Out-of-Stock Emails: Best Practices, Examples & Templates

Here’s a typical scenario for eCommerce business owners and retailers: Everything seems to be running smoothly. Orders are pouring in, and your products are ready to ship. But then, you receive that dreaded notification—you’re out of inventory, yet there are still a few pending orders. Panic mode is officially on.

It has happened to the best of us. Keeping up with your out-of-stock inventory can sometimes be challenging, especially with bestsellers or during peak seasons. Thankfully, you can flip the story, and not just stick to damage control. The secret weapon? Out-of-stock emails.

Learn how to craft thoughtful and effective out-of-stock emails to transform disappointment into loyalty, showing your customers that you genuinely care about their experience. Plus, explore email examples from notable brands and grab premade email templates to save time.

What Is an Out-of-Stock Email?

Out-of-stock emails inform customers that a product they’re interested in or have recently ordered is unavailable. Businesses use them to be transparent with their customers and repair the situation by sharing back-in-stock timeframes or offering alternatives, such as incentives and similar product recommendations.

Why should businesses send out-of-stock notifications? Because otherwise you put customer trust at stake. Ghosting buyers or shipping a product with a delay without notice would undermine a well-established or promising relationship with customers.

Apart from trust, honest communication can lead to customer loyalty, especially when presented with an incentive, such as a discount for the next purchase. Not to mention that sharing similar product recommendations can lead to a higher ROI if targeted at each customer.

Finally, nowadays disappointed customers find it easy to leave a negative review online, especially if they don’t know much about a brand. An out-of-stock email written in an empathetic tone can reduce complaints, customer service inquiries, and bad reviews. You can also share a notification option to learn when they’re back in stock.

Best Practices for Successful Out-of-Stock Emails with Examples

Follow these steps to create out-of-stock email notifications your customers will appreciate:

1. Send it asap to avoid confusion

First, rule: Send out-of-stock emails as soon as possible. The faster you act, the better for your audience and brand reputation. Apart from clearing up any confusion and disappointment that may arise, you also let them act. Especially if the products they bought are time-sensitive, and customers rely on them to complete important tasks or gift them.

This is even more crucial during high peak seasons, such as Christmas or Valentine’s Day. Plus, if you’re not going to restock soon, offering alternatives could save you from revenue loss. And if some of your high-demand items are low in stock, you can notify loyal customers or targeted people in your email list.

Check out this low-stock email notification example by Navy Hair Care:

Subject line: LOW INVENTORY ALERT 🚨

To automate this process and save time, you can use email marketing software with intuitive automation capabilities. For example, Moosend offers a user-friendly builder letting users set up workflows based on multiple triggers, from welcome to abandoned cart emails.

Try Moosend for free

2. Create a clear email subject line

To ensure that subscribers who’ve purchased out-of-stock items will read your email, you need an outstanding subject line. Use the right wordplay to grab their attention, make them understand instantly what it’s about, and yield high open rates. Here are some examples:

• Wow, we didn’t expect this 😳
• Important details about your order
• Sold out, but not for long!
• Heads up! [Product name] is out of stock

Apart from being clear, your out-of-stock subject lines should be between 20-40 characters to be responsive on mobile devices, as well. Complement them with preview text that will get subscribers straight to the point.

If you’re unsure about the efficiency of your copy, you can also use an AI assistant to clear the air. Add information about your industry and buyer personas to get copy suggestions that will move. For instance, Moosend has a built-in AI tool to boost your copywriting efforts in different steps of your email creation.

3. Be transparent and empathetic

To keep customers on board despite the inconvenience you may have caused, be honest with them. You don’t have to go into detail and share behind-the-scenes materials with them. Mention what happened briefly followed by a sincere apology.

Every brand has its unique voice. No matter what this is, these emails should have an empathetic tone, offering temporary solutions. A sad or confused emoji can help you pass on that feeling more vividly.

Have a look at the out-of-stock email below by Axe Wellness. After a personalized greeting, they apologize, explain, and offer two options to customers to make amends. It’s a rather long version, but it shows the tone these emails should have:

Subject line: Important Details About Your Multivitamin Order

Source

4. Add estimated restock time

To calm the nerves of your out-of-stock item fans, mention when approximately new products will be available. If you’re certain about the delivery date, you can also add a countdown timer to create a sense of urgency. But this is usually an uncommon scenario in the eCommerce inventory world.

If you’re unsure about the time limit, including a rough estimate is still helpful. Phrases like “We anticipate restocking within the next two weeks” or “Expected availability: early April” inform customers when they can expect the product.

Plus, offer options to customers who want to stay updated through back-in-stock notifications. For example, IKEA has a relevant option on their product pages:

5. Make alternative product recommendations

Imagine someone who wants to buy a Christmas present for a family member and is found with zero items shipping. It’s not just disappointing but troubling, too. Some customers who receive out-of-stock emails urgently need a similar item.

To improve customer experience in these cases, offer similar product recommendations your customers will find appealing. You can select products based on seasonality–for example, Christmas decor–or previous customer purchases.

Overall, the more targeted your recommendations are, the more likely customers will go to the checkout again. A CRM tool or an email marketing platform with eCommerce capabilities like Moosend will be lifesaving.

Check out this Black Friday sale email by Notebook Therapy. Under the sold-out products, they added what customers could still purchase during the Black Friday sale period:

Subject line: Out of stock!

6. Offer incentives to boost customer engagement

Want to warm up disheartened customers and even convert them again? Then an incentive, such as a coupon or free shipping can do the trick. Place the incentive in a profound place inside the email, with details on how or when to claim it.

If you’re short on a budget, you can choose a different pathway. For example, offering early access or pre-order options, combined with targeted recommendations is more intriguing than a flat apology and a back-to-stock alert. Your messaging and copy will ultimately steal the show.

Here’s how Pearly informed subscribers about their sold-out tea kits. They attached a hard to ignore out-of-stock image and a pre-order CTA:

Subject line: Wow, we didn’t expect this 😳

7. Include a clear call-to-action

Sending an out-of-stock email that is just informative won’t yield enough benefits. Apart from explaining what happened and how it will be resolved, mention a few actions they can take to re-engage them with your brand.

For instance, you can redirect them to your website to activate the back-in-stock notification or invite them to redeem a coupon code for their next purchase. You can also give a limited-time incentive, with a less strict redemption timeframe than usual due to special circumstances.

No matter what you choose, create an outstanding CTA button that pops out from the rest of the text. Use actionable language to motivate readers to complete it.

Check out this email example by Lego, promoting their soon-to-be out-of-stock products:

Subject line: Going, going, gone…

8. Share customer service information

Even though out-of-stock emails aim at informing customers and removing any concerns they may have, insert your customer service contact ways in case they have questions. This way, you create a two-way communication pathway, hinting at them that you’re ready to listen.

We understand that receiving complaints is not the best. It can be unpleasant and unproductive for your customer service team, especially when a related email has been sent. You can attach an FAQ section to reduce those complaints to the minimum.

Plus, inform them about your next steps. When and how will you refund them? And if they had more products in their cart will those get shipped? The more detailed you are, the better.

9. Follow up with back-in-stock emails

Are your sold-out items back in stock? Then ping your customers and give them early access to the products they missed.

If they open the email but don’t move the checkout, consider giving an incentive to them, especially if the product they left behind is an ROI booster. A limited-time coupon can do the trick. Again, ensure that the call-to-action is easy to grasp and spot.

Here’s an example by Huckberry. They shared the product on the customers’ wait lists and a few more best-selling recommendations:

Subject line: Cord Local Short – 6.5″ Encore!

10. Apply an omnichannel marketing strategy

Want to ensure that the customers involved will get notified about out-of-stock products? Then nudge them through various channels. For example, you can send them SMS messages with the same information, but more concrete.

Plus, when a bestselling product is sold out, you can share it on social media. Include the estimated restock time and how customers with pending orders will be refunded. Overall, by adopting an omnichannel marketing strategy, you find customers in their natural habitat, no matter what this is.

Premade Out-of-Stock Email Templates

Ready to craft your first or next out-of-stock email? Save time with these premade templates. We’ve included two HTML and a plain text version to cater to different needs:

HTML out-of-stock email template

Customize this template using the intuitive editor to match your customers’ needs:

Tailor this

Funny out-of-stock email template

Use this outline to design a unique out-of-stock email with humorous twists. Play with the copy and images and add puns targeted to your niche:

Customize this

Plain text out-of-stock template

Adjust this template based on your brand tone to create a seamless experience for your audience:

Subject line: [Product Name] is Temporarily Out of Stock 😕

Hi [Customer Name],

We wanted to reach out with an important update about your recent order of [Product Name].

Unfortunately, due to high demand, [Product Name] is currently out of stock. We understand how disappointing this news can be, and we sincerely apologize for any inconvenience this may cause. We are working diligently to restock this item and expect it to be available again by [Restock Date].

In the meantime, we want to ensure you have options:

Pre-Order Now: Secure your [Product Name] by pre-ordering it today. Simply click [here] to place your pre-order, and we will prioritize your order as soon as the item is back in stock.

Alternative Products: Check out these similar items that are currently available: [Link to Alternative Products].

Refund: If you prefer, we can process a full refund for your order. Please reply to this email or contact our customer support team at [Customer Support Email/Phone Number] to start the refund process.

We deeply appreciate your understanding and patience. Our team is committed to providing you with the best possible experience, and we are here to help you with any questions or concerns you may have.

Best regards,
[Your Name] [Your Position] [Your Company] [Contact Information]

Turn Out-of-Stock Troubles into Wins

Remember, every interaction with your customers is a chance to show them how much you value their support. Thoughtful communication, transparency, and a proactive approach can turn a potential setback into a win for both you and your customers.

So, the next time you face an out-of-stock scenario, embrace it as an opportunity to shine and make a positive impact.