Why send more than one restock email
A single restock alert works well when the customer is at their desk and ready to buy. Many aren't: the email arrives during a meeting and gets buried. A gentle reminder a day later, sent only to people who haven't bought, catches some of them without bothering anyone who already has.
Keep it short. For most stores, one alert plus one or two reminders is enough. The aim is a helpful nudge while the item is still in stock, not a drip campaign.
Your options on Shopify
Shopify doesn't send back in stock emails on its own. Email marketing platforms can run timed flows, but they need to know who is waiting for which variant and when it came back, which usually means connecting a separate signup form and inventory data.
| Option | Knows who bought | Setup |
|---|---|---|
| Single restock email | Not needed | Simplest |
| Flow in an email marketing platform | Depends on the integration | Needs signup and inventory data in that platform |
| Built-in email sequence | Yes, stops on purchase | Steps on the campaign's Email tab |
Step by step: build a sequence
- Write the Base content
Open the campaign's Email tab. In Base content, set the Subject (use
{product}), Store name, Subheading, Description, Button text, Take customer to (Checkout or Product) and optional Discount code. - Turn on Email sequence
Switch on Email sequence. When it's off, only the single Base content email is sent straight away.
- Add the first step
Click Add step. The first step starts with a Delay (hours after restock) of
0, so it goes out immediately. Each new step starts as a copy of the Base content. - Add a reminder
Click Add step again. New steps default to
24hours. Change the Subject and Description to read like a reminder, and add a Discount code if you want. - Order and tidy steps
Move steps with the up and down arrows, collapse them, and untick Enabled to pause a step without deleting it. You can have up to 10 steps.
- Set the safety cap
Set Stop sequence after (days) (default 90). Steps still waiting when this window closes are cancelled.
- Test and save
Click Send test email, check the result in your inbox, then save.
Sequence settings
| Setting | Value | Notes |
|---|---|---|
| Email sequence | On / off | Off sends one instant email from Base content |
| Steps | Up to 10 | Each has Enabled, Delay (hours after restock) and its own content |
| Delay (hours after restock) | 0 or more | Counted from the restock, not from the previous step |
| Take customer to | Checkout or Product | Can differ per step |
| Discount code | Optional | Create the code in Shopify Discounts first |
| Stop sequence after (days) | Default 90 | Cancels any step still waiting when the window closes |
The sequence stops for a subscriber as soon as they buy the product, matched by the email address on the order. Every email includes an unsubscribe link, and subscribers who unsubscribe get no further steps.
Double opt-in
Under GDPR Compliance, tick the option to require customers to confirm their registration. They get a confirmation email first (its Email text must include {product} and {link}), and are only subscribed after they click the link. You can also edit the Confirmation success message. Only confirmed subscribers receive the restock email and sequence.
Example: a three-step sequence for a popular hoodie
A streetwear store restocks a hoodie that usually sells out within a week. It wants to give waiting customers a fair chance without sending reminders after the hoodie is gone again.
| Step | Delay | Subject | Take customer to |
|---|---|---|---|
| 1 | 0 | {product} is back in stock | Checkout |
| 2 | 24 | Still thinking about {product}? | Product |
| 3 | 72 | Last reminder: {product} is selling out | Checkout, with Discount code BACK10 |
- Stop sequence after (days):
7, so no reminder arrives after a typical sell-out - GDPR Compliance: on, because many customers are in the EU
- A customer who buys after step 1 never receives steps 2 and 3
Only use urgent wording such as "selling out" when it's true. If you restock this hoodie in large numbers, keep step 3 friendly instead.
If the hoodie sells out again before the next batch, the store can keep it buyable with a preorder campaign. On the back in stock Products tab, Show Notify me and preorder buttons together lets new visitors choose between preordering and joining the list.
Tips and common mistakes
- Delays are from the restock: a step with
72goes out 72 hours after the restock, not 72 hours after the previous step. - Watch your email count: each step is an email per subscriber. The built-in sender includes 100 emails per month; connect your own provider under Settings → Mail SMTP & API for larger lists.
- Discount codes must exist: create the code in Shopify before you add it to a step.
- Checkout vs Product: Checkout is fastest for single-variant items; Product helps when shoppers may want another size or colour.
- Short caps for fast sellers: lower Stop sequence after (days) for items that sell out again quickly.
To see how the sequence performs, open the Subscribers page. See managing waitlist demand.
Frequently asked questions
How many steps can a sequence have?
Up to 10. Each step has its own delay and content, and can be turned off with Enabled.
Does the sequence stop when the customer buys?
Yes. It stops for a subscriber as soon as an order for that product is placed with their email address.
Where can the email button send customers?
To Checkout or to the Product page, chosen with Take customer to in Base content or in each step.
What does Stop sequence after (days) do?
It's a safety cap. Any step still waiting when the window closes is cancelled, so a late reminder is never sent weeks after the restock.
Can I require double opt-in?
Yes. Turn it on under GDPR Compliance. Customers are subscribed only after they click the link in the confirmation email.
