Grow Email Lists with Back in Stock Notifications on Shopify

Turning out-of-stock products into opportunities for email list growth is a practical way for Shopify merchants to build a loyal customer base, and drive year-round sales.

Believe it or not, those “Sorry, this item is currently unavailable” messages on your Shopify store could help you build a marketing asset you own: your email list.

The answer lies in a clever e-commerce strategy called back-in-stock notifications, and the smart system behind it. When a customer lands on your Shopify product page for an out-of-stock item they want, instead of just leaving disappointed, you invite them to enter their email to get notified as soon as that product is available again. And just like that, you’ve captured a high-intent lead.

Capturing their email at this crucial moment lets you follow up with hyper-relevant marketing about the exact product they wanted. And because the shopper asked for that back-in-stock email, it reaches someone who already wants to hear from you. 

But the real magic is in the long game. These back-in-stock leads aren’t just one-time buyers. By adding them to your email prospecting list, you can continue marketing to them long after the initial product is restocked. And that means more opportunities to drive repeat sales and increase customer lifetime value.

Let’s explore how to build those relationships for the long run, not just the quick restock sale.

The two-pronged power of back-in-stock notifications

The key is to view back-in-stock notifications not just as a band-aid for stockouts, but as an engine for long-term email list growth. You’re not only fighting for one sale – you’re getting a subscriber you can market to again and again. And with the right approach, you’ll turn once-frustrated shoppers into loyal brand fans.

When a product is sold out on your Shopify store, customers have no choice but to leave the page. This means you’re losing potential sales and valuable leads with every stockout.

But how can you turn this situation to your advantage? By implementing back-in-stock notifications on your Shopify store, you get two major benefits:

First, you capture highly interested leads that you can notify as soon as the product is available again. These are people who are so into your product, they’re happy to give you their email for a heads up when it’s back. 

Second, you’re growing your email list with prime prospects you can market to all year round. Think about it – these leads are already sold on your product. By adding them to your email list, you can keep them engaged with personalized offers and promotions way beyond the initial back-in-stock alert. 

This means saving lost sales and setting yourself up for long-term email marketing success with only one solution.

How to turn stockouts into year-round sales opportunities

So how do you make the most of this strategy? It starts with implementing back-in-stock capture forms on your product pages. 

First, pick a notification app from the Shopify App Store that fits your budget and needs – this one will integrate smoothly with your existing setup. As part of setup, enable the Timesact App Embed on your published theme (Online Store → Themes → Customize → App embeds) and click Save in the theme editor. When setting up your signup form, grab their email (obviously). You don’t need to ask about size or color, because each sign-up is saved against the variant the shopper picked. You can also turn on the newsletter opt-in (Enable newsletter subscription) so shoppers can agree to your marketing emails at the same time. Just don’t go overboard – every extra field reduces signup rates. Make your signup button impossible to miss by placing it right where the “Add to Cart” button would be on out-of-stock products.

But don’t stop there. Use this as a jumping-off point to develop those relationships. Send your back-in-stock list of exclusive offers, product recommendations, and engaging content. Show them you value their interest and want to keep providing relevant value. 

The key is to provide ongoing value to your back-in-stock subscribers. They’ve entrusted you with their email because they’re interested in your products. Honor that trust by sending thoughtful, relevant content that keeps them excited about your brand.

5 ways to keep back-in-stock subscribers hooked

Once you’ve captured emails through your back-in-stock alerts, you’ve got an opportunity to engage with those leads and drive sales long after the initial restock. Here are some ways to make the most of your back-in-stock email list for your Shopify store:

1. Personalized product recommendations

You know exactly which product each subscriber was interested in. Use that insight to send hyper-targeted product recommendations. For example, if someone signed up for a restock alert on a specific sneaker style, shoot them an email showcasing other colors or variations of that shoe, or complementary products like socks or laces.

2. Exclusive early access

Make your back-in-stock squad feel extra special by giving them first dibs on new product drops or restocks in your Shopify store. Shoot them an email a day before you announce it to the general public. They’ll feel like VIPs and be more likely to convert.

3. Targeted promotions

Segment your back-in-stock list based on product categories or price points they’ve shown interest in. Then, hit them with tailored promos. For instance, if a group of subscribers all wanted alerts on high-end handbags, send them an email with your latest luxury arrivals and an exclusive discount code.

4. Compelling content

Your back-in-stock list is prime for content marketing. They’ve already expressed interest in specific products, so share blog posts, lookbooks, or videos that showcase those items in action. A subscriber who wanted an alert on a certain cookware set would eat up an email with recipes and cooking tips featuring that product.

5. Social proof

When a restocked product sells well, hit your back-in-stock list with an email highlighting top reviews or user-generated content from happy customers. A little FOMO goes a long way in driving more sales from subscribers who were on the fence.

Check out how to notify customers when products are back in stock for more on reaching waitlist subscribers once a product returns.

Smart email list building strategies

If you want to grow your email list faster, start with your bestsellers – those products that always seem to run out of stock. Put your notification signup front and center on these items, because shoppers are more likely to subscribe when they’ve got their heart set on something popular. 

Try adding a stock counter (“Only 3 left!”) to create urgency before items sell out, then switch to a line like “Join 50+ others waiting for this” once it’s gone, using your real sign-up count. That bit of social proof can nudge more shoppers to sign up.

And once someone signs up for alerts about one product, don’t stop there – send them personalized recommendations for similar items that are in stock right now. For example, if someone’s waiting for a specific jacket to come back, they might be interested in matching accessories or similar styles that are available now.

Turn 'sold out' into 'sold more’ with one app

Whether you already have implemented a back in stock solution in your Shopify store, or you are still in your research phase, one thing is certain – you need a reliable app to back you up. 

Timesact is one solution to consider. It follows your Shopify inventory, captures customer email addresses on sold-out products, and emails restock alerts automatically once you restock.

With Timesact, you can customize your back-in-stock forms to match your brand’s look and feel, from the form wording to its colors. Plus, the app reads your Shopify inventory, so once your Notify Me email is set to Live, subscribers are emailed automatically when you restock, or once stock reaches the minimum you set.

Mix up your email content, nail your timing, and always tie it back to the products they’ve expressed interest in. Soon, you’ll have turned a one-time stockout into a loyal customer who keeps coming back.

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