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Mary Haroutunian avatar
Mary Haroutunian
July 14, 2023
Replenishment Email Strategies

Key Replenishment Strategies for E-Commerce

Have you ever had the frustrating experience of realizing you’ve run out of your go-to vitamins or supplements? Annoying yet quite common situation. But, on the flip side, you could have received a replenishment email reminding you to repurchase the product. 

Every customer has that go-to e-commerce store for purchasing their monthly or weekly items. That’s why e-commerce businesses use replenishment emails to nudge customers that restocking is needed. The approach helps them increase sales and customer lifetime value (CLV).

So, let’s dig into key replenishment strategies which can help you craft top replenishment email examples.

What are Replenishment Emails for?

Replenishment emails are commonly used in e-commerce to increase sales and customer retention. In brief, restock reminders are part of recurring automated campaigns, going next to upsell and cross-sell emails with a similar goal of encouraging repeat purchases. 


When customers purchase from an online store, they can opt for automatic replenishment emails scheduled before their product is about to run out. The email will remind them that their item is due and they need to place the order again. 

If they don’t opt for this reminder, it becomes your job to ensure repetitive purchases. This is why it’s essential to get familiar with crucial replenishment strategies that marketers use. Coming up, you will learn about them, so stay with us!

Key Replenishment Email Strategies

To ensure the restock emails are effective, you must get familiar with the top replenishment strategies. We put together tips and best practices that successful e-commerce businesses implement to increase sales and customer retention. So, be sure to write these essentials down:

  1. Timing and Relevancy
  2. Order Gap Analysis (OGA)
  3. All-in-one automation
  4. A/B testing 

Prioritizing these elements in your customer relationships is crucial to securing regular product restocking. Keep reading to decode why the listed factors play a vital role in the thriving of your replenishment email examples. 

1. Timing is everything

Relevance of your email is critical when it comes to sending reminder messages. You need to send these emails at the right time, neither soon nor late. When you send replenishment reminders too soon, you risk irritating customers too quickly.


On the other hand, if your restocking messages are timed after the product runs out, it loses relevancy, and they may end up considering your competitors.  

To know when is the right time to send replenishment reminders, conduct an order gap analysis, which can give you the estimated time your customer returns for a repeat purchase. Let’s find out more about calculating OGA and using it for restock reminders. 

2. Determine OGA

Order Gap Analysis shows the average time customers return for the product repurchase. You can understand customer purchase behavior by evaluating OGA and, ergo, make informed decisions.


OGA gives you the power to accurately determine how long customers typically wait before making another purchase. This way, you can identify the optimal time to send your restock reminders and maximize the chance of succeeding in sales. Ultimately, order gap analysis ticks all the boxes of:

  • Message relevancy and value
  • Less churn rate
  • Higher revenue 

Using behavioral segmentation, you maintain valuable insights into your customer’s purchase behavior. Which brings us to the next point: robust marketing automation software is crucial. 

So, keep reading to unveil how to craft your winning replenishment email examples using the finest marketing automation platform.

3. Using Email Automation Platform

Identifying OGA with behavioral segmentation can be possible with all-in-one marketing automation software.


When picking automation software, have in mind the top email automation features that better solve your needs. We hand-picked cutting-edge automation solutions that can make your replenishment email examples stand out:

  • Hyper-segmentation: Advanced or hyper-segmentation goes beyond traditional segmentation features by dividing customers based on purchase behavior, interests, etc. This provides businesses with valuable insights into their spending patterns, enabling them to strategically time their refill reminder emails for optimal results.
  • Dynamic content: Another crucial component to consider when automating your replenishment reminders is the insertion of dynamic content. Dynamic content is customizing a specific part of the email to match a customer’s behavior, interests, location, etc. For example, with the use of dynamic content, refill reminders display relevant product information, such as the specific item they bought and the date of their last purchase.
  • Personalization: It is crucial to personalize your replenishment emails if you truly want to establish a connection with your customers. Address recipients by their first name and reference their previous purchase history or usage patterns. Include relevant product recommendations based on their preferences or suggest complementary items they might be interested in. This personal touch can make the email more engaging and increase the chances of conversion.
  • A/B testing: To determine the most effective strategies for restocking messages, you must conduct A/B testing. It deserves its own paragraph because of its highest significance for the success of your replenishment emails. So, be sure to give it your full attention! 

Many successful e-commerce businesses have already trusted for its cutting-edge omnichannel automation features and analytical tools. Now it’s your turn. Sign up today without spending a single dime!

4. A/B Testing


A/b testing or split test is marketers’ go-to solution to make data-driven decisions and optimize their marketing campaigns. In fact, the latest report revealed that 93% of businesses use A/B testing to maximize the performance of their emails (Source).

 If you haven’t used A/B testing yet, this is your sign to give it a try. A/B testing allows you to compare the performance of different email variations and refine your approach based on the results. This way, e-commerce improves the efficacy of replenishment emails by picking the variation that resonates best with the audience. 

Using A/B testing, you can experiment with:

  • Different subject lines 
  • Email templates 
  • CTAs and more 

To wind up

Online businesses often use replenishment emails to remind customers to restock their products, which can result in higher sales and increased customer lifetime value. To ensure repetitive purchases, marketers take these factors into account:

  • Timing and relevancy
  • OGA
  • All-in-one automation platform 
  • A/B testing
Mary Haroutunian avatar
Mary Haroutunian

Meet Mary Haroutunian, a seasoned marketing content writer creating insightful blog posts for With a diverse background in content writing, project management, and SEO, she brings a unique perspective to her work. Mary's extensive experience and profound understanding of digital marketing make her publications a valuable resource for marketers worldwide.