🧾 Automate Back-in-Stock Emails That Convert Fast

Hey, it’s Ray.

Let’s talk about one of the most under-leveraged revenue levers in ecommerce: back-in-stock emails.

Most brands do one of two things:

1. Forget to notify shoppers when a hot item is restocked

2. Send a bland, late “It’s back” email that lands like a whisper

Meanwhile, your waitlist is full of shoppers with intent.

They raised their hand.

They want to buy.

But if you don’t strike fast and smart, you’ll lose the sale to someone who shows up in their inbox first.

Let’s make sure that doesn’t happen.

Why Most Back-in-Stock Emails Underperform

Back-in-stock notifications should be high-converting. 

But here’s why they flop:

• Too generic: “Back in stock” doesn’t sell. It just informs.

• Too slow: By the time your team manually sends the email, the moment’s gone.

• Too impersonal: You miss the chance to speak to what made the shopper care in the first place.

The fix?

A high-intent automation flow that triggers the moment inventory is live and builds on the hype.

A High-Converting Back-in-Stock Flow (That Runs Itself)

Let’s break down a better system:

1. Build Your Waitlist Early

Start before you restock.

• Use a "Notify Me" button on product pages

• Collect emails and SMS to double the reach

• Add urgency: “Over 1,200 people waiting on this drop”

Pro tip: Tag these users with the exact product they’re waiting for so you can personalize later.

2. Automate the “It’s Back” Email (But Make It Sell)

When inventory updates, trigger this sequence:

Email 1: “It’s Back. Here’s Why It Won’t Last”

• Lean into urgency: “Only 300 units restocked”

• Add social proof: “5,000 5-star reviews can’t be wrong”

• CTA: Direct to product page with no distractions

Email 2 (24 hours later): “Still Thinking About It?”

• Show the product in use (UGC or influencer reel)

• Add confidence boosters (FAQs, fit guide, guarantee)
  

Email 3 (48 hours later): “This Won’t Be Back Again Soon”

• FOMO-driven countdown

• Highlight scarcity (“Next restock: TBD”)

3. Use SMS to Close the Loop

For SMS-subscribed waitlisters:

Text 1 (Same moment as Email 1):
“🔥 It’s back! [Product Name] just restocked. Grab it before it’s gone: [link]”

Text 2 (if no click):
“You’re on the list for a reason. Want us to hold one for you?” [link to checkout]

SMS drives urgency like nothing else. Use it sparingly but strategically.

Quick Setup Checklist

☑ Add "Notify Me" buttons to sold-out product pages
☑ Set up email and SMS capture for waitlists
☑ Build a 3-part automated flow with urgency, proof, and personalization
☑ Use inventory-level triggers in Klaviyo or Shopify Flow
☑ Track open to click to purchase rate per item restock

So What’s Your Next Big Move?

Here’s the real takeaway:

• Every restock is a mini product launch.

• If you treat it like a formality, you’ll get formal results.

• If you treat it like the moment it is, you’ll generate sales while you sleep.

Need help setting up your back-in-stock engine?

I’ll map your flows, write the copy, and automate the entire thing so your restocks sell out on autopilot.

Just reply to this email and let’s make it happen.

Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email! 👉 Watch it here: 

📝 5 Email Loyalty Marketing Programs That Drive Repeat Business
Many brands struggle to turn one-time buyers into loyal customers.

We’ve put together 5 proven email loyalty programs that encourage repeat purchases and build long-term relationships with your customers. Want to see the programs that actually work? 👉 Check out the full list here: 5 Email Loyalty Marketing Programs That Drive Repeat Business

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.