3 Emails For Fashion Stores to Send as They (re)Open

Opening your fashion store is a big event, whether it’s for the first time or if you’re reopening following the easing of COVID-related restrictions.Regardless of the nature of your opening, clear communication with your customers is vital to ensuring a smooth event.And when it comes to communicating with your customers, email is one of the best tools you have at your disposal.Not only do 91% of consumers check their emails daily, but open rates for the fashion industry are higher than the overall average. Additionally, most Americans prefer hearing from brands through email (72%) compared to social media (17%).All of this is a large part of why email is the most effective marketing channel there is.So the question is not so much whether you should utilize email for your opening, but rather what the best way of doing so is.To help answer this question, below are three emails you’ll want to consider sending as you open your fashion store.PS. Before you set up any of these emails, remember to verify your domain so that your restock alert emails don't hit spam. Learn how to to it here.

Emails every fashion store should be sending

Announcement / invitation email

The first email you should send is an obvious one: an email announcing that your store is opening.This is the email where you inform your subscribers for the first time that your store is opening. In it, it’s best to include relevant details like where your store is located and the exact time you’ll be opening.To avoid your email from coming across as dry announcement of details, you can spruce it up as Marshalls did below by making it more of an invitation.

fashion email marketing 1

The use of a count down timer to the opening helps to build anticipation and excitement among their audience as well.

If you’re reopening after a COVID lockdown

If instead of opening for the first time, you’re reopening following an easing of COVID-related restrictions, then the nature of this email will be understandably different.For starters, you might want to go light on the fanfare.While it’s fine to still mention how you’re excited to finally be able to open your store once again, you probably don’t want to invite your entire email list to come over to celebrate.Instead, it’s okay for your email to be more focused on providing details like what hours you’ll be opening, how many people you can have in your store at any one time, etc.It’s also a good idea to reassure customers that you and your staff will be following heightened hygiene practices so that they feel comfortable coming into your store.

Talk about what stock you have in store

Ideally, your announcement email will be sent at least a week in advance of your opening which will give you time to follow it up with another email to get your customers excited.A great way to do this is to talk about what products you have in stock.If you’re launching your own fashion brand as a part of the opening, then you’ll definitely want to take the opportunity to introduce people to your product line.If you had to temporarily shut your business because of COVID, then you might want to adapt this email into more of a ‘back in stock’ email. Especially if you experienced disruptions with deliveries that affected product availability.The email below from Revolve is a good back in stock example.

back in stock email

Of course, if you are reopening following COVID, you might want to include a few lines about how you’re excited to be able to offer the items once more to your customers.

Reminder email

People live busy lives, so it’s entirely possible that they miss your emails about the opening.That’s why it’s important to send a reminder email a day or two before the event just like in the example below.

email marketing invitation

You can also send a reminder email after you’ve opened. This email would adopt more of a “have you had a chance to visit us” tone rather than reminding people about an invitation to your launch.

Other tips

Ensure you have a solid foundation for email marketing

Ideally, email marketing isn’t something you simply turn on when you need it.Instead, good email marketing strategies are an ongoing process that you can ramp up during particular occasions like a store opening.The success of your email marketing during these occasions will largely depend on the quality of your email list as well.A solid, healthy email list will mean that your emails will be received and opened by a large part of your audience. This, in turn, will improve their effectiveness and help make your opening a bigger success.So before you send your email announcing your store’s opening, it’s important to be collecting email addresses.Shopify email apps like SmartrMail will let you set up email collection forms and popups on your site for free. There are also alternatives for other platforms like WooCommerce.If you haven’t set up any way to capture email addresses yet, then this is something to get on top of straight away.

Don’t rely exclusively on email

As great as email is at connecting with your customers, you should never rely entirely on one channel to spread the word about your opening.Not everyone reads their emails and no matter how good you are at signing people up to your email list, you’ll have customers and fans who aren’t on it.Social media is an obvious choice to help expand the reach of your messaging, especially seeing as fashion brands perform well on platforms like Instagram.Depending on your fashion store, you might even want to consider some more traditional media options like announcing your opening in local newspapers and radio.

Final thoughts

By ensuring that you communicate all the details about your opening with your audience, you’ll stand the best chance of the event going off without a hitch.Reopening as COVID-related restrictions are eased requires a slightly different approach (where you avoid encouraging everyone to come visit on your first day of reopening) but requires the fundamentals of clear communication.In either case, send more than one email to ensure the greatest number of people know about your opening and don’t rely just on email either.Social media and even other forms of traditional communication will help spread the word.Good luck with your opening!Author bioAaron Wiseman is a marketing co-ordinator and content writer for SmartrMail. SmartrMail is the easiest way to send email that delights your customers and gets more sales. The app is available for merchants on Shopify, WooCommerce, BigCommerce, PrestaShop, and Neto.

More from the blog

Back-in-Stock Emails For Your eCommerce Business

Optimize back-in-stock email campaigns for increased sales with best practices, examples, and effective strategies.

Read this story ->

Best Shopify Plus Apps for Global Brands to Increase Sales

Read this story ->

How Product Out-Of-Stocks Can Help You With Better Inventory Management

Read this story ->

Web Push Notification Templates To Boost Sales On Your Shopify Store + Examples

Read this story ->

How to Handle Out-Of-Stock Products on Your Shopify Store to Increase Sales?

Read this story ->

Appikon Becomes a Shopify Pick for Recovering Lost Sales to Product Stockouts

Read this story ->

Different Industries That Can Leverage From Back in Stock Alerts

Read this story ->

What Is the Frequency of Restock Alerts You Should Maintain?

Read this story ->

Increase Shopify Sales: How To Sell Restocked Products Faster

Read this story ->

Marketing Psychology: Hacks To Use To Get More Pre-orders

Read this story ->

75+ Back in Stock Email Subject Lines

Read this story ->

How To Create an Omnichannel Marketing Strategy for Your Back in Stock Alerts

Read this story ->

How To Optimize Your Product Stockout Pages for Conversions

Read this story ->

How To Choose the Right Channel for Your Back in Stock Alerts

Read this story ->

How Shopify Stores Can Navigate Cookieless Ecommerce

Read this story ->

How to Choose the Best Shopify Apps for Your Store

Read this story ->

How To Handle Multichannel Sales on Shopify Effectively

Read this story ->

11 Back In Stock Emails We Absolutely Love And Why

Read this story ->

Ecommerce Marketing Strategies Your Shopify Store Needs for 2022

Read this story ->

Why Your Shopify Back In Stock Alerts Aren’t Working

Read this story ->

6 Examples To Help You Set Up An Effective Pre-Order Marketing Strategy

Read this story ->

How To Create An Omnichannel Back In Stock Marketing Strategy

Read this story ->

10 Ways To Bring Back Customers Lost To Stock Outs

Read this story ->

How To Upgrade Your Restock Alert Strategy This Year

Read this story ->

The Anatomy of a Good Back in Stock Alert

Read this story ->

10 Channels You Should Use To Communicate With Customers In 2022

Read this story ->

14 Best Shopify Apps Your Store Needs in 2022

Read this story ->

How to Grow your Shopify Store List in 2022?

Read this story ->

14 Stock Availability Email Hacks For Successful Conversions

Read this story ->

How to Boost Holiday Season Sale with Back in Stock Alerts?

Read this story ->

How to Make Sure Your Back in Stock Email is Read?

Read this story ->

How to use WhatsApp Marketing to Get More Sales for Your Shopify Store?

Read this story ->

Start Promoting BFCM Deals in Back in Stock Emails. Here’s how!

Read this story ->

How to Grow Your Subscriber List this BFCM and Holiday Season?

Read this story ->

Want to get more pre-orders during BFCM? Here’s how to do it!

Read this story ->

Different Types of Restock Emails to Increase Your Shopify Store Conversion Rate

Read this story ->

15+ Apps for your Shopify Store to Help you during BFCM Sale

Read this story ->

How to Grow Your SMS Subscriber List 10X Faster

Read this story ->

10 Scarcity Marketing Strategies To Boost Your Shopify Restock Email Conversions

Read this story ->

200+ Power Words to Rock your Shopify Back in Stock Emails!

Read this story ->

Increase Dropshipping Sales With Back in Stock and Preorder Marketing

Read this story ->

How to Write Restock Email Subject Lines that Increase Open Rates?

Read this story ->

How to Generate Legitimate Interest Around Your High-value Products to Get More Sales?

Read this story ->

How Electronics Stores Can Use Pre-Orders on High-Value Products

Read this story ->

How Fashion and Clothing Brands Use Shopify Pre-orders

Read this story ->

15 Best Dropshipping Shopify Apps You Absolutely Need To Get More Sales

Read this story ->

8 Ways to Personalize Automated Back in Stock Alerts for More Conversions

Read this story ->

How to Get More Sales on Your Shopify Beauty and Wellness Store With Back in Stock

Read this story ->

Want to Increase Your Product Page Conversions? Try These 14 Awesome Optimization Hacks.

Read this story ->

How Different Industries Can Use the Shopify Back in Stock App for More Sales

Read this story ->

How to Grow Your Shopify Email List 10x Faster and the Best Shopify Apps

Read this story ->

Best Shopify Apps for Fashion and Apparel Stores to Crush Your Half-year Goals

Read this story ->

10+ Back in Stock Templates to Use for Your Facebook Messenger Restock Alerts

Read this story ->

10+ Web Push Notification Templates for Shopify Restock Alerts

Read this story ->

10+ SMS Back in Stock Templates to Use for Your Restock Alerts

Read this story ->

How to Get Notified when Products are Back in Stock in Shopify?

Read this story ->

7 Things To Include On Your Pre-Order Sales Page To Get More Conversions

Read this story ->

10 Back-in-stock Email Templates to Send Your Restock Alerts

Read this story ->

8 Marketing Strategies To Push Your Pre-Order Sales Through The Roof

Read this story ->

How a Good Pre-order Sales Strategy Can Increase Your Shopify Store Sales

Read this story ->

Top 11 Benefits of Shopify Back In Stock Apps

Read this story ->

5 Ways to Increase User Engagement for Your Shopify Store

Read this story ->

How to Use Facebook Messenger Marketing to Sell More for Shopify Stores

Read this story ->

Creating An E-Commerce Strategy In 2021 To Grow Your Business

Read this story ->

Improve Site Search With Autocomplete: Why Autocomplete is Important to Simplify Search Experiences

Read this story ->

Analyzing How Amazon Search Engine Increases Conversions

Read this story ->

Ways to Reduce Drop Offs on Your Empty Search Results Page

Read this story ->

19 Good Email Back in Stock Notifications and Why They Work

Read this story ->

eCommerce Stores Using Back in Stock Alerts to Capture Their Shopper Purchase Intent and How It Helps Them Increase Sales

Read this story ->

Keyword Synonyms— How to Increase Product Discoverability Through Your Shopify Search

Read this story ->

How Urban Wall Decals Uses Searchly To Improve On-Site Experience

Read this story ->

How This Shopify Fashion Brand Uses Search and Filters To Increase Sales

Read this story ->

How to Increase Social Proof and Conversions with Reviews and Ratings Search Filters

Read this story ->

How to Increase Social Proof and Conversions with a Reviews and Ratings Search Filter

Read this story ->

General vs Niche vs One Product Store: Important Distinctions

Read this story ->

Importance of a Good Search Experience on Shopify Fashion and Apparel Stores

Read this story ->

Amazon Marketing Strategy: How Amazon Brings Back Interested Shoppers During Stockouts

Read this story ->

How to Increase your Average Order Value During BFCM Using Search and Filters

Read this story ->

How Fashion eCommerce Stores Use Back in Stock Alerts

Read this story ->

How to Use Product Search Filters on Your Shopify Store to Provide A Personalized Shopping Experience

Read this story ->

10 Types of Sales, Discounts, and Deals to Increase Shopify Sales During BFCM

Read this story ->

Shopify Inventory Management and Capturing Inventory Demand

Read this story ->

Guide to Managing Inventory During BFCM

Read this story ->

Out of Stock Management: How to Manage Stockouts on Your Shopify Store

Read this story ->

Complete guide to using Shopify search & filters to improve online shopping experience

Read this story ->

Why does your Shopify store need a customer account page?

Read this story ->

Walmart Marketing Strategy: How Walmart Brings Back Interested Shoppers During Stockouts

Read this story ->

Back in Stock x Omnisend: Growing Omnisend Subscribers Using Back in Stock Alerts

Read this story ->

Complete Guide to Back in Stock Alerts for Shopify Stores

Read this story ->

Why Human Touch and Automation Are the Real Hacks to Recovering Abandoned Carts through Text Marketing

Read this story ->

High-Converting Back-in-Stock Email Examples And Why They Work

Read this story ->

Best Practices to Optimize Your Store Inventory

Read this story ->

10 Tactics to Hype New Product Launches to Increase Shopify Sales

Read this story ->

Tesla Marketing Strategy: How Tesla Uses Back in Stock Alerts (and how you can too!)

Read this story ->

3 Emails For Fashion Stores to Send as They (re)Open

Read this story ->

Back in Stock x Klaviyo: Sending Back in Stock Emails to Recapture Interested Shoppers

Read this story ->

Best Practices for High-Converting Product Pages on Your Shopify Store

Read this story ->

Turn 10x More Visitors Into Customers With the Reviews and Ratings Filter

Read this story ->

10 Ways To Create Personalized Shopping Experiences On Your Shopify Store

Read this story ->

How to Use Shopify Search to Set Up Upsell & Cross-Sell Offers

Read this story ->

Trusted by 10,000 Shopify Merchants

"Helps me inititiate pre orders for my customers so I can manage sales! Helps me better understand the demand I have coming in for an item."

Chérie Lane

United States

"Helped my business a lot! Perfect app. No problems in using it and very very good support. Would install it without a doubt."

CAINTÉ

Australia

"A very useful tool, simple and with a good customer support service. It has helped us to sell products that we do not have in stock yet."

Andromeda Moto

Spain

"Increased sales by 20%. We always have pre orders waiting when our stock arrives. Recommended to anyone who wants to maximise bottom line."

SpaceTek

Australia

"I've had the app for about 2 weeks now and it has helped me get a few extra orders. I wasnt sure if it would really help but it’s increased sales by about 20% so far and clients generally dont mind waiting because its very clear that they are placing a back order."

Legion Health

Australia

"I just started using the app and so far I am loving it. It helped me launch my pre-orders and allows me to collect orders on items that have sold out for the time being. A plus for my revenue stream. The support staff is very helpful and patient. Absolutely recommend this product."

Life Light Healing Services

United States

"I love this app because it gives our customers the option of pre-ordering their product before it's released. Plus it helps us to continue having revenue whilst we wait for our supply. I am very happy with the customer service too. Highly recommend this app!"

Percy’s Powder

Australia

"Super easy to deal with, customer service is super responsive and great app for catching sales, thank you :)"

Kina & Tam

Australia

"I love this app because it gives our customers the option of pre-ordering their product before it's released. Plus it helps us to continue having revenue whilst we wait for our supply. I am very happy with the customer service too. Highly recommend this app!"

Percy’s Powder

Australia

"Helps me inititiate pre orders for my customers so I can manage sales! Helps me better understand the demand I have coming in for an item."

Chérie Lane

United States

"Helped my business a lot! Perfect app. No problems in using it and very very good support. Would install it without a doubt."

CAINTÉ

Australia

"Increased sales by 20%. We always have pre orders waiting when our stock arrives. Recommended to anyone who wants to maximise bottom line."

SpaceTek

Australia

"Super easy to deal with, customer service is super responsive and great app for catching sales, thank you :)"

Kina & Tam

Australia

"A very useful tool, simple and with a good customer support service. It has helped us to sell products that we do not have in stock yet."

Andromeda Moto

Spain

"I just started using the app and so far I am loving it. It helped me launch my pre-orders and allows me to collect orders on items that have sold out for the time being. A plus for my revenue stream. The support staff is very helpful and patient. Absolutely recommend this product."

Life Light Healing Services

United States

"I've had the app for about 2 weeks now and it has helped me get a few extra orders. I wasnt sure if it would really help but it’s increased sales by about 20% so far and clients generally dont mind waiting because its very clear that they are placing a back order."

Legion Health

Australia

"This app has made me soooo much extra money and helps with knowing exactly what inventory and sizes to restock! It’s easy to install and customize, not to mention the super fast and friendly customer service! I literally could not be any happier with this app. It is a game changer!"

MBM Swim

United States

"If you don't have this app your losing sales. No question about it. We are making so much more money on our new release items and out of stock products."

Seek Jesus

Australia

"The app increased my sales by at least 20%. Also their customer service is great. Fast response times and very helpful. I'd definitely recommend this app."

Lakes Rivers Streams

United States

"This apps brought me $900 on the free plan, I've upgraded now as I'm sure it'll do even better for my sales. The customer service is amazing, helped me with using the app super quick responses and solved my question with ease. Thanks!"

Zani Collective

Australia

"This APP has helped my brand grow in sales and customer service. The support is top-notch. I also find the APP immensely valuable in forecasting demand and what customers are willing to buy. I would recommend this APP if you are looking to grow and convert customers."

NOTIQ

United States

"Great product, I think after the 2nd day of using it we had already gotten $188 in sales from the reminders. It's nice because sometimes people return an out of stock item that we wouldn't normally announce a restock for. I also had a question about something and they responded very quickly in the chat."

Geode Swimwear

United States

"This app has been amazing for our company! We are able to have people sign up for an item that we are in the process of making, or an item that is out of stock. Once the item arrives, we generate a lot of sales from this app!”

Godiva's Secret Wigs

United States

"Great app!! I needed a way to quickly and efficiently alert my customers when items were back in stock and this app does the trick!! One of my favorite features is the "Text" option, so my customers get an almost immediate notification! This app has definitely increased sales!

Live Love Posh

United States

"This app is great for scaling businesses that are struggling to stay in stock. Before integrating this app I had trouble keeping track of customers who wanted to buy my products that were sold out, now as soon as I'm back in stock the sales come in by themselves.”

Xstream Audio Systems

United States

"This app is so valuable to our store. We like to alert customers of up coming new releases, so people sign up to be "notified". Helps us limit over ordering, and customers are happy as they get notified instantly when stock is in stock. Helps with sales and moving stock quickly. Fantastic App"

OzToyStore

United States

"This app has made me soooo much extra money and helps with knowing exactly what inventory and sizes to restock! It’s easy to install and customize, not to mention the super fast and friendly customer service! I literally could not be any happier with this app. It is a game changer!"

MBM Swim

United States

"If you don't have this app your losing sales. No question about it. We are making so much more money on our new release items and out of stock products."

Seek Jesus

Australia

"The app increased my sales by at least 20%. Also their customer service is great. Fast response times and very helpful. I'd definitely recommend this app."

Lakes Rivers Streams

United States

"This apps brought me $900 on the free plan, I've upgraded now as I'm sure it'll do even better for my sales. The customer service is amazing, helped me with using the app super quick responses and solved my question with ease. Thanks!"

Zani Collective

Australia

"This APP has helped my brand grow in sales and customer service. The support is top-notch. I also find the APP immensely valuable in forecasting demand and what customers are willing to buy. I would recommend this APP if you are looking to grow and convert customers."

NOTIQ

United States

"Great product, I think after the 2nd day of using it we had already gotten $188 in sales from the reminders. It's nice because sometimes people return an out of stock item that we wouldn't normally announce a restock for. I also had a question about something and they responded very quickly in the chat."

Geode Swimwear

United States

"This app has been amazing for our company! We are able to have people sign up for an item that we are in the process of making, or an item that is out of stock. Once the item arrives, we generate a lot of sales from this app!”

Godiva's Secret Wigs

United States

"Great app!! I needed a way to quickly and efficiently alert my customers when items were back in stock and this app does the trick!! One of my favorite features is the "Text" option, so my customers get an almost immediate notification! This app has definitely increased sales!

Live Love Posh

United States

"This app is great for scaling businesses that are struggling to stay in stock. Before integrating this app I had trouble keeping track of customers who wanted to buy my products that were sold out, now as soon as I'm back in stock the sales come in by themselves.”

Xstream Audio Systems

United States

"This app is so valuable to our store. We like to alert customers of up coming new releases, so people sign up to be "notified". Helps us limit over ordering, and customers are happy as they get notified instantly when stock is in stock. Helps with sales and moving stock quickly. Fantastic App"

OzToyStore

United States