ensure that the product images show the product in use
• Pull in features, quotes, and testimonials

• Play around with your CTA text, like Happy Earth’s “Hoodie Upgrade →”

• Talk the way your target audience does

• Don’t forget to showcase a cause that you believe in

‍Remember: Committing to a purpose, like Happy Earth, will make your brand’s products more purchasable, by 4X.

2. Kohler: Drop in your restocked product with free shipping

Subject Line: Back in stock and bold as ever

Preview Text: Get excited to make those upgrades!

Takeaways from Kohler’s back-in-stock email:

• Offer free shipping if your previous back-in-stock emails haven’t been performing
• Personalize the products in the email by viewing history 
• Use your CTA (like Kohler’s “Check Availability”) to imply the scarcity of the restocked product

‍Remember: The average spend per customer increases by 37% when free shipping is offered.

Also Read: Free Shipping: Still a Conversion Driver in 2024?

3. TheBlockZone (UK): Bring back a favorite with new releases

Subject Line: The F-16 is back  ✈️🇺🇸

Preview Text: One of our most popular models from the past month is…

Takeaways from TheBlockZone (UK) stock alert email:

• If you are cross-selling, include categories only
• Whereas, if you are upselling, just add in products of the same category
• Use emojis sparingly in your back-in-stock subject lines and headlines
• Use contrasting colors and attractive images in your email 

Remember: Highly engaged customers = 22% cross-sell revenue + 38% up-sell revenue.

4. Vybes: Show them how to use your product

Subject Line: Restocked: Fast-Acting CBD powder

Preview Text: Keep the stress away ­

Takeaways from Vybes’s back-in-stock email example:

• Let your product images do the talking
• However, make sure your copy is in sync with your product images
• Set up an experience for your users, and leverage curiosity
• Showcase your product in use along with a “how-to-use” section
• Try to write the “how-to-use” section in the least amount of words possible

‍Remember: Experiment with your product images and minimalism in your back-in-stock emails – but make sure you aren’t leaving out key details for the sake of reducing distractions. For example, your product image does not need to have a transparent background. Instead, it should have a background that doesn’t pull away from what’s going on – and focus on the product, showing it in a natural setting. 

5. Tilly’s: Recommend all back-in-stock products together

Subject Line: Back In Stock 📢

Preview Text: Get 'em before they're gone again. Back in Stock! LEVI'S, NIKE,..

Takeaway from Tilly’s back-in-stock email example – if you’ve multiple products, break your back-in-stock email into 6 parts:

• ‍The Intro: Use a single image with a strong focus on the product—for example, the Levi's Overalls
• ‍The Products: Add this right after “The Intro” section—showcase restocked products by use/relevancy/personalization
• The Offers: Include offers/low-ticket/fail-safe/bestseller products in this section
• ‍The Information: Offer critical information like shipping costs and solve potential pain points
• ‍The “Just For You”: Personalize the products by the user—note how Tilly’s does the same
• ‍The Features: This section is the most subliminal part of your back-in-stock emails. Anyone who’s here will probably visit your product page at least once

Remember: Tilly’s back-in-stock email works best for restocked categories when the products are way too many to feature – your best bet is to use subscriber behavior to recommend products – for example, showing budget-specific recommendations according to purchase/browsing value. 

Also Read: 20 email personalization templates (examples from great brands)

6. Lazarus Naturals: Use powerful copy

Subject Line: 👀Psst… It’s back on our website

Preview Text: Skin Repair Cream has returned for your routinely needs.

Takeaways from Lazarus Naturals’s back-in-stock email example:

• Use repetiUse repetition to quickly highlight the benefits
• Match and suggest products by use as Lazarus Naturals does

• Offer more value through bundles, if you’re notifying high-value customers (repeat buyers, people who’ve left a review on the restocked product)

Remember: A back-in-stock email can be termed as a transactional email – which is why it's even more important to maintain a signature style across your emails by using similar tonality, color contrast, and matching designs.

7. Jack Mason: Play with the CTA

Subject Line: Our Hydrotimer is ready to ship

Preview Text: No more wait times, get yours today!

Takeaways from Jack Mason’s back-in-stock email example:

• When including a restocked collection, showcase the top-level variants
• Don’t forget to highlight the USP(s)

• Play with the CTA like Jack Mason does with “Claim The Watch”
• Show them where it's manufactured (and make it a USP)

Remember: Include a video about the product, if needed (it will also help with your email’s clickthrough rate).

8. Macy’s: Personalization is key

Subject Line: Your items are back in stock ­- checkout before they sell out again!

Preview Text: Hurry! They're selling quickly

Takeaways from Macy’s back-in-stock email example:

• Personalize by your user’s viewing history
• Bring in your rewards programs 
• Up-sell and cross-sell, whenever you can
• Don’t forget to include urgency by telling them “It won’t be back again”

Remember: Personalized or intellligent product recommendations drive returning visitors and sales by up to 20%.

9. American Eagle: Ask them to check the demand

Subject Line: HURRY! 🔥Back in stock + going fast🔥

Preview Text: Get them before they're gone (again)!

Takeaways from American Eagle’s back-in-stock email example:

• Personalization is key, but scarcity is an even greater motivator
• A CTA is all it takes to distinguish a good email from an AWESOME email
• Include a shipping threshold (increases the cart value and AOV in one go)

‍Remember: Your headline is a go-to tool to ensure that people scroll through—ensure that it makes your subscribers think and scroll down.

10. Tymo: Use a coupon

Subject Line: Introducing: TYMO PORTA

Preview Text: 🙌 Raise your hand if you're always on the go

Takeaways from Tymo’s back-in-stock email:

• Make the offer irresistible by throwing in a coupon
• Use coupons to sweeten the deal, and watch the transactions go up by 27%
• Make your coupon code clickable and auto-applicable
• Use proper attribution (just reminding you)

‍Remember: If there is a singular theme, stick to it. Make it the first email in your flow—after the sale ends, send out an email like Elf Beauty to all those who opened, but did not make a purchase. ­

11. Sweet Bath & Co.: Keep it simple and stay humble

Subject Line: Did you order a Sugar Skull and were DISAPPOINTED?

Preview Text: None

Takeaways from Sweet Bath & Co.’s sincere back-in-stock email example:

• Honesty is the best policy, provided you have the best intentions
• Remember to always own up
• However, don’t forget to attach your mission statement and your pain points
• Lastly, keep lines open for communication, like Sweet Bath & Co. does

Remember: 86% of consumers agreed that they would continue to shop from a brand, after facing poor customer service—provided there is an emotional connection. Now, the catch – only 30% of brands can make that connection.

12. Shine Armor: Show them when it’s dropping

Subject Line: Rejoice! The wait is over, and your favorite products are back in stock, buddy!

Preview Text: Same as the subject line

Takeaways from Shine Armor’s back-in-stock email example:

• Use countdown timers – they can bring in up to 24% CTOR (Learn more about Click to Open rate)
• Keep the highlight on the product, and make the right offer like “free shipping”
• However, don’t keep your preview text the same as your subject line

‍Remember: Once the countdown timer ends, ensure to send post-purchase emails to all those who did make a purchase—also send another personalized email to all those who opened the email, but did not buy (offer product bundles up for buying, in this email).

Also Read: 35 Amazing Countdown Timer Examples (eCommerce)

13. Revolve: Sing a song & make em’ laugh

Subject Line: baby come back (in stock) 💗

Preview Text: None

Takeaways from Revolve’s Back-In-Stock Email:

• Experiment with your back-in-stock subject lines as much as you can. For example: “the #ootd that got away” or “guess who’s back”
• If you are bringing back multiple products to stock, try to pair by usage, as Revolve does with their dresses

• Clever copy laced with information and powerful imagery can work wonders for sales, win-backs, and re-engagement
• Tag every link with UTM parameters to ensure you know which products have the best recall 

‍Remember: It’s best not to start with the ‘add to cart’ or ‘checkout now’ call to action if you feature multiple products or categories in your back-in-stock emails, (your goal here is to get them to engage and nudge them towards a conversion).

Also Read: Re-engagement Email Examples That (Actually) Win Back Subscribers

14. Elf Beauty: Bundle it out

Subject Line: The sold-out Rose Gold Eyeshadow Palette is BACK!

Preview Text: None

Takeaways from Elf Beauty’s back-in-stock email:

• Make your microcopy highlight feature coupons and free shipping, subtly
• Use everything in 3’s to avoid choice paralysis. Note how Elf does it, with their email
• Create product bundles to drive up-sells. Note Elf’s usage of “mystery boxes of $18 value”
• Throw in a price threshold for free shipping

‍Remember: Product bundling paired with powerful copy can become a game changer for your back-in-stock emails.

Also Read: Free Shipping: Still a Conversion Driver in 2024?

15. Stringers World: Use your sales announcement

Subject Line: An extra 20% off Tier One, Dyreex, and Topspin strings!

Preview Text: Pacific Natural Gut is now back in stock! New Franklin pickleball...

Takeaways from Stringers World’s restock newsletter:

• Use your existing newsletter to communicate that your product is back-in-stock
• Use your brand rating in your email—note the Trustpilot rating at the top of the email
• Use visual hierarchy in your CTA buttons and play with color contrast

‍Remember:  Always make sure to pair your back-in-stock announcements with your most effective type of emails. By effective, we mean, emails that have statistically performed well for you.

16. Paul Smith: Make it eye-grabbing

Subject Line: Sale - Online Restock!

Preview Text: We just restocked key products in our spring/summer sale, up to

Takeaways from Paul Smith’s back-in-stock email example:

• Use curiosity and visual cues to drive click-through rate
• Intelligent iconography works if you have a minimal layout like Paul Smith does
• Maintain a singular theme like the 50% discount on re-stocked products
• Let the headline do the talking, and maintain visual hierarchy, always
• Make sure your preview text sounds complete

‍Remember: Sometimes more is less; provided it’s carried out visually, as Paul Smith does. After all, visual cues lead to 92.6% of purchase decisions.

17. California Cowboy: Call on your fanbase

Subject Line: 🚨Robe Restock - Dawn Patrol!🚨

Preview Text: You bought them all. We got more! ­ ­ ­

Takeaways from California Cowboy restock email example: 

• Use your hero product to drive the conversation with your community

• Sprinkle humor and aim to build fans, who look forward to opening your emails

• Try to harness the power of relatability to build communities

Remember: Being Fun = Being Remembered. Funnier subject lines lead are attractive to 69% of consumers worldwide—brands with communities have seen 4% of their online traffic convert into sales.

18. Stio: Play with words (the right way)

Subject Line: Your Favorite Fleece Pants Are Back In Stock!

Preview Text: More colors are available online, just in time to cozy into winter.

Takeaways from Stio’s back-in-stock email:

• Uplift and make your users laugh. Note how Stio says “pants for staying put” instead of “pants for staying in”
• Use the power of association—it’s worth noting that Stio pairs the fleece pants with jackets that are designed for “off-duty athletes”

‍Remember: Use animated images like GIFs to show your product recommendations engagingly and effectively.

19. Warby Parker: Communicate the value effectively

Subject Line: Look what’s back in stock

Preview Text: Grab one before it’s gone again.

Takeaways from Warby Parker’s back-in-stock email:

• Craft a powerful value proposition like Warby Parker does with their anti-fog spray
• Tie the pain point to the call to action like “Bye-bye, fog”
• Create powerful product images to drive the sale

‍Remember: This rule applies when you are bringing one product back to stock. Note how Warby Parker pairs the carrying pouch and cloth to create a unique feature.

20. Crate & Barrel: Include a testimonial

Subject Line: Back in stock: Your fave sold-out storage pieces

Preview Text: + there’s still time to get dad a gift: Order online & pick up in

Takeaways on how to create back-in-stock emails like Crate & Barrel:

• Include social proof, like Crate & Barrel does—they leverage their community by including reviews and using images of products bought by their customers

• Tune your microcopy to remove friction—unlike every other brand that does in-email menu-style navigation, C&B brings something that will help their sales: a zero-interest repayment plan

‍Remember: Try to show the same recommendations along with new reviews on your product page and your emails.

21. Kiehls: Use testimonials (even more creatively)

Preview Text: Get it before it sells out!

Takeaways from Kiehl’s back-in-stock email example:

• Use visual cues effectively to highlight the most important testimonials
• Keep your primary message in the first fold of the email
• Don’t be afraid to boast, but keep proof ready

• Use carefully tailored iconography like Kiehls does

‍Remember: Visuals are primary for almost 92.6% of your customers, no matter where they are.

22. Williams Sonoma: Make them feel exclusive

Subject Line: Now back in stock: Le Creuset Enameled Cast Iron Pate Terrine

Preview Text: None

Takeaways from Williams Sonoma’s back-in-stock email example:

• Show that you know them—as always, exclusivity drives up AOV by 40% when paired with tailored product suggestions
• Do not include too many colors in your email, and use color contrast for focus
• Keep all offers towards the end of the email

‍Remember: Your back-in-stock email is also a good up-sell email. Thus, it is critical to not leave any information out. Note how Williams Sonoma offers an option to find a local store at the end of the email.

Also Read: eCommerce Upsell Emails: High-converting Examples (+ Templates)

23. Cyber Jammies (UK): Include the seasonality

Subject Line: Your favourites are back in stock, just in time for Christmas! 😍

Preview Text: FREE UK delivery over £40 ­

Takeaways from Cyber Jammies’s (UK) back-in-stock email example:

• Highlight family values in your product images—research has shown that portraying family bonds helps in building a better association with brands
• Stock up well in advance, and remind them—61% of shoppers start getting on to their Christmas shopping right after Thanksgiving
• Don’t forget to showcase your uniqueness in your copy
• Lastly, reviews go a long way, but make sure to include recent reviews—note how Cyber Jammies includes the dates of reviews in their email

Remember: You should always mention priority shipping or express shipping options when sending out seasonal restock emails.

Also Read: 35 Thanksgiving Email Examples For 2024 (eCommerce)

24. Ring Concierge: Make the restocking a USP

Subject Line: BACK by popular demand!

Preview Text: & just in time for fall layering

Takeaways from the back-in-stock email by Ring Concierge:

• Always play the “I must get it too” card. FOMO is always a great motivator
• The preview text is a great place to continue your message and increase your CTOR
• Highlight the urgency like Ring Concierge does with “Limited Restock” and “Instantly Sold Out”

‍Remember: This tactic works extraordinarily well for high-ticket/sought-after items.

25. Diaspora Co.: Remind why the back-in-stock product great

Subject Line: Sir Lanka's Best Cinnamon is Back! ⭐

Preview Text: + free cinnamon tins for orders over $80

Takeaways back-in-stock email example:

• Goof up your subject line to draw attention (and opens)
• Highlight your most important offer in the preview text
• Re-confirm the offer in the first two scrolls in a different font
• Telling a story through images is the easiest way to build a rapport with your subscribers:

Remember: When you send back-in-stock emails to new subscribers or people who signed up a while ago, you’ll have to re-educate people and treat your email like a product page (which means you will need to feature reviews as well).

26. Aspiga: Inspire with a “you’ll also love”

Subject Line: You loved Virginia? She's back!

Preview Text: If you love Emma, this one's for you... ­ ­ ­ ­

Takeaways from Aspiga’s back-in-stock email example:

• Send longer emails to subscribers who have shown interest but didn’t exactly sign-up to be notified
• Establish the reason behind your recommendation in the first fold of the email
• Draw out product features with clear visual nudges: 

• Also, reaffirm your commitment towards the related product as well as brand values:

Remember: Go deep into your re-stocked product, if you’re just featuring one product – show stuff like reviews showing real-life usage – highlight the total number of stock you had last time – how fast it sold out. 

27. Prism Boutique: Bring an event back

Subject Line: Happy Hour is back

Preview Text: Get 15% off when you go live with Prism.

Takeaways from Prism Boutique’s email example:

• Brand events can also be treated like a product
• Leave a hook to draw people in (15% off in this case)
• You can always target all subscribers when bringing events or promotions back
• Give a clear description of events – along with a sneak peek:

Remember: You can use this template in your other back-in-stock emails as well – all you would have to do is show what has changed since the last time the product was in-stock (like lowered prices, better ingredients, etc.).

28. Gorilla Wear: Bring a mystery back

Subject Line: THE MYSTERY BOX IS BACK! 🎁 Now Live

Preview Text: Unbox €250-€450 worth of gear — Limited stock available! 

Takeaways from Gorilla Wear’s mystery back-in-stock email example:

• Use the value of the promotion to draw subscribers in
• Show what’s in the box with an option to customize (note the two CTA’s for men and women)

Remember: You can also use this format to tease the launch of an archive collection – a sort of “permanently going out of stock sale.”

Also Read: 15 Top Examples of eCommerce Teaser Emails (+ Templates)

29. Steve Madden: Notify over SMS

Takeaways from Steve Madden’s SMS back-in-stock alert:

• Showcase on the demand of the product – note how it says “sold out TWICE” 
• Font formatting is key to drive the tonality – the uppercase fonts really do pull focus
• Feature images of the product in multiple angles to drive the click-through rate

Remember: Use an SMS back-in-stock alert to notify your highest-intent customers ASAP (people with an established buying history – and subscribers who just signed up for your back-in-stock alerts).

7 Powerful Strategies For Perfecting Your Back-In-Stock Emails

1. Make the subject line shine

Make your back-in-stock email subject line, work for you:

• Make them hungry for what’s inside with power words: "Limited Edition," "Exclusive Offer," or "Don't Miss Out!" 
• Let them know this isn't your average restock, and that they won’t get it again
• Call them by their name and crack the open rate wide open
• BREAK the rules of grammar and make it appealing
• Use the preview text to build further continuity

‍Pro Tip: Keep testing your subject lines and preview text in batches and combine the above-mentioned strategies to maximize your open rate.

2. Show them “We get you.” 

Here’s what you should do when it comes to personalization and back-in-stock emails:

• Show products that are relevant to them
• Continue using their name in the email
• Perfect your segmentation strategy in your drip

‍Pro Tip: Tailor the offers based on activity on your website and emails.

3. Make it unmissable

The human brain processes visual information better and here’s how you can use this tactic:

• Let your hero image take center stage like Elf Beauty
• Tune to benefits over features like Stio
• Use animated images to drive engagement even further
• Play with words and humor to make it memorable, like Luckies does

‍Pro Tip: Experiment as much as possible with every aspect of your emails.

4. Go beyond a generic “Buy Now”

Your call to action is where the action happens and here’s how you optimize it:

• Make it clearer than daylight and leave zero space for confusion
• Start creating exclusivity, and channel the urgency
• Make it impossible to miss with buttons of unique shapes or colors 
• Maintain the visual hierarchy by using contrasting colors and correct alignment
• Use arrows to drive direction

Pro Tip: Get the “I am Browsing” Segment. Remind them that your back-in-stock product is about to run out.

5. Build up the hype with pre-order options

Pre-orders are the perfect way to announce your product is coming back to stock. Here’s how you do it:

• Bring in a limited quantity of the product back in stock
• Make sure your email copy has a countdown/mention of the no. of products left in stock
• Once stock runs out, add a pre-order option in your landing page copy
• Build a segment of those who opened your initial restock email and product page, but did not purchase
• At this point, send another email and offer a pre-order option once again
• Sweeten the deal by offering free shipping on their upcoming order – or a free subscription to your insider community – or a freebie – check this sweet example offering a last chance on a ‘pre-order discount’

• Lastly, make a countdown to restock, and then repeat the flow

‍Pro Tip: Always be transparent about when the product will be restocked.

6. Let them know if it’s not coming back

79% of consumers in the US avoid a brand for over 2 years after facing poor customer service. Here’s how you can maintain customer satisfaction:

• Let your customers know of any possible delays as soon as possible
• Don’t keep your customers waiting for a product that’s permanently out-of-stock

• Ask them to add your email address as a contact, so as to not miss any emails
• Offer product alternatives like John Lewis (UK) does in their email

‍Pro Tip: Suggest the nearest alternatives to the product and sweeten the deal.

7. Keep em’ coming back

So, you made the sale and now it’s time to bring them a thank you note. Here’s how you do it:

• Leave helpful tips on how to use their purchased product
• Ask them to leave a review of their experience
• Give limited-time free access to your insider benefits

Pro Tip: Set up thank-you emails for every micro conversion that you include in your emails.

3 Powerful Back-in-Stock Email Templates For Free

The “Free Shipping” Back-In-Stock Template.

In this example, we have assumed the product to be a lip balm. This email works for all fans of the product and aims to bring frictionless sales, by offering free shipping. 

Subject Line: soft lips are back in stock 💋 

Preview Text: (with something extra special)

Email Headline: Now restocked: ready to replenish.

Body: Hey {Name}, your all-natural lip care is back with FREE Shipping. But, not for a long time. 

Call to action: Get It With Free Shipping

Remember: Try including a “how to use” section and add reviews/testimonials too. Moreover, try to include product bundles and personalized recommendations.

The “Limited-Time” Back-In-Stock Template

This back-in-stock email template works best for active subscribers and fans of a certain product. This template piques the curiosity of active subscribers by making them wonder – “what’s this product about?.”

Subject Line: {Product Name} is FINALLY back-in-stock

Preview Text: and going away in 

Email Headline: We saw you loved it – and we brought it back

Subheading: but they are going away, fast. 

Body: Heyo {Name}, we have finally brought {Product name} back in stock. This is a product we don’t usually bring in. However, since {Product Name} went out of stock, 2000+ people have joined the waitlist. Thus, we had to bring it back, and we couldn’t let you miss the fun. Make sure you get it in time.

Call-to-action: Check How Many Are Left

Remember: Add a countdown timer or a count of the products left back in stock to further drive the FOMO. Also, pair a testimonial with the email to drive up the sales. Lastly, keep this template focused on the restock only.

The “Buy 3, Get One Free” Back-In-Stock Template

Subject Line: Back To Climb Into Stock

Preview Text: with something extra?

Email Headline: Thirsty for Adventure?

Body: Greetings {Name},{Product Name} is back for adventure. This trusty gear is back in stock, ready to be your loyal companion on every wild escapade. 

Call-to-action: Make It Yours

Secondary Heading: Because we know you want it

Secondary Body: We saw you were eyeing these, and we couldn’t help it. Buy any three and get one extra product of your choice at zero extra cost. Sounds exciting?

Secondary Call to Action: Go Go Go

Remember: Offer products by cart history and high-value products viewed in the last 60 days. Keep a healthy mix of high-value and low-value products.

Also Read:

• 40 Discount Email Templates (& Examples) for eCommerce Stores
• 30 Amazing eCommerce Email Templates (from 6 industries)
• eCommerce Email Design: 25 Beautiful Examples (& Why They Drive Sales)

People Also Ask

1. What is a back-in-stock email actually?

Going by the technical definition, back-in-stock emails are the last part of stock-alert drip email campaigns.

These emails come right after the out-of-stock email. 

The primary goal is to inform customers about a restocked product.

However, these emails go beyond the “hey, it's back” messaging.

The real job is to win back customers and drive:

• Engagement
• Sales
• Loyalty and Retention

2. Why do back-in-stock emails matter more? It’s win or lose.

Your customers will pay to get notified about your back-in-stock product.

There are countless posts on social media, complaining about not getting back-in-stock emails.

Note the way, Redditors have resorted to looking for ways to find back-in-stock products.

Just take a look at the effectiveness stats of back-in-stock emails:

• 65.3% Open Rate
• 22.45% Conversion Rate

But, there’s a catch.

As per Barriliance’s report, back-to-stock emails, despite having high open rates, were ineffective at bringing in results.

However, according to Marketing Sherpa's report, back-in-stock emails had a 22.45% conversion rate.

What was the difference that led to these results?

The email strategy used for the campaign.

3. Who should you send your back-in-stock emails to?

Not everyone on your list – is the short answer – because sending irrelevant emails is the quickest way to get marked as ‘spam.’ Instead, you can try, what we term this segmentation strategy which adapts across most email marketing platforms. 

Goal: Increase the number of conversions from back-in-stock emails by clearly identifying subscribers most likely to convert. 

✅ Create segments out of people who are:

• Researching similar products – viewed a similar item to your out-of-stock product as well as the out-of-stock product or category page
• Fans – i.e. enrolled in your loyalty program – or have a high AOV
• Subscribed from your out-of-stock product page – or emails
• Existing purchasers of related products – related, as in, related to the out-of-stock product
• On the abandonment flow for products – or categories, related to the out-of-stock product
• Browsers – viewed the out-of-stock product page recently (start from 30 days ago)

❌ Exclude subscribers who are:

• Subscribers who have made a purchase of non-related products in the last 10 days 
• People who’ve bought the out-of-stock product (or collection) in the last X days (adjust X according to your product’s average usage period)
• Subscribers for less than 30 hours

Pro Tip: Segment further by shipping times – try tagging the location a subscriber signed up from through hidden fields on your forms – this will help you show how fast the subscriber can receive the back-in-stock product if they order within a certain period.

4. How many back-in-stock emails should I send?

Ideally, it can be anywhere from 1 to 4 emails, depending on your selected audience. To find the answer, we have to compare the ‘usual’ vs the ‘VIP’ back-in-stock email flow:

✅ The ‘usual’ back-in-stock email flow

Audience: All subscribers who’ve signed up from your out-of-stock product page or emails.

Flow: 👥User signs up for ‘back-in-stock' notifications ▶ 🕐Delay till {Item signed up for} gets restocked ▶ Email 1: Notify  ▶ (optional) Check if purchased ▶ 🕐2 days ▶ YES: end flow  ▶ NO: Email 2 (optional): Follow-up

✅ The ‘VIP’ back-in-stock email flow

This is what your back-in-stock email flow will look like if you choose to announce your back-in-stock products to your high-intent customers:

Audience: Subscribers who’ve signed up from your out-of-stock product page or emails – and are:

• high AOV subscribers 
• browsers who recently viewed the out-of-stock page 
• purchased the back-in-stock product a while ago – at least 60 days ago (only use this audience segment if the product is a replenishable item)

Flow: 👥 Set target audience ▶ 🕐1 - 2 weeks before restock ▶ Email 1: Early access or Pre-order  ▶ 🕐2 days ▶ Check if order placed ▶ YES: Thank you ▶ NO: Email 2: Follow-up ▶ 🕐Delay till {Item signed up for} gets restocked ▶ Segment out subscribers who’ve engaged ▶ Email 3: Notify ▶ 🕐2 days ▶ Check if engaged and purchased ▶ YES: Thank you email ▶ NO: Check if OPENED & ENGAGED ▶ YES: Email 4 (optional): Follow-up ▶ NO: End flow 

Key takeaway: Always try to personalize every back-in-stock email drip campaign according to behavior – here are two more examples:

✅ The ‘jog your memory’ back-in-stock drip campaign

Audience: Subscribers who signed up 15 days before – or have been subscribed since the last restock (i.e. 30 days – since the average restock takes an average of 30 days). 

Flow: Email 1: Re-educate people on what’s back – show why it’s great – feature testimonials ▶ 🕐2 days ▶ Check if opened and purchased ▶ YES: End Flow ▶ NO: Check if opened and clicked ▶ YES: Send to browse abandonment flow ▶ NO: Email 2: Still around? ▶ End flow

✅ The ‘you may like this’ back-in-stock flow

Audience: Consists of subscribers who are researching similar products, and existing purchasers of related products.

Flow: Email 1: Launch a back-in-stock email similar to Aspiga  ▶ Check if purchased along with engagement ▶ Purchased: End flow ▶ 🕐2 days ▶ Engaged but not purchased: Email 2: Follow-up ▶ No: End flow

Pro Tip: Turn your back-in-stock email into a replenishment email if you are restocking a category – or the back-in-stock product is bought periodically – all you have to do is include existing purchasers of the same category (excluding recent purchasers).

Next step: Send out back-in-stock email templates based on this conditional logic.

Also Read: 30 Amazing Drip Email Campaign Examples That Actually Drive Sales

In Conclusion: Back-In-Stock = Back-With-Revenue

There are a lot of tools to send a back-in-stock email with. 

However, the revenue from your emails remains underutilized. Here’s why:

• You are still using age-old strategies
• All of your emails are from a template, used by every other brand
• Your workflows were last updated in 2020

What you need is hyper-personalization. Engage can help you do just that.

Want to see it in action? Book a free demo. 

We’ll show you:

• workflows we can create for your store,
• proven ways to drive 30% or more $$ from email alone, and
• successful templates and strategies from your industry (and others).