- 1 Measure median days between reorders per product
- 2 Adjust for size, quantity and household data
- 3 Send reminder a few days before run-out
- 4 One-click reorder with saved cart and payment
- 5 Update timing from each customer's next order
Replenishment reminders are messages sent just before a customer is likely to run out of a product they bought. They use the customer’s own order history to guess the right moment, so each message arrives when it is actually useful. They fit any D2C brand selling consumables with a steady usage rate, such as contact lenses, coffee, supplements, shampoo or printer ink. They also suit customers who would never sign up for a subscription but are happy to reorder when prompted.
Why it works
Customers rarely plan their next purchase until they notice the product is almost gone. At that moment they are likely to search, see a competitor’s ad or buy whatever is in the local shop. A reminder that arrives slightly earlier puts your product back in front of them first, with a fast way to reorder.
The message also feels helpful instead of promotional, because it relates to something the customer needs. That makes it more likely to be read and acted on than a general sale email.
How to do it
- Calculate reorder intervals. For each product, find customers who bought it at least twice and measure the days between orders. Use the median as your base interval.
- Adjust for quantity and size. If someone buys two bottles or the large size, scale the interval. If your checkout asks useful questions, such as number of pets or cups per day, use those.
- Send a few days before run-out. Allow for delivery time. If shipping takes three days, the reminder should arrive a few days before that.
- Make reordering one tap. Link to a prefilled cart with the same product and quantity. For logged-in customers, offer one-click checkout with saved payment.
- Keep the message short. Show the product image, a line like “Running low?”, the reorder button and an option to change the reminder date.
- Let customers fix the timing. Add “remind me later” and “I use it faster” links that adjust their personal interval.
- Personalise from history. After a customer’s second order, switch from the product average to their own pattern.
- Offer a subscription softly. For customers who reorder on reminders several times, mention that they could set up automatic delivery. Keep it optional.
Example
A D2C contact lens retailer knows each box lasts a set number of days. It sends a reminder email a week before the expected run-out date, with the customer’s prescription and lens type already in a ready-to-order cart. Customers can choose “remind me in two weeks” if they still have lenses left. After a few cycles, the reminder date shifts to match each person’s actual reorder pattern. Customers no longer need to look up their prescription to reorder, and fewer of them drift to a high-street optician.
Metrics to track
- Reorder rate within a window after the reminder. For example, orders placed within seven days of the message. This should rise as timing improves.
- Time between orders. A shorter, more regular gap shows customers are reordering before they run out.
- Click-to-order conversion on the reminder link, which shows whether the one-tap reorder is working.
- Use of “remind me later”. Frequent use for a product means your base interval is too short.
- Unsubscribes from reminder emails. Rising numbers point to bad timing or too many messages.
When it backfires
- Wrong timing. A reminder when the customer still has half the product left is ignored. One after they already bought elsewhere is too late.
- Reminders after a recent order. Always check for a newer order before sending.
- Too many nudges. Following up the same reminder several times makes it feel like a sales campaign.
- Pushing discounts. Adding a coupon to every reminder trains customers to wait for one.
- One interval for everyone. A single household and a family of five use a product at very different rates. If you never personalise the timing, reminders will feel random to many customers.
Growth Marketing Academy
Learn the framework behind this tactic
These lessons explain the math and the mental model, so you can adapt the tactic instead of copying it.
- Track 4 · Retention RFM Segmentation: Score Every Customer and Act on the Right Ones Score customers on recency, frequency and monetary value, name the segments, give each one a playbook, and build it in a spreadsheet or SQL. Includes the B2B usage version.
- Track 1 · Foundations North Star Metric: Pick One Number and Build Its Input Tree Choose a North Star Metric that captures the value customers get, then break it into 3 to 5 input metrics that teams can actually move every week.
Questions people ask
How is this different from a subscription?
A reminder leaves the customer in control of each order. It suits people who do not want automatic charges, and it can sit alongside a subscription offer.
What if I do not know how long the product lasts?
Use your order history. Look at customers who bought the same product twice and measure the gap between orders. The median gap is a good starting point.
Which channel should reminders use?
Email works for most stores. SMS or WhatsApp can work well for opted-in customers because the reminder is short and urgent. Test both if you have consent.