Best practices for back-in-stock emails
Online stores use a variety of different emails in their business. Each carries a specific purpose and helps in attracting customers, retaining them, and in every possible way improving the overall shopping experience. One such option is back-in-stock emails, which users send when an item is available for purchase again. This article will look at best practices to help create exceptional back-in-stock emails for your business.
1. Keep it simple
When creating a back-in-stock email, remember that you don't have to make it big. You do not need to make lengthy introductions, wordy descriptions, and beautiful epithets to invite to buy. The main task is to notify that the out-of-stock product can be bought again and provide a direct path to the purchase (in simple words, the CTA button). Conciseness and brevity are the main practices for this kind of email.
Chefwear is an excellent example of brevity in back-in-stock emails.
2. Create a sense of urgency
To increase the effectiveness of back-in-stock email and conversion rate, you should add a little sense of urgency around your restocked products. Just hint that the product has just become available, and a line of people already want to buy it. In this way, you indirectly tell the recipient that the goods are easy to miss if they do not hurry.
Furniture and fittings manufacturer Crate and Barrel shows how to use this approach. Not only do they say in their back-in-stock email subject lines that the product is already available for purchase, but they also say that it is selling out fast.
3. Offer discounts
People who previously wanted to buy a product that was unavailable change their minds, and the restocked product is no longer needed by the customer. You can use discounts to remind and encourage customers to make a purchase. This is a relatively simple tool to increase sales. According to statistics, discounted products between 10-20% show a 7% increase in revenue and a 28% increase in unit sales.
Nine West, a clothing and footwear store, often uses this strategy. In their recent back-in-stock email, they provided a coupon code for a discount and notified their customers about a 20% discount on restocked products.
4. Focus on one product at a time
I think stock replenishment is always associated with many different restocked items, and you most likely want to let your audience know about them. However, we would suggest you focus on only one product per back-in-stock email. Using this approach, you can tell more about the product and why recipients should buy it. You will also have the option to add more photos showing this item from all angles.
(Source: Really Good Emails)
Parkas & Recreation is an excellent example of this approach.
5. Use cross-selling approach
When creating back-in-stock emails, you can also try the cross-selling approach. The idea is to add to restocked products that complement perfectly or are bought most often together. You can add different products that don't sell well and boost sales by using the more popular product as a base for others.
The previously mentioned Crate and Barrel use cross-selling in their back-in-stock emails to notify customers of discounts on various small items that will help complete interior design and complement larger furniture.
6. Highlight the sizes and colors that are back in stock
This advice is more suitable for various shops selling footwear and clothes because these parameters play a huge role for buyers during shopping. When a new batch of clothes is back in stock, don't forget to mention in the email what sizes and colors are available for purchase to avoid unnecessary questions and confusing situations.
In their back-in-stock emails, Fabrizio Gianni uses text and photos to show what models and colors of clothes can be bought again.
7. Add social proof to restocked product
Reviews and ratings are essential to the customer experience and can be a great sales boost. According to surveys, 93% of people read online reviews first before deciding to purchase a product or not.. So it's a great idea to add some product reviews to your back-in-stock email and complement this with a general customer rating. Use social proof if promo codes and discounts don't convince customers to buy restocked products.
Huckberry added a customer review and rating for recently added shorts to stock. Could you try the same?
We've talked in detail about social proof in our article.
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8. Remind recipients what makes restocked items so great
Perhaps buyers have forgotten why they wanted to purchase your product or simply lost interest in it. It's time to remind customers why your product is exceptional and why they want to buy it from you. Briefly describe the product's benefits, what customer problems it can solve, and why it is a popular item in your product line.
Golf clothing store GOLF.com highlighted a small paragraph where they explained why a seemingly ordinary t-shirt is their best-selling product.
9. Mention in your back-in-stock email subject lines that products are available for purchase again
This tip is straightforward and relatively obvious. You must show the recipient that the shelves of your online store have been replenished before opening; they even open the email in the inbox. In this way, you will spur the opening of the email. After that, the email design, CTA buttons, and your impactful copies will start doing their jobs. Famous brands also use back-in-stock email subject lines, for example:
"Back In Stock! Get the First Ever Planner from Oprah Daily!" – Hearst Magazine;
"Back in stock! What do you need for spring adventures." – Orvis;
"The sold-out & Other Stories dress is finally back in stock." – Who What Wear;
"Back-in-stock & ready-to-ship furniture." – Crate and Barrel;
"Back in Stock - Limited Time Only: Work Shirt." – Chefwear.
Well, we think you get the idea. Create an impactful back-in-stock email subject line that will encourage customers to open your email. You can take the help of an agency like Email Uplers to set up automation workflows and trigger back-in-stock emails at the right time.
As you can see, creating back-in-stock emails is not that difficult if you follow some tips and working practices. And besides, if they were ineffective, they would hardly be used by famous brands in their back-in-stock email campaigns. We hope our tips will help you create emails, and they will achieve the same success as emails from popular companies.