Here’s something you’ve likely heard before–keeping the right inventory is a constantly evolving challenge. So when shoppers make it through your checkout process only to receive an out of stock email notification, you’ve essentially lost that sale, right?
When one or more items in a cart come back out of stock, it doesn’t have to be the end of the world. There are ways for retailers to effectively use these out of stock email messages to encourage people to come back, make a purchase and possibly even spend more in the second go-around.
The truth is retailers lose an estimated $93 billion in sales each year due to out-of-stock inventory. Whether you’re a small retailer or a multi-billion dollar retail giant, inventory mistakes happen. What matters from a service perspective is how you handle that messaging to your valued customers.
Here we’ll look at 10 out of stock email best practices to make sure you’re not only correctly communicating to your customers, but also to ensure your email marketing strategy is successfully aligned with your customers’ expectations:
Having an item go out of stock can be frustrating for both retailers and customers. As a retailer, out of stocks mean lost revenue. For customers, it means disappointment when the item they wanted is no longer available.
Sending an out of stock email is crucial to maintain good customer relationships when this happens The email allows you to communicate the situation, offer solutions, and prevent losing the sale completely
In this article, I’ll explain how to send effective out of stock emails that deliver great customer experience. I’ll cover
- Why Out of Stock Emails Are Important
- When to Send the Email
- What to Include in the Out of Stock Email
- Out of Stock Email Best Practices
- Out of Stock Email Templates and Examples
Why Out of Stock Emails Are So Important
Out of stock emails serve multiple important purposes
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Inform customers – Letting customers know an item is no longer available prevents confusion if the order never arrives. It also saves them from having to contact your customer service to inquire.
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Apologize for the inconvenience – Saying sorry shows you empathize and own the negative experience. It helps diffuse frustration.
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Maintain goodwill – Handling out of stocks properly ensures customers don’t lose trust in your business. It increases the chance they’ll purchase from you again.
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Offer solutions – Providing alternative items or refunds gives customers options besides canceling. This may result in exchanging for a higher-priced item.
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Bring customers back – If you notify customers when the item is back in stock, they may purchase it again later.
Overall, the out of stock email allows you to turn a disappointing situation into a positive customer experience.
When Should You Send the Out of Stock Email?
Ideally, send the out of stock email as soon as you confirm the item is unavailable. Waiting days or weeks to inform customers can damage trust and loyalty.
Sending it immediately has several advantages:
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Prevents customer confusion and frustration if the order never arrives or takes too long.
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Allows customers to change or cancel the order quickly if needed.
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Increases the chances customers will opt for a replacement item instead of a refund.
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Enables you to get back in their good graces faster.
Aim to send the email within 24 hours of discovering the stock shortage. This prompt communication demonstrates respect for your customers’ time.
What to Include in an Out of Stock Email
The most effective out of stock emails include these elements:
1. Subject Line
The subject line should clearly state there is an order issue so customers open and read the email. Examples include:
- Order Update
- Item Out of Stock
- Apology for Item Out of Stock
- Out of Stock Notification
2. Explanation
Briefly explain which item(s) are now unavailable and apologize for the inconvenience. Be polite, humble, and honest.
Example:
“Unfortunately, the [item name] you ordered is now out of stock. Please accept our apologies for this inconvenience.”
3. Reason
Providing a short reason defuses frustration and shows you’re accountable. Be factual rather than making excuses.
Example:
“We experienced an unexpected surge in demand that exceeded our current inventory for this product.”
4. Solution(s)
Present one or more options to make the situation right:
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Offer a refund
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Suggest a replacement/alternative item
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Allow them to modify or cancel part of the order
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Note if/when the item will be back in stock and you can fulfill the original order
Example:
“We can offer you a full refund for the out of stock item or suggest a similar product available now: [link to alternative item]”
5. Next Steps
Explain exactly what you will do and what the customer needs to do next:
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State how and when you’ll issue a refund if they want one
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Provide instructions if they want a replacement item now
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Request they contact you if they prefer to wait for the original item to be back in stock
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Share how to modify or cancel the remainder of the order if needed
6. Appreciation
Thank them for their patience and understanding. This nicety can further smooth ruffled feathers.
Example:
“We appreciate your patience with this matter. Please accept our sincere apologies for the inconvenience.”
7. Contact Information
In case customers have questions or want to discuss solutions, make it easy for them to reach you:
- Email address
- Phone number
- Link to your contact page, live chat, or help desk
- Support team hours if limited
8. Company Sign-Off
Close the email by signing off with your name, brand name, or the support team name. Adding a human touch brings warmth to the out of stock notification.
Out of Stock Email Best Practices
Follow these best practices to create goodwill and satisfy customers:
- Send promptly within 24 hours of discovering the stock shortage
- Use a sincere, humble tone and avoid excessive formality
- Take accountability for the situation
- Offer multiple solutions – don’t just say “sorry”
- Make next steps and contact options clear
- Follow up if the customer doesn’t respond within 2 days
- Notify the customer again once the item is back in stock
- Analyze reasons for stock outs to prevent recurring issues
Mistakes happen, but your recovery matters most. Handling out of stocks well reassures customers and builds loyalty.
Out of Stock Email Templates and Examples
Here are two out of stock email template examples you can reference:
1. Basic Out of Stock Email
Subject Line: Out of Stock Notification
Dear [Customer Name],
We’re very sorry, but the [product name] you ordered on [order date] is now out of stock. We strive to provide accurate inventory counts, but occasionally unforeseen demand results in a stock outage like this.
Please accept our sincere apologies for this inconvenience. We understand how disappointing it is when an item you want becomes unavailable. We appreciate your patience with this matter.
As a solution, we can offer you a full refund for the out of stock item. Please let us know if you would prefer that we apply the refund to your original payment method. Alternatively, please feel free to select a replacement item from our site, and we will happily ship that to you right away at the sale price.
If you would prefer to wait for the [product name] to come back into stock, just say the word, and I will personally ensure we ship your original order as soon as we have it available again. You can reach out to me directly at [email] or [phone] if you have any other questions or concerns.
Thanks again for your understanding. We regret we are unable to fulfill this order at this time, but we appreciate the opportunity to make things right. We hope to see you as a satisfied customer again soon.
Sincerely,
[Your name]
[Company name]
2. Detailed Out of Stock Email
Subject: Order Update – [Order #] Item Out of Stock
Dear [Customer name],
Thank you for your recent order. We’re writing to inform you that unfortunately, the below item you ordered is currently out of stock:
[Item name]
[Item number]
[Quantity ordered]
We sincerely apologize for this inconvenience and the delay it will cause in your order’s delivery. We recently experienced an unexpected surge in demand for this particular product that has temporarily depleted our inventory. Our purchasing team is working to replenish our stock as quickly as possible.
To remedy this:
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We have removed the unavailable [item name] from your order. The remainder of your order is still scheduled for delivery on [estimated delivery date].
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We will issue a full refund for the [item name] to your original payment method within the next 5 business days. You will receive a confirmation email once the refund is processed.
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I have included a link below to a similar item we currently have in stock that you may want to consider instead:
[Link to alternate item]
Again, we sincerely apologize for this inconvenience and appreciate your business. Please feel free to reply to this email or call [phone number] between 9am-5pm EST if you have any other questions or need assistance.
Regards,
[Support rep name]
[Company name]
Key Takeaways
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Promptly notify customers when an order item goes out of stock to preserve goodwill.
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Provide an explanation, apologize for the inconvenience, and offer solutions like refunds or replacements.
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Clearly outline next steps for the customer and make contacting your support team easy.
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Following out of stock email best practices transforms a negative experience into a chance to impress customers.
Apologize for the Invoncenience (Because It Is)
While the customer is always right might be a little forgiving for some retailers, it’s still essential to know where you couldn’t provide the best customer experience and to apologize for it quickly. Apologies don’t have to be long-winded or over the top.
Instead, try to delight your customers as much as possible by showing you’re responsible for the out of stock item. And it’s always best practice to try to quickly explain to customers that it’s something you’re trying to fix.
In one instance from our research, a luggage retailer not only apologized, but offered up links to alternative products, asking if either product was satisfactory, in addition to offering up a refund. This is how you take a simple apology to the next level.
- In practice: “Please accept our apologies for this inconvenience.” (Little Dudes and Divas)
Let Customers Know If the Item Is Discontinued
Items often go discontinued, so don’t leave your customers waiting to get an email notification about something coming back in stock when you know it’s never happening. This falls in line with our consistent idea of being trustworthy and honest with your customers. Don’t leave them hanging and let them know how they’ll be refunded if you haven’t already.
One of the out of stock email notifications our shoppers received explained the product was no longer available and that a full refund was added back to the buyer’s card.
- In practice: “…nothing has been charged to your card.” (Music Store)
How to email your customer when they buy an out-of-stock product with Shopify Marketing Automation
How do I send out-of-stock emails?
Here are some additional tips for sending out-of-stock emails: Expect feedback: Expect customers to give you feedback or their opinion on products being out of stock. It’s helpful to have set, pre-written answers for any feedback you may receive, be it negative or positive feedback.
Why should you send out of stock emails?
Out of stock emails can be a great way to keep customers updated on when a product will be back in stock. This can help to build customer trust and loyalty, as they know you are keeping them updated. 2. Out of stock emails can also help to increase sales, as customers are more likely to buy a product when they know when it will be back in stock. 3.
How do I write an effective out-of-stock email?
You can follow these steps to write an effective out-of-stock email: 1. Craft a clear subject line To begin your email, write a concise subject line. Doing so can get your customers’ attention and encourage them to open and read the email. It’s important to be as clear as possible and accurate when creating this subject line.
When should I send out-of-stock emails?
When sending out-of-stock emails, try to send them as soon as possible once you’re aware of stocking details. Remember to apologize: Acknowledging that a shortage of supply can be disappointing or inconveniencing to your customers is important.
