There are tons of guides written about back in stock emails on the internet.
This one’s different. At least that’s what I’d like to think. Here’s why:
Every back in stock email on this list has been carefully chosen.
I spent hours browsing hundreds of back in stock emails on Mailboard. This list includes the 15 best I found.
I also wrote a short analysis for each email.
After reading this article, you’ll know exactly how to craft a highly converting back in stock sequence for your e-commerce brand.
Why should you send back in stock emails?
The reason is simple: these subscribers have high purchase intent.
Research shows that back in stock emails convert 82x better than average email campaigns. That’s even better than “must-have” sequences like welcome emails or a cart abandonment flow.
Users in your back in stock segment have visited your website, browsed your product catalog, and registered interest in a specific product.
That’s a whole lotta steps for someone who’s not interested in buying.
Here’s what that means for you:
You’re a simple follow-up email away from capturing sales that otherwise would be lost.
I recently installed a simple back in stock email sequence for one of my clients. Here’s a snapshot of the results:
This back in stock flow I set up for my client achieved a $34 revenue per recipient.
Pretty good, right?
If you currently don’t have a live automated back in stock sequence, there’s a big chance you’re leaving some revenue on the table.
How to write highly converting back in stock emails
- Give a compelling reason to “buy now”
- Be conversational, not corporate
- Make it about the customer, not the product
- Show brand personality
- Add social proof
- Frame product features as benefits
- Write sensory copy (especially when selling luxury)
- Stuff aspirational imagery (for fashion)
- Create FOMO by being specific
- Use a celebrity endorsement
- Tie it to a holiday
- Show, don’t tell
15 best back in stock email examples
1. Brevite’s back in stock email
What stands out about this email?
Notice how the email looks like it came from a co-worker or friend. That’s why plain-text emails work so well – they don’t look like advertisements.
If you want to instantly boost the conversions of your back-in-stock emails, give a compelling reason to buy now. Brevite does it here by reminding readers that there are only 50 units restocked. It drives FOMO, and the specificity makes it genuine.
When writing plain-text emails, don’t assume your copy is so good that the reader will read through the email and click the link at the end. Adding links throughout the email (like Brevite does here) improves click rates.
2. Parks Project’s back in stock email
What stands out about this email?
Many brands (especially fashion) assume they always have to show the product image in the email. Not necessarily.
If you can write effective direct response copy, you’re probably better off writing text-heavy emails (but you should still test it first).
I don’t think adding the line here about sustainability is necessary. In theory, consumers are concerned about sustainability, but often fail to put it into practice.
Instead, what drives interest in this email is the social proof — the fleece has been Parks’ best-seller for the past 6 months.
3. Leaf Shave’s back in stock email
What stands out about this email?
Here’s what I love about this email: it tells a story.
“I just heard good news from Sara, our Operations Director…”
It reads like a conversation. It feels like a behind-the-scenes sneak peek.
When you tell stories in your emails, you have built an email marketing moat.
No one can replicate your strategy because you’re talking about what’s happening in YOUR business.
The storytelling is a bit subtle in this email. If I were them, I would have doubled down on it.
4. Snowe’s back in stock email
What stands out about this email?
The short bullets in this back in stock email are filled with gold.
“Perfectly crisp and super smooth, your best sleep ever starts with superior Egyptian cotton.”
I love how it vividly describes the product and then frames the feature as a benefit for the reader.
They do it here as well:
“A midsummer dream, air-whipped Italian linen creates a softness you’ve never felt before.”
“An air-whipped Italian linen” is a vivid description.
“Softness you’ve never felt before” is a benefit for the consumer.
The reader will look at a product and say… “What can it do for me?”
Your copy should answer that question. Make it about them.
Click here for a full breakdown of Snowe’s email.
5. Pourri’s back in stock email
What stands out about this email?
The personality carries this email. It’s short, sweet, and non-corporate. Unless you’re selling luxury, most brands can and SHOULD write copy like this.
I would have expanded a bit more on the problem that the product solves. Kara refers to Poo-Porruo Pocket Sprayers as “lifesavers,” but I’m not sure what that means when reading this.
6. La Matera’s back in stock email
What stands out about this email?
Chances are you ignore most of the emails you receive.
The ones that you engage with?
They feel important. They’re personal. They’re different.
That’s exactly what founder-led emails do.
And this back in stock email is a great example.
La Matera’s CEO shares a message about several belts hitting the shelves again. The mention of “fake urgency” adds authenticity as well.
7. August’s back in stock email
What stands out about this email?
Want to increase conversions? Add social proof.
It’s as simple as that.
Social proof is especially effective if you announce restocks for a specific product, like August does here.
If there’s one thing I’d change about this email, it’s the font color. The close blend with the background makes it a bit difficult to read. I’d also highlight the most important phrases in the testimonials.
8. ASARAI’s back in stock email
What stands out about this email?
If you want to take social proof up a notch, show a before-and-after picture from a customer. A reader dealing with a problem like rashes and bumps is much more likely to react to this email.
The step-by-step process of using the soap is unnecessary here. It would have made for a perfect post-purchase email instead.
9. Dame’s back in stock email
What stands out about this email?
Dame takes simple product features like a double-walled glass and frames them as benefits, such as “no hot hands” when handling the massage candle. Guess what, that’s a very common and annoying problem with candles!
I would have explained more about Kava Kava and how it actually promotes deeper relaxation. At the moment, it’s a bit confusing.
I would also add another CTA below the first paragraph. The less scrolling the reader has to do, the better.
10. Nopalera’s back in stock email
What stands out about this email?
I love the copy in this. If you’re a brand selling fragrances, art, or wine, you should use sensory writing like Nopalera does in this back in stock email.
“Powerfully smokey and enduring”
“Sweet earth blends with violet and amber.”
Vivid prose helps readers imagine the product on themselves.
11. U Beauty’s back in stock email
What stands out about this email?
Wanna have flawless skin like actress Michelle Monaghan does at 49 years old? Easy. Just adopt her skincare routine.
This back in stock email is all about celebrity endorsement.
I like that they have included quotes from Michelle about each product. It adds credibility and increases recall.
As advertising legend David Ogilvy says:
“When you put your headline in quotes, you increase recall by an average of 28 per cent.”
12. Made In’s back in stock email
What stands out about this email?
A great way to increase urgency is to tie your back in stock email to a holiday.
Made In does it here by saying their baking trays are back just in time for Mother’s Day.
It simply works because you give your audience a deadline to buy.
13. Alo’s back in stock email
What stands out about this email?
Want to increase the perceived value of your product? Show what kind of people wear it. Alo nails this across their marketing, including in this back in stock email.
They could have just stuffed the email with close-up product images. That would have made it look like they’re selling just another pair of sweatpants.
There’s not enough space in this email to justify buying $70 gym shorts. Alo doubles down on aspirational marketing — if you want to be confident, stylish, and chic, wear Alo.
That’s the real message here.
14. Sweet Bee’s back in stock email
What stands out about this email?
“These will sell out again quickly.”
That’s vague, boring scarcity.
Anyone can say that in a back in stock email.
“We just made 200 of these candles. Want ’em?”
That’s real scarcity.
To create urgency, be specific like Sweet Bee Organics is in this email.
15. UpCircle’s back in stock email
What stands out about this email?
Every back in stock email I’ve listed so far is centered around a popular product. Well, this one’s an exception. Upcircle’s deodorant is out of stock because it flopped before.
They’ve now taken the poor feedback from customers and used it as fuel to improve their product.
Telling you are customer-centric is one thing — showing it through action is another.
Conclusion
There are many ways you can increase conversions for your back in stock emails. My advice? Don’t be boring. The less template-y your back in stock email feels, the better it will convert.
