Back-in-stock email for pet brands

Fire this email the instant a sold-out SKU crosses its restock threshold. Pet food runs on a consumption clock. The 12-pound bag your customer bought eight weeks ago is nearly empty, and they will grab whatever PetSmart stocks if you wait a day.

**Trigger.** Weight Klaviyo's Back in Stock flow toward past purchasers of that exact variant. A dog owner who ordered Wilder Hound Salmon Recipe in March is your hottest lead when it lands again in June. Set a 90-day lookback on the Ordered Product metric, filtered to the SKU. Add a second branch for browsers who hit the out-of-stock product page but never bought.

**Timing.** First send within 2 hours of restock. Second nudge at 48 hours, framed around autoship instead of urgency. Skip a third send. Pet owners who ignore two restock emails have already substituted, and a third push just annoys them.

**Offer.** Hold the line on price. Discounting kibble trains deal-seeking and crushes margin on a consumable you ship monthly. Offer free shipping plus an autoship hook: start autoship, save 15% on this order, 5% on every bag after. On a $74 bag that is $11 off today and a customer who stays 3.2x longer than one-off buyers.

**Copy angle.** Lead with the pet, not the product. The customer is not buying food. They are feeding their dog. Pet-name personalization matters here. "Ranger's Salmon Recipe is back" outperforms "Salmon Recipe is back in stock" by a wide margin. Name the batch for credibility: "Batch 14, packed June 18." Small-batch scarcity reads true because for a brand like Wilder Hound it is.

**CTA.** One button, one action. "Restock Ranger's bowl" links straight to the product page with the variant pre-selected. Do not split attention with cross-sells or toy upsells here. Restock emails in pet routinely pull 15 to 30 percent click rates and 8 to 15 percent conversion. Autoship attach on the restock flow lands between 4 and 8 percent when you lead with the subscription hook.

Every pet inbox is a minefield. Your customer reads email on an iPhone at the dog park, on Yahoo Mail at work, on Outlook 365 at a vet clinic. This template survives all of them.

**Nested tables, not divs.** Layout is built from `table`, `tr`, and `td` nested three levels deep. Gmail and Yahoo strip div-based flex and grid without warning. Tables are the only structure every client keeps intact. The compiled export carries 39 of them.

**Inline CSS.** Every style lives in a `style=""` attribute on its element. External CSS and head-based style blocks get stripped by Gmail. Inline wins everywhere.

**Bulletproof VML button for Outlook.** Outlook 2007 through 2019 render HTML email in Microsoft Word's engine, which ignores CSS border-radius, link padding, and most button styling. On export the CTA ships inside an `<!--[if mso]>` conditional with VML `v:rect` and `v:textbox`, so Outlook draws a solid colored rectangle with a working link. The MJML source uses mj-button with `mso-padding-alt` so the editable file stays component-clean. Every other client ignores the VML and renders the clean HTML button.

**Live text.** Headlines and body are real selectable text, not images. Image blocking is common, and Apple Mail and Gmail clip messages over roughly 102KB. Live text keeps the file small and readable when images fail to load.

**Dark-mode color-scheme meta.** The head carries `<meta name="color-scheme" content="light dark">` and `supported-color-schemes`. Apple Mail and Outlook dark mode then auto-invert dark backgrounds and keep your live text legible instead of turning it invisible on a black panel.

**One mobile media query.** A single `@media (max-width: 480px)` block in the head handles font sizing, hero scaling, and padding on phones. One query keeps the head lean and avoids the rendering bugs that pile up when you stack six breakpoints.

**Web-font fallbacks.** The font stack degrades cleanly. `-apple-system` on iPhone, `Segoe UI` on Windows, Arial as the last resort. No web font is loaded over the network, because Gmail strips `@import` and `@font-face` anyway.

This takes about ten minutes per client.

**1. Copy the HTML.** Grab the export from your Mailwright project or render the MJML below. The full markup is one file, no external dependencies.

**2. Paste into your ESP.** - Klaviyo: open the flow triggered on your Back in Stock metric, drag an HTML block into the email, paste the code into the block. - Mailchimp: create a campaign, choose Code Your Own, then Paste in Code, and drop the markup in.

**3. Swap brand assets.** Replace the Wilder Hound logo, the product image URL, and the four hex colors. Find and replace handles it: `#2F5D43` (forest green primary), `#C8633C` (clay accent), `#F4F1EC` (cream background), `#2B2B2B` (body text). Update the store URL and the product link to point at the restocked variant.

**4. Wire pet-specific merge tags.** Pet personalization is what makes this email convert, so wire it before you send. - Klaviyo: swap the pet name for `{{ person|lookup:'Pet Name'|default:'your dog' }}`. Pull the recipe name from the restock event with `{{ event|lookup:'ProductName' }}`. Last order date is `{{ person|lookup:'LastOrderDate' }}`. - Mailchimp: pet name becomes `*|PETNAME|*` (create a PETNAME merge field in your audience). First name is `*|FNAME|*`. Product name: `*|PRODUCTNAME|*`.

**5. Test before you send.** Send a preview to yourself and open it in Gmail web, the Gmail mobile app, Apple Mail on iPhone, and Outlook on Windows. Toggle dark mode on the iPhone. Confirm the Outlook button is tappable and the pet name populates in each client. Then schedule the flow live.