For e-commerce brands, it’s not the year of the dragon, it’s the year of the back-in-stock message. Automated back-in-stock message sends have been on a multiyear rise. In 2023, brands sent 4x as many as the year before, generating 3x the number of orders than the year before.
Back-in-stock messages perform exceptionally well compared to their email marketing counterparts. Their 60 percent open rate is higher than any other marketing email. The 19 percent click rate far outpaces the next best automation email, product abandonment, which has a 6.2 percent click rate. And when it comes to conversion rate, it’s not even close: back-in-stock messages see a conversion rate of 5.8 percent, more than double that of welcome messages, the second-best automated email.
Why do back-in-stock messages perform so well?