Gone are the days when back-in-stock emails were sent only to customers who clicked the "Notify Me" button.
If you've been paying attention, you'll notice that most brands now send these emails to their entire subscriber list—or at least to the segment who might be interested in the product.
And why not? If an item sold out, it’s likely a bestseller. If so many people love it, why not get it in front of even more eyes?
Back-in-stock emails aren’t just about notifying customers and getting done with it. They also drive urgency, boost conversions, and make sure your hottest products don’t sit on shelves for long.
The right messaging, design, and timing can turn a simple restock update into a high-performing sales driver.
In this blog, we’ll share some of the best back-in-stock email examples and templates to help you increase sales.
Let’s dive right in!
Back-in-stock emails are a hit for a reason — they ensure no one misses out on a product they might love just because it sold out. There’s something undeniably exciting about getting another shot at a popular item that flew off the shelves. And brands are smart to tap into that excitement.
In fact, research from Barilliance shows that back-in-stock emails have an impressive average conversion rate of 14%. That means for every 100 emails sent, 14 result in a purchase — not bad for a simple restock alert!
What’s even more impressive? These emails see an average open rate of 65.32%, which is nearly 70% higher than the open rates of post-purchase emails, one of the lowest-performing email types.
It’s clear that back-in-stock emails don’t just grab attention — they drive serious results. Here are some examples you can take inspiration from:
Sephora’s back-in-stock email follows a clean, minimalistic approach. The copy is short, direct, and to the point.
Heading: It’s back
Subtext: That beauty you’ve been looking at is back in stock
The CTA is also quite simple and effective “Check it out.”
While they could have made it more persuasive, simplicity works, especially in a cluttered inbox.
But what Sephora really gets right is the product placement. Instead of limiting the email to a single restocked item, they cleverly feature recommended products.
This increases the chances of a purchase—even if the customer wasn’t eyeing that specific item. It’s a smart move that keeps engagement high and boosts overall sales.
Uniqlo takes a different approach—keeping the spotlight on just one back in stock product. Why? Because too many choices can overwhelm customers. Their email is short and visually clean, featuring only a sweat pullover long-sleeve hoodie with an eye-catching image and a direct CTA.
Instead of flooding the email with multiple products, they ensure customers focus on the one they previously showed interest in. However, they subtly include small links at the bottom for those curious to explore more. This strategy keeps decision-making simple while still allowing for additional discovery.
Sometimes, less is more. A focused approach can drive more conversions than a cluttered email packed with options.
UGG’s back-in-stock email isn’t just about the product—it’s about making the purchase irresistible.
Right at the top, they highlight a tempting offer: Free two-day shipping on orders above $100. That’s a strong nudge to buy, especially for someone who was already interested.
They also add urgency with an “Ends Today” disclaimer, triggering FOMO (fear of missing out). The design itself is interactive, featuring carousel arrows and a color bar, making it easy for users to browse and pick their favorite variation.
UGG proves that a restock email doesn’t just have to inform—it can also entice. Adding perks and a limited-time offer can be the extra push customers need to hit “Shop Now.”
Aritzia knows exactly how to play on emotions. Their email starts with a bold headline: “They’re Back.” Immediately after, they double down with, “They sold out once. Now they’re back. Don’t let them slip away this time.”
This clever messaging plants the idea that if the product sold out before, it might happen again. And no one wants to miss out. They then showcase back-in-stock items with high-quality images and concise descriptions, making it easy for customers to browse and buy.
Aritzia’s strategy revolves around psychological triggers—exclusivity, scarcity, and urgency. If your audience thinks they might miss out again, they’re more likely to act fast.
Everlane takes a storytelling approach. Their email starts by simply announcing that the product is back. Then, instead of stopping there, they add an extra push: “They sold out once before. Just sayin’.”
This small but powerful line reinforces demand and urgency. But Everlane doesn’t just promote one color of their sneaker—they showcase all seven options, complete with images and names. This subtle upsell strategy increases the likelihood that even if someone doesn’t love the original color, they’ll find another they like.
The email wraps up with a strong SHOP NOW CTA, ensuring that browsing quickly turns into buying. By presenting variety without overwhelming the reader, Everlane keeps the email engaging while maximizing sales potential.
Offhours takes a fun and conversational approach to their back-in-stock email. “It’s Back.” This tagline is simple, just like Sephora. And it works.
But the magic happens in the body text. They don’t just say the robe is available again—they highlight just how much demand there was. Their playful copy reads:
"You can stop DM’ing, texting, emailing (and sending LinkedIn messages… you know who you are) trying to get your hands on a Homecoat."
This humor-infused messaging makes customers feel like they’re part of an inside joke. More importantly, it reinforces that this robe is highly sought after.
They wrap up with another urgency play: “Quantities are limited.” By hinting that it might sell out again, Offhours ensures that anyone who truly wants it won’t hesitate to order.
Kylie Cosmetics keeps it sleek and minimal with a bold headline—“MINI FRIDGE IS BACK”. This immediately lets customers know they have another chance to grab it.
The email keeps the message short, reinforcing that the wait is over and urging readers to act before it sells out again.
But what makes this email smart is the strategic cross-selling. Below the main announcement, they introduce complementary products with the heading “KEEP THESE BEAUTIES IN YOUR MINI FRIDGE”. This subtle upsell encourages shoppers to fill their cart with skincare essentials that pair perfectly with their purchase.
Instead of a standalone restock alert, Kylie Cosmetics turns the email into a complete shopping experience, nudging buyers to spend more while keeping the email visually clean and engaging.
Firebox takes a dramatic approach with a single commanding word “Behold.” This instantly grabs attention, making the email stand out from the usual notifications.
The product image takes center stage, and the copy builds excitement by calling it a “viral sensation.” Instead of just mentioning that it’s back, they make it feel exclusive, reinforcing the idea that it was highly sought-after.
They also go a step further by describing the product’s unique appeal—it weeps a rainbow of tears—which makes it more than just a restock alert. It becomes a reminder of why people loved it in the first place.
The email closes with pricing details and a direct Shop Now button, keeping the decision-making process effortless. Firebox nails the art of making a product feel special, ensuring customers don’t just see it—they want it.
Something Sweet takes urgency to another level by making it clear that even though the item is restocked, it’s still limited.
They highlight specifics like “Only 5000 items in stock, and selling out fast!,” which creates instant scarcity.
They also use a time-sensitive approach with “In stock until June 29! Grab it while you can!” to reinforce that waiting isn’t an option.
They’re also very smart with how they frame the pricing. Instead of just stating the cost, they showcase a $19 discount on a $108 item. This psychological tactic, known as the framing effect, makes the deal feel more valuable, pushing customers to at least check out the product.
Even if they weren’t planning to buy, the discount acts as a trigger, speeding up decision-making and increasing click-through rates.
Athletic Brewing’s email is bold, vibrant, and visually dynamic, using deep blue and bright orange to command attention. The headline is large and assertive, immediately making it clear that a fan-favorite is back.
The product image is front and center, removing distractions and making it easy for customers to focus on what’s important.
But the real genius lies in how they place persuasive details right before the checkout button. Instead of just telling customers to Get It Now, they list reasons why the product is worth buying.
This move is subtle but reduces cognitive load big time, eliminating hesitation and making it easier for shoppers to commit.
By reinforcing value at the exact moment of decision-making, Athletic Brewing ensures customers don’t second-guess their purchase, increasing the chances of conversion.
Radio Roasters Coffee’s email game is always on point. They go beyond a simple restock alert, reminding customers why their product was a bestseller.
In the back in stock email, they show key features, breaking down what makes their Steeped Coffee Bags special and why people love them.
But they take it one step further by including how-to-use instructions. This is a smart psychological play, using the visualization effect—when customers can imagine using the product in their daily lives, they’re far more likely to buy it.
The email doesn’t just inform; it creates a mental picture of the product fitting seamlessly into the buyer’s routine.
By making the product feel both desirable and easy to use, Radio Roasters Coffee increases engagement and turns passive readers into active buyers.
Backdrop, an online paint store, takes stockouts as an opportunity rather than a setback. Some of their trendy shades sell out fast, but instead of quietly restocking, they turn it into a moment to capture more attention.
Their back in stock emails don’t just go to those who signed up for notifications—they send them to their entire subscriber base. This approach puts their most popular shades in front of more potential buyers, increasing the chances of a purchase.
What makes their strategy even smarter is their messaging. They acknowledge that not everyone needs paint immediately, so they say "Buy now, paint later—because it might never be back."
This simple but effective nudge pushes even those who weren’t planning to buy into action, securing sales from customers who would have otherwise waited.
Sandland Sleep make their back in stock email a really good experience. Their email design is clean, and their copy is playful, with phrases like "Ready to rumble sleep!"
This clever wordplay adds personality while reinforcing the brand’s focus on quality rest. They also express gratitude, thanking customers for their patience while waiting for the product to be restocked.
But they don’t stop at just encouraging a one-time purchase. They build urgency by reminding customers that it might sell out again soon. To further enhance trust, they include a customer testimonial, proving the product’s effectiveness. And for those who don’t want to deal with stockouts again, they offer a subscription option—ensuring customers always have their natural sleeping pills on hand while also creating a steady revenue stream.
Vybes takes a minimalist but highly effective approach with their back in stock email. The subject line “Restocked: Fast-Acting CBD Powder” is direct, and the preview text “Keep the stress away” sets the tone for the rest of the email.
They let the product images do most of the talking, keeping the copy short and impactful. But what makes their email stand out is the how-to-use section.
Instead of overwhelming the reader with details, they keep it brief and clear, helping potential buyers visualize the product in their daily routine. This is a smart psychological tactic—when customers can see themselves using a product, they’re more likely to purchase it.
Vybes also experiments with backgrounds and layouts, ensuring the product stands out without unnecessary distractions, creating an email that’s both visually appealing and conversion-friendly.
Jack Mason takes a premium approach with their back in stock email. The subject line “Our Hydrotimer is ready to ship” removes any uncertainty, making it clear that there are no more wait times.
Instead of listing all the available options, they show the top-level variants, making the selection process easier for buyers. They also emphasize the watch’s USPs, ensuring customers know why it’s special.
But the real standout element is their CTA—rather than the usual “Shop Now,” they go with “Claim The Watch”, which adds a sense of exclusivity.
To further reinforce the watch’s value, they mention where it’s manufactured, turning craftsmanship into a selling point. For those who need more convincing, they even include a product video, boosting engagement and increasing click-through rates.
Here are five ready-to-use back-in-stock email templates for different product categories. Whether you sell fashion, beauty, electronics, or food, these templates will help you drive more sales.
Subject Line: Your Favorite Style is Back—Don’t Miss It!
Heading: Back in Stock & Selling Fast!
Subtext: You asked, we listened—your favorite piece is here again.
Content: Good news! The [Product Name] you’ve been eyeing is finally back. It sold out fast last time, and we don’t expect it to stay around for long. Now’s your chance to grab it before it’s gone (again).
[CTA: Shop Now]
Subject Line: It’s Back: Your Beauty Must-Have!
Heading: Back in Stock: Glow Like Never Before
Subtext: We restocked just for you—get it while you can!
Content: You waited patiently, and now it’s back! [Product Name] is available again, and we’re giving you first dibs. Stock is limited, so grab yours before it sells out.
[CTA: Get Yours Now]
Subject Line: Restocked: Get Your Hands on [Product Name] Now
Heading: Back & Better Than Ever
Subtext: Your favorite gadget is finally back—act fast!
Content: Missed out last time? No worries! [Product Name] is now back in stock. Don’t wait too long—once it’s gone, it’s gone.
[CTA: Buy Now]
Subject Line: Restocked: Your Favorite Treat is Here Again!
Heading: It’s Back—Order Before It’s Gone!
Subtext: Freshly restocked and ready for you.
Content: Great news! [Product Name] is finally back on our shelves. Our last batch sold out in record time, so secure yours before it disappears again.
[CTA: Order Now]
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