You spent three months building hype for that limited edition product. Sold out in 47 minutes. Customers are emailing you angry paragraphs. And now you've got 2,000 people who wanted to give you money but couldn't.
Most brands just... let those people go. Wild.
Back in stock emails exist specifically for this scenario. They're automated notifications that ping customers when a sold-out product returns to inventory. And according to Barilliance research, they average a 65.32% open rate with a 24.49% click-through rate.
For context, your average marketing email gets maybe 20% opens on a good day. These things convert.
Why Back in Stock Emails Work So Well
The psychology here is almost embarrassingly simple.
Someone already wanted the product. They found it, tried to buy it, and couldn't. That's not a cold lead. That's a person who was literally reaching for their wallet before you ran out of inventory.
When you email them saying "hey, that thing you wanted is available again," you're not convincing them of anything. You're just removing the obstacle that stopped them from buying last time.
The engagement math:
- They already did the research
- They already made the decision
- They already tried to purchase
- You're just reopening the checkout
This is why conversion rates on these emails can hit 15% or higher. You're not selling. You're facilitating.
Anatomy of a High-Converting Back in Stock Email
Every effective restock notification has five elements. Miss one and your open rates crater.
1. Subject line that's crystal clear
No clever wordplay. No mystery. Just tell them what's back.
"[Product Name] is Back in Stock" works. Always has. The cute subject lines get ignored because people scan their inbox looking for the thing they actually wanted.
2. The product image, front and center
Don't make them scroll. Don't hide it below three paragraphs of brand story. The product they wanted should be the first thing they see when they open the email.
3. One clear CTA
"Shop Now" or "Get Yours Before It's Gone." That's it. Not three buttons going to different places. Not a menu of options. One button, one action.
4. Urgency that's actually real
If you ran out before, you'll probably run out again. Say that. "Limited quantities available" isn't manipulation if it's true. And it probably is.
5. Social proof if you have it
Reviews, star ratings, "2,000 people are viewing this right now" type stuff. It reminds them why they wanted it in the first place.
10 Back in Stock Email Examples Worth Stealing
1. The Minimalist Approach
Subject: Your [Product] is Back
Body: Hero image. Product name. Price. One button.
That's the whole email. No story, no upsells, no brand manifesto. It works because it respects the customer's time and the context. They know what this email is. Just let them buy it.
2. The Scarcity Play
Subject: [Product] Back in Stock, Limited Quantities
Body: "We restocked 500 units. Last time we sold out in 2 days. Here's your head start."
Real numbers make this credible. Vague scarcity like "selling fast!" feels manipulative. Specific scarcity like "127 left" feels informative.
3. The Bundle Opportunity
Subject: [Product] is Back + 20% Off Your Bundle
Body: Show the product they wanted, then suggest complementary items at a discount.
Someone who wanted a specific sweater might also want the matching scarf. This works because the recommendation is contextual, not random.
4. The Waitlist VIP Treatment
Subject: Early Access: [Product] is Back (Waitlist Only)
Body: "You signed up to know first. Here's your 24-hour head start before we announce to everyone else."
This rewards people who took action by joining your waitlist. It also creates legitimate urgency because the public launch is coming.
5. The Review Reminder
Subject: [Product] is Back, 4.9 Stars
Body: Lead with the rating. Include 2-3 short review snippets. Then the CTA.
This is especially effective if someone browsed but didn't sign up for notifications. The social proof does the convincing work.
6. The "Why It Sold Out" Angle
Subject: [Product] Back in Stock (Here's Why It Sold Out)
Body: Brief story about the popularity. User-generated content. Social proof. Then the product and CTA.
This builds the product's reputation while announcing the restock. Works well for brands with strong communities.
7. The Honest Inventory Update
Subject: [Product]: 312 Units Restocked
Body: Actual inventory numbers, restock date, expected sell-through timeline based on previous demand.
Transparency builds trust. If you sold 500 units in 3 days last time and you're restocking 300, say that. Let customers make informed decisions.
8. The Cross-Sell After Primary
Subject: [Product] is Back
Body: Product they wanted at the top with clear CTA. Below the fold: "Customers also bought these" section.
The key is hierarchy. Don't distract from the main product, but don't waste the email real estate either.
9. The SMS + Email Combo
Email subject: [Product] is Back in Stock SMS (sent 15 min earlier): "[Product] just restocked. Link: [shortened URL]"
Waitlist subscribers who opted into both channels get the SMS first as a "thank you" for being engaged. The email follows with more details for those who prefer it.
10. The "Don't Miss It Again" Follow-Up
Subject: Still Available: [Product]
Body: Sent 48-72 hours after the initial notification to people who opened but didn't purchase.
"We noticed you checked out the restock but didn't grab one yet. Still available, but [X] have sold since Tuesday."
This catches the people who got distracted or needed a second nudge.
Subject Lines That Get Opens
Your subject line has one job: make it obvious what's inside.
Templates that work:
- [Product Name] is Back in Stock
- Back in Stock: [Product Name]
- Your Waitlist Item is Available
- [Product Name] Restocked, Limited Quantities
- Good News: [Product Name] is Back
What doesn't work:
- "You're going to love this!" (love what?)
- "Big news inside!" (okay but what news?)
- "Don't open this email" (reverse psychology is tired)
The data backs this up. Clear, direct subject lines outperform clever ones for transactional-style emails like restock notifications. Save the creativity for your brand newsletters.
For more on crafting subject lines that don't get ignored, check out our email subject line best practices guide.
Timing: When to Actually Send These
The obvious answer is "immediately when stock returns." Correct.
But there's nuance here.
Immediate notification (within 1 hour of restock): For high-demand products that previously sold out fast. Speed matters more than perfect timing.
Batched sends (morning of restock day): For less urgent restocks where you want to catch people during peak email-checking hours. Usually 10am local time.
Staged release: Give waitlist subscribers a 24-48 hour window before the general announcement. This rewards sign-ups and creates legitimate exclusivity.
The follow-up sequence:
- Day 0: Initial restock announcement
- Day 2-3: Reminder to openers who didn't purchase
- Day 5-7: "Last chance" if inventory is actually running low
This isn't about bombarding people. It's about recognizing that most people don't act on the first email, even when they're interested.
Personalization That Actually Matters
Generic restock emails work fine. Personalized ones work better.
Size/variant specific notifications: Don't tell someone their item is back if only sizes they don't want are in stock. If they signed up for the blue medium, email them when the blue medium is available.
Purchase history context: "You bought [Related Product] last month. The matching [This Product] is back in stock."
Browse behavior: If someone viewed a product 5 times before it sold out, they're more interested than someone who viewed it once. Segment accordingly.
Price drop stacking: If the item went on sale AND came back in stock, lead with both. "Back in Stock + 20% Off" is more compelling than either alone.
Common Mistakes That Kill Conversion
Waiting too long to send: Every hour you delay, someone else restocks their competitor product and your customer buys from them. Automate this so it fires within minutes of inventory update.
Burying the product: The item they want should be visible without scrolling. Period.
Too many products in one email: If someone signed up for a specific restock notification, don't send them a catalog. Send them what they asked for.
No mobile optimization: Over 60% of emails are opened on mobile. If your CTA button is too small to tap easily, you've lost them.
Ignoring browse intent: Someone who viewed a product 12 times but didn't sign up for notifications still showed massive intent. Consider a behavioral segmentation approach to catch these people too.
Setting Up Your Back in Stock Flow
Most ESPs and ecommerce platforms have this built in now. Klaviyo, Omnisend, Mailchimp, Postscript (for SMS). The setup is usually:
- Enable "back in stock" notifications on your product pages
- Collect email/phone from interested customers via widget
- Connect your inventory management system
- Create your email template
- Set automation trigger for inventory changes
The technical part is easy. The creative part, writing emails that actually convert, is where most brands fumble.
Test your subject lines. A/B test your CTAs. Look at your actual conversion data, not just open rates. An email with 40% opens and 2% conversion is worse than one with 30% opens and 8% conversion.
FAQ
How soon should I send a back in stock email?
Within an hour of restocking for high-demand items. The longer you wait, the more likely customers have found alternatives or lost interest. Most automation platforms can trigger these immediately when inventory levels change.
What's a good conversion rate for back in stock emails?
Industry benchmarks suggest 10-15% conversion rates are achievable, compared to 2-3% for standard marketing emails. The high intent of people who signed up for notifications drives this. If you're below 8%, your email creative probably needs work.
Should I include other products in my back in stock email?
Only after clearly featuring the product they signed up for. The primary item should be above the fold with a clear CTA. Cross-sells and recommendations can go below, but don't let them distract from the main reason someone opened the email.
How many back in stock emails should I send?
An initial notification, one follow-up reminder 2-3 days later for non-purchasers, and potentially a "last chance" email if inventory is genuinely running low again. More than three emails about the same product crosses into annoying territory.
Do back in stock emails work for services, not just products?
Yes, with modification. "Spots available" or "enrollment reopened" emails for courses, coaching programs, or limited-capacity services follow the same psychology. Someone wanted it, couldn't get it, now can. The mechanics are identical.