Products may go out-of-stock for a number of reasons, including increased seasonal demand. The effect can be highly frustrating for customers, who expect to be able to purchase what they want, when they want it.
The damage of stockouts extends beyond the direct consequence of a lost sale. First, there’s the possibility that the shopper will turn to a competitor to find the desired item. Then, there’s the long-term impact on customer satisfaction caused by the frustrating experience.
But marketers have the ability to turn an out-of-stock product into a positive customer interaction.
Back in stock email alerts are an opportunity to recover potential lost revenue, keep customers engaged with your brand, and ultimately delight shoppers by providing them with the product they want.
How to use back in stock emails
Back in stock alerts target shoppers who have browsed out-of-stock products which are now back-in-stock. They work similarly to price drop emails.
Customers' browse data can be used to trigger an automatic email once the product has been restocked.
Shoppers will be satisfied that they didn’t miss out on their desired product, and reassured that your store is the best place to find what they need.
Features of a good back in stock email program
Reassure customers: When a customer encounters an out-of-stock product, you can immediately ease the frustration by offering to send them a back-in-stock email. This reassures shoppers that you will have the product in stock soon, and could prevent them from searching for the item on a competitor’s site. It is also an opportunity to ask a shopper for their details, if they haven’t already registered.
Keep it timely: Set up rules to make sure the alert is sent within an appropriate time frame. This may vary depending on the nature of your products and the length of your customer journey. For example, you may only want to only include people who have browsed the product within the last 30 days.
Get to the point: Make it clear why the customer is receiving the email. Use the subject line to indicate that this is a back in stock alert, so that shoppers will be motivated to open the message. The email body should include an image of the browsed product as it is displayed on your website, as well as the price and a clear call-to-action.
Drive engagement: To make the offer compelling, the browsed product should be the main focus of the email. However, you could also include relevant product recommendations to encourage engagement if the recipient has lost interest in the out-of-stock item.
In this example, the subject line clearly shows the value of the email, while the call-to-action adds a sense of urgency:
Start sending back in stock emails
Out-of-stock products needn’t be a source of frustration for your customers. By leveraging shoppers’ browsing data, you can send back in stock emails to recover lost revenue and improve customer satisfaction.
Find out more about using browse and purchase data to send highly relevant targeted emails: