Using replenishment email templates to sell to existing customers is one of the most effective and easiest ways to increase revenue and profitability for B2C businesses. Why? Because you’re 60-70% more likely to sell to a current customer, compared to the 5-20% likelihood of selling to a new prospect. As such, using replenishment email templates is a great addition to your sales strategy. These emails are timely, highly relevant, extremely efficient – and yet, one of the most often overlooked tools that eCommerce store owners can use to drive repeat purchases and improve sales.
A replenishment email is an email sent out to customers to remind them to restock on a certain product when it’s about to run out. It is an email marketing technique mostly used by companies that sell consumable goods that can be replenished (such as personal care and beauty products, food and beverages, vitamins and supplements, prescriptions, home cleaning supplies, pet food, etc.).
Replenishment emails are triggered and sent automatically when it’s time to re-purchase items customers have previously bought (based on predictive data science). These types of emails can also be successfully used by brands selling non-consumable products that can eventually wear down (such as apparel and footwear), as well as subscription-based SaaS businesses.
A Listrack study found that replenishment campaigns have the highest click-to-open rate (53.6%) of any type of lifecycle marketing emails. In addition to that, according to Ometria, replenishment emails have an average open rate of 50-60%, an average click-rate of 40-50%, and an average conversion rate of 10-15%. This means replenishment emails are a golden opportunity for brands to generate recurring revenue by targeting customers who are most likely to re-purchase their products.
Replenishment emails should be short and to the point. The first impression is important. Therefore, it is crucial to make the email subject line catchy and short to capture the customer’s attention.
Sending replenishment emails is an effective way to inform customers about the remaining products. Doing this helps to increase website traffic, customer retention, and brand awareness.
The timing can be different for each product/service as well as a person. However, you can roughly determine this based on the previous purchases or the product. Moreover, make sure you send the email at a specific time of the day. Our recommendation is to send replenishment emails in the midweek, specifically midday. Anywhere from 10 am to 3 pm is preferred.
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