After a potential customer has decided they’re going to add the item they’re eyeing to their cart, they click the product page only to find out that it’s not available. Frustrating! That’s a potential sale that has gone down the drain forever–if you don’t send them a back-in-stock notification, that is.
To recoup this loss, eCommerce stores ask buyers to sign up for a mailing list so they can be notified when the product is back in stock. Hence, the birth of the back-in-stock email.
The objective of the back-in-stock email is to alert your audience that the awaited product is available again.
However, brands have made an art form out of the back-in-stock email, turning it into an email marketing masterclass for upsells, social proof, and killer CTAs. But don’t lose sight of the ultimate goal: to encourage your potential customer to buy the restocked item.
With so many excellent examples out there, there’s hardly any reason to create a boring back-in-stock email.
Still running out of ideas? No need to worry because we’ve compiled a list of the brands that are doing the back-in-stock email right. Use the following brands as inspiration and apply these techniques to recover sales and increase conversions.
Top 10 Back-In-Stock Emails to Skyrocket Sales
1. Mejuri
Mejuri appeals to the FOMO that strikes shoppers when they see an item they covet back in stock through the subject line “Don’t miss out”.
The email body is less direct, opting to show rather than tell. Mejuri inserts photos of the jewelry collection–lying next to flowers, worn by a model, and viewed in a close-up.
Of course, the jewelry brand saves space in the email to showcase the individual jewelry pieces, along with the succinct copy “Best paired with lots of sunshine and a colorful outfit”.
The takeaway?
Let your photos (and a little bit of copy) do the talking for you. Your prospective customer will quickly realize why they wanted the item in the first place.
2. Perfect Keto
Perfect Keto knows the power of a good discount. They hype their replenished products with a 30 percent discount offer and create urgency through the copy “Grab them now before they disappear again”.
The rest of the email is warm and casual (“You’ve been patient! And patience always gets rewarded”) so it feels like a friend is chatting with you.
They also list examples of the items included in the back-in-stock flash sale and end the email with “This offer ends Sunday night” to drive home the point that the reader should act fast or risk losing the items again.
Do the same for your email campaigns and keep your tone friendly. Don’t be afraid to crack a joke but at the same time, emphasize that the discount you’re offering won’t be around for long.
3. Made In
Make shopping as hassle-free as possible for your customers by emphasizing your products’ quality and by assuring the shoppers that they can return the items should they change their mind at no cost to them.
The back-in-stock email is a good avenue for this, as Made In takes advantage of in their email.
The subject is snappy and reads “Back In Stock: Pomme Red Non Stick” and there’s 10 percent off the first order. The email itself subtly accentuates the award-winning quality of the frying pan and notes that the pan is only available in “limited quantities”.
The bottom of the email is where they detail shopping conveniences such as lifetime limited warranty and hassle-free returns.
Made In also includes social proof by indicating the number of five-star reviews they’ve amassed and the trust chefs have in their brand.
In short, you can take a less direct route to persuading the reader to buy immediately by sprinkling these details throughout your email.
Help them trust that your brand can stay true to your word and offer returns and a warranty. Hint at the quality of the products through understated copy.
4. Lazy Oaf
In this email, the restocked product in question is Lazy Oaf’s lace-up ballet sneaker. The brand announces this in a bold way.
The subject says “BACK IN STOCK: HAPPY SAD LACE UP BALLET SNEAKER 🩰👟🖤” and below it “Your solemate has returned”. Clearly, Lazy Oaf is not afraid to be flamboyant.
The GIF that greets the reader when they open the email is eye-catching and flaunts the sneaker, as do the multiple product photos below it. The brand also offers styling tips for incorporating the sneaker into one’s wardrobe.
But it’s not all fun and games because they recommend shopping now while the shoe is still in stock (“They’re available in limited quantities, so we don’t recommend dicking about.”).
Toe the line between quirky and professional by following Lazy Oaf’s lead. Consider this your permission to have fun with your back-in-stock email.
Lastly, don’t be afraid to include as many photos as you want or add a GIF or two to liven up that white email space.
5. Glossier
Bestsellers often go out of stock, which is tad disappointing for potential customers or repeat buyers.
That’s why you should promote back-in-stock bestsellers, a no-brainer move for most direct-to-consumer brands. It’s an easy email to create because there’s less persuasion needed (they are, after all, your bestsellers).
Glossier keeps this back-in-stock email short. The subject is direct (“Back in stock: Best-sellers”) and the subhead hints at a bit of urgency (“stock up while you can”).
When you open the email, it mimics their website with the product photos lined up under the copy “See what was restocked”. There are also seven(!) Shop Now CTA buttons in the email so the reader can go directly to each product’s dedicated page.
Glossier is all business with this back-in-stock email but they don’t lose sight of the ultimate goal to convert subscribers and make it seamless to go from email to adding items to the cart.
6. Grind
Back-in-stock emails are a great opportunity to upsell your products. Grind does this by suggesting bundles to pair with the restocked items.
They indicate that the product the customer has waited for is back (“You like them, you really do”) and below the fold, they make the upsell offer.
Four bundles filled with different types of coffee are accompanied by photos of the bundle and a convenient Shop Now button.
The copy above the bundles is persuasive too, saying “Choose your favourite bundle”. Grind has curated the collection for the subscriber, taking away the mental friction of choosing which coffee cans to buy.
The takeaway is to insert your upsell offer right away. You only need to inform the subscriber that the item is restocked before suggesting what items it’s best paired with. Remember to be generous with the CTA buttons as well.
7. Rael
The feminine cycle care brand Rael announces its restocked items with this on-brand email. It’s deceivingly simple looking but crams a lot of important information to persuade the subscriber to buy.
The header copy announces the back-in-stock tampon as their “most missed item” while the smaller copy below specifies the product’s features and benefits, along with a GIF that showcases the product in detail.
Other flourishes include a free shipping offer for orders over $50, an up-close look at the tampon’s features and benefits, and more information about their clean ingredients.
At the bottom, Rael also includes a subscription promo, a referral program, and instructions on how to receive text alerts.
Stir up demand for your product by describing it in detail, using the valuable email space to communicate those benefits while sticking to an aesthetically pleasing design.
8. M.M. LaFleur
What do you do when multiple items are back in stock?
A multi-email blast would be annoying to subscribers so take the route M.M. LaFleur chooses and group your items in a curated collection.
Here, they call their back-in-stock clothing “On-The-Go Essentials”. The collection is composed of travel-friendly pieces ranging from tops, bottoms, and jackets. They also include photos of some items in the collection with prices for each.
They don’t stop there though. They take the time to give their other collections a shout-out and insert a CTA for each. Finally, they end the email with a link to a relevant article from their blog about packing for trips.
Grouping items in a category and building a back-in-stock email around them is an efficient way to put a spotlight on several items at once. You can use the email to promote other products in your lineup, too.
9. The Nue Co
To give your back-in-stock email a dose of social proof, show the numbers.
The Nue Co describes just how fast their restocked product sold out by simply stating “7,000+ sold in just 8 weeks”. The animated counter is a nice touch, too.
They then enumerate the benefits of their hair product and emphasize that there’s only a limited stock available so the reader better check out the product now.
There’s not much to the email after that, which shows how powerful numbers can be when used right. No need for filler when you have the figures to back up your bestseller claims.
10. Frank Body
Frank Body’s back-in-stock email doesn’t take itself too seriously by narrating from the point of view of the product itself. It’s less complicated than it sounds as you can see here.
Firstly, they lead with the subject “You want me, babe?” and a bold statement “Grab the scrub that sold out in 5 days”.
That’s not the only number dropped in the email. The copy below also says “I have over 500 babes on my waitlist so grab me before I’m gone.”
Frank Body, still writing as the glycolic scrub, lists the benefits and reasons why “my glycolic body scrub hits the spot”. They end strong with social proof in the form of two glowing reviews.
The email also mentions free shipping, an AfterPay option, and their social media links.
Overall, it’s a solid back-in-stock email that uses testimonials to its advantage and creates a fun story around the restocked product.
Wrapping Up
We hope this list gave you ideas for your back-in-stock emails. There are different ways to tackle this kind of newsletter and these are just some of them. Keep in mind the goal of a back-in-stock email and make sure you add persuasive copy and a slick layout for best results.
