A Complete Guide for Irresistible Back-in-Stock Emails

Back in stock emails are a crucial store’s revenue generator, and amongst the top converting emails. They are more than just inventory updates – they’re direct lines to your most interested customers, the ones who showed interest in waiting for your products rather than shopping elsewhere.

This is an unique opportunity to re-engage with highly interested customers with a carefully developed back-in-stock email strategy. The way you craft these emails can make the difference between a lost opportunity and a satisfied customer. 

Just look at the numbers: Back-in-stock emails typically see open rates above 65% and conversion rates around 15%. That’s huge compared to regular marketing emails! (Source Barriliance)

Let’s explore how to make the most of this valuable connection with your audience, and explore some of the best practices you can steal. This complete guide to back-in-stock emails reveals 18 proven strategies that successful Shopify stores use to convert waitlist subscribers into buyers.

Back-in-stock emails belong to that rare category of marketing messages that customers actually look forward to receiving. So, what makes shoppers click “Buy Now” the moment they get your restock alert? 

Your job is simple here: don’t overcomplicate it. Keep your message clear, direct, and focused on that single action. No need for lengthy product descriptions or complicated marketing speak. Your email should do just three things: announce the restock, show the product, and make it super easy to buy.

Your subject line needs to grab attention in a crowded inbox. Go straight for clear, exciting announcements that your customers actually want to see.

Try phrases like “It’s Back! [Product Name] Now Available” or “The Wait is Over – Your [Product Name] is Here.” These work because they deliver exactly what your customer signed up for.

Keep your email body straight to the point – tell them their item’s back. You want to include a clear photo of the product they wanted and the price upfront. 

And when it comes to your call-to-action button, think big and bold. Make that “Shop Now” button impossible to miss. Keep it simple with just one button that stands out with contrasting colors against your email design.

When your inventory arrives, don’t wait – your eager customers might be subscribed to competitors’ lists too. Send those notifications immediately to catch customers while their interest is still hot.

Pro tip: If you’re dealing with limited stock, consider sending emails in batches. Start with your VIP customers or those who’ve been waiting longest.

Nobody likes feeling like just another email address. Use your customer’s name, and mention the specific product they wanted. 

“Hey Sarah, that blue ceramic vase you’ve been waiting for since last month is finally here!” feels much more personal than a generic announcement.

Show real-time stock levels and the number of other shoppers viewing the product. Messages like “Almost Sold Out” or “Only 5 back in stock” create a sense of urgency without being pushy.

Add countdown timers for special restock offers or limited-time deals. This gives customers a clear deadline for action and helps them prioritize their purchase decision.

Your product should look even better than when customers first fell in love with it. Use high-quality images from multiple angles and highlight any new features or improvements you’ve made since they joined the waitlist.

Keep your product description short but compelling – focus on the key features that made it sell out in the first place. Include current pricing, any new color options, and a clear size guide if applicable.

Share information how quickly it sold out last time or how many people are on the waitlist. 

Use phrases like “Our most requested restock of the season” or “The demand for it exceeds our expectations every time” to showcase popularity and build up that FOMO even more.

Offer your customers value additions such as discounts or free shipping to return them faster to your store and take action. 

Keep these offers time-limited and exclusive to waitlist members. This not only drives quicker sales but also encourages more shoppers to join your waitlists in the future.

It is not strange to offer a discount on a restock item. Look at the example provided and you will see that a 17% discount is offered on back in stock products.

Real feedback helps reinforce the buying decision and shows your product lives up to the hype. In your email body include recent reviews and ratings from customers who bought the product before it sold out. 

Add user-generated photos if you have them – seeing real customers enjoying your product can be the final push someone needs to complete their purchase.

While you have their attention, suggest complementary products that pair well with their waitlisted item. Be thoughtful about these recommendations – they should genuinely support the original product.

Keep cross-sell suggestions minimal and relevant. One or two well-chosen items work better than a long list of random products.

Be transparent and quick to communicate if items sell out again. Send an immediate follow-up email apologizing and offering to keep them on the waitlist for the next restock.

Consider offering these customers priority access to the next restock or a special discount as a goodwill gesture. This helps maintain trust and keeps them engaged with your brand.

Have similar products ready to recommend and increase sales volume.  Make sure these alternatives share key features with the original product and clearly explain why they might be a good fit.

Present alternatives thoughtfully – explain what makes each option similar to their original choice.

Holiday shoppers are already in buying mode and more likely to act quickly on restock notifications. Time your restocks strategically around major shopping seasons when possible.

Create attractive bundles with your restocked item and complementary products. This not only increases average order value but also helps customers discover products they might have missed.

Keep bundles simple and logical – they should feel like a natural combination that adds value. Offer a small discount on the bundle to make it more appealing.

Reward waitlist purchases with bonus loyalty points or special member status. This shows appreciation for their patience and encourages future engagement with your brand.

Make these loyalty rewards feel exclusive to waitlist members. Phrases like “Extra points for our patient customers” or “Special VIP status for waitlist shoppers” can make customers feel valued.

Most customers will open your restock alert on their phones, so mobile-friendly design isn’t optional – it’s essential. Make your buttons large enough for thumbs (at least 44 x 44 pixels), ensure your images scale properly, and keep your text size readable without zooming. 

Test your emails across different devices and email apps before sending. What looks perfect on your desktop might be a mess on an iPhone or Android device.

Your back-in-stock email needs to load fast and work flawlessly. Compress your images properly, ensure all your links work (double-check that product page link!), and make sure your inventory system is synced correctly with your email triggers. 

Also, set up proper tracking for these emails so you can measure their success. Watch your open rates, click-through rates, and most importantly, conversion rates. This data helps you understand what’s working and what needs tweaking in your next campaign.

Be upfront about everything your customer needs to know. If your restock comes with a longer shipping time, say so. If the price has changed since they joined the waitlist, make it clear. Don’t hide these details in fine print – put them where customers can easily see them.

Back-in-stock emails stand out in the crowded world of e-commerce marketing because they reach customers at the perfect moment – when they’re already convinced about buying your product.

This means you need a trusted partner alongside your back in stock sales strategy. Timesact is a Shopify app for boosting revenue with preorder & back in stock solutions. 

With Timesact you can set up notify me buttons that are automatically triggered when items are sold out, and seamlessly transition to pre-orders for products coming soon.

And remember: those “Notify Me” clicks are golden opportunities. Each one represents someone who chose your product over competitors’. Don’t let them slip away with boring, generic emails.

Also, you can find all these email templates here.