Ecommerce brands should send back-in-stock emails to drive high email opens

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2021, 4:48 PM UTC

Online retail marketers focus heavily on welcome email series and abandoned cart emails while overlooking a simple yet effective type of email – back-in-store emails.

While cart abandonment emails and order confirmation emails are crucial for ecommerce businesses, back-in-store emails are a “goldmine waiting to be tapped.” A Barilliance study found that back-in-stock emails account for the highest open rates on average in terms of email type.

Adding FOMO elements and social proof in back-in-stock emails can help ecommerce marketers drive more demand for restocked products. Showing users how many people are viewing the product can increase urgency, while offering recommended products can help increase the average order value and revenue.

Similar to ecommerce brand, Frank and Oak, companies can offer discount restocked products to boost sales. Further, use customer testimonials to highlight restocked products’ benefits and place CTAs prominently.

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