TEMPLATES

Marketing messages go only to people who’ve consented: email with a working unsubscribe and your postal address, texts only to people who opted in, with a working opt-out. Notices about a paid order are transactional; keep promotions out of them. Have counsel review your versions.

Back in stock: email

SUBJECT   [Product] Is Back
PREVIEW   you asked us to tell you first. here it is.

[First name], [product] is back in stock.

You signed up to hear when it returned, so you're hearing before
we tell anyone else. We restocked [quantity or "a limited batch"];
the last run sold out in [time], so if you're due, now's the time.

[Reorder button]

Thanks for waiting.
[Name], [Brand]

[Unsubscribe link] · [Postal address]

Back in stock: SMS

[Brand]: [Product] is back. You asked us to text you first, so
here's your link before we tell anyone else: [link]
Reply STOP to opt out.

Out of stock: to customers due to reorder

SUBJECT   A Heads-Up About Your [Product]
PREVIEW   it's out until around [date]. here are your options.

[First name], you usually reorder [product] about now, and we've
run out. The next batch arrives around [date]. It's out because
[honest one-line reason: demand was higher than we planned / our
supplier is late].

Three options:
1. Get a reminder the day it's back: [link]
2. Try [named alternative], which [one line on why it's close]: [link]
3. [If you have stock of a larger size or bundle] Get it in the
   [size/bundle] we still have: [link]

[Name], [Brand]

[Unsubscribe link] · [Postal address]

Late order: the delay notice

SUBJECT   Your Order [Number] Will Ship Later Than We Said
PREVIEW   new date inside, and a one-click cancel if you'd rather.

[First name], we can't ship [product] by [original date] as
promised. Our new estimate is [revised date], because [reason].

If that works, you don't need to do anything.
If you'd rather cancel, click here for a full refund: [link]

We're sorry for the wait.
[Name], [Brand]

Send before the original date passes. The FTC’s Mail, Internet, or Telephone Order Merchandise Rule sets when you need the customer’s consent and when silence is enough; have counsel map your cases to it.

Discontinuation: to dependents, day minus 60

SUBJECT   We're Retiring [Product], and You're the First to Know
PREVIEW   the last day to order, a way to stock up, and what we'd try next.

[First name], you've ordered [product] [n] times, so I wanted you
to hear this from me before we tell anyone else.

We're retiring [product] on [date]. The honest reason: [reason].

What that means for you:
- You can order it until [date], up to [cap] units: [link]
- We think [replacement] is the closest match, because [reason].
  We're putting a free sample in your next order so you can try
  it while you still have [product].
- If you subscribe, we'll ask before changing anything.

If you have questions, reply to this email. It comes to me.

[Founder name], [Brand]

[Unsubscribe link] · [Postal address]

Discontinuation: last-chance SMS, day minus 3

[Brand]: 3 days left to order [product] before we retire it.
Stock up (up to [cap]) or try [replacement]: [link]
Reply STOP to opt out.

Reformulation: before it ships

SUBJECT   We're Changing [Product]. Here's Exactly What's Different
PREVIEW   what changes, what doesn't, and a sample before it's yours.

[First name], starting with orders after [date], [product] will
[specific change: a new supplier for X / a lighter scent / a new
fit through the waist].

What stays the same: [the things they chose it for].
Why we changed it: [honest reason].
What you'll notice: [texture / smell / taste / fit, plainly].

Your next order includes a sample of the new version. If it isn't
right for you, reply and tell us. To stock up on the current
version while it lasts: [link], up to [cap] units.

[Name], [Brand]

[Unsubscribe link] · [Postal address]

The replacement test question

SENT      7 days after the free sample arrives, to the test group only
QUESTION  "If [original] were no longer available, would you reorder
           [replacement] instead?"
           Yes / Maybe / No
FOLLOW-UP "What would it need to be closer to what you use now?"
READ      Share of Yes among core dependents. Under half: find a
          better replacement before announcing.

The product change brief

PRODUCT            name, SKU(s):
CHANGE             stockout / retirement / reformulation / cut / merge:
DATE               last day of the old version:
WHY                one line:
BUYERS, 12 MONTHS  total:        dependents:        core:
REVENUE AT RISK    from the tool in chapter 7, no plan / with plan:
REPLACEMENT        product, and test result (share of Yes):
LAST BUY           units, from dependents' usage:
MESSAGES           dates for notice, sample, reminders, subscriptions:
ROLLBACK LINE      the dependents' 90-day ordering rate that would
                   make us reverse or extend:
OWNERS             operations:            retention:
READ ON            day 30 / 60 / 90 dates: