Out of stock is a very common situation, which almost all retailers have encountered. Every year, 4% of global average sales is lost due to this problem. According to a survey, 30% of consumers have admitted that out of stock status hurts their shopping experience, and 37% immediately turn to another brand. As we can see, this problem leaves a negative effect not only on sales results but also on customer loyalty and brand reputation.

However, a “back in stock” alert email wisely sent can save that sale. 

First, you need to ask for an email address so you can send a back-in-stock alert. There are several ways to collect that address: in a form on the page or in a pop-up form (often called a pop-over or overlay). Make your subscribers feel special by offering coupons, exclusive discounts, etc. 

However, note that this is not a marketing email, so you need to make sure your customer can request a restock alert without opting in. 

1. Be specific

“Back in stock” email messages function similarly to abandoned-cart email. To make the most of them, you need to be as specific as possible, right from the subject line.

Therefore, instead of merely stating: “Your item is back in stock,” specify the product right in the subject line. Then, you should list details in the message in case your customer has forgotten their buying intention. The clear subject line is essential all year long, but it becomes crucial for holiday shopping when your customers can easily go into information overload.

2. Make your email memorable

Don’t make your back-in-stock email look like it is automatically generated. Design it to be as attractive as your other marketing messages.

3. Build urgency

Persuade customers to jump on the alert by highlighting that they will be first informed about the restocking and ramping up the FOMO (fear of missing out) by reminding them that the new stock is limited.