Great Email Breakdown: Raena Stones Jewellery Restock Email

Selling out of something is exciting when you’re a small business owner. It means people really liked your products!

If the item was particularly popular, you may decide to make more of the product to sell. But people won't buy it unless you tell them there are more available. Enter the restock email.

It's exactly what it sounds like. An email telling people that you restocked a product and encouraging them to buy, especially if they missed out last time.

Today, we’re looking at a real restock email I received in my inbox from Raena Stones Jewellery. It does a great job getting you excited about the restock without using a single picture.

Restock Email Breakdown

Subject Line

The subject line immediately catches your attention. It gives a feeling of being an insider getting secret information about something exciting, which, of course, leads you to clicking.

The Set-Up

The email starts by sharing that Rachel, the owner of Raena Stones, has been keeping a secret from you. Again, it builds intrigue and a sense of closeness.

They follow that with a paragraph about how their Silver Red Bella necklace has been out of stock for months, and people keep emailing her about it. It's a subtle signal that this necklace is popular and worth paying attention to.

Painting a Picture

The next two paragraphs continue building the hype. First, Rachel describes the necklace with some luscious language. Then, she shares a customer review (social proof) that mentions similar things.

The Point

And now we finally come to the point of the email- that they’re doing a small restock of the necklace. It continues building on the excitement and exclusivity angles by saying how the drop is limited quality, and she wants to give you a sneak peek because you’re close.

CTA

The email closes with a CTA to check out the restock when it’s live. The language continues with its friendly tone, inviting you to take a sneak peek.

My Overall Review

There are several things this email does well. It’s short and quick to read, while still getting its point across. It’s also a great example of applying marketing psychology to email marketing, through things like social proof, relationship building, and language use. 10/10 email.

How to Write an Email Like This

Try a Plain Text Email

It’s unusual to receive a plain-text email from a brand. That’s why this one stands out. In a sea of heavily designed, colorful emails, this simple, > 200-word email is a breath of fresh air.

Consider trying your hand at writing a plain-text email. This doesn’t work for every company, especially if your customers are used to a certain look from your emails, but it can be a great way for your communications to stand out.

Watch Your Language

I would love to shake Raena Stones' copywriter firmly by the hand. Their use of language in this email is exquisite. It does a fantastic job of painting a picture in your mind to sell the necklace without a single picture.

How often do you think about the words you write in your emails? It’s worth it to take a moment to consider them before you hit send. Using the word “crimson” as opposed to “red” can make a huge difference in how people see your item.

Lean Into Exclusivity

This email really sells the limited nature of this restock and how you get to know because you’re friends with Rachel. That relationship building makes customers even more likely to buy. And if they don't, they'll still remember that feeling next time they shop.

When applicable, see if you can lean into that same exclusivity in your restocks. Share how it’s a limited quantity, and because you’re on the email list, you get first dibs. But be ethical with this. Don’t generate false scarcity or use icky sales language.

A restock email is more powerful than you think. Especially if you’re bringing back an item that sold out quickly and is likely to do so again.

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