Average Backorder Notification Email Benchmarks
Backorder notification emails inform customers that previously out-of-stock items are now available for ordering or have been restocked after a waitlist period. These emails serve customers who have expressed explicit interest in specific products and have opted to be notified when stock becomes available. The audience is inherently warm, having already demonstrated purchase intent for the specific item in question, which drives strong engagement metrics across the board.
Average open rates range from 35% to 55%, with click-through rates between 15% and 30%. Conversion rates among customers who click through from backorder notifications are notably high, often exceeding 40%, as the recipient has been waiting specifically for that product. Backorder notifications consistently outperform broad promotional campaigns due to their highly targeted and anticipated nature.
Key Findings
- Backorder notifications achieve open rates of 35-55%, reflecting strong anticipation from waitlisted customers.
- Click-through rates of 15-30% indicate high relevance and purchase intent among recipients.
- Conversion rates from clicked emails exceed 40%, significantly higher than standard promotional emails.
- Time-sensitive backorder notifications with limited stock warnings increase urgency and drive faster conversions.
- Personalised product recommendations within backorder emails can increase average order value by 15-25%.
Open Rate Benchmarks
Backorder notification emails generate open rates of 35-55%, with top-quartile campaigns exceeding 60%. Subject lines that include the specific product name and "back in stock" or "now available" phrasing achieve the highest open rates. Pre-order availability updates tend to perform slightly higher than general backorder notifications, with rates of 40-55%, as customers have already committed to purchasing the item. The timing of the notification also impacts open rates, with emails sent within hours of stock arrival seeing a 10-15% boost compared to delayed notifications.
Click-Through Rate Benchmarks
Click-through rates for backorder notifications range from 15% to 30%, placing them among the highest-performing transactional email types. The first notification to a waitlisted customer typically achieves the highest CTR, while subsequent reminders for remaining stock see rates of 12-20%. Emails that include a prominent "Buy Now" or "Secure Your Order" button above the fold achieve 20-35% higher CTR than those with links embedded in body text. Including stock level indicators such as "Only 12 remaining" further increases CTR by 10-18%.
Best Practices
- Notify waitlisted customers immediately when stock arrives to maximise conversion while inventory lasts.
- Include the specific product name, image, and price prominently in the email for immediate recognition.
- Add stock availability messaging to create urgency and encourage prompt purchasing decisions.
- Offer a limited-time reservation window for high-demand items to reward waitlisted customers with priority access.
- Include cross-sell or upsell recommendations of complementary products to increase order value.
- Send a follow-up email if stock remains after 48 hours to capture customers who missed the initial notification.
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Frequently Asked Questions
Backorder notifications reach customers who have explicitly requested to be informed about a specific product's availability. This pre-qualified audience has already demonstrated purchase intent, resulting in conversion rates that can exceed 40% from click-through. The targeted nature of these emails dramatically outperforms broad promotional campaigns.
Including a subtle stock-availability timeframe can increase urgency without pressuring the customer. Messaging such as "Limited stock available — order now to secure yours" creates natural urgency. For particularly high-demand items, offer waitlisted customers a 24-48 hour priority window before general restock announcements.
Notifications should be sent immediately upon stock receipt, ideally within one hour of inventory being updated in the system. Delays of more than 24 hours can result in 20-30% lower conversion rates as customers may have already purchased from competitors or lost interest.
Include personalised product recommendations based on the backordered item category. For example, if a customer waited for a specific camera model, suggest compatible accessories, lenses, or warranty options. These recommendations can increase average order value by 15-25% while maintaining high relevance.
Yes, pre-order availability notifications follow the same principles and often perform even better, with open rates reaching 55% and CTR up to 30%. Pre-order customers have typically committed a deposit or expressed stronger intent, making them the highest-converting segment for availability notifications.