Keep Shoppers on Track with Back in Stock Emails

Fawn Young

My clients always ask me what else they can do to drive revenue, what else is out there. If you’re already running known revenue-driving automated messages, such as a welcome series, birthday message, or abandoned cart series, what’s next? How about a Back in Stock notification?

Back in Stock notifications are simple messages that alert a customer when an out- of-stock product they wanted becomes available. These emails are considered transactional, so you can send them to contacts that haven’t opted in to your promotional emails, allowing you to reach a wider audience. For more on transactional messages, read this post I wrote a while back.

One of my clients, Simon Says Stamp, recently implemented a Back in Stock message and has seen great success from it. In comparison to their average promotional sends, this email has seen the following lifts:

Open rate: +89%
Click rate: +101%
Conversion rate: +139%
RPE: +751%

Right now, Simon Says Stamp uses just one Back in Stock message, but they plan to implement a reminder email for anyone who received the message and didn’t convert. What an easy way to help drive additional revenue! Sometimes it just takes an extra nudge to get the sale.

Remember though that when shoppers provide their email address to receive a Back in Stock notification, they are not automatically opting in to your promotional emails. You can encourage them to opt in, but you shouldn’t require it to receive the message. Once you have the email address, you can then trigger Back in Stock messages via an API call or by using one of many apps or third parties to accomplish this.

Here are some best practices for Back in Stock emails:

Keep it short and sweet.

Don’t overwhelm the customer with a lot of information. Keep them focused on your main goal of getting them back to the product.

Offers aren’t always necessary.

Simon Says Stamp doesn’t include an incentive in their email, and this message is still a top performer. Try to get the sale without giving anything away. You can always test offers down the road once you have a baseline.

Remind them why they are receiving the email.

Make it clear that the item they wanted is back. Simon Says Stamp includes “Back in Stock!” in the subject line followed by clickable preheader text that reads “Hooray! The item you wanted is back!” They also include a banner within the email that reiterates this message. There should be no question in the customer’s mind as to why they are receiving this message.

Show an image and short description of the product, as well as the price.

This helps remind the customer what they wanted in the first place.

Make your call to action button easy to find

It should POP so the customer knows exactly what action to take. Any other actions within the message should be secondary.

Incorporate a secondary call to action to sign up for emails.

Because this message is considered transactional, you have the opportunity to reach customers who are not signed up to receive your marketing messages. They can easily opt in directly from the email. Be sure to place these contacts on a separate list so you can measure the list growth via this method.

Simon Says Stamp incorporates all of these best practices in the email below:

SSS

For more info on Back in Stock emails, check out my earlier post on the topic. Do you currently use a Back in Stock message? If so, how’s it performing? If not, do you plan to implement one this year? We’d love to hear from you in the comments below!