Back in stock email marketing recaptures sales that your ecommerce store would otherwise lose due to stockouts.
Omnisend research shows that back in stock emails had the highest open rates, click rates, and conversion rates of any automated emails in 2023. This indicates shoppers are highly likely to engage with your store and complete their purchase when notified about restocked items.
However, you need professional-looking emails, compelling copy, and clear CTAs to maximize results. You can also upsell through personalized product recommendations and offers to drive additional sales and revenue.
This article reveals 15 back-in-stock email examples to help you create marketing campaigns that re-engage customers and drive conversions.
Let’s get started.
Create beautiful back in stock emails and automate your campaigns with Omnisend
Small-chest bra retailer Pepper uses the subject line “Restock alert” so subscribers instantly know what the email is about.
Opening the email reveals the simple heading, “Restock,” with three high-quality model product shots of the bra in different colors, showcasing the product’s appeal and quality.
A two-sentence email introduction above a black CTA button then notifies the subscriber that the bra is back in stock in their favorite colors. The message finishes with “Grab yours now because they will sell out again,” to incite urgency and action.
This is an excellent example of a back in stock email that effectively combines a short subject line, a simple design, and visual appeal to increase the likelihood of a purchase.
2. Saks Fifth Avenue
Subject line: All your favorites are back in stock
Luxury fashion and designer clothing retailer Saks Fifth Avenue takes a curated approach to back in stock emails, presenting items that can make a complete outfit to encourage customers to consider multiple purchases.
The subject line, “All your favorites are back in stock,” indicates the email is personalized to the subscriber’s preferences or purchase history.
Opening the email gets straight to the point with the heading “BACK IN STOCK,” a short description of “Grab these picks before they’re gone (again),” and a “SHOP NOW” CTA button.
It then leads into a curated selection of products, including hats, shirts, trousers, shoes, tees, and glasses. FOMO language, high-quality images, and personalized product picks make this one of the best back in stock email examples.
3. Hero Cosmetics
Subject line: Our cotton rounds are back in stock (and you get first dibs) 😏
Image via Really Good Emails
Acne cosmetics retailer Hero Cosmetics creates a clear product focus in its back in stock email with the subject line, “Our cotton rounds are back in stock (and you get first dibs) 😏.”
The phrase “and you get first dibs” creates a sense of privilege for the recipient, while the winking emoji adds a friendly, informal touch that can increase engagement.
Opening the email reveals the words “FIRST ACCESS,” the heading “Back by popular demand: Reusable cotton rounds,” a short description that ends with “so we’re giving you first dibs to snag them,” and a “Shop Now” CTA button. An image of the product in use finishes it off.
The subject line, headings, and content all emphasize that the recipient receives priority treatment, making them feel special. You can use the same tactics — exclusivity, urgency, and value — to prompt immediate action in your emails.
4. Sisterhood
Subject line: Your favourite set is now back in stock
Image via Milled
Sustainable clothing brand Sisterhood uses the subject line “Your favourite set is now back in stock,” to imply a personalized product pick and encourage an open.
Opening the email reveals a product image for the Ava Waistcoat with the words “SHE’S BACK” over it, a “SHOP NOW” CTA button, the sentence “After selling out so fast… don’t miss out on the limited restock,” and social proof with images of customers wearing it.
Using social proof validates the product’s popularity and how it looks on real people, helping potential buyers visualize themselves wearing it.
You can replicate the attention-grabbing headline and social proof in your emails to create exclusivity and desirability for your products.
5. Sonos
Subject line: Back in stock
Image via Really Good Emails
Sonos keeps things simple with a “Back in stock” subject line and a curated product collection to attract different types of customers.
The email has a black bar at the top with a “Free shipping on every order” offer that leads to the Sonos logo and the heading “The wait is over.”
It then lists four products with simple product images and “Shop now” CTA buttons. Below that, Sonos offers a unique perk: “Try it for 45 days.” This reduces the risk for customers, reassuring them: “If it isn’t love at first listen, send your purchase back for a full refund.”
Social proof is also used to good effect, with the heading “Have you heard what everyone is saying?” a five-star image, and a few one-sentence reviews.
6. Freedom Underwear
Subject line: I want to apologise
Image via Milled
Non-wired bra retailer Freedom Underwear uses the subject line “I want to apologise” for its back-in-stock email, an unconventional approach that can increase open rates through curiosity.
When opening the email, you see the product images, followed by the heading “We’re sorry it took so long, but we’re back in stock.”
The email then has a large image of a smiling model wearing the product and, below that, a list of information: the product name, price, and shipping and returns information. It ends with a “Shop Now” CTA and the heading “Shop Today, Pay With Klarna.”
You can use similar back in stock email subject lines to increase open rates and create a more personal, human brand experience.
7. Richer Poorer
Subject line: We can’t keep this boxer in stock
Image via Really Good Emails
Fashion essentials retailer Richer Poorer uses the subject line “We can’t keep this boxer in stock,” to create immediate interest and imply high demand, using scarcity marketing to grab attention and encourage opening.
The email leads with the simple heading “Back in Stock” and mentions “the Iconic Boxer in Black” in its description, giving subscribers a clear idea of what’s on offer. An image below the description backs this up with the CTA “Shop Now.”
Scrolling down reveals an industry review: “These boxer shorts are dangerously comfortable,” and three brand experience features: “Contact Customer Care,” “Free shipping over $50 and easy returns,” and “Community & Activism.”
The email concentrates on a popular product rather than diluting attention across multiple items. You can use the same tactic to highlight seasonal bestsellers.
8. Ogio
Subject line: It’s Back! Get The Black Renegade RSS Backpack Today!
Image via Milled
Luxury travel brand OGIO uses exclamation marks to create excitement in its subject line and reveals the product upfront: “It’s Back! Get The Black Renegade RSS Backpack Today!”
Opening the email reveals navigation for product categories and a large image of a man wearing the backpack with the heading “BACK IN STOCK” and a red “SHOP NOW” CTA button.
There’s also a compelling product description: “Our Most Popular Backpack Is Back In Stock. Grab The Renegade RSS Backpack Before It’s Gone.” This uses social proof (most popular) and urgency (before it’s gone) to stir up interest.
9. Magic Spoon
Subject line: (1) day left: Salted Caramel 👀
Image via Really Good Emails
High-protein cereal brand Magic Spoon uses urgency in its subject line “(1) day left,” and reveals the flavor upfront to appeal to fans: “Salted Caramel.” It also uses the eyes emoji “👀” to grab attention and stand out among a sea of plain subject lines.
Inside, the email leads with a FOMO-inducing headline, “We’re (almost) sold out!” and uses clear, persuasive language in its description: “Today’s the last day,” “Add it into a custom mix today!” and “You’ll see why it’s so popular.”
Magic Spoon’s email also has a background image of a bowl of cereal and a spoon to help customers visualize the product. It ends with a “Happiness 100% Guaranteed” banner to reduce purchase risk.
There’s lots going on, but the takeaway is this email engages multiple senses — taste through description, sight through imagery — and effectively builds a compelling sense of urgency.
10. KJUS
Subject line: Back in Stock: The Pro 3L 3.0
Image via Milled
Technical golf wear brand KJUS gets straight to the point with the subject line “Back in Stock: The Pro 3L 3.0” to appeal to shoppers of that jacket.
The email uses a large background image of a professional golfer using the driver to create immediate context and aspiration. Dual headings “Back in Stock” and “PRO 3L 3.0” confirm that the product is ready for purchase.
A compelling description adds urgency, “The Pro 3L 3.0 Jacket is back – but going fast,” and emotive language, “Experience elemental mastery like you’ve never felt it before.” It also lists the performance benefits, such as being “breathable” and “full-stretch.”
An orange “Shop 3.0” CTA button lets shoppers click through, and the email closes with additional images of the jacket in action.
11. Athletic Brewing
Subject line: The Sweetest Comeback: Ripe Pursuit 🍋
Image via Really Good Emails
Non-alcoholic brewing company Athletic Brewing uses clever wordplay in its subject line with “Sweetest Comeback,” alluding to the return of a product and its flavor. The lemon emoji adds visual appeal and reinforces the flavor profile.
Opening the email reveals a green and yellow branded background showcasing the product with the heading “THE SWEETEST COMEBACK” in bold, yellow letters.
A compelling description then sells the product: “Back by popular demand” implies high customer interest and social proof. Customers also get a better idea of the flavor: “a lemon-infused, radler-style brew with a moderate wheat base and a hint of cane sugar.”
This email creates excitement and appeals to the senses with vivid flavor descriptions — a perfect back in stock email example for food and drink brands.
12. Bloomingdale’s
Subject line: The item you were eyeing is back in stock!
Image via Milled
Luxury department store Bloomingdale’s uses the subject line “The item you were eyeing is back in stock!” to create immediate interest by referencing the customer’s past behavior.
Opening the email reveals a minimal design with a “BIG NEWS” label, the heading “LOOK WHAT’S BACK IN STOCK!” and a product image. The description, “Make it yours before it sells out again,” creates FOMO and urgency.
Scrolling down reveals a product showcase for related products, including makeup, a quickliner, a necklace, and a tote bag.
This back in stock email is highly likely to have high open rates because it personalizes the experience by referencing customer preferences. You can do the same to encourage shopping.
13. Everlane
Subject line: Just Restocked: The Court Sneaker
Image via Really Good Emails
Modern essentials retailer Everlane’s back in stock email uses minimalist marketing and messaging that match its brand identity.
The subject line “Just Restocked: The Court Sneaker” effectively communicates the product and its availability. “Just” also creates a sense of recency.
Inside, the email says “Tread Alert” and leads with the heading “The Court Sneaker Is Back” and an image of a model casually wearing the sneakers.
The description, “Our wear-anywhere $98 Court Sneaker is now back in seven versatile colors,” emphasizes versatility (wear-anywhere) and price ($98) to reinforce the sneaker as an everyday essential. It’s a prime example of using clear messaging to encourage action.
14. X5CAPE
Subject line: Rebellion Pants & Kits Back In Stock & 3 For 2 Sitewide!
Image via Milled
Mountain bike clothing brand X5CAPE combines back in stock marketing and discount pricing in its subject line, “Rebellion Pants & Kits Back In Stock & 3 For 2 Sitewide!” to entice open rates.
Opening the email reveals a simple layout: an “It’s back” heading, a short description, “Great news—our sold-out best-seller has finally made its grand return,” images of the product, and an additional image to complete the offer.
Crucially, shoppers can skip product pages and start purchasing immediately using the “Buy with Shop Pay” and “Check out now” buttons.
You can use this email example for your own store to increase open rates by appealing to deal seekers and back in stock subscribers.
15. UNIQLO
Subject line: Good news! We’ve restocked
Image via Really Good Emails
Lifewear brand UNIQLO gets straight to the point with its back in stock subject line: “Good news! We’ve restocked.”
Opening the email reveals an eye-catching brand experience with a red and white design that matches the logo. The heading “YOU’RE IN LUCK!” personalizes it, while the description, “That sold-out item you loved is back in stock,” confirms the purpose.
A simple product image of the jumper and a “GIMME” CTA button make it easy for the reader to decide whether or not to click through.
Scrolling down the email reveals product category boxes for new arrivals, women, men, and kids, helping engage a broader range of shoppers.
Tips for writing a back in stock email to engage and boost sales
Follow these pointers to create back in stock emails that get results:
Craft compelling subject lines
The subject line is the first (and sometimes only) thing recipients see. It’s your one shot to grab attention in a crowded inbox.
Subject lines that convey urgency or scarcity can significantly boost open rates for back in stock emails. Phrases like “Limited Stock!” or “Back for a Short Time!” can create a sense of FOMO that prompts immediate action.
Personalized subject lines can increase open rates even further. For instance, you could use the recipient’s name or reference their past interactions with your brand.
Using back in stock templates reduces the time and effort required to create each back-in-stock email and ensures a responsive design for optimal appearance on all devices.
Instead of starting from scratch, you can quickly populate your template with new product information and images.
Omnisend has an extensive collection of email templates for your back in stock marketing campaigns. For example, you could easily modify this email template for a back in stock offer:
Use high-quality images
High-quality images bring your restocked products to life in your customer’s inbox.
Consider using lifestyle images that show the product in use to help customers visualize how the item fits into their lives.
Images of models and real customers wearing the items can provide valuable context about fit and style for clothing or accessories.
Personalize your messaging
Use Omnisend to segment your audience and target customers based on their past purchase behavior and preferences.
For back-in-stock emails, you could segment customers and personalize messages for those who have previously shown interest in or purchased similar items to the restocked product.
Omnisend’s lifecycle stage map also helps you prioritize and personalize back-in-stock notifications. For instance, you might craft different messages for loyal customers versus one-time buyers or those with upcoming birthdays.
Here’s an example of a birthday message:
Create FOMO
Emphasizing limited availability or time-sensitive offers can increase open rates by tapping into the fear of missing out (FOMO).
Highlight that the product sold out before and may do so again. Use phrases like “Limited stock” or “Don’t miss out again” to create a sense of urgency. This psychological trigger can prompt quicker purchasing decisions and boost sales.
Add clear CTAs
Your CTA should be prominent and compelling with action-oriented language like “Shop Now” or “Get Yours Before It’s Gone.”
Ensure the button stands out and links directly to the product page or an integrated shopping cart and payment button, such as Google Pay.
Leverage social proof
Build trust and desire by including reviews and testimonials in your emails. This could be as simple as including an image and link to your Trustpilot page or maybe grabbing a customer review from your site and making it a crucial part of your email design.
If you don’t have any, you could ask for reviews with email requests, SMS messages, social media messages, or through a popup on your site.
Media coverage and influencer endorsements are also worth mentioning to increase the chances of a sale.
Address barriers to purchase
Provide information on shipping costs, payment options, returns policies, and how to contact customer support to eliminate uncertainty and build trust.
Being open and answering common buyer questions will help you build rapport with customers and make them more comfortable proceeding with a purchase.
Include an unsubscribe option
Although it seems counterproductive, including an unsubscribe button in your back in stock emails builds customer trust.
Moreover, it is often a legal requirement, with laws like CAN-SPAM in the US and GDPR in Europe mandating that commercial emails include a clear way to opt out.
Another important reason to include an unsubscribe option is recipients are less likely to mark your emails as spam. Spam complaints can severely damage your reputation and affect the deliverability of your emails to other subscribers.
With Omnisend, it couldn’t be easier to add an unsubscribe link to your email text or in a button:
Template of a good back in stock email
You can use this template to craft a compelling back in stock email:
Subject line: “Hurry! Your Favorite Item is Back in Stock!” Email body: Hi (Customer Name),
Great news! The (Product Name) you’ve been waiting for is back in stock. (Product Image)
Why you’ll love it: Feature 1
Feature 2
Feature 3
Don’t miss out again! Limited stock available. (Shop Now)
Need more reasons?
Read what our customers are saying: (Link to Reviews)
Enjoy 10% off your purchase with code BACK10.
Happy Shopping! (Shop Now)
Best regards, (Your Brand Name)
Follow us on: (Social Media Links) Questions? Contact our support team (Link to Support). Unsubscribe if you no longer wish to receive notifications.
Master back in stock marketing with Omnisend’s templates and automations
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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