A product sells out, but shoppers keep visiting its page. Most of them leave and buy from another store. A back in stock email gives them a reason to wait for you instead. This guide shows you how to collect those shoppers, what to write, and how to send the email automatically.
Quick answer: A back in stock email is an automatic message sent to shoppers who asked to know when a sold-out product returns. To make it work, add a “Notify me when back in stock” form to sold-out pages. Send the email as soon as stock updates. Show the exact product, one buy button, and a reason to buy now.
What Is a Back in Stock Email?
A back in stock email goes only to people who asked for it. It is sent when a product, size, or color is available again. It is not a newsletter or a sale email. It simply helps the shopper finish a purchase they already wanted to make.
The signup happens on the product page. When an item runs out, the Add to Cart button changes to a signup form. The shopper enters an email address (and sometimes a phone number). Your email tool then links that person to the exact product and size they want.
You may also hear this called a back in stock notification or a restock alert. All three names mean the same thing. For a short definition, see our glossary page on the back in stock notification.
Why Back in Stock Emails Work So Well
Most marketing emails have to make people interested. A restock alert email does not. The shopper already found the product, picked it, and asked you to tell them when it returns. Your email only needs to say “it is here” and make buying easy.
The numbers support this. In a study of online store emails from 2016 to 2022, Barilliance found that back in stock emails had the highest open rate of any email type it tracked: 65.32%. The same study also found something most guides skip. These emails earned less revenue per email than cart emails. The reason is simple: each alert goes to a small list for one product. So treat them as a steady, low-effort source of sales, not your biggest revenue flow.
Three things work in your favor:
- Clear intent: every person asked for this exact product.
- Built-in urgency: they already saw it sell out once.
- No ad cost: the demand came from visitors you already have.
There is one more benefit. Your waitlist shows you what people want. If 300 people wait for one product and 12 wait for another, you know what to reorder first.
How to Set Up a Back in Stock Email Flow
A good setup has three parts. Each part depends on the one before it, so build them in order.
1. Add a "Notify Me When Back in Stock" Form to Sold-Out Pages
When a product or size runs out, replace the Add to Cart button with a “Notify me when back in stock” button. Put it in the same place as the buy button. Shoppers look there first. A form hidden lower on the page gets far fewer signups.
Keep the form short: email address, plus an optional phone number for text alerts. Make sure the form saves the exact size or color. A shopper waiting for size 8 does not want an alert when only size 12 returns. You can build this with popup forms and on-page widgets.
While the product is sold out, give shoppers other options too. Show two or three similar products they can buy today. If you know the restock date, you can also offer pre-orders. This way, some shoppers buy now, and the rest join the waitlist.
2. Connect Your Store So Stock Updates Sync
Your email tool must know the moment stock changes. A built-in connection with Shopify or WooCommerce does this for you. When stock for a size goes from zero to one or more, the waitlist for that size is ready to email.
Do not rely on manual exports. A spreadsheet that updates once a day can delay your alert by hours. By then, the most popular sizes may be gone.
3. Send the Restock Alert Email Automatically
Set the alert to send as soon as stock updates. Speed matters a lot here. For popular items, the first people to get the alert often buy most of the new stock.
Fill the email with the exact product photo, size, color, price, and a link straight to that product or cart. Also pull product details at the moment of sending, not at signup. Prices and photos can change while an item is out of stock. If you are new to automatic emails, read our guide on what is email automation.
5 Back in Stock Email Examples You Can Copy
The back in stock email examples below cover five useful angles. Each one has a headline, body text, and button text you can change to fit your store.
1. The "Selling Fast" Reminder
Best for items that sold out quickly last time.
- Headline: “It is back, but probably not for long.”
- Body: “The [Product Name] you wanted is back. The last batch sold out in [X days]. Get yours before it goes again.”
- Button: “Get Mine Now”
Only use a sell-out time that is true. Fake urgency hurts trust quickly.
2. The Early Access Offer
Best for loyal customers and small restocks.
- Headline: “You are first in line.”
- Body: “You joined the waitlist, so you can shop before everyone else. Your early access is open now.”
- Button: “Shop Early Access”
3. The "Others Were Waiting" Alert
Best when many people joined the waitlist.
- Headline: “[Number] people were waiting for this.”
- Body: “Our bestselling [Product Type] is back. With this many people on the list, it will go fast.”
- Button: “Get It While It Lasts”
Use the real number from your waitlist. If the list is small, pick a different angle.
4. The Simple Alert
Best for products people buy again and again, such as skincare, coffee, or basics.
- Headline: “Good news: [Product Name] is back.”
- Body: “You asked us to tell you when this returned. Your size is in stock and ready to ship.”
- Button: “Complete My Order”
5. The Thank-You Gift
Best when the item was sold out for several weeks.
- Headline: “Thanks for waiting. Shipping is on us.”
- Body: “We know the wait was long. To say thank you, your order ships free today.”
- Button: “Order With Free Shipping”
Ideas From Real Brands
Real brands add a few smart touches to their restock emails:
- Explain why it sold out. Clothing brand AYR makes products in small batches and says so. This makes the urgency believable.
- Add a clear deadline. Magic Spoon told shoppers to order by a set date to get its holiday cereal in time for Christmas.
- Show a review. Tarte added a customer review to its restock alert to remind people why the product sold out.
- Suggest a matching item. Anthropologie paired a restocked dress with matching earrings. Buffy paired a pillow with pillow covers.
Test two of these back in stock email examples against each other on your most-wanted product. Then keep the winner as your default. You can design them quickly in our drag and drop email builder.
Back in Stock Email Template: The Layout That Works
A good back in stock email template is short and focused on one action. Use this order from top to bottom:
- Header: your logo and one short line, such as “Your waitlist item is back.”
- Headline: a clear line that names the product.
- Product block: a large photo of the exact item, plus price, color, and size. Two or three photos from different angles, or a short GIF, can help.
- Main button: one big, bright button that goes straight to the product or a ready-to-buy cart.
- Trust line: delivery time, return policy, or a short customer review, right under the button.
- Related items: two or three matching products, in case the shopper wants more.
- Second button: repeat the main button at the bottom for people who scroll.
Try to keep the email to one phone screen. Most shoppers open it on a phone, and a long scroll before the button loses clicks. You can start from a ready-made back in stock email template in our email templates library and add your own product.
15 Restock Subject Lines That Get Opened
Your subject line has one job: say the item is back. Keep it under about 50 characters so phones do not cut it off.
- Back in stock: your [Product Name] is here
- Good news! The item you wanted is back
- It sold out once. Don’t miss it again
- You’re first in line for our restock
- Guess what’s back on our shelves?
- Restock alert: your size is back
- The wait is over: [Product Name] is here
- Back by popular demand (for now)
- We saved one for you: [Product Name]
- The [Product Name] restock is live
- Back in stock: only [Number] left
- Your waitlist item is ready to order
- Restocked! Order before it sells out
- Finally back: complete your order
- You asked, we restocked: [Product Name]
Use “only [Number] left” only when the number is real. For more ideas, see our guide to email subject lines or try the free AI subject line generator.
When to Send and How Many Emails to Send
Send the first back in stock email as soon as stock updates. Even a few hours of delay can mean the most wanted sizes are gone.
Two emails work well for most stores:
- Email 1 (at restock): the alert, with the product and a buy button.
- Email 2 (about 24 hours later): a short reminder, only for people who have not bought yet. Mention low stock if it is true.
Stop there. A third email for the same restock usually feels pushy.
If you have fewer units than people waiting, send in groups. For example, with 500 people waiting and 50 units, email your repeat customers first. Email the rest of the list a few hours later. This rewards loyal buyers. It also means fewer people click only to find the item sold out again.
What If the Item Sells Out Again or Never Returns?
Most guides stop at the first alert. But two problems happen often, and handling them well protects trust.
- If it sells out again quickly: keep non-buyers on the waitlist so they get the next alert. You can also send a short, honest note: “It sold out again. You are still on the list, and we will tell you first.”
- If the product is discontinued (no longer made): do not leave people waiting forever. Send one last email that says the item will not return, and suggest two or three close alternatives. Then remove those people from that waitlist.
Best Practices for More Restock Sales
These five habits turn a basic setup into one that keeps selling:
- Automate everything. Never send restock alerts by hand. Manual sends are slow and easy to forget on a busy day.
- Offer email and text alerts. Some shoppers want a text message the moment an item is back. Letting them choose gets more signups. Web push notifications are another fast option for people who visit your site often.
- Alert by size and color, not just by product. Send the alert only when the exact option they wanted is back.
- Keep the waitlist clean. Once someone buys, remove them from that waitlist and add them to a customer group with contact management. Our email marketing segmentation guide has more group ideas.
- Ask for permission to market. A waitlist signup only covers that one alert. To send regular marketing emails, ask for a separate opt-in. This is especially important for customers in the EU or UK.
Common Mistakes to Avoid
These mistakes cost restock sales, and each one is easy to fix:
- Too much content. Store news and extra offers pull attention from the product. Keep the restocked item as the main focus.
- A weak button. “Click here” says nothing. Use clear words like “Get Mine Now” and link straight to the product.
- Sending too late. A daily batch send means popular sizes may be gone before the email arrives.
- Old product details. If the price or photo changed while the item was sold out, the email must show the new details.
- Not testing on a phone. Check that the button is easy to tap and the page loads fast on mobile.
Metrics to Track for Back in Stock Emails
Track these four numbers to see if your flow is working:
If the signup rate is low, move the form closer to where the buy button was. If opens are high but orders are low, check two things. Does the link go to the right size? Did stock run out before people clicked?
How to Run Back in Stock Emails With Adflipr
Adflipr connects to your Shopify or WooCommerce store, so a back in stock email can go out the moment stock changes, with no manual work. A typical setup looks like this:
- Connect your store with the Shopify or WooCommerce integration.
- Add a signup form to sold-out product pages with the popup and forms builder.
- Design the restock alert email in the drag and drop email builder, or start from a template.
- Build the flow in marketing automation: start on restock, send Email 1, wait 24 hours, then send Email 2 to people who have not bought.
- Check opens, clicks, and revenue in analytics and reporting.
Key Takeaways
- Restock alerts go only to shoppers who asked for them, so they help finish a sale the shopper already wanted.
- They get the highest open rates of any email type in Barilliance’s data, but each alert reaches a small list.
- Put the signup form where the buy button was, show alternatives, connect your store, and send the alert right away.
- Choose an angle that fits: selling fast, early access, others waiting, a simple alert, or a thank-you gift.
- Keep the template to one phone screen: the exact product, one clear button, a trust line, and a few related items.
- Say “it is back” in the subject line and keep it under about 50 characters.
- Send at restock, add one reminder 24 hours later, and send in groups when stock is low.
- If an item sells out again, keep people on the list. If it is discontinued, tell them and suggest alternatives.
- Automate the flow, alert by size and color, offer text alerts, and ask for separate marketing permission.
- Avoid cluttered emails, weak buttons, late sends, and old product details.
- Track signup rate, open rate, conversion rate, and revenue per email.
- Adflipr handles the form, the stock trigger, the email, and the reports in one place.
Final Thoughts
A sold-out page does not have to be a dead end. Collect interest with a clear form, send the alert the moment stock returns, and make buying one tap away. Start with your three most-wanted products, test two message angles, and grow from what works. When you are ready, set up the flow in Adflipr’s marketing automation. Then use our guide on customer retention email strategies to keep those buyers coming back.
Frequently Asked Questions (FAQs)
A back in stock email is an automatic message sent to shoppers who asked to know when a sold-out product is available again.
Very well. Barilliance found they had the highest open rate of any email type it tracked, at 65.32%.
Send it as soon as stock updates. If stock is low, email repeat customers first, then the rest of the waitlist a few hours later.
Include the exact product photo and size, the price, one clear buy button, a trust line such as delivery time, and a few related items.
On sold-out pages, replace the Add to Cart button with a short form. Save the shopper’s email and the exact size or color they want.
Yes. Send the alert at restock, then one reminder about 24 hours later to people who have not bought. Stop after two emails.
Mostly. A back in stock notification is for items that sold out. A waitlist can also cover products that have not launched yet.
Send one honest email saying it will not return. Suggest two or three similar products, then remove those shoppers from that waitlist.
