In-stock emails: Everything you need to know
It’s frustrating when you visit an online store only to find that the product you want has sold out.
In fact, 27% of UK shoppers say they would question how loyal they were to a business if products were out of stock on a regular basis.
One way you can keep customers happy and manage their expectations is through in-stock emails.
In this article, we’ll explain what in-stock emails are, how they work, and how to build in-stock emails that make shoppers want to come back to your online store.
Article topics
- What is an in-stock email?
- Why should I send in-stock emails?
- Top tips for sending in-stock emails
- In-stock emails: Frequently asked questions
What is an in-stock email?
An in-stock (or back in-stock) email is an email flow that tells customers that an out-of-stock product they were interested in is now back in stock.
If a product or product variation is out of stock, customers can sign up to receive an email notification.
They’ll then receive an email when the product is available again, with a link to your website so they can buy it.
These types of emails are automated. This means that when your online inventory increases from zero to above one, an email is immediately sent to everyone who has signed up.
Why should I send in-stock emails?
According to Omnisend, in-stock emails have one of the highest conversion rates around. They’re 82 times more likely to lead to a conversion than a standard campaign email.
That’s because you’re marketing to people who are highly interested in buying a product. They’ve visited your site, read your product page from top to bottom, and checked out the reviews… They’re just waiting for it to come back in stock so they can buy!
In-stock emails keep your customers interested, reduce the risk of them buying from a competitor, and build relationships.
Top tips for sending in-stock emails
While in-stock emails have high conversion rates, it’s important to optimise them to get the right results. A poorly-written, badly-timed email can frustrate customers, meaning you lose out on that all-important sale.
Here’s what you need to consider to send an in-stock email that grabs customers’ attention.
Send a confirmation message
When a customer advises that they’d like to receive an in-stock email, send them a confirmation message.
You can use this to confirm that the customer’s email address is accurate and signpost them to additional information they may find helpful.
Keep your subject line simple
Some email marketing campaign subject lines benefit from a sense of intrigue. With in-stock emails, it’s best to get to the point.
Your customers will receive several emails a day, so you want your subject line to encourage them to click into your email and buy.
In our experience, it’s best to specifically mention the product – for example, ‘Your Levi jeans are back in stock’. That way, if a customer is waiting on several in-stock emails, they can differentiate between them.
Stick to the basics
The best in-stock emails are clear and easy to scan, on both desktop and mobile. You want your customers to open the email, click the ‘buy now’ button, and purchase as quickly as possible.
Save the long-winded messages for another time.
Your in-stock email should have:
- A quick introduction advising that the product is back in stock
- An image and a quick description of the product
- A clear call-to-action
A great way to encourage customers to buy your products without taking up too much space is through trust signals. Use reviews, testimonials, product ratings, and highlight your product benefits to provide customers with a good reason to make a purchase.
Use FOMO in your email
In-stock emails naturally inspire the fear of missing out (FOMO) in your customers. They missed out on buying a product once, and they won’t want to miss out again!
You can also use specific language to encourage customers to buy sooner rather than later. For example, advising that there are limited products in stock, or reminding customers that products sold out quickly last time.
Of course, it’s important to be honest with your customers. Don’t say there is only one product left when you have just had 500 delivered to your warehouse!
In-stock emails: Frequently asked questions
How can I set up in-stock emails?
It depends on the platform you use. Some eCommerce platforms provide product waitlists while with others, you need to download an app or an extension.
Am I limited to sending just emails when products are back in stock?
Not at all. As well as emails, you can send SMS messages, in-app push notifications, and updates in chat platforms like WhatsApp or Facebook Messenger.
Identify your target audience and determine what type of notification is most convenient for them.
250 people have signed up for an in-stock notification, but I only have 50 units. What do I do?
In this situation, we recommend sending out your in-stock emails in batches. That way, there’s less chance of frustrating people who can’t buy in good time.
Send an in-stock email to 50 people first; this could be the first 50 people who signed up, or customers who have previously bought from your online store. Then if there are units left, send a notification to the other people on the list.
Can I sign customers who request an in-stock email to my marketing list?
No. When a customer signs up for an in-stock email, they are giving you permission to tell them when the relevant product is back in stock; nothing else. If you add them to your marketing mailing list, you may be in breach of regulations like GDPR and PECR.
If you want to encourage them to sign up for your mailing list, you can:
- Provide an (unticked) tick box when they sign up for an in-stock email, asking them if they would like to sign up for your mailing list
- Ask them if they would like to sign up for your mailing list when you send your in-stock email
Find out more about the latest changes to GDPR
Can I use cross-selling in in-stock emails?
Some eCommerce stores promote alternative products in their in-stock emails; this is known as cross-selling.
Cross-selling can be beneficial as it can introduce customers to products they may not have been aware of, if they have changed their mind about the original out-of-stock product. It can also be useful if the original product sells out before they get a chance to buy.
However, in-stock emails should be clear and simple to understand, and cross-selling can potentially make an email more cluttered and harder to read.
The best approach is to test cross-selling in your in-stock emails and see if it works with your customers.
What email metrics can I measure to determine the success of my in-stock emails?
- Open rate: How many subscribers open your email. While open rate isn’t as accurate as it used to be, it’s still a good way of determining if customers respond well to your subject line
- Click-through rate: How many subscribers click on a link in your email. A high click-through rate shows that your email is encouraging people to visit your website
- Click-to-open rate: How many subscribers open an email and click on a link in the email. This metric is slightly different to click-through rate as it measures the percentage of opened emails that were also clicked
- Conversion rate: How many subscribers complete a specific action, in the case of in-stock emails, buying the relevant product. A high conversion rate shows your in-stock email flow is driving revenue
We also recommend monitoring how quickly customers buy after receiving the in-stock notification. If this is overly long, you may want to consider making your message more urgent.
Xigen: Your eCommerce store specialist
An in-stock email is an easy way to encourage shoppers to come back to your eCommerce store and build customer loyalty.
While in our opinion, a simple email is always the best approach, it’s always best to take the lead from your target audience. Try different things in your in-stock emails, and see what your customers respond best to.
If you want to take advantage of automated email flows, we’re the eCommerce agency that can help. We’ll get you started with email automation, meaning you can send fast, highly personalised messages that your customers will love.
Get in touch today, and start creating in-stock emails that bring shoppers back to your store.
Back
