Include Email in Your Out-of-Stock Messaging Strategy

Although the supply-chain issues that led to empty shelves in 2021 and 2022 might be easing up soon, out-of-stocks will always be a part of the retail scene. If out-of-stock communications aren’t handled effectively, you could lose customers to another brand. Who wants that to happen?

Timely emails at both ends of the process—out-of-stock notices and back-in-stock updates—can keep your most motivated customers informed and engaged. These tactics can help you create a coordinated system of messages that include both email and SMS contacts.

1. Offer back-in-stock notifications

When customers land on a sold-out product on your website, launch a form that collects their email addresses along with a clearly worded note explaining you’ll only use the data to send a back-in-stock email.

But, while you’re collecting the email address, give your customer the option to opt into your email program. These are your most motivated customers, so capitalize on their interest.

2. Advertise sold-out products

It’s a classic retail tactic: Tell people what they missed out on, then let them sign up for an alert when the product is back in stock. You can send this email to anyone whose browse, purchase, or abandonment data matches the product, or even to your whole list if the product is broadly appealing.

Don’t forget to add a little FOMO to your email campaign, either. Take a tip from ecommerce cookware retailer Our Place. The brand is a pro at out-of-stock and back-in-stock emails. We love the fear-of-missing-out tactic of mentioning how many people are already on the waitlist for a popular product.

3. Polish up your back-in-stock emails now

Back-in-stock emails are a holiday marketing staple. If you don’t offer them yet, now is a great time to design, test, and launch these helpful triggered emails so you’re ready in case inventories are stretched again this year.

MailCharts Pro users can sort through 90+ curated email examples from top brands like Coach, Reebok, and Bombas. Plus, members can share emails and brands they love with teammates, which makes collaboration easier and reduces strategic and campaign planning time for everybody. Not a member yet? Get a sneak peek.

4. Add an SMS alert

Here’s where email + SMS can team up to help your customers buy the products they want before they sell out again. Ask customers for a mobile number along with their email address, and text them as soon as their products are restocked. Find examples like this one in our SMS collection!