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30 Second Summary
- A Back In Stock flow is important if your e-commerce brand often runs out of stock or has limited runs on products. It turns interested shoppers into customers, and is a way to turn inventor management challenges into a marketing opportunity.
- To start off, build a Back In Stock flow by integrating your e-commerce platform, creating a "Back In Stock" button on your product page & setting up the flow in Klaviyo
- A standard back in stock flow should have 1-3 emails sent over 3-7 days
- These flows, integrated with your e-commerce platform, capture customers' interest when a product is out of stock and keep them engaged via 1-3 automated emails sent over a 3-7 day period.
One of the opportunities e-commerce brands often miss out on are converting shoppers who are interested in a product that's out of stock. Without a Back In Stock Flow in Klaviyo to capture the lead, cross-sell products, and notify customers for existing inventory drops, your e-commerce store is losing these potential customers.
A Klaviyo Back In Stock is more than just a transactional reminder for customers. It can be an incredible revenue-generating flow for your e-commerce brand if you have often have products with stock delay or limited runs on products. It's also an incredible strategy to turn inventory management challenges into marketing opportunities.
A great Back In Stock flow can accelerate your customers' journey to their first purchase & increase your average order value (AOV). In this blog post, we're giving you the "Zero-To-Launch" approach to launching a high-performing Back In Stock flow -- no fluff, be confident in its performance & one you can optimize later with A/B testing.
Join the list for our Advanced DTC Email Flows Playbook (launching soon!) to learn how to build a Back In Stock Flow to convert more email leads into customers.
Driving Sales With A Back In Stock Flow
Here's how a Back In Stock flow works to capture interested shoppers & convert them into customers:
When a shopper lands on a product page for a product that is out of stock, they can enter their email address to be notified when it's back in stock. This triggers a series of 1-3 emails sent over a span of 3-7 days to notify them when the product is restocked, but also to recommend other products they may like in the meantime. This flow acts as a safety net by capturing leads and shoppers with strong buying intent instead of having them bounce off your e-commerce store.
Setting Up The Klaviyo Back In Stock Flow
- Establish E-commerce Platform Integration: Start by integrating Klaviyo with your e-commerce platform. Klaviyo offers straightforward integration with platforms like Shopify, Magento, and BigCommerce.
- Add the "Back In Stock" Button: Next, incorporate a "Back In Stock" button to your website. This will automatically appear on the product page for out-of-stock items, allowing customers to subscribe for restock notifications. When a customer subscribes, the "Subscribed To Back In Stock" event is triggered, setting off your Back In Stock flow.
- Set Up a Basic Back in Stock Flow: If you're new to this, start off with a simple Back In Stock flow consisting of one restock alert email. This email notifies subscribers when the product is back in stock. Use the Klaviyo email builder to easily create each of your back in stock emails!
- Extend Your Back In Stock Flow (Optional): If you have time, set up an additional email that shoppers get right when they subscribe to restock alerts, that recommends other products they may like in the meantime.
- Integrate SMS (Optional): Add in text notifications to your Back In Stock flows to alert interested shoppers real time for restocks
- Segment Your Back In Stock Flow (Optional): If you have a wide range of products or frequently experience stock-outs, consider segmenting your Back In Stock flow based on product type. This strategy provides a more personalized experience for the customer and allows you to tailor your communication more effectively.
Crafting the Perfect Back In Stock Emails
Since Back In Stock emails are sent to shoppers who are actively requesting a stock alert email, you want to start with a clear & subject line like "BACK IN STOCK: [Product Name]". This simple, direct headline leaves no room for confusion & gets to the point. While you can A/B test subject lines in the future, it's best to start off with something straightforward.
The header of the email should feature a bold header announcing the product's availability and a Call-to-Action (CTA) button prompting the recipient to "Shop Now". You might even consider instilling a sense of urgency in your header copy, hinting that the product could run out of stock again soon to encourage prompt purchases.
These components form the basic foundation of a back-in-stock email, but don't hesitate to build from there. For example, you might add a follow up email after this initial stock alert email to remind these shoppers of the features & benefits and why they were interested in this product in the first place. Additionally, consider following up after a product restocks with more reminder emails. These emails can suggest other items that the customer might enjoy.
Back In Stock Email Examples
And there you have it, the simple, no-fluff steps to building your Back In Stock Flow! If there's one piece of advice to take from this, it's to maintain simplicity and prioritize getting your Back In Stock Flow up and running to capture these interested shoppers. Remember, you can always refine your flow, A/B test your back in stock emails, and add more emails down the line.
An effective Back In Stock Flow not only helps retain interested customers but also drives them towards making purchases. It simplifies your top-of-funnel marketing by converting potential leads into actual customers, reducing your Cost Per Acquisition (CPA), boosting your Average Order Value (AOV), and enhancing the worth of each lead you garner.
Don't have the time? Get it all done-for-you with our Zero-To-Launch package where we'll build all of the key automated email flows your e-commerce brand needs for launch.
