Sometimes, email works a little too well. That irresistible promotion or clever creative drew tons of conversions; maybe so many that you sold out before you could even send a reminder campaign.
Well done! But what about all your other email subscribers who will open your email an hour or day or even week later, rush to your site and find the dreaded “Sold Out” banner plastered over your irresistible offer? That’s a complaint just waiting to happen (not to mention a missed conversion).
It can happen any time of the year, but it’s especially likely now that we’re in the thick of the busy holiday shopping season, when inventory flies out almost as fast as it hits your store shelves and deals can change in a jingle. It sets up a poor customer experience, one that can drive customers to your competition if you don’t manage it well.
The same channel that drove all those customers to your site can also bring them back again when you offer to take their names and let them know when the product is back in stock.
“Back in stock” emails function like abandoned-cart messages. You’ll get more customer action when you give them detailed information about the restocked product, like this message:
This email is about as specific as you can get. It names the product, provides a photo and details, links to the product page and even reminds the customer why she’s getting the email.
“Back in stock” emails are popular with customers. They generate some of the highest open rates of any triggered messages – 47.6% to 65.32% according to different sources. For one brand, 7.7% of site visitors who clicked from a “back in stock” email bought the product, compared with the site’s 1.7% overall conversion rate.
Those figures are impressive. But, your customers are still hitting dead ends when they click from your email to your website only to find they’re too late.
Here’s an even better way: Use real-time data and content to replace the original email offer with an updated message when products sell out or some other catastrophe happens, like a delayed shipment from your supplier.
If you can integrate your inventory management and messaging systems, you can substitute a notice that the product has sold, suggest similar products or invite the customer to sign up for an alert when the product gets restocked.
Your customer might still be disappointed, but she won’t get an unexpected and unpleasant experience on your site and then go away empty-handed or click over to a competitor.
Pop-culture retailer Hot Topic uses moment-of-open technology that keeps its email customers up to date on new-product availability – not just when a product sells out but even before, when it becomes available in-store and online.
The content automatically updates when the product’s status change, as shown in this promotion for the hot collectible brand Funko :
If a product sells out, Hot Topic substitutes a grayed-out image that subscribers see at the moment they open the email message.
This tactic reduced customer complaints about missing out on hot sales and generated a 30% lift in clicks, longer browse sessions and higher sales. (Get more details in this blog post: 2 Wins and a Fail: Real Email Marketing Experiences and Lessons from Hot Topic.)
Dynamic content that updates when customers open their emails can mean fewer unhappy surprises on the website for customers. But what about people who find your site through search, by typing your site name into their web browsers or clicking through from your emails anyway even if the message says the product is sold out?
A well-done “back in stock” email can save that sale.
Offering to email customers when a product is available again is a standard feature on Amazon product pages. The product page will automatically disable color, size and other options and substitute a message like the one below:
Logged-in Amazon customers don’t have to type in their email addresses; the system adds those automatically. If you can’t provide that same seamless experience, ask for an email address so you can send a restock alert.
Collect that address in a form on the page, like Amazon’s, or in a pop-up form (often called a pop-over or overlay).
You don’t have to worry about complying with email or data-privacy laws like CAN-SPAM, Canada’s Anti-Spam Law (CASL) or the EU’s General Data Privacy Regulation because you are emailing your customers at their request. That makes them transactional rather than marketing emails
But, while your have your browsers’ attention, why not invite them to join your mailing list? Highlight the benefits of joining – special offers and discounts, VIP notices, etc. – but assure them they can request a restock alert without opting in.
Also, remind customers why they should sign up for an email stock alert, such as being the first to find out when the product is restocked.
Be careful that your marketing-driven material is secondary to the restock reminder. Keep reading to see two ways to handle this.
1. Be specific: We mentioned earlier that “back in stock” email messages function like abandoned-cart notices. They work best when you get as specific as possible, beginning with the subject line.
Instead of saying “Your item is back in stock,” specify the product you mean in the subject line and list details in the message in case you need to jog your customer’s memory. This is important all year long, but it become crucial for holiday shopping when your customers can easily go into information overload.
2. Make them memorable: Many “back in stock” alerts look like a robot formatted them. Design yours to be as attractive as your other marketing messages by using a similar template and adding your brand logo and colors and a little marketing pizzazz, like product alternatives.
This Glasses USA email recognizes that the love affair your customer had with a product when it wasn’t available can cool off by the time it gets restocked, so it suggests similar items from inventory.
This email from Lyst gives customers the option to request similar product views by clicking the “Similar products” button. Consider this approach if you are concerned about adding marketing-driven material to a transactional email.
3. Build urgency: Persuade customers to jump on the alert. This Huckberry email stokes customers’ egos by noting that they are the first to learn about the restocked product and then ramping up the FOMO (fear of missing out) by reminded them that the new stock is limited. You don’t want customers missing out twice on a good deal!
No matter how effective your inventory-management system is, you can’t always avoid being sold out of a popular product. But you can retain more sales by using real-time data and dynamic content in email to get out in front of the problem before customers hit a dead end on your website.
Then, follow up with a persuasive “back in stock” alert that entices them to come back and close the deal.