This guide includes 25 carefully chosen replenishment email examples from fast-growing eCommerce brands.
After reading this article, you’ll know exactly how to craft a high-converting replenishment email for your subscription-based business, as well as set up an automated flow that will do the work for you in Klaviyo.
Let’s get started.
What Is a Replenishment Email?
A replenishment email is a timely campaign sent to a customer after the purchase. On a high level, it reminds the user that they’re about to run out of the product, and encourages them to re-order. But you can also use different psychological hooks — urgency, identity, and habit formation to increase conversion rates. Oftentimes, replenishment emails include an exclusive offer.
The success of your replenishment email largely depends on your product quality. Ultimately, if you sell an underwhelming product, no amount of email marketing will get the customer to come back for a purchase.
Replenishment Email Best Practices
- Time your emails based on product lifecycle
- Send an exclusive offer/discount (when appropriate)
- Write conversational copy
- Keep your tone non-pushy
- Use social proof
- Personalize recommendations with zero-party data
- Align copy with your brand voice and personality
- Educate customers about when/why to replenish
Read more: I analyzed 8,851 post-purchase emails. Here are the 36 best…
25 Replenishment Email Examples: Fast-Growth Brands (2026)
1. Beard Club
Analysis:
This replenishment email by Beard Club is great for many reasons. One, it has a compelling offer. If you’re going to offer a discount in a post-purchase email (which you should), it should be higher than your average 10% welcome offer. You want your audience to feel like they can’t get a better deal anywhere else. Attaching a time limit to the offer creates urgency. To top it off, the social proof adds another layer of trust.
2. MANSCAPED
Analysis:
If you have a large product assortment, you can also recommend other items that apply to a similar use case. This replenishment email by MANSCAPED is a great example of that. Even better if you collect zero party data in your pop-up form, so you know which problems your customers deal with. One thing missing from this email though is a CTA button above the fold.
3. Graza
Analysis:
It’s important to time your replenishment emails based on the product lifecycle. Olive oil is something that people use everyday, whereas certain makeup products can last for months. If the reader hasn’t run out of olive oil yet, Graza directs them to a blog post full of ideas. I think that’s a great approach. The customized illustrations add a nice touch to the email as well.
If there’s anything missing in this email, it’s an offer, but sending the first email without an offer is completely fine. You don’t want to give away discounts when the customers are going to buy anyway.
4. PetLibro
Analysis:
In some cases where the product is more complex, customers actually don’t know when they should replenish an add-on for their product. Examples here can be toothbrush heads or water filters.
This email by PetLibro acts as an educational email as much as it does a reminder. If there’s anything I’d add copy wise, it would be to use negative framing e.g. what happens when you don’t replace your water filter.
36 Post-Purchase Emails To Convert Repeat Customers
Learn moreGet the 36 Post-Purchase Emails guide
Enter your email and I’ll send it straight to your inbox.
5. Dr. Squatch
Analysis:
Dr. Squatch is known for using humor in emails, and this one is no different. The hero image carries the campaign here. It’s funny and gets you to engage immediately. While the copy is short, it’s different and on-brand. If you sell a consumable product, these post-purchase emails are exactly what you need to drive repeat revenue.
Read more:
What happens when you buy from Dr. Squath? Post-purchase flow breakdown.
6. Supergoop!
Analysis:
What’s smart here is the copy: “SPF is the #1 thing you can do for your skin, so don’t go without it.”
Supergoop is essentially reminding the customer of the product’s core benefit and implying a consequence (going without protection). This works especially well for a health-adjacent product where skipping it actually has real consequences.
7. Carnivore Snax
Analysis:
If you’ve read my Emails that Sell series, you know that Carnivore Snax has some banger emails. The brand voice is so strong and so aligned with the customer that the email doesn’t need to rely heavily on discounts or urgency. They’re not trying to convince anyone to “consume more meat” — they’re going after customers who are already meat-obsessed.
8. Vacation
Analysis:
Again, offering the same item works best if you want to increase your re-purchase rates. I feel like it could’ve been a text-based email though. The signature adds a nice touch, I just wish they went full in with the copy. It should also have a large CTA button above the fold.
9. Grove Collaborative
Analysis:
I’m a big fan of text-based emails. They’re personal, take less time to ship, and act as pattern breakers. This replenishment email from Grove Collaborative fits all the boxes. It highlights a discount code, it’s conversational, and comes from an actual person.
10. Magic Spoon
Analysis:
I’m always impressed by Magic Spoon’s email campaigns. If you’re looking to amp up design and playful copy in your email campaigns, Magic Spoon is definitely a brand to look at.
I want you to pay attention to the offer in this email. Instead of giving a discount on the cereal itself, they offer a limited-time cereal set at 25% off. Again, attaching a specific deadline to the offer is an effective approach. It gives the reader a reason to act right away.
11. Kiara Sky
12. Mila
13. CVS Specialty
14. Lilac St.
15. Skull Shaver
16. Piping Rock
17. K18Hair
18. Flamingo Estate
19. Dutch
20. Lume
21. Paw CBD
22. Baked Bags
23. QuietLab
24. Clevr Brands
25. MaryRuth Organics
How To Create a Replenishment Flow In Klaviyo
Trigger: Fulfilled Order
Filters (optional): Where Product Equals X
Email 1: First reminder
Send a reminder email to the customer offering them the same product they bought. Ideally, this email should be triggered some time during the first 30 days after purchase (but that depends on your product lifecycle). Avoid giving away discounts and offers yet and see if they’ll convert.
Email 2: Second reminder + introduce discount
In the second reminder email, introduce an exclusive discount code. This offer should be better than your email sign up discount e.g. if you offer a 10% welcome discount in your pop-up form, your post purchase discount should be at least 15-20%. Anything less than that and it will lose its meaning.
Email 3: Urgency around discount
If the customer still hasn’t re-ordered, start creating urgency around the offer. Attach a deadline and give them a reason to act immediately. It’s also possible to use a discount ladder here, and make the offer even better.
Email 4: Last chance discount
Send a “one last chance” plain text email around the offer. Ideally, make this directly from the founder or someone from the CS team. The email should be conversational, friendly, and double down on urgency.
Email 5: Survey + feedback
If the customer never re-ordered, it’s a good idea to try and collect feedback from them. You can still offer them the same discount in exchange for filling out your survey.
Replenishment Email Subject Lines
Subject line 1: Looks like someone’s about to run out 👀
Subject line 2: Need a refill?
Subject line 3: Uh-oh….
Subject line 4: Last chance (X% OFF)
Subject line 5: Keep building your routine
Subject line 6: Don’t break the streak
Subject line 7: Running low?
Subject line 8: We have a hunch…
Subject line 9: Don’t risk an empty bottle
Subject line 10: The streak ends here?
When To Send Replenishment Emails?
If you’re a subscription-based brand, you should analyze your sales data and calculate your re-purchase cliff. That refers to the average amount of days it takes for a customer to re-order your product. For example, if your customer re-orders on Day 28, you should start triggering your replenishment flow around week 3.
For one-time purchase brands: Map your product lifecycle. Consumables like olive oil (used daily) need earlier replenishment emails than products like makeup that last months.
Conclusion
Now you know how to send effective replenishment emails and increase those repeat rates! Remember, the most important thing is that you sell a great product. Attach it to a compelling offer, add urgency, and you’ll see customers coming back. Good luck!
