eCommerce EMAIL DEEP DIVE series: Back in Stock/Out of Stock (6 of 10)
How to make a sale when your items are out of stock?
This sequence will show you how.
Why?
When items are out of stock, your site visitors must be really interested in one of your items and are likely feeling letdown especially when they go as far as asking to be notified when the item is back.
BUT you can turn that frown upside down with this sequence.
This will, at the very least, temper the disappointment. At best, it can make you a sale. I think that's a win overall, right?
Sample Email Analysis: Public Rec
What makes this email great?
Dynamic blocks to show out of stock item
Confirming that you'll notify them
What can be improved?
Missed opportunity to recommend similar items
Missed opportunity to make an offer to buy now with an incentive
How to do it: Three Emails
• Email #1 - Send right after the visitor signs up for notification.
Sample: Axe Wellness
Say you will notify them as soon as it's available, add a dynamic block to show the item, and recommendations similar to the unavailable item. Then throw in an incentive to buy now.
• Email #2 - Send when the item is back in stock.
Sample: Firebox
• Email #3 - Send within 2 to 3 days after Email #2.
Sample: Polaroid (I love this email and I keep coming back to it!)
Encourage the reader to buy before the item is out of stock again. If there's a good story about why the item was out for a while, use it here.
Subject Lines
OMG! It’s back in stock. The Crying Unicorn Candle
Back in stock… for now.
